Brilliant custom exhibits with a clear marketing message

Date:

Tuesday, June 9, 2009 - 4:31am

The other morning I was surprised as I pulled the milk out of the refrigerator for my cereal. Duncan Hines had a sticker (not a coupon) on the gallon milk container that said, "Cold Milk, Warm Brownies, mmmmmmmm." Of course, there was a picture of brownies. My first thought - brilliant!

Duncan Hines Brownie Sticker

Let's consider that the grocery store represents a food trade show. Duncan Hines used the gallon milk containers as brilliant custom exhibits with a clear marketing message. Those "attendees" getting the milk know that brownies are great with a nice cold glass. They are now qualified prospects. The sticker drives traffic to their other display in the brownie isle to close the sale. I'm sure that they were smart enough to measure the increase in brownie sales as a result of the sticker.

If you are exhibiting at the same show as your strategic partners, then do you have a plan to help brand each other? Without a lot of work, you could be as successful as milk and brownies.

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Comments

Thu, 06/11/2009 - 2:27pm — Frank Damelio (not verified)

Jason, Can you give us another example of how strategic partners could work at a trade show? Thanks, Frank

Fri, 06/12/2009 - 10:55am — Jason Kallio

Try to get booth space next to your strategic partners (or maybe you can share). Now you each will stop and qualify attendees. If they qualify, then you can direct them to your strategic partner. You will save each other from having to qualify that person. You could even walk them over and personally introduce them. You will filter through many more attendees, and be much more efficient.

Tue, 06/09/2009 - 8:58am — Frankie Damelio (not verified)

Jason, I appreciate the way you took a simple yet effective marketing strategy for food and applied it directly to exhibiting at a trade show! Plus now I'm craving brownies!