How Vector Won the 2018 SAMMY Award for Best Promotional Giveaway Item

Vector Security played off the “soup to nuts” saying to represent the company’s comprehensive offerings, and leave prospects with a memorable gift.

Believe or not, boxes are all the rage right now. Do a quick YouTube search for “unboxing” and you’ll find millions of videos, some with tens of millions of views, of people simply opening boxes.

There’s also the whole fad of subscription boxes, where you can pay a fee to have everything from meals to pet accessories delivered right to your door.

Warrendale, Pa.-based Vector Security was able to combine the excitement of receiving a box with a clever marketing message in a homemade gift it sent out to “warmer prospects.”

“As part of its marketing campaign targeting multisite quick-serve restaurants (QSRs), Vector Security created a promotional giveaway with “Soup to Nuts” messaging — supporting the idea that Vector Security Networks is the one-source for physical security and managed network services solutions,” says Vice President of Marketing Art Miller. “We do it all … from soup to nuts!”

The giveaway consisted of a wooden box with the company name, slogan and “from soup to nuts” etched on the inside cover. Miller says they didn’t need to rely on an outside marketing agency to come up with the concept. The branding, messaging and graphic designing were all handled within his marketing team.

“At Vector Security, we do not have an agency of record, we leverage the expertise of our existing marketing communications team. Our internal team came up with the concept and handled the production through an outside partner.”

Inside the box was a Vector Security Networks-branded jar of nuts and soup thermos. There was also a card that highlighted the company’s services, including a link to a landing page dedicated exclusively to the campaign.

The landing page features a description of how Vector will “use a consultative approach to create a solution that’s right for your business,” followed by a contact form. While the cleverness is sure to be appreciated, so should the fact that Vector’s giveaway was wholly created by the company.

Anyone can offer a small tool or device that can be found on store shelves, but it’s that personal touch that can help seal the deal. Vector says the unified branding message has surpassed expectations.

“The item was so well-received that distribution was expanded beyond just QSRs, to include all of the vertical markets served by Vector Security Networks,” says Miller.

About the Author

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Steven A. Karantzoulidis is the Web Editor for Security Sales & Integration. He graduated from the University of Massachusetts Amherst with a degree in Communication and has a background in Film, A/V and Social Media.

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