Reinforcing Top Performers’ Connection to the Company.

A large insurance company wished to reward its highest-producing sales reps and to draw them closer to the company. As a part of their reward program, each of these reps were made a recipient of the Forbes Coverwrap Program. Eight times during the year, a message was carried on the cover of Forbes from one of the sponsor’s senior management, addressing topical issues.

The result, according to the advertiser, is that the reps feel they know more about their firm and feel greater pride and concern for it. With the addition of the Forbes Program, the reward program was turned into a communication link between management and their market makers.

Appointments Easily Made Where Calls Had Been Refused.

A bank that operates separate units in a number of states employed the Forbes Coverwrap Program within one of the states to enhance and expand its position with firms from 100 to 1,000 employees. Statewide, 1,130 individuals were identified as having responsibility for their firm’s banking relationships.

Six months into the Program, the Bank’s customer contact found that when they phoned a person receiving the Program, they were able to easily set up an appointment where they had been refused in the past and when they met with a recipient, there was an unusual warmth in the meeting. A number of new accounts were secured and the image of the Bank among this audience was dramatically improved.

Reshaping Public Perception.

A city’s local newspaper conducted a survey on the public’s attitudes toward each of the city’s 50 largest firms. The largest employer in the city was near the bottom of the list. Concerned about its relationships with local government agencies, media and financial institutions, customers and its own employees (including future hires), the firm targeted a Forbes Coverwrap Program toward 2,000 thought leaders in the community, including the media, clergy, teachers and business leaders. Eight Coverwraps carried stories showing the firm’s employees engaged in community activities such as Boy Scouts, Little League, Habitat For Humanity, homes for unwed mothers and abused wives, hospice, and others.

At the end of the year, a second attitude survey was conducted … and where did this firm now rate? NUMBER ONE … a dramatic turnaround based simply on getting the message out to the right audience and in a venue that demanded respect.

Generating Inquiries and Signing Clients.

A consulting group wished to generate a number of long term, fee-based clients in a specific industry. Its list of prospect companies numbered 100. They targeted a Forbes Coverwrap Program to five (5) Key Influences in each company, in a manner which projected stability, leadership and stature. Halfway through the Program, after only two of their Coverwraps had been published, fifteen (15) of their targeted firms had asked to see their reps and all fifteen of these original inquirers signed on as long term clients.

According to the company, the response was, “…nothing like what we expected … reaction has been wonderful.”

“The Only Advertising We Do That Gets Results”

A company that markets a $100,000 product to a limited number of businesses, usually in quantities from half a dozen to several hundred over a period of years, targeted its best prospects with a Coverwrap Program for two years. Then a budget cut occurred and the Coverwrap Program was dropped from the agency recommendation with the agreement of the Advertising Manager. When the final proposal was put together and presented to the firm’s management, the V.P. of Marketing asked about the missing Coverwrap Program. “We haven’t got the budget for it” he was told.

“Oh yes you do” he replied … “it’s the only advertising we do that gets results; get the budget by cutting the others you’re proposing.”

Creating a New Standard in the Category.

A major international firm, anxious to expand the market for its chemical product line chose the Forbes Coverwrap Program to target a yearlong program against a list of prospect firms and the key contacts in those firms. The program ran in the U.S./Canada and globally and produced inquiries around the world from the beginning.

When the first Coverwrapped issue ran, one recipient was so impressed, he forwarded it to officials at the highest levels in the U.S. Federal Government, suggesting that the government standardize and mandate use of the chemicals described.

A Small Investment Keeps the Big Ships Coming.

A U.S. port had grown substantially over the last twenty years, but competitive ports continually seek to woo major shippers away. How to reach and build recognition, respect and loyalty from shippers in the U.S. and around the world … and do it with a tiny budget?

A Forbes/Forbes Global Coverwrap Program, sent to 1,600 key decision makers worldwide, was the answer. The program drew response from every corner of the world. Recognition grew for the Port’s unique facilities. Recipients from CEO’s of the world’s largest corporations to Directors of Marine Operations found Forbes of great personal interest and value. 79% of recipients of the Forbes Program say they now have a better understanding of the port and its features, and 77% indicated that they are now more likely to use the Port’s services in the future.

The cost: less than $100,000 including creative.