wiki/clients/current/didion/2026-04-05-plma-trade-show-planning.md · 960 words · 2026-04-05

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.

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