Challenge: Selecting a dual purpose tradeshow giveaway attractive to boaters
Crowley’s Yacht Yard is a Chicago fixture, having served area boaters since 1978. Today, the firm operates dual yards and offers boat sales, hauling, service and storage—for rigs up to 70 feet and weighing up to 35 tons. And while Crowley’s has been in business now for 30+ years, new boaters are still being born every day—which is why the Crowley’s team leverages area tradeshows as part of its marketing strategy.
The strategy for one particular upcoming tradeshow, however, proved more complex, as the team had just launched a new Web site. This time, they wanted their tradeshow promotion to reach both potential new customers and old customers as well—and all on a limited budget.
Solution: Hot-stamped waterproofed ID cases fit the theme—and the budget
ePromos associate Brent Mittleman answered the call; together he and the Crowley’s team sifted potential products, finally settling on one that would serve their dual purposes: a translucent, teal blue hot-stamped vinyl ID case, waterproofed to fit with the boating theme, key ring attached to encourage use and promote visibility, and Web site included to drive Web traffic. And to really rev the engine of their promotion, the Crowley’s team also included two coupons within each case—one offering a discount for purchases through the new Crowley’s Web site, the other redeemable on in-store purchases.
Result: Cost-effective promotion drives traffic to Crowley’s booth and Web
The Crowley’s team considered the promotion extremely effective. They reported that the giveaways offered a marked increase in brand identification and Web traffic, as well as helped to drive tradeshow booth traffic as attendees carried and displayed their new Crowley’s-emblazoned cases during the show. Another promotions success!
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Crowley’s Trade Show Waterproof ID Cases (PDF Version)
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