Wilbur Curtis Trade Show Handout Captivates Buyers
For the Wilbur Curtis Company, a manufacturer of commercial coffeemakers and supplies, it’s all about quality and freshness. That goes not only for its products, but for its marketing as well.
For the 2014 National Restaurant Show, Wilbur Curtis wanted a handout that would tell its story in an eye-catching, captivating, and tactile way. Curtis wanted to captivate and engage buyers in a way they didn’t expect.
Strahan Advertising, Curtis’ agency, chose the Flapper® from Red Paper Plane. With a finished size of 9.5 x 7.25” and four selling panels that turn in succession, it was the perfect vehicle to deliver Curtis’ message.
“It was great fun,” recalls Tim Strahan, president of Strahan Advertising. “It’s one of those pieces that people sit there and unfold and refold and say, “What’s that? Can I try that?’ It’s addictive.”
Two hundred pieces were printed and handed out at the show. Each piece was placed into an individual clear envelope, taking an already wonderful concept and elevating its perception of quality and value.
Strahan Advertising and Wilbur Curtis knew they had a winner when a vice president from one of the major foodservice restaurant chains asked to take one with him. “These guys are very difficult to reach, and now this guy has one in his hands and says, ‘Do you mind if I keep it?’” Strahan says. “I wouldn’t have believed it if I hadn’t been standing there when it happened.”
Similar “flapper®” type formats exist in the marketplace, but with such a small run, Strahan didn’t see them as cost-effective. Then one of his printers suggested that he look at Red Paper Plane. With a larger size and cost-effectiveness down to 50 pieces, suddenly the impractical became reality.
Red Paper Plane provided Strahan’s designer with a downloaded template. The design process was well supported and the end product was outstanding. “The color is bright, saturated, and really catches your attention,” Strahan concludes. “The Flapper tells a great story. It was a great vehicle for Wilbur Curtis.”