Different direct marketing techniques are used around the world to grab the attention of the public in a way that traditional media cannot. These direct marketing techniques often involve cool new promos that give consumers a concrete item to remember or appreciate a certain company. This strategy is used around the world by different types of industries, ranging from athletic facilities to fast food companies.
A 2010 Companhia Athletica Calendar tackled the issue of Brazilians becoming discouraged with their gym routines by offering cool promotional products. The gym noticed that members often had unrealistic expectations for workout results. Often times, individuals expected to see positive results from working out only a short period of time. The gym wanted to combat this mindset by emphasizing to members the importance of patience in a fitness routine. To show members that they must be focused on the long term benefits of being healthy, the gym created calendars to continually inspire members each month. The calendar features a slimmer person each month, with a drawing of an individual becoming progressively slimmer each month.
In another example, Axe body wash partnered with Uruguayan bars to promote the brand the young men enjoying the nightlife. Axe had attractive girls serve men a passion-red drink in a special AXE glass with a cartoon woman on the front. As the men consumed the drink, the amount of clothes on the cartoon woman decreased. After the drink was finished, the men were left with a glass featuring a woman wearing a bikini. This image enticed the men to bring home the cool new promos, where AXE would be remembered for its unique branding.
In third instance, MODhair, an Italian Rome Rock ‘n Roll hair salon took the idea of cool new promos to a new level with its unique business cards. The business card was shaped like a small comb and featured music notes imprinted on the sides the of comb teeth. When a client rubbed the teeth of the comb with their fingernails, the comb would play a classic rock theme song. This unconventional promotion is an adaptation of the musicbox comb.
In a fourth example, a flagship McDonalds location in Vancouver set out to welcome members of the Russian Olympic team with a cool promotional products gift. McDonalds created Big Mac boxes in the theme of matyroshka, a set of Russian dolls that fit inside of each other. The Big Mac boxes each contained smaller boxes inside, with the smallest and final box containing a coupon for free food. These boxes were placed in McDonalds take out bags and sent over to the nearby Russian House.