Envoy Newsbreak

Envoy was three for three again at this year’s Pinnacle Awards hosted by the American Marketing Association.

Each year, AMA members are asked to submit their best work in any of the following categories: communications, direct response, interactive media, market research, multicultural campaign, new product launch, public relations, promotions or total marketing campaign.

Members of another AMA chapter then judge entries. Evaluation is based on a predetermined point system. The entry with the highest score within each category is awarded the Pinnacle. Awards of merit are given in platinum and gold, as well.

This year, Envoy submitted three award entries, one in each of the following categories: large business – interactive media, large business – direct response and large business – promotions.

Winning top prize, the Pinnacle, was First Data’s Revenue Days Virtual Conference interactive media campaign.

First Data set out to host a virtual conference surrounding the launch of a new product set during the summer, a time when most clients are not apt to attend. In an effort of save costs, the entire seminar was conducted in a virtual environment online – complete with a Conference Hall for webcasts and Virtual Trade Booths for product information and downloads. First Data more than tripled their attendance expectations with over 300 visitors. Almost 42 percent of those attendees resulted in “hot” leads for First Data.

Winning a Platinum Award of Merit was Max I. Walker’s “Hanger Mailer” direct mail campaign.

Max I. Walker knew that its loyal customers enjoyed receiving and redeeming coupons, so Envoy suggested creating a direct mail piece that would break through the clutter of junk mail and surpass response rates of previous direct mail efforts. Max I. Walker’s first round of Hanger Mailers was so well received by customers old and new, that the cleaner saw a response rate four times greater than past efforts. When residents received a second Hanger Mailer, Max I. Walker again saw an increase in revenue – nearly double that of the initial mailer. Max I. Walker continues to increase its reach and customer base by reinforcing their brand with exceptional offers and top-quality service.

Also winning the Platinum Award of Merit was Roberts Dairy’s “Happy Hour for Bones” promotional campaign.

During the fall, Roberts Dairy wanted to promote and create excitement for chocolate milk as the “Official Drink of Halloween.” An FSI with valuable coupons and special point-of-sale materials were created under the “Happy Hour for Bones” theme to entice first-time buyers and repeat customers to purchase chocolate milk and other dairy products. The dairy also sponsored Treat Street, a popular family-themed Halloween party, to reinforce the Roberts’ brand with revelers young and old. As a result, flavored milk sales rose three to six percent as compared to 2006. Nearly 7,000 parents and their children sampled Roberts flavored milk during the Treat Street event.