heather’s portfolio

willamette industries

trade show program: international builders’ show

This campaign was definitely a personal highlight during Heather's time with Willamette. The objective was to differentiate the company by demonstrating its commitment to sustainable forestry. The strategy was to educate builders by taking them on a personal tour through a forest, staffed by real foresters. Show attendees were treated to a complete sensory experience with all of the sights, sounds, textures and scents of the forest.

All promotions followed the “Explore” theme and promoted the forest tour experience. A pre-show direct mailer promoted all the reasons to visit the booth, leading with the forest tour and focusing heavily on giveaways. All premiums were themed to exploring the outdoors and included prizes as well as on-site blanket giveaways available to everyone, such as a seed kit to grow your own forest. To round out the promotion, we included a “plant a tree in your name” visitor log book and placed themed recycle bins around the show hall. And of course, sales staff wore outdoor gear (fleece vests) and the foresters wore their hard hats and Carhartts!

Results:

• Pre-show mailer generated 9% verifiable response
  
• 44% of booth traffic reported receiving the pre-show mailer
  
• Received Exhibitor Magazine Sizzle Award for Best Integrated Marketing Campaign