We created the Casaverde family for True Leaf (a greenhouse supplier) to demonstrate the important ways that True Leaf’s products could benefit professional operators facing rising energy and operating costs, while helping these business men and women become successful and fulfilled entrepreneurs.
BACKGROUND
True Leaf Needed to Make the Most of Its Largest Annual Marketing Expense.
This annual trade show was one of True Leaf’s major marketing efforts. As such, it represented a substantial portion of their annual marketing budget. To justify the hefty expense of their booth, the company needed to write a significant amount of business at the the event. That meant that they needed their booth to command attention and draw traffic amid the busy, chaotic, and crowded environment.
OBJECTIVE
Create A Unique Booth That Will Command Attention In the Crowded Venue.
At that time, a booth with a character-driven cartoon motif was unusual for a traditional, sales-oriented industrial trade show. Bold, eye-catching, informative, and entertaining, the cartoon characters helped differentiate the True Leaf booth from most of the surrounding booths. Better yet, the personalities of the characters proved very effective in identifying the company’s products with key customer benefits. Each member of the Gasaverde family represented an important aspect of True Leaf’s value proposition: Passion, Profit, Ecology, and Technology.
RESULTS
The Booth Drew A Great Deal of Traffic and Met Their Sales Goals
The True Leaf booth created substantial traffic at the show which translated into good business. The Casavede family, whose personalities highlighted the company’s key benefits, significantly elevated the True Leaf brand above its competition. The “Golden book” -style handout was much in demand. The booth’s product-oriented messages were reinforced by comic strips that appeared simultaneously on the company website.
SKILLS REQUIRED
