Today's Idea for
the Oil/Petroleum Industry
|
| Type
of Promotion: |
Increase
Attendance |
| Product(s)
Used: |
Drinkware,
Coasters, Cowboy Hats |
| Method(s)
Applied: |
Tradeshow
Booth Giveaway |
| Theme: |
Western |
The objective was to increase attendance at a
tradeshow and to encourage early buying of tires by
service station dealers. "The Blazing Tire
Rodeo" was the title of a tradeshow the
advertiser sponsored for its service station dealers
in the Pacific Northwest. Direct mail was used to
promote attendance of some 350 dealers and jobbers,
and specialties were employed to carry out the
western theme of the show and maintain interest of
registrants. At the entrance, ladies were issued a
playing card which could be brought to a booth that
was dubbed "The Best Deal in Town." If the
card fit into one of the several poker hands on
display at the booth, the visitor received a set of
four drink glasses inserted in leather, western-look
coasters. Visitors who didn't win received a deck of
cards with the Shell logo. Also distributed to
visitors were cowboy and cowgirl hats and
neckerchiefs. The promotion produced greater
attendance and sales than previous years when only
cash discounts were offered. Whereas sales of 13,000
tires had been projected, actual sales totaled
17,410, the Shell sales development representative
stated. |
|
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