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When package-goods and sports marketing veteran Bill Potts was named VP-marketing for Foster Grant Group early last year, he increased promotions and hired the Flying Elvi parachuting team to hype a sweepstakes to win Elvis-style sunglasses. A new promotion this May asks consumers to guess the celebrities wearing Foster Grant sunglasses, backed by the value-priced brand's first-ever TV advertising.

Age: 37

Secret: Except for the frames, inexpensive sunglasses are very similar to the $200 pairs in terms of lens quality.

Coup: Turning on a new generation to Foster Grants through creative use of a dead celebrity (Elvis) with the company's largest-ever promotion.

Insight: To succeed with an integrated promotion, you need the support of your entire organization, from the manufacturing line to the sales force and the top brass. The promotion launches on the inside first.

Tip: Cultivate passion for your brand, and watch it spread to others in your organization. When you hit on a great idea, take action fast to capture enthusiasm. Ask people at all levels of the organization for input.

Next growth area: Inexpensive, fashionable reading glasses for aging baby boomers. They don't want to admit they need prescriptions.

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