Anderson Floors

Unique, Interactive Promotional Kit Boosts Return on Tradeshow for Anderson Floors

Challenge

How to successfully launch a new product line at an annual tradeshow.

Drawing attention at your industry’s largest annual tradeshow isn’t so hard. But keeping attention and generating enthusiasm for a new product line? Now that’s a whole other story.

It’s a story Anderson Floors can tell—happy ending included—after launching its new flooring line at Surfaces, the not-to-miss tradeshow for floor covering professionals. Anderson’s people wanted to introduce the new line to dealers while quickly conveying, in a way that dealers would long remember, the special characteristics of each of the line’s four styles.

Solution

Pique interest and encourage learning with an interactive dealer kit.

Knowing that people retain more when they interact with learning tools, we developed a unique promotional kit that dealers couldn’t help but want to see, touch and play with. The kit included:

* A deck of cards with four styles instead of suites and loaded with facts and selling points about each style.
* A set of four luxurious scarves capturing the line’s four distinctive styles; dealers took home one scarf that most appealed to them.
* A shopping bag imprinted with visual cues about each style to further help dealers differentiate among

Results

Dealers are prepared—and eager—to sell Anderson’s new flooring line.

Dealers stopping by Anderson’s booth lingered and learned; they spent more time in the booth than usual, exploring the unique qualities and selling points of the new flooring line. Even better, many dealers asked for extra card decks to help educate their prospective customers—the true meaning of tradeshow success!

Take Away Message

Getting your audience to interact with your product or brand is always more powerful than a passive experience.

Building interactivity into your promotion is even more important when you have a complicated product or message.