A case study of a sweet solution for the Arkansas Preservation Awards, in a time of social distance and zoom meetings!
This is where we’ll post summaries of CustomXM client projects. Here you’ll get a better idea of what we do for our print, marketing and signage clients the strategy and the outcomes of some of our campaigns. You’ll also catch some client testimonies and see some or our cool design work, too.
Winter break for college students is normally a lengthy vacation. I recall I always enjoyed the downtime, the home cooked meals, and the holiday. But I fondly remember that when it was time to start the spring semester, I was more than ready to return to campus. But when you add to that break, a pandemic that includes remote classes that began weeks or months before the Holiday break, the time away from campus can seem like an eternity.
Ben E. Keith, a distributor of food service products and premium alcoholic beverages, located in North Little Rock, Arkansas, hosts an annual Mid-South Food Show. The one-day show featured technology demonstrations, over 150 of their vendors showcasing their latest items, an American Culinary Federation Culinary Competition, guest speakers, and even a party the night before.
They wanted a special look for this years event. It was important that the look communicate their overreaching focus of simply providing customers with fundamental tools they need to succeed. They also desired an fun, creative and edgy look that fell in-line with the spirit and goals of both the company and the event.
The solution was a logo that literally spotlights a spoon in front of an audience. The logo would be used on specially die-cut hexagon shaped brochure that would be distributed to customers during food deliveries. They also used JPG images from portions from the design to promote aspects of the event in their client email campaigns during the weeks leading up to the event.
Historically, the speaking portion of the event had not yielded a great deal of interest from participants. However, this year they had made a special effort to acquire speakers they thought would generate interest and likewise wanted to be sure those seats were filled. Because of the time constraints of the show, the keynote speaker would present one hour before the published event start time. The night before the event the staff cut-off the portion of the leftover brochures that featured the speaking schedule on one side and the cover graphic on the other. They handed those out to guests at their party the night before in an effort to drive traffic to both the early speaking event and the mid-day presenter. The result was great. Both the speaking events and the food show was well attended. They indicated that not only was the design creative and very fitting for the event, but that the hexagon brochure design was also key in getting attention and sparking conversation. Their only wish is that they had utilized the logo design in more of the event’s promotional items like tee shirts and banners.
Ben E. Keith, a distributor of food service products and premium alcoholic beverages, located in North Little Rock, Arkansas, frequently uses hospitality and food trade shows to showcase their newest products. The company had committed to participating in a new event in Memphis, Tennessee and wanted to maximize their return by attracting restaurant owners, chefs and others in the industry to this event. They engaged CustomXM to assist them in their marketing efforts to drive booth traffic to this single-day food expo.
Over 160 individuals stopped by the booth and registered, which yielded a 52% response rate. Glenda Clark, part of the Ben E. Keith Marketing team, was ecstatic with the results.
“The turnout at the Memphis show was great! That is well over what we expected. At the last tradeshow we had in Memphis several years ago, we had less than 20 visitors.”
The targeted audience was restaurant owners and chefs in the Memphis, Tennessee area.
Ben E. Keith engaged CustomXM to assist them in marketing an upcoming food show in Memphis, TN. It had been a while since they had participated in this Memphis event, and they wanted to use unique techniques to engage prospects and drive booth traffic. After determining the objectives and incentive, an Alaskan Cruise, two mailings were created to attract and engage the target audience. Ben E. Keith had a database of 305 prospects and sent them an invitation via a traditional style A6 mailer.
This was followed with a lumpy mail box that included a customized card and luggage tag, inviting recipients to stop by the booth and register for the grand prize of an Alaskan Cruise.
The mailer box, which was approximately 3.75” x 6.5” x 2”, looked very similar in shape and size to a “fried pie” box made famous by a national fast food chain. After getting postal approval that this box could in fact be mailed, CustomXM proceeded with the graphic design and production.
On the outside of the box, the words “Need A Vacation?” were boldly and prominently displayed along with the Ben E. Keith logo. Anyone in the restaurant or food industry knows how few and far between vacations are, so these words were chosen as they would certainly resonate with the recipients. Additionally, the unique size alone of this lumpy mail piece would capture the attention of the mail recipient. Inside the box was a personalized note card inviting recipients to visit the Ben E. Keith booth during the food show and register to win the grand prize of an Alaskan Cruise. Additionally, to reinforce the idea of a much needed vacation, a Ben E. Keith branded luggage tag was included in the box as well.
REASONS FOR SUCCESS
The main reason for success was a clever design that caught the attention of the recipient combined with a great offer (free cruise).