Jacobsen Takes Wristband Strategy from the Show Floor to the Streets - Event Marketer

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Jacobsen Takes Wristband Strategy from the Show Floor to the Streets

In the turf maintenance equipment world, three colors dominate the field. You’ve got green (John Deere), you’ve got red (Toro) and then you have orange—Jacobsen orange. To leave attendees of the annual Golf Industry Show in February with orange on the mind and more importantly, the Jacobsen name top of mind, the brand set out to paint the host-city of San Diego orange.

The program “Orange Everywhere” started at the convention center where branded orange muscle cars were strategically parked in public parking spaces. Once inside, attendees who visited the booth were given orange wristbands to wear. Once outside, roving brand ambassadors doled out prizes to those wearing them, including t-shirts during the day and Visa gift cards at night. In addition, those wearing the bands could enjoy perks such as free rides in the city in branded pedicabs and concierge services.

“By being more visible at national events like the Golf Industry Show and regionally at smaller Golf Course Superintendents Association of America chapter events, we are able to build more relationships with customers, associations and others allied to the industry,” Chris Vernon, vp-product marketing at Jacobsen, told Buzz. Agencies: 3D Exhibits, Chicago (concept and management); Sniper Marketing, San Diego (street activation execution).

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