Around our offices, we have a saying, “If they have to sit through a 3 hour meeting, they darn well better get some free stuff”. And in our line of business, we are often involved with our clients’ tradeshows, conferences, seminars, safety and recognition programs, company’s internal events, and their ad campaigns. We are given the privilege and the charge to shake up these opportunities by making certain that the experience for the end-user is not only satisfying, but that the appropriate messaging is recognized and memorable.

In advertising and marketing, it is just too easy to ride the wave of status quo. Branding is a lot like politics. Many companies tend to gravitate towards the middle to hang on to the coattails of the campaigns before them. Familiar is comfortable, but it is also forgettable.

You don’t want to be like everyone else, so why take the path most traveled? Instead, take a chance. Create that “Wow Factor” with your next tradeshow, ad campaign, or sales pitch. Create the unforgettable. And when in doubt, go all out.

Here is a short list of ways to mangle the mundane with your next advertising or marketing venture:

Get guerilla. Think about interesting places and methods to get your message out. 1. Consider placing custom imprinted pillowcases in prospect hotel rooms with an invitation to visit you and get some thing the next day at the tradeshow. 2. On the first day of the new year, before everyone gets to work, place a 6 month countdown clock on each employee’s desk with an imprint that reads, “Reach such and such a goal by the end of the 2^nd quarter and receive a week’s paid vacation”.

Pick a theme. Stay far away from anything that brushes up against religion or politics. Do consider themes that are not oversaturated but titillate people, like Mardis Gras. Create your own holiday. Why not?

Add music. If the boss gives you a directive to strengthen a waning Safety Program, hire Men Without Hats to perform a live show and sing “Safety Dance”. Music can be a common denominator for inspiration, motivation, and simply, good memories.

Engage and involve. Interactivity with prospects in ways that are memorable creates lasting impressions. Consider hands on contests using celebrities and make sure your high-energy extrovert employees are representing.

Don’t forget Scooby Doo and the kiddies back home. You think you’ve done it all and are colliding with a brick wall for the giveaway for this show? Drive traffic to your booth by giving away treats for pets and fun stuff for your prospects’ children. It might not be perfect for messaging, but I bet you will create some traffic flow at the booth to be able to rope them in for qualifying.

Multilevel programming. Just giving a prospect something will not get you far. Map out a plan. For example, first, give them a scratch and win card that directs the recipient to your web site for prizes and where contact data is captured. Second, when you send them the gift you promised, include information about your product or service. Third, FOLLOW UP again and again, with respectful persistence. Last, track sales from leads generated and validate the program.

Insert humor or make them think. Humor is memorable plus everyone likes to laugh. Developing a campaign that teases and challenges the mind.

Tiny budget? Focus on just your top tier clients v. hard to find prospects. Consider creative co-branding with a company outside of your industry that is targeting the same customer.

Ultimately, with any clever and daring idea that gets them to the water cooler, keep your brand message clear. Shakespeare said, “All the world is a stage.” Make sure you take action before the competition does.

Danny Rosin

President

Brand Fuel Promotions