PROMOWORKS Brand & Website Development

I was the VP Marketing for PromoWorks, a sampling and product demo company.

My responsibilities included the development of new brand positioning and the concepts, copywriting and design direction for an updated logo, new website, revenue generating strategies, marketing, presentations, trade shows, and client programs.

SITUATION

PromoWorks was a product sampling and demo company with a perception of being the traditional “Mabel at the Table” company with old ladies in hairnets handing out samples.

Business was declining due to consolidation, more contemporary competition, a lack of understanding of the ROI of sampling/demos, and social marketing taking marketing dollars away.

To compete, PromoWorks needed to change

CHALLENGE

Change perception by transforming PromoWorks from old Mabel into a contemporary, relevant solution to engaging shoppers.

SOLUTION

Reposition as a company that makes an emotional connection with shoppers through the power of face-to-face engagement that can’t be replicated with other interfaces. Contemporize the brand image. Change the ROI perception by demonstrating the short AND long-term

REPOSITION

My primary goal at the start was to change the perception of PromoWorks.

The tag line, “We put brands in hands…and hearts”, accompanying mission statement, and all creative executions were designed to engage our audience with a powerful message. PromoWorks doesn’t just stick a product in someone’s hand. We engage them with it and foster an emotional connection to it. We convert shoppers

ESTABLISH THE RELEVANCE

of Face-to-Face Engagement

As the differentiating form of PromoWorks’ consumer engagement, it was extremely important to establish the key benefits of face-to-face interaction with prospective customers.

EMPHASIZE THE EMOTIONAL CONNECTION

of Face-to-Face Engagement

This key strategy helped PromoWorks stand out from the competition. It quickly conveyed the irreplaceable power that face-to-face interaction had to influence purchase decisions.

Video

In-Store Engagement – That's Amore!

This was an unpublished video I created to set the mood at the start of presentations and get prospective clients excited about the emotional connections their brands could make with sampling.

Shopper Marketing Expo Activation

This is a recap video of activation we conducted at the Shopper Marketing Expo to showcase the way we engage consumers in stores and demonstrate our INTERFACE Insights data collection program. We featured client brands belVita and Keurig Green Mountain for our activation.

belVita Sampling Event with INTERFACE INSIGHTS

This was a recap video of a sampling event conducted for belVita that tested the use of our INTERFACE INSIGHTS data collection program. It was used to help showcase the merits of the added data tools.

Safeway Mealtime Inspirations Sampling Event