Class:
Dealer/Professional Promotion/Budget
Objective:
To generate booth traffic for the
advertiser at the 1992 American Association of Clinical Chemistry
convention.
Strategy and Execution:
Playing off
Chicago's reputation as the "Windy City," the advertiser used kites
to carry out the theme, "Make Your Lab's Productivity Soar." A
self-mailer box with wrap-around blue and white cloud design was
mailed to 7,000 AACC members two weeks before the convention as an
invitation to view the new products and assays. Inside the box was
polyfill material to resemble clouds, a blue kite string handle, a
roll of kite string and a response card. This delayed fulfillment
technique called for the recipient to take the completed card to the
advertiser's booth at the convention to receive a blue plastic kite
imprinted with the client logo and theme line. The cards with the
prospect information were collected as leads.
Results:
The company
reports 787 of the 2,000 convention registrants visited the booth
for an 11 percent response
rate.
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