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FEBRUARY 2016 •
PPB
• 37
Silver Winners |
Category:
Tradeshow/Exhibit
Traffic Programs
Distributor:
Threadmasters
Type of client:
Medical equipment man-
ufacturer
Target audience:
Approximately 1,000-
1,200 dental/oral surgeon sales staff at a
national sales meeting
Program’s primary objective:
The client
wanted to create a buzz at a trade show
and encourage attendees to stop by the
booth to see a new nasal mask.
Total program cost:
Approximately
$25,000
Strategy and execution:
The client
reached out to Threadmasters in
advance of a trade show and requested
a teddy bear on which a specific nasal
mask would fit. They wanted to show the
usage of the mask by fitting it on the
bear’s nose and then giving the bear to
the attendee to take back to their office.
A bear was researched and selected,
and bags were ordered in which to insert
the bear along with a marketing informa-
tion flyer.
Results:
The bear successfully created
excitement at the booth allowing the
opportunity to introduce the new prod-
uct line, and booth attendance doubled
over the prior year’s event.
Tina Berres Filipski is editor of
PPB.
Editor’s Note:
Total program cost
includes all costs associated with the
program, such as promotional products,
media, printing, packaging, etc.
Category:
Tradeshow/Exhibit Traffic Programs
Distributor:
Hillary’s, LLC
Type of client:
The analytic testing lab and consulting service of a major food manu-
facturer
Target audience:
Approximately 600 trade-show registrants who are producers of
ingredients or finished products in the grain industry
Timing:
Strategy planning began mid-June 2014; the active trade-show marketing
campaign began in September 2014 and the event was held on October 5-7, 2014.
Program’s primary objective:
To secure 14 scheduled meetings with qualified
prospects for appointments to take place during the show. To convey that a testing
lab can be a true partner beyond “testing.”
Total program cost:
$13,076
Strategy and execution:
With a messaging and missing-puzzle-piece campaign,
Hillary’s conveyed how a testing lab can be a partner by developing two taglines:
“Sometimes it only takes one piece to pull it all together” and “[company name] is
our missing piece.” It also designed a four-week, pre-show, multi-touch campaign
with all touchpoints centered on the messaging. All products carried the “missing
piece” (puzzle piece) message and supported the client’s brand through colors,
graphic icon and fonts. The distributor also developed new business cards and eye-
catching booth collateral to support the pre-show campaign.
Results:
The program generated 126 leads, 30 appointments at the show (the goal
was 14) and came in within the client’s budget. Some products (business cards,
apparel) were planned for use beyond this one event.
Enter PPAI’s 2017 Pyramid
Awards Competition
Entries for PPAI’s 2017 Pyramid Awards can be submit-
ted starting June 13, 2016. The deadline for entries is July
15, 2016. Self-promotion campaigns should be submitted
for an Image Award; the competition opens February 1,
2016 and closes March 4, 2016. Find details for both
competitions at
www.ppai.org/awards.