The Zen Guide to
Trade Show Excellence

The Problem: We were pitching for new business, specifically the trade show/experiential components for a collective of agricultural financial institutions, and needed a leave behind.

The Solution: Mitch Hedberg said it best: “Handing someone a flyer is like saying, ‘here, you throw this away.’” The same can be said for most leave behinds. We wanted to create something simple, creative, and, most importantly, portable. We channeled our collective trade show experience into a pocket-sized booklet called The Zen Guide to Trade Show Excellence, with new content that built off the pitch. We wound up winning that business, by the way. I’m not saying it was because of the leave behind, but I’m not not saying it either.