Page 127 - Visual Marketing
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One of the collateral pieces was Why It Works the conferences to claim their
a comparison puzzle that con- prize (a tote bag that also had a
sisted of two almost-identical The sugar packet imagery sugar packet design on it). The
sugar packet images describ- reinforces the domain name of puzzle resulted in an estimated
ing BizSugar, but with seven the site, BizSugar.com. Giving 40 percent increase in booth
subtle differences among them. attendees a puzzle, something traffic.
Each attendee at a conference to “do,” increased the inter- • The site has grown from a few
received a puzzle sheet. The est level in the collateral piece. thousand registered users to
puzzle instructed those who More important, it got people more than 200,000 in a little
found the seven differences to to come to the booth to claim over 18 months.
visit the BizSugar booth to claim their special prize for spotting • Site traffic is now significant
a special prize. the differences. Once there, enough to have attracted a
they were presented with a brief Fortune 500 sponsor.
demo of the site and given more
information.
The puzzle was easy enough to Takeaway Tip
create, and the cost of printing
it was affordable on a small- Use a game or puzzle to drive foot traffic at
business budget. a conference or trade show to your booth;
this will give you an opportunity for deeper
Success Metrics interaction with attendees. Make the puzzle
relevant to your business, products, or ser-
• The puzzle is challenging but vices to further reinforce your brand with
solvable, so plenty of people attendees.
visited the booth throughout
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