Market Ideas

Communications Market Ideas:

Client

A Southwest daily newspaper

 

Promotional Challenge

A daily newspaper in the southwest wanted to drive purchases among customers at a particular mini-mart store. But, being a black-and-white paper in the mini-mart world of Technicolor is daunting. The paper needed a blueprint for standing apart from the crowd.

 

Solution

#379 Static Cling Custom Decals provided the foundation for success. One of Gill-line’s best sellers, brightly colored decals are custom made to fit any situation. Attractive, easy to apply and even easier to remove after a campaign is complete, static vinyl decals are the most popular decals for indoor use.

 

For the newspaper, Gill-line created oval and rectangular decals that were strategically placed in store windows and at the register to remind customers that the paper was available for purchase.

 

The decals alone increased foot traffic to the newspaper stand, but, by adding new elements to the campaign, the distributor enhanced the palette and engineered a masterpiece. #2031 Plastic Shelf Wobblers reflecting the decal artwork were added to the newspaper rack. Also, #771 Floor Decals in the shape of footprints and featuring the paper’s logo led customers across the store’s vinyl floor from the door to the newspaper rack. The combination of color and dimension attracted customer’s eyes – and opened their pocketbooks.

 

The Final Masterpiece

Foot traffic to the newspaper rack, and publication sales, increased during the campaign. To further expand visibility, #768 Overlaminated White Vinyl Custom Decals, were placed directly on the counter. While the original decals alone drove traffic, additional elements truly made a difference and drove sales in the brightly colored mini-mart environment.

 

The Blueprints

Multi-layered campaigns are extremely effective ways for individuals and companies to set themselves apart from the crowd. These campaigns work especially well for marketing real estate agents, health and singles publications, automobiles and greeting cards.

Client

KROQ Radio Station

 

Promotional Challenge

A promotional products distributor had been trying to get a foot in the door of a prominent Los Angeles rock ‘n roll radio station. The distributor hoped to get on station management’s dial by offering great service and pricing on a radio promotion mainstay – the bumper sticker. To find just the right frequency, the distributor turned to Gill-line.

 

Solution

Gill-line put together a proposal that had all the makings of a hit – great product, competitive pricing and quick turnaround. The result: Gill-line snagged the distributor a Custom Bumper Sticker deal to promote an upcoming rock concert, which opened the door for years of repeat business. Gill-lines’ ability to keep these projects moving forward while some of the specific details, such as sponsors and bands, were still being finalized helped the radio station meet its deadlines.

 

Changing Formats

Whether the promotion is a concert or a contest, Gill-lines’ flexibility allows for adjustments in the production schedule to meet the customer’s specific needs. From tight production schedules to last minute updates to quick reorders, Gill handles it all with ease.

 

Getting on the Play List

Because sponsors, concerts and promotions change, bumper stickers typically have a “flavor-of-the-week” shelf life. Distributors often are asked for a repeat performance – a reorder that can range from 10,000 to 250,000 pieces per promotion.

 

Not Your Dad’s Bumper Sticker

Gone are the days of the boring, rectangular bumper sticker. While Gill Studios pioneered the original, the company can print stickers in all shapes, sizes, colors and designs. Stickers aren’t just for bumpers anymore – they can be used on school lockers, notebooks, car windows, baby strollers, scrapbooks and bulletin boards, and they’re removable!

Client

The Bradenton Herald, a Florida daily newspaper, is big on community support, yet takes a more subtle approach when it comes to self-promotion.

 

Objective

The Bradenton Herald has helped sponsor numerous events and done a lot for the county that many residents aren’t aware of. According to the distributor, this is their style. “Many of the projects we have helped them with are designed to create a corporate impression for the paper and build a geographic identity, but they want to achieve this without honking their own horn!”

 

Item

Ten years ago, the Bradenton Herald ordered 3,500 #486 License Plates (Auto Cards) to promote the theme “Better Than Ever – Manatee County.” These were first distributed at a booth at the annual county fair and later during “Better Manatee County Days.” The distributor reports that “some of these tags are still cruising. They offered a subtle corporate impression that people liked. They weren’t hesitant to put these on their cars.”

