Tools of the Trade

Fencing In a Captive Audience

Ever wonder how many brand images and logos can be crammed on one city block? Ron Aidikonis, president of Depaul Supply, is telling potential marathon sponsors that 1,712 can fit along one block of a race route with Promofence, a four-foot high polyethylene fence.

Aidikonis is positioning Promofence as a promotional solution for outdoor events and store displays. Though repeating ads on construction safety fences aren't new, printed images tend to scratch or rub off. Depaul solved that problem with a multi-layer fence that protects a photo quality image. Besides the standard orange, the fence is available in five other colors and comes in 50-foot rolls.

MLB Industries, a Malta, N.Y., general contractor, was looking to get promotion value beyond the one sign that developers typically erect at construction sights. So rolls of Promofence sporting MLB's logo and motto were set up at its Ellis Hospital project in Schenectady, N.Y., and at other job sites around the state.

"It's helped enhance the visibility of our company's name and a lot of comments and observations have come our way," said Douglas Brown, MLB vp. "We've had a lot of [inquiries] after people saw our fences."

Since the January launch, Promofence has also been used by power toolmaker Stihl for its Outdoor Timber Sports events. Coors Brewing also will use Coors Light branded fences at tailgating events tied in with its NFL sponsorship and likely will distribute rolls to bar accounts for use at beer garden promotions.

- Mike Beirne

Program: Promofence ads

Marketer: Depaul Supply, Mundelein, Ill.

Key Players: Ron Aidikonis, president



Zippo Says It's OK to Light Up This Way

Zippo is not so much playing with fire to reach a young adult target market as it is toying with lighters through the Zippo-tricks.com Hot Tour.

Zippo is trying its hand at guerrilla marketing with a bar and nightclub tour that will make 200 stops in 10 cities in 10 weeks, starting in July.

The show will feature lighter-tricks with names like the teleporter, the snoop, harmony and the flesh torch. Tricks will be executed by a nimble fingered troupe, who perform aerials and ignite swingtop Zippo lighters in any fashion but the typical. Live performances by the Zippo tricksters include instructional sessions, the Trickhead of the Night contest for patrons, the Wheel of Fire prize wheel and other giveaways.

Print, radio, online, and bar and convenience store POP support during the tour. Zippo will use the events to sell product and collect names and addresses to build its consumer database.

"Every company spends countless hours in the boardroom brainstorming avenues to reach the elusive 18-25 target market," said Mark Paup of Zipp. "The advent of Zippo tricks has opened doors to an entirely new culture of Zippo consumers and given a fresh, hip image to our products." - M.B.

Program: Zippotricks.com Hot Tour

Marketer: Zippo, Bradford, Pa.

Agencies: Fuse Marketing, Los Angeles; Blattner Brunner, Pittsburgh

Key Players: Zippo: Mark Paup, dir-global mktg; Fuse: Jeremy Stephan, president; BB: Jeff Webster, sr acct exec



Stretching Lycra Beyond the Body

Brazilian beauties have a chic new spot to see and be seen: Hotel Lycra, a 7,000-sq.-ft. complex in the heart of Sao Paulo's trendiest areas, Rua Oscar Freire.

The "hotel" houses a retail store, gallery and a restaurant/bar/cafe that stays open until the wee hours serving drinks, dinner and, of course, plenty of eye candy. There are no rooms for overnight stays, but visitors can relax on leather with Lycra couches in the restaurant or slip into some comfy clothes made with Lycra that are sold in the hotel store, which features an exclusive collection by its curator, Brazilian designer Jum Nakao. Other featured designers: Carlos Miele, Ricardo Almeida, Le Lis Blanc Valis?re and Triumph. The restaurant serves up gourmet dishes by the owners of Brazil's hot dining locations, the Ritz and Spot.

The idea began as a pilot program to enhance the Lycra brand image among consumers and as an interactive opportunity to showcase new product and marketing concepts. If it succeeds, chances are it may come to a fashion capital near you.

"It's a place for movie stars, designers and artists to go," said Linda Kearns of DuPont, who described the place as innovative, dynamic, fun, modern and fashion forward. And judging from the stylish food, fashion and art, that's no stretch.

- Sandra O'Loughlin

Program: Hotel Lycra

Marketer: DuPont Textiles & Interiors, Wilmington, Del.

Key Players: Linda Kearns, dir-apparel communications; Paula Stanzione, marketing mgr-Hotel Lycra; Fabianne Pacini, brand comm/retail mgr-South America; Antonio Mori, sales/business mgr-South America