In an effort to draw attention to their clients new software, Above All Marketing utilized six Segways -- fun, two-wheeled human transporters, and a Hummer to draw attention to the VIA Information Tools booth at the recent AutoTech 2003 in Detroit. Not only did this attract the media, the client quadrupled their leads from the previous year.
Birmingham, MI (PRWEB)October 17, 2003 In an effort to draw attention to their clients new software, Above All Marketing utilized six Segways -- fun, two-wheeled human transporters, to draw attention to the VIA Information Tools booth at the recent AutoTech 2003. We stole the show,” says Greg Delaere, CEO of VIA, Weve employed a number of tactics to promote our products in the past, but nothing weve done ourselves has generated the number of qualified leads as the promotion orchestrated by Above All. This was a huge success.”
Show attendees visited the VIA Information Tools booth, attracted in part by the lovely ladies tastefully dressed in logoed attire and demonstrating the Segways that were customized with VIA logos on each wheel. By obtaining a pass” attendees could go into the foyer of Detroits Cobo Hall and get in line to ride a Segway. Each would-be rider was given simple instructions and then allowed several minutes on the Segway. People loved it says Delaere, Ive never seen so many happy faces, it gave VIA tremendous recognition at AutoTech, and our customers are still talking about it.”
According to David Hofer, Above All founder and CEO, with the trade show proliferation and media fragmentation coupled with limited resources, we decided to deploy Segways as a way to help VIA Information Tools break through the clutter that typifies most shows. We continue to seek tools that engage and entertain people, says Hofer, once we have their attention and theyve dropped their barriers we can then talk to them about new products that can truly benefit them.”
Another facet to the successful VIA Information Tools Business Atoms” software launch was the utilization of a fleet of General Motors Hummers to augment their print and broadcast media buys. Rather than relying solely on traditional print, outdoor and broadcast media, we wrapped Hummer H2s with arresting graphics that included the VIA logo and campaign theme, says Hofer. Hummers are still turning heads where ever they are and when they are deployed during high traffic drive-times or parked in highly visible and densely populated tradeshow locations attendees have a tendency to stop long enough to read them.
Above All created the overall concept, developed the media and collateral materials, leveraged key contacts to secure a sufficient number of Segways and Hummer H2s and recruited and trained the product specialists who rode and trained customers in the use of the device.
ABOVE ALL, Inc., provides marketing expertise in product commercialization, integrated market strategies and brand communications. Founded in 1998 by veteran brand marketing professionals who have served some of the nations top Fortune 500 companies, ABOVE ALL maximizes companies competitiveness by delivering actionable strategies combining forecasting, competitive intelligence, market research and a full palette of brand communications tools including; public relations, branding, advertising, direct marketing, graphic design, web development and more.
ABOVE ALLs Web site at www.aboveallresults.com
For more information on V-I-A Information Tools and their innovative Business Atoms business approach, visit them on the web at www.via-it.com.
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Editors note:
A photo of the six Segways with riders in front of the Renaissance Center is available along with a photo of one of the VIA Hummers at the Renaissance Center as well. CONTACT: Scott Lorenz @ 734-667-2090 or scottlorenz@westwindcos.com
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