Faced with the challenge of gaining traction and visibility in the competitive Boston-area market, the boutique IP firm of Hamilton, Brook, Smith & Reynolds took advantage of a large trade show coming to town and sent special, branded gifts to select attendees ahead of time. Your Honor judges commended the approach and product by awarding a first-place to the firm in the Exhibits/Trade Show Novelty category.

The gifts came in the form of a survival kit – called Biotechnology Mega-Conference Kit – that included various branded aids to navigation and survival – a local map, candy bar, pills (to ward off an encroaching Boston accent), fanny pack, and musical Fenway Park box, among them.

The timing of these gifts was everything, according to the firm’s spokesperson. They arrived at the desk of key clients and prospective clients three weeks ahead of the trade show – the Biotechnology Industry Organization (BIO) event. Even if competition had advanced a similar type of marketing program, HBSR had them beat by the way-out-in-front timing of the package.

Producing just 100 of these little black boxes proved cost-effective; with a freelance designer and in-house marketing staff – new to the firm herself – the product cost just $6,000, 50% lower than a low tier, low yield sponsorship/exhibitor presence at the convention.

Response was overwhelming. It led to new communications, lunches and meetings during and after the BIO event. “New work in two different industry areas resulted from one of those lunch meetings, netting tens of thousands of dollars in new revenue.”

There was an internal bonus as well: the new Marketing Director and Coordinator received accolades and peer respect from the get-go.

Click here for video of the award presentation and an interview with the winner.