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May 16, 2007
Water Bottles Increase Tradeshow Traffic
Challenge: Generate traffic to an organization's booth at their national trade show
A large HMO wanted to ensure that their trade show booth stood out among their competition's. Because the trade show was made up entirely of other Health Maintenance Organizations, they needed a giveaway item that was particularly unique to differentiate themselves from everyone else.
Solution: A contest involving promotional water bottles was implemented
The organization decided to start promoting their booth even before their customers got to the trade show. A week prior to the show, the HMO sent numbered Water Bottle Carrying Shoulder Straps to their top clients. Included in the mailing was a card that gave the HMO's booth location, and a message that said to stop by the booth to pick up a water bottle to attach to the strap. The letter went on to say that the HMO's booth would have a light board featuring one number every hour. If the client was at the booth, and their number came up, they would win a trip to Jamaica.
Result: Booth attendance was higher than ever before
The promotion was extremely successful and almost every one of the HMO's clients who attended the trade show stopped by their booth. Additionally, at a social event scheduled on the last day of the trade show/conference, the HMO marketing team saw their water bottles in use all over the zoo they were visiting. This not only meant that their clients enjoyed the giveaway, it also allowed for additional company exposure outside of the trade show.
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Posted by mark at May 16, 2007 11:48 AM
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