Supergenius Example #5: Cintas
A couple of booths were inviting interaction with a few mini games or quizzes at the NRA Show 2009, but the one that perked our interest was Cintas‘ head-to-head fire extinguisher competition.
Cintas — who was promoting their fire safety equipment — encouraged participants to take on one another in a timed race to see who could put out the virtual fire the fastest. The winner received a $10 iTunes gift card.
But what made it worth talking about was that you had to go up against another person — which led to a bunch friends and strangers taking on one another, having some laughs, and earning some bragging rights.
The Lesson: Hosting a fun game is a great way to get interaction at your booth, but adding a level of head-to-head competition helps everyone talk about it.
[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.]
Supergenius Example #5: Nueske’s
Having fresh bacon samples is a pretty good way to get people to stop by your booth. Nueske’s did it with their cherrywood smoked variety that they tout as having no nitrates or artificial flavors.
After a few samples, the spokesperson hands you a brochure with recipes on how to include bacon in every meal and a small package.
Inside, you find enough cherry tree seeds for you and a friend to plant and grow the same kind of tree that Nueske’s uses to smoke their bacon. And while it’s unlikely a bunch of attendees rushed home and planted a new tree, it was one of the most remarkable giveaways we saw and it’s just the kind of gift that a busy executive might share with colleagues or family members.
The Lesson: Even if you don’t expect a lot of people to actually use the giveaway, it can still be a great conversation piece that makes its way back to the office.
[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.]
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.]
Supergenius Example #3: Eco Products
Eco-Products — a company that sells environmentally friendly cups, containers, and packaging – raffled off a bike at their booth.
But instead of the normal raffle, participants were also asked to add their signature to a pledge that read:
“We the People of the restaurant and hospitality industry, in order to ensure a long and healthy future for the planet earth, do pledge to rethink the choices we make every day.”
Not only was this a more interactive and memorable booth experience, but it gave participants something to show their friends.
The Lesson: Instead of the generic raffle everyone does, get people talking about yours by getting their signature on the wall of your booth.
[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.]
