A Newton Manufacturing representative had an
opportunity to exhibit an exclusive temp-tations®
cookware line to an audience of 300 casino marketing
professionals and 2012 Casino Marketing Conference in
Las Vegas. The objective was to generate leads for sales
of the cookware and open the door for additional
opportunities for the representative with this important
The centerpiece of the strategy was the 10’ x 10’ booth
display that was designed as a kitchen set in reference to
the cookware brand’s popularity on QVC. The attention
grabbing display reeled in attendees to the booth where
they could see the cookware demonstrated and pick up
literature. Booth visitors could enter to win one of two
sets of cookware by filling out a quick survey card, which
provided leads for the representative to follow up on.
Leads generated from the show resulted in
approximately $1 million in sales. The booth and
supporting campaign received a 2013 Best in Category
Nova Award for Special Event Marketing from the Iowa
chapter of the American Marketing Association.
We Do Things
Fierce competition and a limited budget created an
added emphasis on grabbing attention for Newton
Manufacturing’s 2011 recruiting campaign. The solution
was to turn this campaign into a show case of how the
company did things differently.
Analysis of competing ads revealed that they all shared
similar stock photos of business people and the same
bullet- pointed features. To stand out, Newton’s print and
banner ads would be stark white, creating a visual break
among the visual clutter. Copy would be short but bold,
clever and humorous to create interest and drive traffic to
the company’s website for more in depth information
about joining Newton.
The campaign generated a buzz for the company both
for its message of doing things differently and overall
creativity. Representatives recruited through this
campaign noted that the creative execution of the
campaign made them want to work with the company.
Booth! There It Is
“Booth! There It Is” is a white paper that was the
centerpiece of a month-long internal content marketing
campaign designed to increase sales in the event
marketing segment. This concentrated effort was
designed to keep this profitable opportunity top of mind
with sales representatives.
From the white paper, additional pieces were designed
educates representative and their clients about event
marketing including blog posts flyers, newsletter articles,
a webinar and a work book. The white paper made
available to industry to generate leads to recruit new
sales representative. Emails and press releases were
sent to drive traffic to a landing page.
As a result of the internal campaign, the company saw
an increase in sales in trade show signage and related
promotional products. The external campaign resulted in
a healthy spike in website traffic and several hundred
Read: White Paper
Where in the World
is Kevin Peska?
The “WWKP” campaign was created to promote Newton
Mfg.’s Choices sales incentive package to its
independent contractor sales force. The concept was to
highlight the wide assortment of travel options available
by “sending” regional sales manager Kevin Peska visit
each destination in a series of three videos.
The videos were released in one week intervals. An
email was sent to the representatives introducing each
one with an offer for the first 10 reps to reply within 24
hours with the correct destinations featured in the video
received an exclusive WWKP T-shirt. The t-shirt contest
provided an incentive to watch the video and open their
Choices brochure. The videos were teased with behind
the scenes images through social media and then shared
on those channels after the contest.
The campaign was well received by the representatives
with many of them appreciating the fun and interactivity.
The t-shirts were so popular that after the contest, the
company took orders from representatives and
employees and donated the proceeds to charity.
View: Episode 1 | Episode 2 | Episode 3
Due to strategic changes in Newton Manufacturing
business offering, the company needed to update its
brand presentation. The goal was to create a strong
visual identity that would encourage Newton’s sales
representatives choose to use it, thus increasing
nationwide awareness and control of the brand.
Images were specifically chosen to show products in
action, supporting the company’s solution-based
approach to promotional products. A branded two-pocket
folder was added to accompany collateral create a more
elegant presentation and allow the representative to
include additional information at their discretion. A trade
show booth was also created for representatives to use.
The complete rebrand was completed in six weeks and
was launched January 2, 2013. All recruiting materials,
sales collateral and digital assets were changed to reflect
the new visual identity and updated content. Demand for
Newton branded collateral has tripled since the rebrand.
View: Website | Signature Brochure
Direct Mail to
Sell Direct Mail
Newton Manufacturing saw opportunities in the direct
mail market and wanted a piece to help sell capabilities
in that area. The piece would used by representatives to
send to their customers and prospects to start the
conversation about direct mail.
The company built a direct mail piece using information
from a study from the Promotional Products Association
International that found incorporating promotional
products in direct mail increase response rates. The
piece incorporated a Holdzalot – a desktop promotional
product that was designed to hold business cards or cell
phones. The Holdzalot was also flat and therefore easy
The promotional product served as an example of how to
use them in direct mail and their affect on the recipient.
Representatives found the direct mail useful in engaging
customers for their direct mail business.
In 2011, as QR codes became the rage, Newton
Manufacturing saw an opportunity for its representatives.
To take advantage of this opportunity, sales tools were
needed to educate representatives and their customers.
A white paper was written that explained what the codes
were and gave the representatives tips on how to sell
them. In addition, a presentation was given to several
representatives to further explain how useful QR codes
could be for their customers.
To help the reps engage their customers, a sales flyer
was developed that explained the benefits of QR codes.
To demonstrate how they worked, the flyer included a
QR code that when scanned played a video. The white
paper was also released to the industry to generate
leads for the company’s recruiting efforts and resulted in
several hundred downloads.
While the failings and disappointment of QR codes are
well documented, this mini campaign did help the
company capitalize on the initial popularity of QR codes.
View: White Paper | Video | Presentation
More Than Just
In early 2013, the Promotional Products Association
International held “Promotional Products Work! Week” to
unify the industry in promoting the effectiveness of
promotional products in advertising. To show solidarity
with the industry, Newton Manufacturing created the
“More than a Just Mug” campaign.
The campaign was based on the fact that promotional
products, like coffee mugs, do more than just sit there. It
began hosting the local chamber of commerce breakfast,
where a “More than a Just Mug” presentation was given.
Each guest received a mug with the key message that
changed when a hot beverage was poured in. The mug
not only made a nice gift but both illustrated and
explained the key message from the presentation.
Additional content was created including a blog post,
video of the mug changing colors and delivering its
message, and a landing page on the company’s website
featuring the presentation and other informational
resources. This content, including pictures from the event
were shared across the company’s social media profiles.
View: Presentation | Blog Post | Video
In 2010, Newton Manufacturing expanded its offering to
include additional services. The company’s website
would need to be overhauled to showcase the additional
services and match the new marketing collateral being
The challenge was to organize a page hierarchy that
would include everything the company had to offer, but
still be easy for visitors to navigate through. The solution
was drop down menu that included all available content.
Three “pods” were added to the page layout that linked
to related content or drive traffic to specific pages.
The design elements were minimal in nature to give the
site a more contemporary look than its predecessor while
still matching existing brand elements.
The site launched in July of 2010 and won a Silver
Technology Award from the Promotional Products
Association International for content and functionality.
While the site has received a facelift, the basic design
and layout can be seen live at www.newtonmfg.com.
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