Industry:

Business-to-Business Services, Domestic and International

Challenge:

Company using tradeshows to reach primary market of Human Resource professionals. Create attention getting branding premium that attendees would keep.

Opportunity:

Extend company image with fun, useful, yet less expensive item. Previous branding premiums were simple and forgettable. Marketing and Sales Divisions felt branding opportunities were being missed at tradeshows. Item should help position company as forward thinking and match technology driven product offering.

Action:

Researched and designed custom pen. Colors and frosted plastic reflected corporate culture. Unusual design made pen less forgettable, yet useful. Costs kept at budget of under $1.50 each.

Results:

Over 5,000 units were handed out through the tradeshow season. Company name recognition has increased with tradeshow attendees now coming by booth to see latest "cool pens".

A tradeshow attendee kept the pen for over a year, then contacted the company through website identification on item and ultimately signed a six figure service contract.