Class:
Business to Business

Type:
More Than $10 Per Recipient

Objective:
To make meeting planners aware of the new Charlotte Convention Center's facilities.

Strategy and Execution:
Nearly 500 meeting and trade show planners were targeted with promotional products 16 months before the center's 1994 opening. Using direct mail, the Bureau first sent a gift box with "We'll do everything possible to make you look good in this hairy business" on the lid. Inside, descriptive copy on the center and a hand-held imprinted hair dryer awaited recipients. Three weeks later, gold medallion watches (customized for male and female recipients) in a gift box had copy saying, "Your time is valuable," pointing out convenient features in the center.

Results:
The Bureau's marketing vp said the response rate from each mailer has been 13.6% and the goodwill created for the sales force is invaluable.