Atlas Amplifier (Winter 2006): Atlas Revs Up - Atlas Van Lines

Atlas Trade ShowsWhat’s soft and furry andstole the show at SHRM?Atlas introduced Sniffer in 2003 to illustrate a commitment to exceptional, personalservice for every member of the family,“even the puppy.” Today, customers recognizethe puppy as a friendly reminder of the warmth associated with the Atlas brand.If you guessed “the puppy,” you’re right. The lovableAtlas icon, in the form of a plush toy, took center stagefor Atlas at the SHRM 2006 Conference & Exposition inWashington D.C. during the last week in June.“The puppy is central to our message that Atlas is a best friend forrelocation,” says Atlas Director of Marketing Communications Barbara Cox.“The SHRM expo provided an ideal opportunity to reinforce this messageand create impressions that lead to conversions on behalf of our agents.”The numbers indicate how successfully this tactic played out. The Atlasexhibit hosted a nonstop stream of guests eager for a chance to win a replicaof the industry’s most recognizable mascot. Guests took plastic-wrappedcookies from doggie biscuit jars and drew game pieces from silver dog dishes(350 lucky winners each took home a plush puppy). All the while, the Atlassales team educated visitors on the differences that set Atlas apart–such as laborcertification and trailer tracking. In the process, sales people collected approximately2000 names of corporate prospects.The stuff of a successful promotionTo develop a quality toy, Atlas marketers partnered withGund,® America’s leading maker of soft toys since 1898.“The Gund designers used our photo file to create a toythat captures the essence of our puppy,” says Barbara.“To make sure it creates effective impressions we gave itdistinctive branding touches, including a blue collar and a‘flying A’ dog tag.” There’s even a tag on the bottom thatidentifies the Atlas pedigree. Gund agreed to partner withAtlas on this venture because of Atlas’ strong brandrecognition and reputation as a quality service provider.Another layer in a coordinatedmarketing push.Atlas reinforced the “best friend” theme with music at theERC Global Workforce Symposium held October 11-13in Dallas. The event afforded opportunities to share newsabout Atlas’ services with corporate relocation professionals.“Just as consistency is important for service delivery,continuity is essential for marketing messages,” says Sr. VicePresident and Chief Marketing Officer Greg Hoover. “Wemeasure the bottom line in terms of the quality impressionswe can create and the new customers we reach. On thesecounts, the SHRM and ERC shows were a success for Atlas.”10Atlas Amplifier • Winter 2006Atlas Amplifier • Winter 2006 11