Supergenius Example #4: Garden Hearts
Garden Hearts, a produce company, was displaying some of their creations — including a head of lettuce that matures smaller than normal lettuce, making it the perfect size for a single serving of salad — at the 2009 NRA Show.
While the chef behind the booth was talking about his product, there was another item that the company was giving to people as they were walking away — branded nametag holders.
At the NRA Show, everybody was given a nametag in a standard, plastic holder. Garden Hearts made a canvas version (with pockets to hold a pen and cell phone) that displayed everyone’s nametag information in front, and also displayed the name of their company.
Not only did the new tags give the people who were wearing them an upgrade over the old ones, they made sure that anyone who looked at the tag also saw their brand name. And at a convention like the NRA Show, people are constantly looking at the tags to see who the person is, where they work, and what position they hold.
The Lesson: Let your brand enter the conversation even after people have left your booth by giving them something to wear.
[This post is part of a series inspired by some of the clever word of mouth marketing we saw at the NRA Show 2009 here in Chicago.]
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