Client:
Washingtonpost.com

Product:
Desk Refrigerator
               
Objective:
Washingtonpost.com wanted to “WOW” sales directors and managers from their corporate market.  The profile was 25 to 40 years old and mostly from New York and Los Angeles.  Their goal was to give an innovative gift during a conference to keep their on-line advertising capabilities “top of mind” with these advertisers                         

Strategy and Execution: 
The red mini refrigerator was selected as an item that would really stand out when the recipients returned from dinner and found it fully stocked in their room.  Each night it was replenished, and at the end of the program, the refrigerator was shipped back to the attendees’ office for them.  In addition, follow up mailings were sent to some of the recipients of more “goodies” to fill their refrigerator.

Results:
According to Washingtonpost.com the refrigerator directly impacted the “spiked” revenue generated from this market.  Thank you letters were received from many of the recipients with offers to meet with the sales team to discuss their needs.  They have been told that having the mini refrigerator in their offices, not only reminds them to think of using Washingtonpost.com, but also generates interest from the other members of their organization when they see it in the office.