Tradeshow/Exhibit Traffic Programs Gold Winner Honeycomb Promotional Marketing Agency The desire to drive trade show traffic to its booth at the Gartner Data & Analytics Summit in Sydney, Australia, led data and analytics provider SAS to enlist the creative minds at Honeycomb Promotional Marketing Agency. Approximately 1,000 data professionals and industry leaders were expected to attend the show, and SAS wanted to engage and generate qualified leads with at least 400 of them. Working with the belief that event attendees will provide more data if there is the promise of a personalized gift, the company also demonstrated the power of real-time data and personalization through the on-site customization of promotional merchandise. Visitors were invited to complete a survey on a custom landing page in exchange for a Trends Nomad Deco Vacuum Bottle, a 650ml powder-coated double-walled bottle that could be personalized onsite using engraving machines. To amplify the visual impact of the activation and create another opportunity for personalization, visitors could also select their bottle color. SMS notifications were sent to visitors when their bottles were ready for pick-up. This strategy created multiple engagement touchpoints and exceeded expectations, achieving 700 unique visitors, a 175% increase over the initial target of 400. Over the two-day event, more than 1,000 bottles were engraved as many attendees requested additional bottles for colleagues. Silver Winner BAMKO John Deere wanted to engage ranch owners and cowboys attending the National Cattlemen’s Beef Association Annual Convention. When the company approached BAMKO for an unconventional but useful branded giveaway, the goal was to engage with at least 400 of the 7,000 convention attendees. The distributor team came up with the idea of a branded boot jack, a tool that helps the wearer easily remove their boots. Through research, BAMKO found an out-of-the industry company that could produce and deliver 400 branded wooden boot jacks for the client. By daring to think outside the box and explore alternative avenues, the distributor delivered an exceptional outcome for its client while helping them leave a lasting impression on their target audience. Pyramid Awards | Client Promotions | Must Read PPAI • MARCH 2025 • 53
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