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Moore-O-Matic - Open House Case Study


The Situation

Senior management of a firm called Moore O’ Matic (the people that invented screw drive mechanisms for electronic gate openers, garage door openers and dumbwaiters) had just moved a new manufacturing plant. The firm belonged to a sales and distribution channel trade association that was having its annual convention at a hotel less than a 15 minute drive away from their factory. Senior management felt it extremely important to have the conventioneers visit their brand-new factory. The conference attendees (500 couples) were all upper income sales and management executives who could really care less about attending a factory open house. Thus, stimulating their attendance would take strategic planning.

The Mission

Devise a way to entice a great majority of the convention’s attendees to come to Moore O’ Matic's open house event.

The Solution

Initiate an incentive program and offer a 5 day vacation get-away to Acapulco, Mexico as a door prize and address the appeal to the conference attendee’s wives. Why their wives? Because common sense dictates that wives of successful executives hardly ever get to spend enough time with their busy husbands.

Subsequently we enticed the association’s executive director to mail the invitations directly to the executive’s homes to the attention of their wives. Making sure the mailing contained a note from the President of Moore O’ Matic encouraging her to bring her husband and enter the Get-a-Way Door Prize Contest. Run the open house for 2 days and provide transportation back and forth from the hotel to the plant every half hour and promote a hosted bar and hors d’oeuvres.

The Results

All but one couple attended the Open House and our client (who had chosen to have his staff handle refreshments) ran out of booze and hors d’oeuvres. Our agency was called to augment their supplies over the weekend before the end of the first day.

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