 

Distribution

Ten years and numerous promotional programs later, Gill-line License Plates are being used in a new campaign. This time the circulation department sends one with new, prepaid subscriptions! Management at the paper felt that many of these subscriptions come from new residents, and this is a low-key, but effective way to welcome them and make them part of the community.

 

Results

The Herald feels such supportive measures contribute to the paper’s growth. And just six months later a reorder for 1,500 was placed, 500 of which had to be expedited! The tourism department applauds their efforts.

Client

Detroit Free Press, a local daily paper.

 

Objective

The overall program was designed to create awareness of the newspaper as well as The Yak®, a special section in the paper geared toward youngsters ranging from 5 to 10 or 11 years of age. The goal of The Yak is to encourage youngsters to read in general, and read the Detroit Free Press.

 

Item

10,000 Gill-line #659 White Vinyl Die Cut Custom Decals. Each 5-1/2” x 8-1/2” sheet, printed in four-color process, contained a variety of removable decals promoting the Yak character as well as the newspaper.

 

10,000 Gill-line #659 White Vinyl Die Cut Custom Decals measuring 2-1/4” diameter. These four-color process individual decals were imprinted with the Yak character and copy “The Detroit Free Press Yak.”

 

Distribution

The Yak section is published every Tuesday. In addition to puzzles, cartoons and stories, kids will also find a form they can send in to become a member of the Yack Pack®. New members receive a Yak Pack kit containing the Gill-line decal sheet and a variety of other imprinted products such as pencils, Post-It-Notes, a t-shirt and other “staple” items.

 

The Yak mascot also visits libraries, the zoo and other places to talk to children about the benefits of reading and creating awareness for the Yak section. He also encourages them to look throughout the paper for Yak Facts – short blurbs about historical facts or local trivia. At the end of his presentation, the Yak handed out individual Yak decals as a souvenir.

 

Results

The distributor is very pleased with the growth and recognition of this program. “The continual number of requests for membership and kits has reinforced the paper’s commitment to this effort. And while the number of subscriptions attributed to this program is not substantial, it is increasing.” Repeat orders were placed for both Gill items within the first year. And the distributor was recently informed that the program is being adopted by other newspapers in the chain.

Client

KBEQ Q-104, Kansas City

 

Objective

Utilize the CDs to accentuate and maintain the radio stations’ image and branding.

 

Item

#1354 Recordable CD. Screen printed with four spot colors, including an area at the bottom of the CD for labeling purposes.

 

Distribution

The radio station uses these discs in a variety of ways. Advertising customers receive a CD with copy of their commercial on them. Potential customers, who might live outside the listening area, receive these discs with a sampling of the radio station’s air play. This helps the customer decide if the format of the station is desirable for their advertising. On Air talent as well as office staff utilize the CDs to stay organized.

 

Results

The CDs tie in well with the professionalism of the popular radio station. The CDs are very well suited to this market because they are so versatile; from listeners receiving them at live remotes to advertising executives giving them to clients. Gill-line CDs are a bit hit.

Client

CNN Latino KBEH Los Angeles.

 

Objective

The hangers were printed in Spanish to bring awareness to consumers of the new channel available and its programming schedule from midafternoon through the evening.

 

Item

#952 Door Hangers printed full color front in a clever remote control design and listed the shows available on the back also in full color.

 

Distribution

The hangers were placed on front doors in the areas where the new channel was available.

 

Results

The hangers helped build awareness of the channel and increase viewership.

Education Market Ideas:

Client

A Midwest school district.

 

Objective

To encourage students to stay in school and earn their diplomas.

 

Item

10,000 Gill-line #402 Bumper Stickers printed in red and black.

 

Distribution

Upon entering high school, students are given a bumper sticker which reads “Mission: Possible” and their expected year of graduation. At graduation ceremonies, seniors will be given bumper stickers which state: “Mission: Accomplished – 2013.”

 

Results

“Initial feedback from parents and administrators has been very positive,” noted the distributor. Three local businesses that target the teenage market are covering the cost of the bumper stickers. Each company has a coupon printed on the backing sheet. “They felt it was not only a worthwhile cause, but they would benefit by the exposure.”

