Graphic Design That Works

Tips from the experts Integrated Pieces . . . Focused Theme . . . Follow-Up

GET THE WORD OUT EARLY

Prior to the SEMA trade show, LPG Design ran a

preshow black-and-white 1/8-page advertisement in

the

SEMA News;

later, a second version without the

booth information appeared in the publication.

MAKE IT EASY TO FIND

YOU, AND GIVE THEM

INCENTIVE TO DO IT

LPG Design created

a preshow mailer that

directed SEMA attendees

to the firm’s booth. Inside

the mailer they not only

took the opportunity to

showcase their work,

but they gave attendees

a reason to visit them

by offering a customized

giveaway.

CATCH THEIR EYE

Hank, “your friendly full-service

attendant,” added personality

to the campaign. Here, Hank’s

uniformed image waves at booth

visitors from a 24" x 20" (61

cm x 51 cm) motion-activated

display created of folding carton

and corrugated, dressed-up with

vintage-inspired graphics.

PULL OUT ALL THE STOPS AND SHOW

THEM WHAT YOU’RE CAPABLE OF

Designers created and produced a

full-size, 1940s-style gas pump con-

structed of corrugated and laminated

with graphics printed in four-color

process. The pump included plug-in

side panels, gas nozzle, and mechani-

cal workings, topped off with a light-

ed globe displaying the LPG logo.

GIVE THEM SOMETHING THEY WON’T WANT TO THROW AWAY

Designers wanted to carry the gas station theme through every-

thing—including the giveaway carryall—which they created to

resemble a gas can, complete with a nozzle, sporting the catch

phrase Fuel for Thought.

TAKE EVERY OPPORTUNITY TO

DISPLAY YOUR CAPABILITIES

A replica of a steel, point-of-

purchase display holds the Premo

oil cans at the booth. While the

display appears to be made of

aluminum tread plate, it is

actually constructed of corru-

gated that has been laminated

with a silver foil.

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KEEP IT FUN, BUT DON’T FORGET YOUR MARKET

Tucked into the oil can was a minibrochure showcasing LPG’s work in the automotive aftermarket.

SHOW THEM YOU WANT THEIR

BUSINESS

After the show, LPG followed

up with prospective clients by

hand delivering a thank you

brochure.

MOBILIZE YOUR MESSAGE AND PULL THEM IN

To distribute the cans as giveaways throughout the show—as an

incentive to visit the booth—designers created a brushed-aluminum

toolbox of corrugated that were laminated with silver foil and held

about twenty-four cans.

MAKE THEM INTERACT TO KEEP

THEIR ATTENTION

Among the popular giveaways

was a pop-top oil can that when

opened revealed a minibrochure

and an authentic shop cloth

screened with the LPG logo.

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