Class:
Multiple Audience Promotion
Objective:
To introduce a new product line to the media and to prospects at a trade show.
Strategy and Execution:
At a highly
competitive trade show for the computer industry, the software
company wanted to be the "Main Event." Using the boxing analogy,
2000 key accounts were mailed a logo-imprinted white box which held
a boxing glove for the left hand along with an invitation to the
company's booth. The booth featured a regulation boxing ring with
Olympic hopefuls sparring for three rounds at a time. Those coming
to the booth with the left-hand boxing glove received company
literature and the companion right-hand glove which was then
autographed by Joe Frazier. Booth staff wore logo-imprinted golf
shirts and passed out "Main Event - Software Champion" buttons and
shopping bags to all who stopped by. Imprinted mouse pads were given
to serious visitors. Meanwhile, the media received a custom white
box which contained a bottle of sparkling wine with the company name
etched on the bottle plus two imprinted crystal glasses, a silver
stopper and a new product mockup with pertinent
information.Results:
It was reported
that sales increased 22% in the fourth quarter. An award for the
best booth at the show was earned and trade, local and national
media coverage was generated.
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