Solution: Use promotional direct mail before the show to target attendees.
This company developed an end-user show with the goal of demonstrating the need for creativity, a clear marketing objective and expertly selected promotional items. The theme of this particular show was an easy-going southern-style barbeque. Supporting the theme and distinguishing itself from the rest of the day’s mail was an invitation in the form of a can of baked beans.

Other items in the mailing were a pig-shaped promotional jar opener (which the recipient was instructed to redeem for a prize at the show), a corn butterer (recipients were challenged to guess what it was) and a paper place mat (containing directions to the show and other pertinent information). Upon arrival, attendees received several other items: decorated plush pig, large custom tote bag, and an imprinted pen and notebook set that captured the flavor of the meeting. The entire campaign was relatively inexpensive, perfectly supporting the meeting’s message.