Client

The Tuscaloosa County Education Association.

 

Objective

To encourage students to stay in school and earn their diplomas.

 

Item

1,000 Gill-line #412 One Day Bumper Stickers printed in red and blue on white vinyl.

 

Distribution

The colorful Bumper Stickers were given to senior class members in the county’s high schools as part of commencement.

 

Results

“Bumper Stickers have been used the last few years to recognize Perfect Attendance and Honor Roll students, “ reported the distributor. “The association had some funds available at the end of the year and decided it would be appropriate to reward seniors for graduating. They also hoped the visibility of these stickers would encourage other students to stick with it.”

 

The distributor went on to say that by the middle of summer the Bumper Stickers could be seen all over town. “We’re thinking about making these available to students at the beginning of the school year to help them realize it’s worth it to stay in school. We received a lot of positive feedback from parents and PTA board members. I see a lot of potential with this!”

 

Note: Portrait studios, yearbook companies and other businesses involved with or wanting to reach the student market would benefit from distributing bumper stickers with youth oriented copy or other similar, positive copy.

Client

Sierra Pacific Power Company, an electric Utility company, located in Reno, Nevada.

 

Objective

To help improve primary and secondary education systems, the company is sponsoring a “Homework Hotline” program. Certified teachers are available to help answer homework questions, assist students in understanding and completing assignments, and help parents more effectively aid their children at home.

 

Item

60,000 Gill-line #1282 Stock Shape Magnets. The 2-1/8” diameter magnets were printed in three colors on .035” material.

 

The colorful magnets feature graphics of a telephone, the copy “Let’s Rap,” and the toll free homework hotline phone number.

 

Distribution

Prior to the program’s start date, packets are sent to school administrators for distribution to staff and students. The packets include a banner for school lunchrooms and buttons for teachers. Students’ packets contain a bookmark, sticker, and special envelope with a letter and the Gill Magnet inside. The letter, directed to parents, explains the objective of the program and hours when telephones are answered.

 

Results

The “Hotline” was a pilot program in 15 schools in the Reno/Sparks area the first year.  10,000 magnets imprinted with a local telephone number were distributed. Teachers answered more than 10,000 homework questions.

 

Given the overwhelming success of the program, Sierra Pacific expanded the hotline area to include all elementary and middle schools in Washoe County. According to the distributor, “the results to date are just phenomenal.” The utility would ultimately like to expand the program statewide to serve its entire customer base. The president of Sierra Pacific is very pleased and sees the program as “an investment in the future of our community.”

Client

The Indianapolis-Manon County Public Library.

 

Objective

To encourage reading, the library sponsors a summer reading program at its 25-30 branches. Rewards are given according to the number of books read. The program has 15-20 levels of prizes. Many are provided by local businesses, but 3 to 4 categories each year are promotional products.

 

Item

20,000 Gill-line 10 pt. #2053 Plastic Hangers imprinted on one side in four-color process.

 

Distribution

The hangers are one of the first prizes handed out to readers because they are so economical.

 

Results

Each year a theme is selected. As the distributor pointed out, “This year’s theme was insects. So it was only natural that the Hangers were imprinted with the copy ‘Don’t Bug Me I’m Reading.’ We also decided to use four-color process printing. It really makes the graphics jump! These were incredibly popular with both adults and children which helped get the program off to a great start.”

Client

Elementary and secondary school libraries participating in a summer reading program.

 

Objective

A statewide effort to promote summer reading programs for school aged children.

 

Item

16,000 #4001 Double-sided Poly Bag Yard Signs using white polyethylene with opaque lining imprinted in two colors. Side edges sealed the 16" x 26" sign and were accompanied by individual heavy-duty, high-tensile, spring steel wire frames.

 

Distribution

Signs were given to each participating library to display in front of their location.

 

Results

The bag signs were easily seen from both directions since they were double-sided and durable enough to withstand outdoor weather conditions for the term of the summer program. The large sized signs easily announced which libraries were participating in the program while helping to advance the efforts to keep school age children interested in reading. The program reached a record number of participants across the state, proclaiming it to be one of their most successful campaigns.

