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Bigfoot brigade

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DOES THE LEGEND EXIST? “MAYBE YOU WEREN'T A BELIEVER BEFORE, but you should be now,” said Andrew Field, CEO of PrintingForLess.com, a commercial printing company. The PRINT 09 trade show, held Sept. 11-16 at McCormick Place in Chicago, allowed PrintingForLess.com the opportunity to tap into urban legend mythology and create its “BigFoot” marketing campaign to increase booth attendance. Prior to the event, the company sent an e-mail to all attendees notifying them the character would be in attendance; 170 individuals registered to receive text updates before and during the show. The company also created postcard mailings and a Web site providing information at www.thelegendexists.com, along with preshow Twitter announcements outlining the show plan. Registrants were alerted via text to come to the booth for chances to win prizes, including a Dell mini. Attendees received a Bigfoot T-shirt to wear while they went searching for an actor, costumed as Bigfoot, hiding at the show; give him a high five; then bring him back to the booth to have pictures taken. More than 350 visits were made to the Web site, and approximately 500 quality leads were generated at the show. —Tanya Meyer
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