Here are some real life examples of companies and organizations that have used trade shows/event marketing/promotions to get great results. Some are old examples, while others are fairly new, regardless they are great case studies and examples of what can be done with creativity and adopting an open mind when using ideas from other industries.
1. Bank of America hired a student to walk around the aisles in a cardboard ATM at a local chamber of commerce show. It attracted lots of attention to their booth. And it added to the festive nature of the event. Anytime your willing to make a fool of yourself, the media will almost always bite. In this case, the bank got to hire someone to do it, and still mad the local paper in color.
2. The White Dog Cafe in Philadelphia attracts business with speakers. They get big names too, like Anita Roddick, CEO of The Body Shop. White Dog’s owner got even more publicity by winning an award by building a sense of community through the talks.
3. Canada got the list of a meeting planners magazine and mailed a box to subscribers. It said, “What does it take to lure your top executives away?” Then it played with the “lure” theme by promoting fishing and beauty. It added a bribe for the planner by offering a free boxed fly set for responding to a questionnaire showing interest, and entry into a drawing for a free vacation. It was attention getting and it worked.
Joshua Gair – Impact Entertainment Services