PLMA Trade Show Booth & Banners — 2026-04-05
Overview
Working session with Diana Henry (Didion) and the Asymmetric team (Michał Bielerzewski, Melissa Cusumano) to finalize content for three PLMA trade show banners, sketch a 20'×10' corner booth layout, and scope a broader PLMA promotional package. A follow-up strategy meeting was scheduled for the next day.
Attendees:
- Diana Henry — Didion (dhenry@didioninc.com)
- Michał Bielerzewski — Asymmetric
- Melissa Cusumano — Asymmetric
Key Decisions
Banner Content
- Center banner — Finalized as the primary value proposition panel:
- Headline: "Discover the Didion Difference"
- Three supporting statements (each on its own line, no bullet characters, initial caps):
- Unmatched Customer Service
- High-Quality Products
- Custom Solutions
- QR code removed; replace with plain URL:
didioninc.com(on center banner only) -
Remove exclamation point from "Welcome to the Didion Culinary Collection" on the left banner
-
Left banner — "Welcome to the Didion Culinary Collection" introducing the product line (Corn Masa Flour + Arepa Corn Flour). Content approved; image needs a corn tortilla visual added at top.
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Right banner — Titled "Versatile Applications" (no exclamation point). Showcase four end-product images representing both Masa and Arepa applications:
- Tortilla
- Chips (not "corn chips")
- Arepa
- Tamale
-
All images are placeholders pending Diana's high-res purchased photos.
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Capabilities banner — Deprioritized for the main back-wall panels; may be repurposed as a grasshopper/retractable banner.
Typography & Design
- Bullet-point characters not preferred; use line breaks with each statement as its own visual unit
- Yellow color for the three value-proposition lines; "Discover the Didion Difference" headline in white
- Reduce font size slightly (currently ~195pt in Illustrator) so each statement fits on one line
- Decrease background lighting slightly to improve text contrast
Booth Layout (20'×10' Corner)
Preliminary sketch developed in Miro. Key elements:
| Element | Notes |
|---|---|
| 3 back-wall banners | Centered across the full back wall |
| Grasshopper/retractable banner(s) | 1–2 additional panels; capabilities or applications content |
| Podium | ~1'×4', can be positioned perpendicular to draw foot traffic |
| L-shaped food prep/sampling area | 6' + 8' tables; prep table hidden behind half-wall drape |
| Collateral table | 6' table for pull tabs, swag, ingredient samples |
| High-top table + 2 chairs | For sit-down conversations with prospects |
- Booth is a corner space — two open sides (walkway + shared aisle); both sides likely have half-wall pipe-and-drape partitions
- Food sampling table should be positioned toward the front/open side for engagement
- Actual cooking on-site deprioritized for this year; plan is fresh guac/salsa prep by a cook using pre-purchased chips and tortillas
- ~8 Didion staff attending the show
- Diana needs to verify exact booth specs and constraints with the trade show company before layout is finalized
Action Items
| Owner | Task |
|---|---|
| Michał | Update center banner: value-prop lines on individual rows, yellow color, initial caps, reduced font size, remove QR code, add didioninc.com URL |
| Michał | Update left banner: add corn tortilla image at top, remove exclamation point from headline |
| Michał | Update right banner: swap placeholder images for Tortilla / Chips / Arepa / Tamale once high-res assets arrive |
| Michał | Refine Miro booth layout diagram to scale; share with Diana for team gut-check |
| Diana | Provide purchased high-res product images (Arepa, Tamale, Tortilla, Chips) |
| Diana | Verify booth specifications and constraints with trade show company |
| Diana | Share booth layout with sales team for feedback |
| Melissa | Create detailed agenda for next-day PLMA strategy meeting |
| Melissa | Create separate task for next product page (post-Masa) — do not merge with completed Masa task |
| Team | Begin conceptualizing full PLMA promotional package (see below) |
PLMA Promotional Package — Scoped (Not Yet Started)
The team identified a need for a broader pre-show marketing push beyond the physical booth materials:
- LinkedIn graphics — Announce Didion's presence at PLMA
- Dedicated landing page — Booth/event-specific, separate from the First Impression Kit page
- Email templates — Outreach to existing customers and prospects
- Rollout timeline — To be defined in the follow-up strategy meeting
Related Notes
- First Impression Kit landing page (Masa-specific) is nearly complete; minor tweaks pending (video format, social icon duplication bug, corn tortilla image at top)
- Zapier form → Google Sheet → marketing@didioninc.com notification chain needs final confirmation from Chris
- Homepage banner intentionally deferred until full product launch
- See [1] for full client context