Self-Promotion Contest -- First Impressions Really Do Matter

Developed by Hart Associates, the promotion carried a price tag of $13,000 for 100 sets of cans, sun glasses and sweaters, or $130 per customer. According to Scott Gray, the company has amassed $235,000 worth of new business related to the self-advertising campaign. He estimates that out of 10 coolGray cans sent out, eight result in initial appointments, five of which ask for proposals, and three of which result in three new deals.