Business/Industry:
Corporation/Telecommunications
Target Audience:
Convention/Tradeshow/Conference Attendees
The objective was to motivate tradeshow registrants
to visit all units of an exhibitor's display area. A
manufacturer of telephone equipment and supplies,
composed of seven groups, planned to combine its seven
exhibits in one display tent at a convention. The
advertiser wanted registrants to visit each unit of the
exhibit. Since the show was being held in Missouri,
near the point of origin of the old Pony Express, a
promotion utilizing the Pony Express theme was
conceived. Some 6,000 potential show attendees were
mailed a theme folder containing a replica of an Old
West coin and inviting them to visit the exhibit. When
registrants came to the Telcomm tent, they were issued
a "trail map" with display stations depicted as 1860
Pony Express stops and a Pony Express shopping bag for
product literature. They were instructed to visit each
stop, where their maps would be stamped. Those
completing the "trail ride" could turn in their stamped
maps to the "paymaster's window" at the exhibit exit
and receive their "pay envelope". The envelopes
contained replicas of two gold coins minted in the
1850s and some housed "surprise" gift vouchers,
redeemable for merchandise awards. A company
spokesman estimated that 6,000 persons completed the
entire "trail ride," a figure that was 40 percent
higher than for a previous show. Sales reps, he said,
indicated that "many new sales opportunities were
created as a direct result of this promotional attraction."
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