Environmental Market Ideas:

Client

The Iberville, Louisiana parish police jury in conjunction with the local division of Dow Chemical Company.

 

Objective

Iberville is the first rural parish in the state to launch a recycling program on a household basis. A promotion targeting children was developed to create awareness of the new program. According to a Dow Chemical spokesperson, “children ultimately have the greatest impact.”

 

Item

7,500 Gill-line #405 Bumper Stickers;

15,000 Gill-line #659 White Vinyl Custom Decals measuring 5” in diameter;

20,000 Gill-line #659 White Vinyl Custom Decals measuring 2” in diameter;

 

A contest was held in the parish’s 13 schools to raise awareness of the program. The two winning entries, one for the slogan and one for the artwork, were imprinted in seven colors on all three Gill-line items.

 

Distribution

To help launch the program, Bumper Stickers were given to each of the 7,000 parish students. The smaller 2” decals were given to teachers to use as rewards, particularly with the elementary school students. Approximately three months into the program, a letter was mailed to residents to reinforce the benefits of recycling and remind people what items can be recycled. The colorful 5” decals were included in the mailing to be applied to recycling bins.

 

Results

Dow Chemical reports, “These items truly launched the recycling program. The Bumper Stickers can be seen all over the parish.” The public education program was targeted to kids “because they listen. They take the ball and run with it into the home where they teach the parents!” Feedback to date has been very positive and the company is considering expanding the program to other schools.

Client

The Iberville, Louisiana parish police jury in conjunction with the local division of Dow Chemical Company.

 

Objective

Iberville is the first rural parish in the state to launch a recycling program on a household basis. A promotion targeting children was developed to create awareness of the new program. According to a Dow Chemical spokesperson, “children ultimately have the greatest impact.”

 

Item

7,500 Gill-line #405 Bumper Stickers;

15,000 Gill-line #659 White Vinyl Custom Decals measuring 5” in diameter;

20,000 Gill-line #659 White Vinyl Custom Decals measuring 2” in diameter;

 

A contest was held in the parish’s 13 schools to raise awareness of the program. The two winning entries, one for the slogan and one for the artwork, were imprinted in seven colors on all three Gill-line items.

 

Distribution

To help launch the program, Bumper Stickers were given to each of the 7,000 parish students. The smaller 2” decals were given to teachers to use as rewards, particularly with the elementary school students. Approximately three months into the program, a letter was mailed to residents to reinforce the benefits of recycling and remind people what items can be recycled. The colorful 5” decals were included in the mailing to be applied to recycling bins.

 

Results

Dow Chemical reports, “These items truly launched the recycling program. The Bumper Stickers can be seen all over the parish.” The public education program was targeted to kids “because they listen. They take the ball and run with it into the home where they teach the parents!” Feedback to date has been very positive and the company is considering expanding the program to other schools.

Client

An environmental organization.

 

Promotional Challenge

As part of an effort to encourage development of a litter-free society, an environmental organization wanted to develop and market promotional materials that would bring littering to the attention of the public and help underwrite the costs of the web-based campaign. Gill-line was picked by the distributor to develop a central, attention-grabbing piece.

 

Solution

Gill proposed a tried-and-true, workhorse product – the #402 Bumper Sticker. By designing the piece using bright colors, interesting graphics and the organization’s web site address, Gill gave the stickers pizzazz, interest and purpose. To broaden the reach of the message, Gill also produced a small #379 Custom Static Vinyl Decal that featured the campaign logo and web address.

 

Trash To Treasure

By selling the bumper stickers and decals online and through participating retail sponsors, campaign organizers not only raised public awareness about littering and what can be done to stop it, but also created a revenue stream that keeps the web site running and funds other educational efforts.

Financial Market Ideas:

Client

Bankers Trust Company helps manage retirement funds, pensions, and various financial plans for large corporations, endowments and foundations nationwide.

 

Objective

To increase the company’s visibility with its customers and to create greater awareness for its new software program, BT World 3.0.

 

Item

500 Gill-line #721 Mouse Pads printed in three colors.

 

Distribution

The bank holds conferences to acquaint both internal and external users with the B.T. World program and explain its various functions and capabilities. The Mouse Pads, imprinted with the slogan “It’s All In The Way That You Use It,” are handed out to remind people that the program can meet a lot of different needs and be used to accomplish many tasks.

