When you’re one of many technical support services looking to stand out at industry events, it helps to be colorful. PlumChoice has recognized this simple fact and chosen to firmly embrace its color of choice – purple. They have created “purple brick roads” leading from the speaker podium directly to the PlumChoice party, where they serve Plumtinis made from grape juice and vodka.

PlumChoice founder Ted Werth says, “Everyone wants to know why I chose that as the name. It simply means the best. Deep plum is a regal color. Our view is that we provide the best service in the industry, bar none.”

To drive home this point, PlumChoice hands out fake syringes filled with purple liquid at events, inviting prospects to give themselves a technology booster shot, along with pill bottles containing plum-colored M&Ms with labels telling people to call PlumChoice in the morning.

Sticking with this theme, the company also created a cruise with Jimmy Buffet-style entertainment that attracted more than 50 retailers that had previously refused one-on-one meetings with the company. Each received a direct-mail piece that included Tylenol in a purple foil envelope and the pledge that PlumChoice can “solve your technology support headaches.”

“There is so much noise in the marketplace. You need to really differentiate yourself to get anyone’s attention,” says Michael Phelan, executive director of marketing at PlumChoice. “These quirky promotions have helped us generate leads, frequently with prospects who refused more conventional overtures. The promotions alone don’t sell our services, but they help get our foot in the door. And, sometimes that’s more than half the battle.”

A 20-pound yellow Greystripe-branded pogo stick arrived at the desks of select journalists and influencers in July. Why? To commemorate the launch of the first pogo stick game for the iPhone, compliments of Axe. The not-so-subtle maker of men’s body spray and other personal products was looking for a little attention for its Pogo Xtreme by Axe game with this big promotional product. Greystripe, which created the game along with WildTangent, took the liberty of reaching out to the press with the pogo stick and a note that read: “Why was a giant pogo stick delivered to your office? It’s not an environmentally friendly way of getting to work in the morning. Duuude! Pogo to work day!”

The note goes on to explain that the toy is a way to get a sense of the new game. Points are gained by completing tricks across six levels and collecting cans of Axe. Those with enough cans will be able to achieve the ultimate “double pits to chesty move.” Players are rewarded with “extra special lady treatment at the end of each level.” The game is available for free at the Apple App Store and as a Web-based flash game.

Vijay Chattha of AppLaunch PR says, “Greystripe and Axe are known for innovative marketing approaches to reach people in new ways. We wanted to extend that philosophy in our way of reaching the media for this campaign. Essentially, when everyone gets 1,000 e-mails per day, why not go contrarian and send a 20-pound pogo stick? That’s more for everyone and communicates the game better than a press release.”

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