Case History

Annual Promotion: The IDEAL Collectible

IDEAL Industries, Inc.

IDEAL Industries is a leader in the manufacturing of electrical tools and supplies. They work with distributors and electrical contractors to get their products to the end-user — electricians.

Challenge

Execute a large-scale, exciting promotion that re-energizes the sales force and encourages electrical distributors to load-in IDEAL wire connectors.

Strategy

Create an annual promotion that:

  • Has the strength and popularity to be reinterpreted every year.
  • Appeals to the “macho” mindset of those in the electrical industry.
  • Is broad enough to accommodate an end-user component when desired.

Results

The IDEAL Toy Truck Collectible Promotion

IDEAL distributors are required to purchase a specific volume of wire connectors in order to receive a limited edition, die-cast toy truck in a customized package. An end-user component is added to move the wire connectors off the distributor shelves.

In 2005, end users who purchased more than 5,000 wire connectors qualified to win a custom IDEAL Orange County Chopper in the Born To Be Wired Sweepstakes. Five finalists were flown to California where one lucky winner rode home on the grand prize.

The IDEAL Toy Truck Promo is one of the most anticipated promotions in the electrical industry. 18,000 toy trucks are produced each year and always sell out within the first week of the promotion. It is currently celebrating its 10th year.

Case Histories