 

Representatives for the bank also take Mouse Pads with them on sales calls. These are left with financial and asset managers to increase visibility of the bank’s name and reinforce the services offered by Bankers Trust.

 

Results

The Mouse Pads were well received and the bank manager was extremely pleased with the feedback received. “People felt rewarded, like they had received a gift. The response has been positive and people like using them. Not only has this helped the visibility of our company, but we’ve found that people are retaining better knowledge of the software program.”

 

The distributor also expressed her pleasure “The Mouse Pads have been very effective. They have helped familiarize people with my client and the program in a very short amount of time. They’ve even received thank you’s from people for them!” Given this response, Bankers Trust ordered an additional 500 Mouse Pads less than three months into the program.

Client

Centura, one of the largest banks in North Carolina.

 

Objective

To introduce a new service. As part of a new customer service plan, automatic check cashing machines were being installed inside the bank lobby to help customers avoid standing in line waiting for a teller. The bank is also in the process of putting branches into more than thirty grocery stores and wants to introduce these new facilities to the public as well.

 

Item

500 Gill-line #771 Floor Decals printed on white vinyl, die cut in the shapes of left and right shoes.

 

Distribution

The distributor stated, “Very simply, these were mailed to the various bank branches and applied to the floor. The Floor Decals attracted attention instantly and literally guided customers from the front door of the bank and grocery store to the new machines.”

 

Results

“My client was excited by the initial idea, and equally as excited with the initial results,“ was the distributor’s comment. “These are just the first two uses. This is a very customer service and growth oriented client. As they expand into new areas there will undoubtedly be more uses for Floor Decals.” In fact, the bank is in the process of offering security/brokerage services to customers and because of the initial success of the Floor Decals, management is contemplating a reorder to lead customers to this new department as well.

Client

Marblehead Savings Bank

 

Promotional Challenge

Marketing to children is a delicate issue. When a distributor’s client, a northeastern regional bank, wanted to create an incentive that would encourage area school children to open savings accounts, the distributor approached Gill looking for products to create a “soft sell” promotional item that would pack kid appeal and win parent approval.

 

Solution

Gill-line produced a foot-long solution that clearly measured up: a 2-inch by 12-1/4” white plastic #2125 Presidential Ruler that acted as a study tool and subtly promoted the bank.

 

On the “ruler” side was a list of the 50 states, their capitals and the bank’s “bird in flight” logo. (To accommodate the bank’s wishes not to seem too self-serving or promotional, its name was purposely left off.) The ruler’s flipside featured small black and white photos of the American presidents and their terms in office.

 

A Penny Saved, A Customer Earned

Any elementary student who opened a savings account received a free ruler. And these promotional items paid extra dividends by serving as a handy reference tool for civics and math students alike.

 

The result: A group of new young depositors, who could probably rattle off the names of the living U.S. presidents, or tell you the state capital of Montana.

Health Care Market Ideas:

Client

St. Joseph Hospital located in the downtown section of Memphis.

 

Objective

To create awareness in children about first aid measures. By involving children in the first aid project, hospital management hoped to educate them about preventive medicine, and draw attention to emergency first aid telephone numbers. The program would also help get the hospital’s name into households and generate referrals.

 

Item

30,000 Gill-line #655 Yellow Vinyl Custom Decals. Each 8-7/8” x 11” sheet was printed with red copy and illustrations, and contained a variety of removable decals that could be used to build a first aid kit. A write-on surface was printed on several of the small decals so each child’s kit could be personalized with his or her name, mother’s or father’s number at work, as well as the name and number of the family physician. The hospital decided to forego corporate colors and print a bright cheery sheet that would not only appeal to kids, but be easily recognizable.

 

Distribution

A packet containing a cover letter and 25-30 decal sheets was mailed to area teachers for distribution to students. Hospital workers who went to schools and made first aid presentations would also distribute sheets to students. Their main target was first through fourth grade. Decals were also given to youngsters who were patients at the hospital.

