Develop Trade Show Traffic

Strategy and Execution: As a new vendor to the nation's largest software distributor, this vendor wanted to reinforce the new relationship in the minds of distributor salespeople. The Transcontinental Railroad was selected as a metaphor for this connection between the vendor and the distributor, and a pre-show promotion was developed.

Stuffed toys were hand-delivered to 600 distributor salespeople in two states. An attached four-color card could be redeemed at the vendor's trade show booth for a free poster depicting the history of the Transcontinental Railroad, which also displayed some of the vendor's computer network-connecting products. At trade shows in these cities, vendor salespeople also distributed logo-imprinted fanny packs to booth visitors. Top-end briefcases and travel bags were used as strategically-presented gifts at trade shows.

Results: The vendor's western sales manager reported a five-fold increase in sales with the distributor following the promotion.

(c) 2008 Franklin Awards
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