Deadly Intentions
Symbolically killing off the competition, PayLock LLC uses a funeral-themed booth strategy to create a dead-on spectacle.
It's not unusual for exhibitors to go to shows hoping to metaphorically ''bury the competition.'' Especially in this economy, many companies have adopted a sort of ''kill, or be killed'' mentality as they try to elevate their products and services over those of their competitors. But a murderous mob of sorts at PayLock LLC, a manufacturer of a self-release car-booting system, took this hit-man mentality one step further. Rather than just making a symbolic killing at the 2010 International Parking Institute Conference & Expo, the company buried competing products with a funeral-based booth theme, including everything from in-booth caskets to after-hours wakes. Learn how a seemingly morbid integrated program helped PayLock reap a projected 1,000-percent ROI.
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