One Brain Marketing -- case study Pilot Pen Corp.

One Brain thinks "backwards" to move Pilot’s business ahead... Is your business like this?
The distribution channels can make or break your year with a single decision! Decisions that determine will get the distributor push and the retailer nod! Old sales wisdom said, "kill ‘em with incentives; you’ll get the order." But how many Weber grills does a buyer need?

One Brain enriched the mix and got the nod with a compelling consumer program with some never seen before twists for this category! A totally fresh approach to incentives for both the trade and consumer.

Marketing Energy equals strategy times creative squared.

• An trade incentive program that offered distributors and key buyers with some "can’t resist" reasons to "fly with Pilot" ...and they did!
• A program of low cost high value consumer offers that drove purchase of all key Pilot product lines.
• Highly favorable tie-in promotions with blue chip partners, American Airlines and The Spiegel Catalog.
• Merchandising opportunities that offered pass through promotion rights to key retailers to insure the sell-in got sold through.

"We challenged the One Brain strategy and creative team to come up with something really different for the writing instruments category. We wanted a truly unique "push" incentive program combined with a strong consumer pull through offer. One Brain delivered a blockbuster offer from American Airlines that delivered on both counts. It was our single best promotion ever."

- Gary Pia
Director of Marketing