Meyda Ties One On with Prospects

Getting attention at trade shows is tough. Candy in a bowl serves to pull in a few stragglers as does a gaggle of leggy blondes, and leggy blondes handing out candy really works. But are those hungry, lascivious attendees actually those you're trying to reach? Maybe not. Lighting company Meyda Tiffany wanted to ensure reaching a more targeted group of prospective customers at this year's International Lighting Market show, so it developed a direct marketing campaign focused around the giveaway of a free Meyda Tiffany tie. In postcards sent to key prospects, Meyda offered to send the tie featuring the recognizable Tiffany wisteria design to those who called in; and, it gave incentive to visit the booth by dangling a free gift to the first 200 who showed up wearing them. Attendance soared, and this year scarves will be added to the mix.

Program: Necktie Direct Marketing Promotion

Marketer: Meyda Tiffany Yorkville, N.Y.

Agency: Corporate Textiles, Highland Park, Ill.

Key Players: Meyda: Robert Cohen, president; Ellie Cohen, dir of visual merchandising; Joel Nekritz, product manager; Corporate Textiles: Arnie Kapp, president

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