PROMO Expo Retrospective
Based on the feedback we’ve heard thus far and our own staff’s impressions, it sounds like last month’s PROMO Expo 2000 conference and exposition will go down as a hit. If so, then it is due to the contributions of a number of people – some of whom weren’t getting paid for their efforts. I’d like to take some space here to thank a few folks for helping us get such positive reviews in Chicago.
First off, a round of thanks to our speakers, who made a conference agenda that looked good on paper even better in person. Most of our invited guests offered attendees exactly what we had hoped they would: insights and experiences into what makes promotions work. Some went above and beyond the call of duty to make their presentations even more entertaining: DC Comics’ Joel Ehrlich provided a hands-on example of the power of premium incentives with his own free gift-with-question offer in his session; Turner Network Television’s Michael Polydoroff proved the allure of pulchritude by bringing a pair of live WCW Nitro Girls along with his laptop; Sears’ John Lebbad carted out an audio/visual show worthy of a concert hall; Zipatoni’s Jim Holbrook brought great speakers and Miller Lite.
And keynoter Warren Kornblum simply blew everybody away. Toys “R” Us’s executive vp of worldwide marketing was his own tour de force, outlining a forward-thinking strategy in which “integrated marketing” encompasses EVERY message the toy retailer puts out (Guess who’s writing the chain’s want ads these days?) and every piece of customer feedback that comes in. Kornblum’s insights in describing his plans for Toys “R” Us were matched only by the sincerity of his belief in their ultimate success.
For efforts outside the Navy Pier, I’d like to thank Jeff Corder, Scott Moller, and the rest of the folks at Marketing Werks for putting together the first-ever PROMO Expo Vehicle Parade, a convoy of mobile marketing trucks featuring the Hershey’s Kissmobile, Eckrich Fun House, S.S. Meow Mix, Shoe Carnival Sneaker Slide, and Kroger Giant Shopping Cart. Parked at the Pier’s entrance, the vehicles served as an especially exciting attendee welcome over the show’s first two days, and concluded with a quick parade down Michigan Avenue. The attraction pulled in both TV and broadcast media – the first in PROMO Expo’s 10-year history – and added a ton of buzz to the show. I’d also like to thank the above-mentioned brands for letting us borrow their wheels for a while, Marketing Drive for adding the Meow Mix vehicle to the festivities, and the Navy Pier for so graciously accommodating the idea at the 11th-hour.
Would anybody like to do it again next year?
