Dunkin' Donuts proved America really does run on Dunkin', as it served up coffee, comfort and cheer to runners and spectators at November's New York City Marathon. For the seventh year, Dunkin' served as an official, and highly visible, sponsor, setting up cheering hubs and "refuel" stations at Dunkin' Donut locations along the parade route.
Given November's chilly temperatures, the hats proved to be practical and stylish accessories. "It's a wonderful takeaway for those attending the event, and you see people during the winter months wearing the hats all throughout the New York tri-state area," she says.
Dunkin' Donuts considers the coffee and hats it distributes to be a significant part of the Marathon. "Our presence at the starting line with the complimentary coffee for runners and volunteers, as well as the fleece hats, drives brand awareness among a key audience," she says. The hats are exclusive to the New York City marathon and only available on race day.
Some race spectators were also able to receive free fleece caps to keep them warm on the sidelines at 14 Dunkin' "refuel" stations along the route, while supplies lasted. Team Dunkin, a running team consisting of several franchisees and employees, participated in the race for a seventh year. The team represented "everyday, hardworking people doing something extraordinary," Chavenet says.
Dunkin' also set up a station where tens of thousands of fans could create special signs to cheer on runners as they crossed into Manhattan. In addition, they partnered with the New York Mets to bring their brand mascots to this location to join in the festivities. A long line of fans waited to have pictures taken with the mascots. It was a fun way to engage with guests as they created signs for family and friends. "I can't think of a more appropriate slogan for the New York City Marathon than 'America Runs on Dunkin'," says Chavenet. "Dunkin' coffee and baked goods keep our guests running every day, and the Marathon is the premier running event in the United States."
Earthlink, an IT services, network and communications provider, wanted to promote a new service within the company. The provider has offices around the country as well as three subsidiaries with their own brand and management, and had launched an internal store offering branded merchandise at all three companies. A promotion was necessary to announce the store launch, encourage people to use the service and build a sense of family by incorporating all three logos.
Earthlink brainstormed with their promotional products partner to find a product that met several key criteria: It had to be a useful desk item, it had to be cost-effective and it had to have a large enough imprint area for all the logos and messaging.
The firm decided on 1,000 handy desktop books filled with sticky notes. The book cover was imprinted with the e-store's Web address and logo, as well as the logos of the three subsidiaries. A postcard tucked inside the book welcomed employees to the new store.
To drive sales immediately, a limited-time free shipping offer on all orders was offered. The sticky books were sent to users across all of Earthlink's brands and locations.
Make sure your company store is successful by using it to its fullest potential. Contact your distributor for ideas and the best promotional products to market your store, build awareness and goodwill, and get a better return on your store investment.
Earth Day is April 22, which begs the question: Do you have what’s needed to field an eco-friendly marketing effort? Here are eight ideas to help you develop your company’s environmental awareness into an effective Earth Day marketing campaign.