SEGWAY
FOR BUSINESS
Commercial Security
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Case study: MARTIGNETTI COMPANIES
OF NEW HAMPSHIRE
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 Martignetti
Companies of New Hampshire, a representative of various
wine and spirit producers, prides itself on providing
customers with the opportunity to learn about and experience
fine wines and spirits. When Martignetti decided to
do a promotion at grocery stores for the first time,
they wanted to develop an alluring sweepstakes that
would stand out among the competition and be different
than anything they had done before.
Martignetti knew that a Segway™ Personal Transporter
(PT) would be just the prize to create excitement for
their client Kendall-Jackson Wine Estate LTD, the grocery
stores where the wine is sold and its customers.
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The Program
Martignetti implemented a 60-day sweepstakes
for Kendall-Jackson in three of New England's biggest
grocery chains: Hannaford, Market Basket and Shaw's. Shoppers
couldn't miss the colored banners, entry forms and case
cards that Martignetti created to promote Kendall-Jackson
and the Segway PT sweepstakes. Participation was easy—an
interested shopper simply filled out an entry form from
the display and mailed it to Martignetti headquarters.
No purchase was necessary. One winner was selected from
each grocery chain; so three lucky people would win a
Segway PT.
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The Response
Getting grocery store chains on board for promotions
isn't always easy, according to Laura Hachez, Chain Coordinator
at Martignetti. For this promotion however, Hachez explained,
"all the chains responded without hesitation. They
said, 'Yeah we'll do this! This is great!'" Martignetti
was excited, as were the grocery chains and now it was
time to get the program underway.
Equipped
with great marketing material, Hachez said, "the
stores got really enthusiastic about the promotion because
it was different and wasn't the same old, same old.
We got more store displays, that were larger and remained
on the floor for longer because the promotion featured
the Segway PT."
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 Shoppers
shared in the enthusiasm, submitting more than 3,000 total
sweepstakes entries, vastly exceeding Martignetti's expectations.
Customers who entered even sent letters imploring Martignetti
to pick them as a winner. Some also attached their receipts
as evidence that they purchased Kendall-Jackson wine,
even though no purchase was necessary to enter or win. |
The Results
The promotion generated a lot of excitement and
produced excellent results for Martignetti and Kendall-Jackson
Wine Estates LTD. "During the Segway promotion, sales
of Kendall-Jackson Wine Estate Brands were three times
higher than sales during other promotions," Hachez
explained. "We were extremely excited about (the
sales) and the response from the contestants was more
than what we expected."
The program helped Martignetti increase sales for Kendall
Jackson Wine Estate Brands while providing the grocery
stores and its customers an original, compelling promotion.
The stores were eager to participate because the Segway
PT was a unique and fun sweepstakes prize. Hachez summed
it up by saying, "If there is anybody out there
that is looking to add a little excitement and do something
different to enhance their business, using a Segway
PT certainly peaks people's interest and curiosity.
It will bring customers to you."
Find out more about how you can put the Segway
PT to use for your business!
Whether you are planning a promotion, advertising
campaign or an incentive program, the Segway Personal
Transporter (PT) can add excitement and visibility to
your marketing activities.
Increase participation in sweepstakes, giveaways
and other promotions by offering the Segway PT as
a fun and unique prize your audience will clamor
for.
Attract attention to your trade show booth, sampling
efforts or store location by adding a Segway PT
to your marketing toolbox.
Stretch your budget further by creating big-ticket
excitement with the Segway PT for a few thousand
dollars.
Impress your employees, retailers, dealers or customers
by rewarding them with a Segway HT—a memorable incentive.
Update your company image by making the innovative,
tech-savvy Segway PT part of your marketing and
promotional plans. |
Call a Segway Inc. Account Manager toll-free
at 1-866-4SEGWAY today to learn more about how the Segway
PT can get your business rolling. |
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