PLMA Trade Show Planning — Booth, Sell Sheets, and Event Strategy
Overview
Planning meeting with Diana Henry (Didion) and Asymmetric team (Melissa Cusumano, Michał Bielerzewski) covering four primary workstreams ahead of the mid-November 2025 PLMA trade show: booth design approval, combined Masa+Arepa sell sheet development, save-the-date graphics, and pull-tab contest landing page refinement.
Attendees:
- Diana Henry — Didion Milling (dhenry@didioninc.com)
- Melissa Cusumano — Asymmetric
- Michał Bielerzewski — Asymmetric
Show details: PLMA, mid-November 2025 · Booth #3512
Key Decisions
- Booth design is approved by the milling sales team; awaiting final sign-off from CEO. Diana asked the CEO for feedback by the following morning (pre-vacation deadline).
- Grasshopper banner spec confirmed at approximately 32" × 72" (slightly smaller than the 33.5" × 85" template Michał had previously sourced). Diana uploaded an InDesign template and a prior-year example (Harvest Road) to the shared Google Drive for reference.
- Two additional backlit panels for booth ends are under consideration; pricing to be explored. Decision between grasshopper-style and backlit panels is still open.
- Sell sheet direction shifted from two separate sheets (Masa, Arepa) to a single combined Masa + Arepa sell sheet, mirroring the CEO's preference to consolidate the landing page as well.
- Save-the-date graphic will be simple and brand-only — Didion Milling logo, PLMA, booth #3512. No mention of Culinary Collection, Masa, or Arepa until CEO clarifies timing of product reveal.
- Pull-tab contest will be promoted closer to the event via the existing customer list. The landing page CTA is booth visit + contest entry (not a pre-scheduled meeting).
- Geofencing tabled as premature — Didion is currently in pre-selling mode; production equipment is still being installed.
Action Items
| Owner | Task | Notes |
|---|---|---|
| Michał | Photoshop grain texture on Arepa sell sheet hero image to match finer flour granulation | Current stock image grain is too coarse |
| Michał | Create combined Masa + Arepa sell sheet | See layout notes below |
| Michał / Melissa | Create save-the-date graphic | Didion Milling brand only; PLMA + booth #3512; also needed as email signature asset for sales team |
| Melissa | Update pull-tab contest landing page | Focus on booth visit and contest entry flow; hold on Masa/Arepa messaging pending CEO input |
| Melissa | Determine final specs for booth end panels | Grasshopper vs. backlit; confirm with Diana on Monday before her vacation |
| Diana | Get CEO feedback on booth design proofs | Requested by following morning |
| Diana | Clarify with CEO timing of Masa + Arepa product reveal | Informs all downstream content and social/email sequencing |
| Diana | Forward Snackspo landing page example to Melissa | Reference for pull-tab contest page structure |
| Diana | Download and distribute PLMA buyer list | List is now live in portal; companies + titles + general phone only (no emails) |
Sell Sheet: Combined Masa + Arepa
Layout Direction
- Hero image options (brainstorm — to be tested):
1. Latin table scape / Spanish food spread (broad, representative)
2. Ingredient → dough → end product progression (three-panel approach)
3. Dough-making hand photo replacing the ingredient/flour photo - Current coarse-grain flour stock photo needs to be replaced or Photoshopped to reflect the actual fine granulation of the product.
- Both versions (current two) to be sent as PDFs to Diana for internal review.
Copy Structure
- Headline area: "Didion's Culinary Collection" (no separate logo yet; treat as copy)
- Sub-list: Corn Masa Flour / Arepa Corn Flour
- Product Applications section (only section changing from single-product sheets):
Corn Masa Flour:[list of applications]Arepa Corn Flour:[list of applications]- Image size can reduce slightly to accommodate the additional copy line.
Note: CEO has not yet seen "Arepa Corn Flour" naming on any materials — the booth banners will be his first exposure. Final product naming may shift pending his review.
PLMA Marketing Timeline & Strategy
Phase 1 — Save the Date (Immediate)
- Simple graphic: Didion Milling brand + "PLMA · Booth #3512"
- Channels: social post + email signature for sales team
- No product announcements, no contest mention
- Optional link: PLMA registration page (for contacts not yet registered)
Phase 2 — Tease / Build Anticipation
- Follow-up social/email: "We've got something cool to announce…"
- Timing dependent on CEO guidance re: Masa + Arepa reveal
Phase 3 — Pull-Tab Contest Promotion (Closer to Show)
- Email to existing customer list
- Links to landing page
- Theme: Wisconsin flair, pull-tab mechanic
- Prizes discussed: $200 Visa gift card (grand prize), Yetis/Ramblers
- Hook: stop by the booth, talk to a rep, receive a pull tab
Pull-Tab Landing Page Flow
- Visitor arrives from email or social
- Brief intro — what's happening, when, where (booth #3512)
- Contest prizes highlighted (copy preferred over small visuals)
- How to enter: submit entry form → stop by booth → pull a tab → win
- Form submission captures contact info in advance of show
- Reference: prior Snackspo landing page (Diana to forward)
- Hold Masa/Arepa product messaging until CEO timing is confirmed
Open Questions
- CEO approval: Will booth design be approved in time to send banner art to printer before Diana's vacation?
- Booth ends: Grasshopper (32" × 72") or backlit panels — pricing and final decision pending.
- Product reveal timing: When does CEO want Masa + Arepa introduced in external communications?
- Buyer list: Internal team needs to comb the PLMA buyer list and identify target accounts for outreach.
Related
- [1]
- [2]