February 2009

Pool and Refreshing

Hint Mint gets marketing and sales support at MAGIC

Hospitality is very inviting in hard-sell environments like tradeshows. That’s why event producers look to sponsors to provide things that enhance the show attendee’s experience – things like bottled water or breath mints.

Several years ago when we produced an exhibitor showcase called Platform at MAGIC in Las Vegas during fashion week, we invited our friends at Hint Mint to come to the show and hand out free mints, compliments of Platform at MAGIC. Hint Mint made a special run of mint tins that had a custom-printed paper insert that reinforced the Platform at MAGIC tradeshow branding while offering a “gesture of kindness” to retail guests and exhibiting brands. This area of the show featured premium denim and contemporary sportswear brands such as 1921, AG Adriano Goldschmied, Ben Sherman, and Modern Amusement, which attracted retailers like Fred Segal, Barneys, Macy’s, and independent boutique owners and buyers from across the US and around the world.

While Hint Mint has been a regular exhibitor at food and candy trade shows, they had not tapped into business with retailers of fashion apparel and accessories until we got them into MAGIC back in August 2005. Placing Hint Mint front and center in the entryway of shows like Platform at MAGIC and the Pool Trade Show, which Hint Mint has participated in for several years now, has served to not only increase Hint Mint’s brand awareness among trendsetters but has also allowed them to open new wholesale accounts and gain counter space with stores where trendsetters shop – solidifying the brand’s positioning of “The Original Designer Mint” and increasing sales.