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Nuvo Frame Case History
Objective: The marketing department
for end-user Exodus needed to present a gift to the participants
in their corporate golf tournament. Since the tournament
participants were Exodus' clients, including some of the
Oakland Raiders football players and their coach, Exodus
needed a gift that was not only memorable, but had high
perceived value and appeal to the tournament participants.
The budget for the gift was $20.00.
Strategy: To commemorate the golf
tournament, Exodus decided that they would take pictures
of each of the golf tournament players, insert their photo
into a 5"x7" frame, and then send each player the frame
with their picture inserted in it after the tournament.
The challenge was to find a 5"x 7" picture frame with high-perceived
value for under $20.00.
Execution: Distributor Keen Merchandise
& Promotions presented Exodus with the International Merchandise
Concepts' "Nuvo" frame. The Exodus marketing department
chose the frame because its brushed aluminum finish with
shiny silver raised detail worked well with Exodus' color
scheme. In addition, the frame had incredible perceived
value, and its price was well below the $20.00 budget.
Results: The comments from some
of the golf tournament participants were very favorable.
They enjoyed receiving a beautiful frame with their picture
in it a shortly after the event as it reminded them of the
fun they had. The frames, each silk-screened with the Exodus
logo and containing a picture of the participant, are proudly
displayed on many of the golfer's desks.
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