The headline reads: ‘Myth #2: You’ve rallied the troops in the booth — they’ll have a strategy to get leads.’ The concept was developed by KudzuCreative for marketing its own event services through direct mail, online, and presentation/videos, focused on prevalent myths surrounding event marketing as a means for lead generation. As the second in a series of mailers and video presentations around event marketing ‘myths,’ it provides a visually compelling example of how unexpected imagery style + headline can yield a powerfully eye-catching message.
The main headline reference to ‘Rallying the Troops’ references both the chess ‘troops’ in the image as well as the ‘troops manning an event booth. The reference is to the assumption within most organizations that if they ensure an ‘army’ of staff in a booth, lead generation strategy will somehow miraculously emerge (which of course almost never occurs). The suggestion pokes fun at a phenomenon that is oddly commonplace; yet with appropriate strategy and orchestration, lead generation actually does occur. The concept was without question designed to be representative of the type and quality services KudzuCreative provides to its event marketing clients.
Within this almost fantasy/chess layout, the advertisement goes on to define its audience and concisely articulate its value proposition, ‘Lead generating events — not just for corporate royalty anymore.’ Finally, the concept contains a text-only reference to KudzuCreative.
Because this concept was intended primarily for an advertising-type use in direct mail and video media, it has more of a visual ‘edge’ (versus corporate branding look and feel), as such concepts (particularly those associated with events) allow only seconds for the audience to see and respond to any given marketing theme/concept.
Copyrights on all concepts, imagery, copy, and messaging on the ‘Rally the Troops’ page are held by KudzuCreative.
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