TTG entices XLIVE attendees with a fun, whimsical and festive mailer
How do you raise attention about a new product, service, special event or your brand? For The Trade Group’s 2017 XLIVE strategic marketing campaign, a promotional mailer packed with gingerbread and a healthy dollop of royal icing did the trick.
The XLIVE annual conference features influencers who specialize in transforming live events into memorable experiences. Attendees include players from the music, sports, film, culinary, beverage, eSports and tech industries.
The Trade Group, a 2017 XLIVE Presenting Sponsor, was looking for a creative way to accomplish three key goals for the event:
No. 1: Build excitement about a VIP cocktail party it was hosting at the conference.
No. 2: Raise brand awareness.
No. 3: Introduce prospective clients to AirClad, its new line of modern, portable, architectural structures.
Sweet inspiration: The holiday season + Airclad Snoozy
According to Stephanie Chavez, Marketing Director of The Trade Group, “XLIVE 2017 was scheduled for early December, which inspired the marketing team to create a campaign that tied into the fun, festive vibe of the holidays. We also wanted to spotlight our new line of AirClad structures in the promotion. After brainstorming several ideas, we knew the concept – a Gingerbread Snoozy Kit – made perfect sense.”
The Snoozy is one of the most popular mobile structures in the AirClad line. Like all AirClad models, the Snoozy features a contemporary design with rounded corners. wrapped in a sturdy, pressurized AirCell that can be branded inside and out. Easy to transport and set up, climate-controlled Snoozy’s provide ideal sleeping, relaxing and meeting spaces for outdoor festivals and live events.
The Marketing Concept: Unique, interactive kit + social media component + $250 prize
Chavez and team devised a multi-pronged marketing strategy to ensure the Gingerbread Snoozy XLIVE marketing campaign would yield optimum results. The promotional mailer included a Gingerbread Snoozy Kit and a flyer encouraging recipients to enter a contest TTG was sponsoring for XLIVE. Key aspects of the promotion included:
1). Mailing list comprised of 45 “A” prospects.
TTG marketing, management and sales compiled a list of 45 top prospects who would be attending XLIVE, as well as a cocktail party sponsored by TTG.
2). One-of-a-kind Gingerbread Snoozy Kit.
The team created a unique kit that included every component needed to build a Gingerbread Snoozy. They even commissioned a baker to create custom gingerbread panels with rounded corners so the assembled Snoozys would look as much like a Snoozy as possible. In addition, each kit included a bag of white icing, plenty of candies for decorating and step-by-step instructions.
3). Compelling, highly-shareable promotion.
TTG knew recipients would have fun building their Gingerbread Snoozy houses. They also hoped, given the opportunity and a nice incentive, recipients would be willing to share their completed works on social media. Inside the mailer, recipients received the following information about the promotion:
- Submit a photo of completed Gingerbread Snoozy to TTG social media sites.
- Include #XLIVESnoozy hashtag when posting.
- Get a chance to win a $250 Visa gift card for entering.
- Stop by TTG’s cocktail party at XLIVE to find out who won.
4). In-house design, production and assembly of kits at TTG.
Aside from the gingerbread, frosting and candies, TTG’s marketing, design and production teams handled all design, printing, CNC work and assembly of the Gingerbread Snoozy Kits in-house at TTG’s Dallas HQ. TTG’s extensive onsite design and production capabilities simplified the process while ensuring quality control of all creative components.
Below is a sampling of some of the submissions they received for the contest. Red Frog Events was the overall winner. They even included a bed and wall art in their Snoozy Gingerbread house. The participants seemed to really love the experience, and AirClad was the talk of the show. A win-win!
Need a one-of-a-kind, strategic marketing campaign for an upcoming live event?
Give us a call at 800-343-2005. Our strategic marketing team offers decades of experience creating compelling, targeted, promotional campaigns that deliver high-quality leads and profitable results.