CASE STUDY Russ Berrie and Company In 2000, Russ Berrie and Company Inc. of Oakland, N.J., introduced its new RUSS Baby line, a collection of keepsakes, picture frames, plush toys, rattles, bibs and bath accessories. Since the baby market was one of the most saturated of all consumer industries, Winning Strategies developed a promotional plan to address the crowded marketplace and target not only new parents and parents-to-be, but also the larger pool of baby gift givers. Winning Strategies positioned Company Chairman and CEO Russ Berrie as an expert on the $28 billion baby-products industry, using a press kit aimed at key broadcast media. The kit included a pitch letter, a press release, a baby-gift fact sheet, a tip sheet for selecting the perfect baby gift and a plush squeeze toy. The press kit generated media interviews with Berrie, and he was able to show RUSS Baby products during these interviews on broadcast television programs in major media markets as well as regional ones. The campaign netted over 500,000 viewer impressions. Retailers who voted in polls conducted by two major trade publications chose RUSS Baby as the fastest selling and best baby line of the year.
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