Class:
Business to Business Promotion
Objective:
To attract exhibitors at an industry
conference as a means to initiate advertising in a new ad section in
a post-conference issue and inspire regular ongoing advertising.
Strategy and Execution:
Since there is
considerable competition in the publishing arena, a jungle theme
with the slogan "Stand Out In The Jungle" was created and used for
one year prior to the national industry trade show. One month before
the show, weekly mailings were sent to the 886 exhibitors. Each of
the items were sent in a custom printed box with the slogan on the
outside. "Get Ready for the Jungle" was the first mailing and
included a pith helmet. The second mailing was a map and a compass
to "Find Your Way Through The Jungle." The final box had "Take Your
Best Shot" on the outside with a "Your Best Shot Is Plastic News"
pop gun on the inside. A brochure accompanied the mailings and
offered a discount coupon off the cost of the space in the post-show
conference publication. When the attendees arrived at the
jungle-decorated booth, the staff were dressed in jungle attire and
operated a laser gun game where winners received more pop guns with
pith helmets. Stickers with woven jungle animals on one side were
handed out to all booth visitors by staff.
Results:
"The attendees
at the show were lined up five deep," said the promotions manager.
Eighty-two accounts contracted space in the new advertising section,
with many more advertising contracts
made.
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