Promo Marketing: Could you briefly describe a promotion of yours that you consider one of your best?
Paul Kiewiet: The "KitchenAid Shoe Incentive Program" was my most successful promotion on several levels. My client wanted to provide incentives to retail appliance salespeople to get them to sell its brand of major appliances. By doing in-depth field research of the target market, I discovered a wide diversity among the target audience in social and economic status. After a great deal of agonizing over what would provide a strong incentive for both struggling and affluent sales people, I came up with the idea of using shoes—from running shoes and utilitarian shoes to high-end department store brands as the incentive idea. We supported the promotion with several promotional products campaigns using shoe horns, shoe shine kits and mirrors.