Driving Traffic to TradeshowsAn Overview of Successful Promotions

Assignment: Drive traffic at industry conference to Autodesk AND reseller(s) tradeshow booth(s).

Coaster, affixed to postcard, was inserted in registration bags. Beer bash at booth drove over 1,500 booth visitors; to get free beer mug, recipients had to take coaster to each of

three reseller booths for official “stamp”. Most popular event of tradeshow.

Assignment: Drive traffic at industry tradeshow to Autodesk tradeshow booth, and encourage them to visit Autodesk micro-site after show to learn more about Building Solutions.

Custom chocolate bar wrapper (chocolate bar had Autodesk logo molded on top of bar; inside the wrapper, recipient was encouraged to visit website amd enter unique code to determine if they’ve won a grand prize.

750 people visited the micro-site out of 3,000 tradeshow attendees.

Assignment: Drive Subscription customers to tradeshow booth at AU 2005.

Ink scramble on front of postcard forced recipient to visit Autodesk booth to use their decoder (3D) glasses to see underneath the ink scramble and determine if they had won a free digital camera.

Assignment: Drive Subscription customers to tradeshow booth at AU 2006; include “spotter” instant gift ideas.

Invisible ink forced recipient to visit Autodesk booth to see is they had won a web camera. Continuing the “spy” theme, agents walked the floor looking for attendees wearing AU bracelets. If you were spotted, you won a spy DVD instantly.

Assignment: Drive AU attendees to MSD tradeshow booth where real race car was set up, and Russ Wicks was signing autographs and giving away Autodesk jacket patches.

Bag insert was die-cut into the shape of the racecar. Unique license plate numbers were matched to list posted at booth to determine winners of remote control cars. It was the most popular freebie at tradeshow as attendees raced them all over the tradeshow floor.

Front of “racing car” shaped bag stuffer

Back of bag stuffer

Racing patch

“Red Cross” style brochure and entry form (printed on recycled paper) keeps the “green” theme alive.

Assignment: Establish a connection between the various groups within Autodesk Support & Learning and encourage booth traffic at the AU 2007 Exhibit Hall with themed premium give- aways that extended the overall conference theme of “It’s the Experience”.

Outside Inside

Assignment: Ensure that Autodesk Subscription customers are given the full red carpet treatment throughout AU 2007, continuing the theme of “It’s the Experience”.

Subscription exclusive session overviewAutodesk Subscription T-shirts:

It’s the ONLY Experience

“VIP” entry pass for the exclusive V-Bar party

The top card of a customized deck of playing cards served as an invitation to the special after-hours casino party

After Hours Party Invitation

Assignment: Ensure that Autodesk Subscription customers are given the full red carpet treatment throughout AU 2007, continuing the theme of “It’s the Experience”.

Opening PowerPoint Slide

Assignment: Create an engaging customized Power Point presentation for Senior VP Taylor Pohlman’s Town Hall meeting at AU 2008 – ultimately attended by over 850 Subscription members.

Lots of moving charts and graphs helped to reiterate the business opportunities being

presented

Assignment: Create a theme for AU and tie all components together for tradeshow.

Print Ad for Showguide

Pre-show virtual Bag Insert

Assignment: Ensure that Autodesk Subscription customers are given the full red carpet treatment throughout AU.

Custom registration packets included a Subscription exclusive T-Shirt, I Subscribe Ribbon, Booth Driver, and Session Overview; the back was sealed with Subscription label.

Autodesk Subscription T-shirt:

Front

Back

Assignment: Communicate with Autodesk Subscription customers at AU, and ensure they are aware of the full red carpet treatment available to them throughout the show.

Subscription exclusive session overview brochure

Assignment: Drive Subscription booth traffic at Exhibit Hall and create reasons to return again and again.

Unique “slider” Front Unique “slider” Back

Subscription customers were encouraged to get a free “idea” pad at the booth via a “slider” that was inserted in the registration kits. Recipients were invited to return to booth to drop off their “ideas”; 10 winners receives a custom USB drive created from their design.

Assignment: Drive Subscription Platinum customers to exclusive party and create promotional giveaway with high perceived value.

Invitation: Small enough to fit in Badge Holder

“Hottest” gift of 2008: Flip Mino digital camera

Assignment: Elevate the Autodesk Developer Day before AU into an event unto itself. Leverage previous Developer Network look and feel but also connect to AU Subscription materials for a cohesive campaign.

Registration Packets contained ADN exclusive T-Shirt, Badge Ribbon, and Conference

Overview. Sealed with ADN sticker.

Assignment: Drive traffic to the CrownPeak booth at the Gilbane tradeshow.

Postcard, distributed in registration bag, contained dollar amount printed with invisible ink; recipient must visit booth to discover winning amount of postcard.