OSM Worldwide is a leading provider of domestic and international package shipping services based in Glendale Heights, Illinois. The company contacted Zar Marketing in January looking for a marketing partner to deliver a lead generating experience at their 10” x 20’ exhibit at the IRCE ’17 tradeshow held during June at McCormick Place in Chicago.
Following an initial conversation with OSM’s VP of Marketing and a review of the company’s services, Zar Marketing developed and presented three booth attractions for consideration. Based on Zar Marketing’s experience with staging and marketing both NASCAR and open-wheel racing theme exhibits and events, a racing theme, which best supported OSM’s messaging, became the obvious and unanimous choice.
The concept and format selected was a full-motion, high-speed racing simulator with sound and three 40” monitors to draw visitors and potential racecar drivers to the OSM exhibit. After a test drive with the client at the vendor’s location, and working out the costs and logistics, we were off and running.
In addition to the simulator, Zar Marketing worked with long-time design partner, Curt Hamilton at Design Design Communications to develop an overall tradeshow theme, “A Driving Force in Parcel Shipping” to promote OSM’s exhibit and driving experience. Several of the elements we developed supported OSM’s sponsorships including copy, concept and an design of a 16’ x 40’ hanging banner and a peel off “Official Pit Pass” sticker applied to front of 5,000+ OSM brochures designed to build booth traffic which were inserted into attendee welcome bags. Other design elements included a large booth graphic for the backwall, a magnetic theme logo sign mounted to the simulator and a branded, free-standing Leaderboard to track driver’s fastest lap times. And, we provided custom racing shirts for OSM tradeshow staff and logo stopwatches for all booth visitors who drove the simulator.
According to OSM, the racing simulator and theme were an overall success creating attention, driving traffic to the booth and good sales lead activity.