Ruth P. Stevens Articles and Columns: EXPO MagazineDecember 2005 Promo Pointers The challenge: To launch Las Vegas Market, a glittering new trade show complex for the home furnishings industry, intended to compete with the long-standing industry showroom facility in High Point, N.C. The audience: Buyers at home furnishings retailers, both large chains and small independents, plus interior design professionals. The solution: A richly themed integrated direct marketing campaign, using print ads in industry trade publications, direct mail and media relations. The strategy: The World Market Center was set to launch in July 2005 with the largest net square footage of any facility in the world — 12 million square feet, with both exhibition and permanent showroom space available across a planned 7 buildings. The center was designed with state-of-the-art amenities, like wireless technology and ample freight and access doors, and structured to meet the needs of all kinds of event organizers: no hotel occupancy requirements, and no mandatory contractor or vendor rules. Sweet. Denise Paccione, founder and president of Design Marketing Group, the agency hired to promote the center’s launch, knew she had to capture the attention of attendees used to going to High Point, and persuade them to come to the new facility in Vegas. She hit upon a theme to position the center as seeking to build a relationship with the home furnishings industry. Using imagery of men and women—bodies, actually, just torsos and limbs, no heads—shot in furniture showroom environments, Paccione created an alluring message of attraction, even sensuality. Why it works: The direct mail piece was elegant, with an outer envelope that looked like red leather, sealed in gold. Once the seal was broken, four panels folded out. Inside were four cards, each with an image of these mysterious couples, and copy on the back, consistent with the design of the print ads. The imagery was compelling, and recipients couldn’t resist opening the envelope. The results: While the center expected 30,000 attendees, the launch ended up attracting 60,000. (Remember, this is July in Las Vegas, at 103 degrees out there.) Part of the success of the campaign was due to PR, built on a shouting match between the mayor of High Point and the mayor of Las Vegas, arguing about whether the campaign was inappropriately sexy or not. Whatever attendees felt about the issue, the media attention didn’t hurt. Advice to others: Sex sells. ........................................................................................... © 2008 Ruth
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