This month, we look down under to a couple of stories from Australia about the power of promotional products to engage trade show visitors at a much deeper level.
Royal Australian Air Force builds reputation
The Australian Department of Defence and Royal Australian Air Force was planning for the biggest show on the continent with the Avalon International Airshow 2025. The objective was to elevate the presence of the two organizations at the show and transform a one-week event into a long-term recruitment, engagement and reputation-building platform for the RAAF.
With more than 200,000 expected attendees and a $250,000 budget, the RAAF and it's partners sourced and managed the distribution of more than 675,000 bespoke items across 22 product lines, including challenge coins, collectible cards, lapel pins and recruitment posters. Production was consolidated from 17 manufacturers and delivered to 40 site locations under strict security protocols. A high level of planning resulted in one of the largest and most impactful programs the organizations had ever undertaken.
Dell Technologies finds the power in personalization.
To elevate its presence at SXSW Sydney 2024, an exposition renowned for its sheer size and competition for attention, Dell Technologies worked with Honeycomb Promotional Marketing Agency to deliver a premium water bottle that was personalized on-site.
Visitors who completed a tailored survey and lead capture form received a 500ml stainless steel bottle in Dell colors, engraved live during the event with their name or initials. The process of completing the survey and waiting for the bottle to be personalized created multiple engagement touchpoints. As recipients carried their bottles during the three days of the show, the Dell brand also got extensive exposure, drawing more traffic back to the stand.
The personalized bottle giveaway delivered 1,355 qualified, opted-in leads, achieved mass visibility, exceeded KPIs and demonstrated the power of personalization to drive engagement.
Favorite Quotations
Knowledge will forever govern ignorance.~ James Madison
