Objective: To drive 3,000 convention attendees to a website dedicated to eco guidelines with an additional goal of drawing fifteen percent of attendees to the booth.
Strategy Execution: Hoping to teach “green” and collect signed Sustainability Pledges, KaBOOM! created two custom promotional items for the National Conference on Volunteering & Service. One, a seeded paper bookmark was placed in every conference giveaway bag. The bookmark featured the website URL. At the booth, aluminum water bottles were given to every visitor signing a pledge. To give an extra nod to their partnership with Home Depot, KaBOOM! had the water bottle created in the hardware chain’s signature orange. The selection of the two items could not have connected better with the demographic of the tradeshow attendees. The line to sign a pledge and receive a bottle snaked out of the booth and around the corner; the booth became constant buzz of traffic and conversation.
Results: The specially created environmental website, promoted on the seed cards, received excellent traffic from visitors typing in the URL manually (as opposed to clicking through to it from other sites). Booth attendance was, of course, off the charts, with the water bottles become instant legendary items at the trade show.
©2005-2012 Promotional Products Association International
