When putting together an idea to better promote our businessess and organizations, we often times get too involved and overwhelmed with all the ideas that flow through our minds. The plans we put together can sometimes get intricate and detailed in the quest to be sure our brand gets the exposure it needs. One company, however, took a subdued and mysterious approach at a recent tradeshow, and it appears it worked wonders! Here is the info shared by DailyBoost, a PPAI website.
Objective – To raise recognition of a new company and product at a national tradeshow and drive booth traffic.
Strategy Execution – A start-up software company was having its inaugural launch at a national tradeshow, and wanted to create as much ‘buzz’ as possible. In addition to the usual media marketing efforts, several promotional products were distributed at tradeshow events.
The logo of the company is the focal point of all communications for the company and was featured in all advertising and signage at the show. A simple pin was created in limited quantities, without any verbiage…just the company’s logo. Company representatives wore the pin to all events and in the booth. Additionally, pins were distributed in limited quantities to recognized industry thought leaders at the show. Although the pin was being worn by staff and selected individuals, it was not available as a “booth giveaway.” However, if people asked about the pin, company representatives would give them theirs.
Results – “Off the charts!” was the response of the VP of Sales. “Once others at the show saw the pin being worn, they wanted their own. We heard that folks were actively inquiring about the pin, what it meant, and how they could then get their own! We actually had people clamoring at the booth wanting to get a pin.” It created great buzz and the traffic at the booth was much higher than the company anticipated.
Objective – A health insurance company needs to drive people to its new website.