November 6, 2008 2 Comments
I was at Ad-Tech NY this week, where I indulged one of my favorite pastimes – wandering the exhibit area to see who had a remarkable booth design, or marketing campaign, or giveaway.
I wasn’t too inspired, frankly – that is, until I came upon the Elite Commission booth. Rubbing my eyes in disbelief, I saw – yes, right there on the exhibit floor – two guys hand-rolling cigars with tobacco leaf, and giving them out! And sure enough, they had an audience.
This was incredibly effective because:
1. It had the “circus sideshow” effect – come see this bizarre act! Excellent way to stop people drifting by, and great word-of-mouth impact.
2. It was unique and remarkable. No-one else was giving away cigars, let alone letting you watch them getting made.
3. There was an enduring element. In the giveaway packet was a logo-fied lighter and cigar-cutter.
Brilliant. I came back the next day for another one (yes, I love marketing swag). And, even though I don’t have a need for Elite Commission as a provider, they’ve just gotten some free advertising. Because out of the hundreds of companies there, they were the most creative. And that is marketing that smokes!