SES NY 2006: Metaphorical Gold

gold-nugget gum iProspect had a new booth that really emphasized the prospecting for gold metaphor they use in their marketing. This was a great use of an edible promotional item. For promos, they had little cloth pouches of gum that looked like gold nuggets. I think it’s a great example of establishing an a clear, consistent and compelling message with their booth, their promos and their company name. I did have a couple minuses: I didn’t like how the gum tasted, and instead of imprinting the pouch, they just attached stickers that had to be torn off to open the pouch. Custom mints and gum are great for trade shows where you’re drinking a lot of coffee and your mouth doesn’t taste so fresh, but the gum has to be good.SESNY2006

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