Solution: Bags containing car sunshades were placed on cars in two different cities.
The company was able to target its large potential audience by placing imprinted bags containing car sunshades (also imprinted with the show information) on the side view mirrors of cars. The promotion was huge - 75% of the parking lots of manufacturing facilities in both Chicago and Detroit were covered. Registration materials for the show were also placed in the bag, with the promise of a free imprinted cap if they showed up. An added bonus was the fact that anyone who used the sunshade helped to further advertise the show.

Result: The promotion successfully creates foot traffic at the trade show.
As a direct result of this grassroots promotion, pre-registration for the show was up 2.5 times the anticipated numbers. Expecting only 3,000 free caps to be requested, the association had to order 5,000 more by the end of the pre-registration deadline.