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Increase Tradeshow Exhibit Traffic

Company Name: LAN Times/McGraw-Hill Inc.
Award Level: Bronze
Industry Category: Retailers
Industry Name: Publishing
Promotional Objective:
  • Opening New Accounts
    • Award Year: 1996
    Promotion Amount: Less than $10

    Objective: To draw exhibit traffic as a means of securing new subscribers and updating a circulation database.
    Strategy Execution: Marketing management of the computer network magazine figured a mini-show that Novell was sponsoring would be a good place to pick up 250 new subscribers and obtain an updated profile of its current circulation. The question was, how do we get the targeted network software developers to the LAN Times exhibit table? A baseball cap came to mind. This one would have the imprint “Thinking” above the bill. Certainly the idea of a thinking cap was no stretch for anyone attending a show called “BrainShare.” The cap, which had the magazine’s imprint on the back, was given to each LAN Times exhibit visitor who signed up as a new subscriber or updated their current subscription profile.
    Results: “When the doors opened, a stampede of people raced toward our table and then stood patiently in line to sign up and get their caps,” reported the magazine’s marketing and events director. Within two hours, the original objective was surpassed with 407 new subscribers.

    Posted on Monday, February 23, 2009 by Kurt McDowell

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