Denise DiNorscia Williams shares some thought starters for your booth drivers. Need more? dwilliams@goodmanmarketing.com

1. Driving Traffic to Tradeshows
An Overview of Successful Promotions

2. 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.

3. 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.

4. 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.

5. 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.

6. 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

7. 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
“Red Cross” style brochure and entry form (printed on recycled paper) keeps the “green” theme alive.

8. Assignment:
Ensure that Autodesk Subscription customers are given the full red carpet treatment
throughout AU 2007, continuing the theme of “It’s the Experience”.
Autodesk Subscription T-shirts:
It’s the ONLY Experience
Subscription exclusive session overview

9. Assignment: Ensure that Autodesk Subscription customers are given the full red carpet
treatment throughout AU 2007, continuing the theme of “It’s the Experience”.
The top card of a
customized deck of
playing cards served
as an invitation to the
special after-hours
casino party
“VIP” entry pass for the
exclusive V-Bar party
After Hours Party Invitation

10. 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.
Opening PowerPoint Slide
Lots of moving charts and
graphs helped to reiterate the
business opportunities being
presented

11. Assignment:
Create a theme for AU and tie all components together for
tradeshow.
Pre-show virtual
Bag Insert
Print Ad for
Showguide

12. Assignment: Ensure that Autodesk Subscription customers are given the full red carpet
treatment throughout AU.
Front
Back
Custom registration packets included a
Subscription exclusive T-Shirt, I Subscribe
Autodesk Subscription T-shirt:
Ribbon, Booth Driver, and Session Overview;
the back was sealed with Subscription label.

13. 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

14. Assignment: Drive
Subscription booth traffic
at Exhibit Hall and create
reasons to return again
and again.
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.
Unique “slider” Front Unique “slider” Back

15. Assignment:
Drive Subscription Platinum customers to exclusive
party and create promotional giveaway with high
perceived value.
“Hottest” gift of 2008: Flip
Mino digital camera
Invitation: Small enough to fit in Badge Holder

16. 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.

17. 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.