Boo Boo the Bear Boosts Awareness
When children become ill or injured, one of the first things they reach for while they're on the mend is a favorite stuffed animal. Leaders at The Canadian Association for Wound Care (CAWC) decided to capitalize on patients' need for comfort toys, and together with their distributor partner, designed a custom teddy bear mascot named Boo Boo to raise awareness of the organization's mission and elements of the core brand: caregiving, comfort and security.

The main undertaking of CAWC, a nonprofit organization of health-care professionals, researchers, corporate supporters, patients and caregivers, is to advance wound care in Canada. "The teddy bears were created to aid in CAWC's efforts to improve the health of Canadians living with wounds or at high risk of preventable wounds," says a company spokesperson. The plush mascot featured a paw in a sling and a leg in a cast with a CAWC logo and a matching red ribbon.

The initial target audience was young children and the elderly, both prone to injury, and over 1,000 bears were given to patients and attendees at trade shows and conferences. Because of Boo Boo's popularity, he was eventually used to enhance professional education, support investments in wound management, inform and educate the public and empower patients to speak effectively about the importance of wound prevention and care. Plans are also in the works for distribution at the retail level, and they are currently for sale at CAWC gift shops.

According to a distributor spokesperson, it's important not to limit what one product can do to increase brand awareness for your company. "Boo Boo expanded from what he was made for originally, which was as a distribution item for wounded patients," she explains. "He became an ambassador for education and investment in CAWC."

Be sure to contact your distributor partner to help you find the right product to raise awareness, launch a new campaign or for any special event.

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Stuffed Dragon Drives Consumers to Enter Sweepstakes
Valpak, a leader in print and digital coupons, targeted families and savings in a national campaign, which aired in September nationwide. Valpak's traditional Blue Envelope, Valpak.com andValpak savings app all took center stage in the new Valpak consumer commercial, Coming Home. The commercial showed the story of a dad-daughter duo that used Valpak to find savings in unexpected places. The commercial was featured on digital and social messaging through October 31 and ran on Valpak-partnered television stations TNT and TBS in October.

The commercial also drove viewers to Valpak.com where they could watch "The Dragon Balthazar," a video that completed the commercial's story. Consumers could enter a sweepstakes to win the five-foot stuffed Balthazar dragon that appeared in the commercial. "There was a chance to win the mini Balthazar dragon and a $25 gift card each week, along with the grand prize of a life-sized dragon," says Marsha Strickhouser, public relations manager for Valpak. A total of 15 first-prize winners received the mini dragon and gift card.

Valpak also sent out a direct-mail piece to media, which included a press release and mini Balthazar dragon. "The smaller versions of the dragons were produced for the sweepstakes," says Strickhouser. "We also shared them with our employees and about 1,000 franchise owners and sales reps from around the U.S. and Canada at our national convention."

When done correctly, direct mail can be a highly effective resource for entrepreneurs and small businesses. Make sure to provide real incentives. Direct mail works by getting your prospect to respond to an offer. Whether that is a coupon, a sweepstakes entry or a special deal, make sure you're including an incentive. Contact your distributor for help.

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