--- title: PLMA Trade Show Planning — Booth, Sell Sheets, and Event Strategy type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-10-16-zoom-meeting-94670100.md tags: - didion - plma - trade-show - booth-design - sell-sheet - masa - arepa - pull-tab-contest - landing-page - event-strategy layer: 2 client_source: Didion Milling industry_context: food-beverage transferable: false --- # 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 1. Visitor arrives from email or social 2. Brief intro — what's happening, when, where (booth #3512) 3. Contest prizes highlighted (copy preferred over small visuals) 4. How to enter: submit entry form → stop by booth → pull a tab → win 5. 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 - [[clients/current/didion/_index]] - [[clients/current/didion/products/masa-arepa-culinary-collection]]