 

Results

The program has received very positive responses from the community. According to the distributor, the decal sheets helped put first aid kits in homes that didn’t have one. Children also learned to go to the box for first aid and emergency situations. A hospital spokesman received reports that children would take baby sitters or grandparents to the first aid box for emergency numbers.

 

By getting the hospital’s name into homes, the program also helped generate a number of referrals. If a household didn’t have a family physician, they called the hospital to get the name of one. Although the program was not underwritten by any local businesses, the decal sheet did include the names of businesses which, along with St. Joseph, regularly sponsor “Kids Count” programs featured on a local television station.

Client

Harris Methodist Southwest, a new hospital in the Fort Worth area.

 

Objective

Hospital management wanted to create awareness of the new hospital and let members of the community know where it was located. Although southwest Fort Worth is growing, it is not fully developed and the hospital is in a somewhat secluded area.

 

Item

2,500 Gill-line #1299 Custom Magnets measuring 3” x 5”, printed red and black on .020 thick material.

 

Distribution

The initial order was placed by the hospital administrator prior to the opening of the hospital. He distributed magnets to business people and the general public at various meetings he attended.

 

A second order was placed when the hospital actually opened. These magnets were handed out during the hospital’s grand opening. The remainder of these magnets have been distributed at local health fairs and given to groups or individuals who tour the hospital.

 

Results

“The hospital administrator has been very pleased with the response to the magnets and continually finds new uses for them”, reported the distributor. “The magnets have helped them achieve numerous goals. In fact, a reorder is in the planning stages. This time the magnets will be sent to new families when they move into the area. We hope that by reaching families early, they will think of Harris Southwest the first time they need health care.” By including emergency phone numbers, the hospital ensured that the magnets will be kept handy long after they become familiar with the hospital.

Manufacturing Market Ideas:

Client

Boulevard Brewing Company, Kansas City, MO.

 

Objective

To identify the company’s products in retail outlets as well as restaurants; to create an image and increase public awareness of their brands.

 

Item

10,000 Gill-line #378 White Static Custom Decals measuring 5” x 5” with the company name and logo printed in five colors;

 

2,500 Gill-line #659 White Vinyl Custom Decals. The 1” x 4” decals are die cut and printed in four colors: 1,250 for the company’s Pale Ale Beer, and 1,250 for their Wheat Beer;

 

5,000 Gill-line #768 Overlaminated White Vinyl Decals. The 2” x 18” strips include the company name and logo printed in black;

 

2,500 Gill-line #658 White Vinyl Custom Decals measuring 1-3/8” x 4-1/2” with the copy Boulevard printed in green.

 

Distribution

The static decals are designed to be displayed on cooler doors in liquor stores. Owners can write the price and promote specials with these colorful decals. The static decals have additional appeal because they can be easily removed after a sale, or simply moved to another cooler. Tavern owners have also been requesting them to place on mirrors in their bars.

 

The four color die cut decals are printed with the company’s two top brands – Pale Ale and Wheat Beer. These decals, along with the one color Boulevard decals, are given to tavern and restaurant owners that serve the company’s products. The decals are placed on tapper handles where customers as well as bartenders can see what’s on tap.

 

The large overlaminated decals are placed on kegs of beer. The client needed a “rugged” decal because the kegs are washed with an acid solution and are also tossed around on delivery trucks.

 

Results

“This company’s first order was a simple warning decal required by the government,” commented the distributor. “Since then, not only have they purchased large quantities of decals, but they have upscaled many of their decals as well. Now we’re doing four and five color jobs and each of these orders has repeated at least once. They have definitely discovered the promotional value of decals with very good results!”

Client

Jerzees.

 

Objective

To build brand awareness and increase sales.

 

Item

1,500 Gill-line #721 Mouse Pads printed in four-color process. The imprint featured the company’s web address along with six photos of people wearing their product in various situations.

 

Distribution

Jerzees ships their goods to various warehouses where telemarketers sell numerous brands of shirts to retailers and other outlets across the country. To make these people more brand conscious and sell or recommend their products, Jerzees gave every telemarketer an attractive Gill-line Mouse pad.

