| e Peyton Manning and the Indianapolis Colts beat | | | | Any team, organization or company, whether |
| the Chicago Bears at Super Bowl XLI in Miami, | | | | it’s little league, inter-office or even a |
| Florida, in February, teams all over the country | | | | grand opening for a new building, can take this |
| used other means -- outside of big wins and great | | | | major league marketing campaign and its |
| plays -- to excite their loyal fans, clients and | | | | premiums and make it work. Premiums like |
| sponsors. | | | | lanyards, magnets and inflatable products can |
| During the 2006-2007 season, the National Football | | | | display the logo and event of any brand or |
| League altered its use of promotional items for | | | | company and work as a reward as well. These |
| marketing campaigns. Instead of using promotional | | | | premiums have the potential to generate |
| items, also known as premiums, to drive higher | | | | teamwork and support throughout any |
| ticket sales, it used them to encourage higher | | | | organization or office, just like they do at a major |
| attendance at home and away games and to | | | | league sporting event. |
| serve as rewards to loyal fans, clients and | | | | For these reward premiums to work successfully |
| sponsors. | | | | in a marketing campaign, the product needs to be |
| Last season, NFL supporters made a killing in | | | | relevant and appropriate to the audience. The |
| premiums while attending most major league | | | | audience should want to keep the item. If not |
| football games. According to an article in the | | | | used daily, the audience should have the premium |
| September 2006 issue of Counselor Magazine, the | | | | accessible and visible on a regular basis. |
| Philadelphia Eagles designed an entire giveaway | | | | This does not mean, however, that every |
| marketing campaign with premiums appealing to all | | | | marketing campaign has to include upscale gifts. |
| ages throughout the entire football season | | | | Promotional items like golf towels, flags and |
| — including premiums during the | | | | calendars displaying the schedules of local and |
| Eagle’s training camp. The marketing | | | | favored sports teams make fun and different |
| campaign had promotional items that included | | | | ways to reward a client base. It gives the |
| premiums like hats and flags and even pencils and | | | | premium a sense of excitement while keeping |
| magnetic schedules clearly displaying the name | | | | fans in touch with local events. For a more |
| and logo of the team and the sponsors. | | | | sophisticated feel, look into desk clocks, mouse |
| Rewarding fans with various premiums through | | | | pads and recordable CDs displaying brands and |
| marketing campaigns generated an extremely | | | | logos to grab the attention and recognition of |
| positive perception of the NFL and its teams | | | | clients. |
| throughout the country. They showered the | | | | Including reward premiums in a marketing |
| recipients with thanks while placing a constant | | | | campaign can enhance the relationship between |
| reminder of the team, organization and sponsor | | | | you and your clients while strengthening exposure |
| directly into their hands with premiums. | | | | and perception of your brand. |