In-Store Show gets tricky
Scratch n sniff viral for potential visitors
Following in the great British tradition for a gentle tease on April 1 each year, Centaur Exhibitions kicked off its direct marketing campaign for The In-Store Show with a ‘scratch �n� sniff’ viral marketing approach.
The viral campaign plays on the concept of stimulating the senses � a technique that is used to great advantage by in-store marketers to encourage consumers to make a purchase. The viral can be found at: www.instoreshow.co.uk/sniff/ Jonathan Hughes, event director at Centaur Exhibitions, said: “The visitors who attend The In-Store Show are incredibly creative, innovative and marketing-savvy. So we thought we would have a bit of fun and distribute a ‘scratch �n� sniff’ email. Whether they fall for it or not doesn�t really matter. What matters is that we catch their attention, make them smile and tempt them to forward it on.” The In-Store Show takes place at Earls Court London, from June 14 to 16 2005.
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