 

Results

The program has just been implemented, but the distributor reported Jerzees was extremely happy with the product. “The hard surface mouse pads are graphically superior to fabric and enhance the image of the company’s products. They also keep the Jerzees name first and foremost in the minds of the people who can recommend the product!”

Public Administration / Government Market Ideas:

Client

McAllen, Texas, Police Department

 

Objective

To reduce the city’s auto theft rate.

 

Item

5,000 Gill-line #709 Custom Inside Window Decals

 

Distribution

The city implemented a program known as C.A.A.T. Citizens Against Auto Theft. It is designed for people who do not use their cars between the hours of 1 a.m. and 5 a.m. Cars displaying the CAAT window stickers are pulled over by the police during these early morning hours. If the driver is the owner or someone who has permission to drive the car, he may continue on. But if police think the car has been stolen, the suspect may be arrested.

 

The police department set up a booth at a local mall to explain the program and distribute window stickers to people interested in the program. Local radio stations supported the effort by talking about the program on the air and inviting the public to stop by the booth at the mall. The decals are available to the public at no charge.

 

Results

“Programs like this are popping up all across the country,” according to the distributor. “The idea came from a similar program in New York called ‘H.E.A.T.’ for Help End Auto Theft. We initially designed this program on a larger scale for the city of Dallas. Obviously it works on any scale.” The police department has received money to help fund the program from insurance companies and other organizations. “Everyone believes in the cause.”

Retail Market Ideas:

Client

Del Sol Hotel and Resort

 

Promotional Challenge

A Midwestern hotel chain wanted to help its customers tune in the fun. While the hotel does plenty of overnight business, especially among traveling salespeople, guests tend to hole up in their rooms watching television during the evening. Hotel management wanted to boost its food and beverage business by enticing hotel guests out of their rooms and into the bar and restaurant. The distributor turned to Gill-line for help in flipping that switch.

 

Solution

The distributor created a way to channel guests’ interest in their in-room TVs into sales in the hotel restaurant and bar. Gill-line produced large, one color, #378 Static Vinyl Custom Decals that were placed across the television screens in each of the hotel’s rooms. Reading “Warning! Watching TV Alone Causes Boredom!” The sticker invited guests to put down their remotes and visit the hotel restaurant and bar. By adding an incentive of a nightly special with mention of the decal, a mechanism was created for tracking success of the in-room promotion.

 

The Sequel

The promotion was so popular and so effective that a different hotel chain created a sequel. Apparently, one channel-surfing distributor saw it and ended up going down to the bar himself. As he spoke with other customers at the bar, he realized the simplicity – and effectiveness – of this promotion and duplicated the campaign for his own hotel client.

 

Getting Syndicated

Comments from guests say it all. One man writes, “I didn’t even know there was a bar in the hotel. I had to laugh when I saw that message attached to the TV screen. It really caught my eye.” Well-placed signage with a straight-forward message that consumers can relate to can prove to be a simple, effective and cost-efficient way to drive interest and sales.

Client

Longhorn Steakhouse, a growing chain of regional restaurants.

 

Objective

To keep the restaurant’s name in front of the public and at the same time convey its casual atmosphere.

 

Item

50,000 Gill-line #402 Bumper Stickers: 10,000 each of five copies. The five different bumper stickers included “Follow Me to Longhorn Steakhouse,”, “Longhorn Steakhouse? Make no misteak,” “No Ferns, No Quiche.” “We’re for real,” and “Ooh baby, baby back ribs.” All of the bumper stickers were printed in two colors. On this the most recent reorder, the distributor encouraged management to include a $1.00 off coupon printed on the backing sheet.

 

Distribution

The bumper stickers were handed out to customers free of charge. Most of the restaurant’s business comes from repeat customers and referrals. According to the distributor, “Happy customers will put bumper stickers on their cars plus the stickers showed a sense of humor which people also like.”

 

Results

According to the distributor, “The bumper stickers have been enormously successful, as you can tell by the repeat orders over the last two years. They’ve really been well received.” As for the coupon, “I convinced them that by spending another few cents, the backing sheet becomes a coupon instead of trash, and provides patrons with added incentive to put the bumper sticker on their cars.”

