Didion PLMA Pre-Show Promotion Strategy

Overview

For the PLMA trade show, Didion is developing a pre-show campaign designed to drive booth traffic and capture qualified leads before the show floor opens. The strategy centers on a custom pull-tab promotion mechanic — a Wisconsin-native engagement device — paired with a dedicated landing page, form-fill lead capture, and email outreach. This approach was previously piloted at Snackspo and is being refined and expanded for PLMA.

Related: ^[1] | ^[2]

Campaign Components

1. Custom Pull-Tab Promotion

Pull tabs are physical lottery-style tickets used as a booth engagement mechanic. At PLMA, the pull-tab promotion will:

• Serve as the primary draw to get attendees to visit the Didion booth
• Require attendees to fill out a lead generation form (either in advance online or at the booth) to participate
• Offer an additional pull-tab chance as an incentive for scheduling a meeting in advance of the show
• Be active during a defined window (e.g., 11am–1pm) rather than all day, to concentrate foot traffic

"To be able to do any engagement with our pull tabs, win anything at all, to try to win, you're going to have to talk to us, and you have to fill out this form." — Diana Henry

2. Dedicated Landing Page

A campaign-specific landing page will be built on the Didion website (WordPress), modeled on the prior Snackspo pull-tab page. Key elements:

• Booth awareness: "See us at Booth X" messaging
• Promotion teaser: Invitation to try pull tabs and win prizes at the booth
• Form fill / lead capture: Attendees submit contact info to schedule a meeting at the show and unlock an extra pull-tab entry
• QR code integration: QR code on the booth podium (and potentially pre-show materials) linking to this page

The Snackspo version ("Claim Your Snacks Pull Tab") exists in the WordPress backend and can serve as a structural foundation for the PLMA version.

3. Lead Generation Form ("Fast Facts" Questionnaire)

Diana is developing a short-form questionnaire for the sales team, referred to internally as "fast facts." The form will:

• Capture attendee contact and company information
• Qualify leads for the sales team before and during the show
• Gate access to the pull-tab promotion, ensuring every participant has a conversation with a Didion team member

4. Email Graphics & Campaign Outreach

Pre-show email outreach will accompany the landing page. Deliverables include:

• Email graphics/banner assets aligned with the booth visual theme
• Messaging directing recipients to the landing page to register and schedule meetings
• Timing to be coordinated with booth design finalization and print deadlines

Precedent: Snackspo Pull-Tab Campaign

This strategy is a direct evolution of a campaign Didion ran at Snackspo. That campaign included:

• A dedicated WordPress page with a QR code
• A form fill tied to pull-tab eligibility
• In-booth pull-tab execution

Lessons applied to PLMA: tighter form design, clearer meeting-scheduling CTA, and more intentional lead qualification through the "fast facts" structure.

Key Decisions

Action Items

• [ ] Diana Henry — Finalize pre-show promotion document and campaign theming; share with Asymmetric to begin design
• [ ] Diana Henry — Build out "fast facts" lead generation form with sales team input
• [ ] Asymmetric — Design landing page (wireframe first), email graphics, and any supporting campaign assets once theming doc is received
• [ ] Asymmetric — Coordinate pull-tab page build in WordPress, referencing Snackspo backend as template
• [ ] All — Schedule follow-up meeting (targeting Monday after current week) to review pre-show concepts alongside remaining booth materials

Timeline Considerations

• Booth designs must be finalized this week for leadership review
• Booth sent to print the week of the 20th (while Diana is out)
• Pre-show campaign assets should be ready to deploy well in advance of the PLMA show date
• November 5th has been noted as a potential related trade show date; confirm with sales team

Related Articles

• ^[2]
• ^[3]
• ^[1]