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Bluegrass unlocks the code to delivering on Genentech's multi-tiered promotional needs

Genentech, a leading biotech company, uses human genetic information to develop and market pharmaceuticals for significant unmet medical conditions such as cystic fibrosis and lymphoma. As with many pharmaceutical companies, promotional products play a significant role in their marketing efforts. But, with promotional spend being spread over a variety of brand teams represented by several different advertising agencies, Genentech found themselves working with over 100 promotional suppliers. Their goal? Reduce that number to no more than four.

That's when Bluegrass Promotional Marketing wrote them a prescription for success.

Leveraging a history of creative products, competitive pricing and unparalleled on-time delivery for Genentech, we scheduled meetings with Genentech's ad agencies and procurement department to garner trust. Then we added a dose of strategic thinking to the mix, identifying opportunities across all Genentech specialty purchases where they could consolidate and leverage buying power to drive costs down even further. This included items like writing instruments, adhesive notepads and cubes.

Our final ingredient was a weekly report provided to Genentech and their agencies outlining their open accounts. The report included the contacts who initiated the project, the items in consideration and the expected delivery date. This gave everyone the ability to monitor all project activity with Bluegrass week-to-week at a glance.

The result?

Bluegrass was selected as one of four preferred promotional product providers for Genentech, curing their problem of supplier clutter and creating harmony among ad agencies and brand teams alike. And in the first contract year, we received far more than our share of the promotional spend among the preferred providers.

Need a promotional marketing firm that understands how to work seamlessly with multiple ad agencies? Bluegrass Promotional Marketing is just what the doctor ordered.

About Bluegrass Promotional Marketing

Founded in 1995, Bluegrass is a full-service promotional marketing firm specializing in custom products and brand marketing. Bluegrass has won six Golden Pyramid Awards from the Promotional Products Association International (PPAI) and has also been honored by the Advertising Specialty Institute (ASI) with Best Client Promotion Awards. Bluegrass has twice been recognized as one of the industries "Top 10" fastest growing distributors. The Charlotte Business Journal has recognized Bluegrass on three occasions as one of the fastest growing companies in the region, and in 2009, named Bluegrass to its list of the "Best Places to Work" in the Charlotte area. In 2008 and 2009, ASI’s Counselor magazine named Bluegrass as one of the "Top 50 Best Places to Work" in the promotional products industry.

The expanded Charlotte, NC-based company now has offices in Denver, Seattle and Houston with market coverage in Atlanta, Chicago, Columbus, Louisville, New York, Raleigh, San Jose, St. Louis and Washington DC. Warehouse facilities are strategically located across the United States with additional warehouse facilities in Asia and the United Kingdom.