How do you raise brand recognition at a national tradeshow while attracting booth traffic at the same time? Here is a story of a start-up software company that created a buzz at their tradeshow and attracted booth traffic that by far surpassed their goal.
The software company was having its inaugural launch at a national tradeshow. Their strategy for creating a “buzz” about their company utilized the usual media marketing efforts and the distribution of several promotional products at their booth and other tradeshow events.
They featured their company logo in all advertising and signage at the show and it was the focal point for all the communication for the company. A simple lapel pin was created that only included the company’s logo. Company representatives and a few select, recognized industry leaders were given pins to wear at all events and at their booths. The pin was not available as a booth giveaway; however, if people asked about the pin the company representatives would give them their own.
The results of the company’s pin strategy surpassed their expectations. People were inquiring about what the pin stood for and how they could get their own. It created a buzz at the tradeshow and booth traffic much higher than the company anticipated.
Success stories like this one prove that, no matter how high-tech the audience, people still take notice of and desire something as simple as a traditional lapel pin.
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