Coleman Sets a Trail for More Consumer DM

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The Coleman Co. has attracted several thousand registrants to date in a sweepstakes launched to expand its consumer direct marketing.


Titled "Think Outside," the sweepstakes is being promoted through display items and hang tags on more than 200,000 coolers at 2,300 retailers nationwide.


Kathy Miller, senior vice president at Clarion Marketing, the agency working on the campaign, said the goal not only is to increase cooler sales but to create an effective marketing promotion that will drive traffic to retailers year after year.


"We want to establish a reputable anniversary program that retailers will look forward to and want to take part in each year," she said.


The campaign is one of the company's first efforts involving consumer sales promotions, said Coleman promotions manager Kevin Sanders.


"Up until 12 months ago we had not really focused on using consumer promotions to drive sales," he said. "This is one of the first steps in that direction for us."


The sweepstakes, which began in mid-May and runs through the end of the year, looks to build on the company's heritage in outdoor activities and camping. Five grand-prize winners will choose one of the following four adventures: a family RV trip to the Grand Canyon, Zion National Park and Lake Powell; an off-road and rafting trip in the Rocky Mountains; the "ultimate" tailgating experience at The Winston NASCAR race at Lowe's Motor Speedway in Charlotte, NC; and a convertible tour down California's U.S. 1 from Napa Valley to Malibu Beach.


The hang tags will display an image, created by illustrator Michael Schwab, of a man standing aside a lake in front of a mountain. The right side lists the five grand prizes as well as 10 first prizes and 25 second prizes. The prize listings are followed by entry instructions. Instructions on how to enter without making a purchase also are provided.


Miller said Coleman will put the names of all respondents into a database with hopes of using them for future marketing initiatives.


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