The Problem: Crayola was looking for a way to increase incremental product sales from Longs Drug in Kahala Mall, one of Crayola's top grossing stores. The target consumer is parents and grandparents who are interested in arts and crafts and positive playtime activities for children. Crayola knows that the only way to educate buyers about the variety of Crayola products is to get them in the consumers' hands to play with and try out.

The Plan: Donnie Esposito knew that Kahala Mall was looking for a sponsor to enhance the excitement of their long-standing Mother's Day Card Contest. She felt that a partnership between Kahala Mall and Crayola would work if Crayola's sponsorship would lead to incremental sales from Longs Drug and if Crayola could demo their products during the event.

The Process: A three-way partnership with Crayola, Kahala Mall and KINE was put into place. An initial meeting between the parties set up expectations, strategies and tactics. Kahala Mall even offered to purchase Crayola product at cost to offer as a gift with purchase on event day. The mall even had their in-house artist draw a large Crayola logo in Crayola chalk at the entrance to the mall on event day.

The Performance: Mother's Day was made extra special for many moms and keiki with the help of Crayola. Longs Drug ran an in-store special and saw a lift in sales for the event. Children sampled all the new Crayola products with their parents and helped reinforce Crayola as an activity and learning brand that is ideal for children. Kahala Mall had another tremendously successful Mother's Day promotion and all parties were delighted!

To get results for your business using the resources of AM 940, contact Ann Boots, General Sales Manager at (808) 275-1149 or email her here.