Company: Packard Bell NEC, Inc.

Programs: Merchandise

Program Types: Sales

Program Details: Developing relationships with retail salespeople who recommend and sell computers was a primary goal for Packard Bell as it worked to protect its leadership position. B. Little & Co. was hired to create a promotion aimed at building relationships with salespeople and imparting knowledge about improvements in product service. In addition, the firm was to develop a vehicle that demonstrated how Packard Bell stood apart from others in the field. The promotion, known as "Home Delivery," featured CDs sent to every salesperson's home, using a mailing list created by visiting 1,000 retail locations. CDs included music videos, movie trailers, animation, and key Packard Bell messages. Each CD was packaged to resemble home-delivered, take-out food containers. A pizza-themed CD was mailed in June, followed by a chicken bucket in September and a Chinese take-out in November.

Objective: Developing relationships with retail salespeople who recommend and sell computers was a primary goal for Packard Bell as it worked to protect its leadership position.

Supplier: B. Little & Co.

Results: Follow-up research indicated that 95% of "Home Delivery" recipients wanted more CDs after the first one arrived; 64% viewed the CD up to four times in sessions lasting more than 20 minutes. Most respondents said "Home Delivery" CDs helped them in their jobs; 70% reported that their perception of Packard Bell improved.