|Challenge: How to increase trade show traffic for a marketing firm.
A marketing and advertising company needed a way to distinguish itself from the other trade show booths.
Solution: Use promotional direct mail before the show to target attendees.
This company developed an end-user show with the goal of demonstrating the need for creativity, a clear marketing objective and expertly selected promotional items. The theme of this particular show was an easy-going southern-style barbeque. Supporting the theme and distinguishing itself from the rest of the day’s mail was an invitation in the form of a can of baked beans.
Other items in the mailing were a pig-shaped promotional jar opener (which the recipient was instructed to redeem for a prize at the show), a corn butterer (recipients were challenged to guess what it was) and a paper place mat (containing directions to the show and other pertinent information). Upon arrival, attendees received several other items: decorated plush pig, large custom tote bag, and an imprinted pen and notebook set that captured the flavor of the meeting. The entire campaign was relatively inexpensive, perfectly supporting the meeting’s message.
Result: The promotion is a huge success, generating many attendees before the booth even opens!
With an attendance goal of 25 percent of the mailing, attendees topped that by 12 percent. Eighty-six percent of the attendees registered online, driving scores of clients to the website for further product review. In addition, many clients appreciated the value of the promotion and purchased the “can” idea for their own programs.
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