A healthy dose of creativity has earned Jacobsen and 3D Exhibits a 2016 EXHIBITOR Magazine Sizzle Award for Non-Traditional Promotion. Jacobsen, a manufacturer of turf management and maintenance equipment for golf courses, captured attention, created show floor buzz, and pulled in prospective customers at the Golf Industry Show by thinking largely “out of the booth.”
Jacobsen, 3D Exhibits and 3D Exhibits’ event partner Plexus tapped into GIS attendees’ competitive side with a scavenger hunt that cross-promoted the Jacobsen family of products. Over 12,600 attendees at GIS 2016 received a neon orange Jacobsen cinch sack with the scavenger hunt infographic inside. Attendees collected a stamp at each of three Jacobsen booths at GIS to qualify for a prize drawing. The highly visible, branded bags did double duty by spreading eye-level brand visibility across the show floor—guerrilla advertising at its best.
Knowing that attendees would want to spend time outdoors soaking in the beautiful San Diego weather, Jacobsen used food trucks and a free lunch at its branded Jacobsen café to create a casual, off-site touch point with attendees. The festive environment integrated Jacobsen-orange throughout—orange flags, orange umbrellas, orange tablecloths, orange balloons. There’s no doubt that Jacobsen deepened attendee relationships by offering them the chance to relax outside and enjoy a free meal.
Showing up where you’re least expected is another way to turn heads. Jacobsen branded pedi-cabs located in San Diego’s popular Gaslamp District offered attendees another fun and memorable way to enjoy being outside. After a long day walking the show floor, a free ride home was a very welcome perk. Brand love was in the air.
“Do trade show promotions really work?” The short answer is yes. Jacobsen’s non-traditional promotions generated more than buzz, it produced great business results. Year over year leads increased by 36%, proving that Jacobsen’s paint-the-town-orange approach was right on target. It’s no wonder it netted them a Sizzle Award.