June 18, 2004

Core Business Solutions trade show is a success

Lewisburg—Core Business Solutions, one of the nation’s leading suppliers of personalized ISO 9000 products and services, recently participated in ASQ’s 58th Annual Quality Congress, held in Toronto. In gearing up for the event, Core Business teamed with Sire Advertising to garner interest in electronic document management among expo goers.

Centered on the concept, “Finally . . . a paperless solution,” a direct mail campaign was launched by Sire Advertising to introduce Core Business’s internet-delivered solutions as simple, yet flexible alternatives to paper-based ISO-compliance management. Postcards were sent to a database comprised of quality control managers who registered for conferences held in association with the trade show, and invited recipients to register to win a free digital camera.

In addition to the postcards, Sire created Core Business’ trade show booth graphs. Measuring 10 ft. X 6 ft., the graphics (pictured above in the direct mail piece) featured a distraught man looking downward at a flurry of papers, which had fallen out of his briefcase. Illustrating the hassles associated with forms and compliance regulations, the image mirrored the direct mail postcard, incorporated the paperless solution message, and was flanked by the benefits of “going electronic.” Comprised of seven pieces for easy assembly and future versatility, the graphics were Velcro-ready and included a matte finish to prevent glaring.

In preparation for the trade show, Sire also prepared artwork for and organized the production of custom embroidered button-down Core Business shirts for company representatives to wear during the event.

Preparation and marketing this event has been such a success that Core Business has decided to include the image of the distraught man, which they have named “Bob,” on their Web site.

“The post card mailing that Sire designed featuring Bob was tied to a larger Bob, the central image at the booth. People literally would be seen walking by the booth, putting on the brakes, and pulling Bob out of jackets, purses, and bags. Yes, some were a little wrinkled, but it worked,
said Kevin Capatch, of Core Business. “Booth traffic was greater than it had been at previous shows, and the reaction to the message was so positive that Bob will be featured in upcoming ad campaigns.”

“Under pressure, everything fell into place and Sire Advertising lived up to their mantra under promise,” he said. “Paulette, our account executive, could have walked away from this one due to the shortness of time and said call me before the next show when you will have more time to prepare, but she went back to the Sire team and said we can help this company, but we need to do it now!”