Client

Ninety Nine Restaurant & Pub

 

Promotional Challenge

Hungry? Too tired to cook and the refrigerators empty? Get it To Go! That’s how many busy Americans handle dinner during the week.

 

A northeastern restaurant chain wanted to capture its share of this lucrative market by introducing To Go service and Call Ahead Seating at all 24 locations. The challenge: How to keep the restaurant’s name and phone numbers at the fingertips of hungry families across the northeast?

 

The Solution

The distributor gave the tall order to Gill-line, who served up 24 versions of a tasteful, #1230 Full Color Business Card Magnet featuring the restaurant’s name, new services, address and phone number. With a quantity of 10,000 for each location and a tight customer deadline, Gill-line stamped the project as a “rush job.”

 

Short-Order Service

Working closely with the distributor, Gill-line emailed proofs and revisions and kept in constant phone contact to move the project along. Within eight days, Gill-line delivered, drop shipping the appropriate version to each of the 24 locations, which saved the distributor time and money. Now, that’s service!

Client

Ross Park Mall, an upscale shopping mall in Pittsburgh, Pennsylvania.

 

Objective

To set Ross Park Mall apart from the other shopping malls in the area and create a “high fashion” image.

 

Item

5,000 Gill-line #3999 Custom Embossed Foil Seals. The 2” x 6” die cut seals were embossed with the mall name and theme “There’s A Place For Everything;”

 

5,000 corresponding #3999 Custom Embossed Foil Seals measuring 1-1/2” x 3-1/4”. Half of each order was printed on silver foil, the other half on gold foil. A matte finish background was used to highlight detail.

 

Application

The larger seals are used on small shopping bags, various promotional pieces, as well as on gift boxes in retailers’ displays. The smaller seals are placed on mall gift certificates and other visual items in the mall.

 

Results

As the distributor explained: “These seals span set uses. They have multiple uses, and management at the mall finds more uses every day.” Some examples? The mall occasionally sponsors a gift-with-purchase program for customers. The Embossed Foil Seals have been used for mall identification on items that can’t be imprinted. Retailers have often requested them for use in their displays. On one occasion, various seals were given to retailers as part of a contest to see who could make the best use of them! In general, the seals are something they can give merchants and enable everyone to tie-in with various themes and promotions.

 

As far as materials, the distributor explained that by ordering both gold and silver they can color coordinate the seals with various promotions and seasons from Father’s Day with sporting themes to fall or Christmas. The two colors of seals also help them keep track of when gift certificates are distributed and redeemed.

 

The distributor feels the seals are understated yet classy. “Management for this client takes a unique approach to marketing and wants to set themselves apart. We went the extra mile on die cutting, embossing, and even adding a border. It all adds up to the right touch and the right image.”

Client

Chaco, an outdoor shoe/sandal company.

 

Objective

To increase company awareness, these were given to people to apply to cars, boats, canoes or anything.

 

Item

#659 White Vinyl Die Cut Custom Decals with 1, 2 or 3 colors in several color layouts. The shape is an oval with Chaco in the center and the Chaco gecko on the top left corner die cut off the edge.

 

Distribution

These were given away on Facebook by clicking on a link to gather individual’s information then the decals were shipped directly to the customer.

 

Results

Chaco’s users placed the decals on coolers, rafts and other outdoor equipment. The free decals were well received and served to solidify relationships with loyal customers.

Services Market Ideas:

Client

Pet Rescue Static Decal for Swift Creek Animal Clinic.

 

Objective

Easy recognition of pets residing in home and in possible need of rescue during crisis such as house fire.

 

Item

#379 Static Cling Decal. Clear static for inside window application, 4" x 3" printed in three colors.

 

Distribution

An animal clinic purchased the decals to give to clients who used their services. The decals are to be placed inside home windows to be visible to any rescue providers, making it known that pets reside inside the home.

 

Results

Clients who brought their pets to the animal clinic were happy to receive the stickers and were delighted that their animal health care provider cared enough to contribute to their pet's safety. The goodwill ensured loyalty and kept clients coming back for routine checkups as well as health related visits for their pets.

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BUMPER STICKERS

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