From Counting Sheep to the Golden Fleece
For a sleepwear promotion involving robes, Shawn Kanak, CAS, vice president of Towel Specialties Inc., Baltimore, had an interesting suggestion. He noted a time when the company's robes were used as gifts for new mothers at a hospital's birthing center.
"In the spring we fulfilled a project for a birthing center," he said. "The director's goal was to put more focus on the mother. The baby traditionally receives all of the hugs, kisses and hospital gifts, while mom generally only receives feelings of self fulfillment and pain meds," said Kanak. "The goal was to have moms leave with a tangible positive experience as well. We packaged a beautiful Turkish robe with our slippers and a nicely fragranced lotion set into one of our lined wicker basket as a 'perfect gift for mom,'" he explained. Kanak stated that each mother who gave birth in the center received the robe gift bundle, and noted overall that the promotion was extremely successful. "They are so confident that the program will be a continued success that they have already ordered again for this fall season," he said.