LAVIN MODEL CAMPAIGN

The primary challenge for Lavin Rugs was their entry into a competitive trade show environment where advertising opportunities were both limited and prohibitively expensive. Traditional advertising spaces, such as large banners and high-traffic areas, were already saturated with ads from established brands, making it difficult for a newcomer to gain visibility. Lavin Rugs needed a solution that would allow them to make an impactful debut without exceeding their marketing budget.

Our team started by understanding Lavin Rugs' brand identity and their goals for the trade show. We recognized that the key to standing out at High Point Market would be creating a memorable experience for attendees, rather than relying on traditional advertising. Instead of purchasing high-cost ad space, we developed a strategy centered around branded, eye-catching apparel. By hiring models—half of whom were professional models and the other half were student athletes from a local university—we created a dynamic, engaging presence that generated buzz. To maximize visibility, the models were encouraged to walk around the trade show floor in groups of three and even perform flash mob-style photo shoots in key locations. This created an interactive experience that kept Lavin Rugs at the forefront of everyone’s mind.

The execution of this idea involved several key elements, from selecting models to coordinating the branded apparel. We worked with a local agency to cast professional models and student-athletes that fit the brand’s aesthetic and aligned with the target audience at the trade show. The apparel was designed to be eye-catching and on-brand, with bold Lavin Rugs logos prominently featured in the patterns of the ponchos and hats. The models were then strategically placed throughout the trade show campus, ensuring they walked in high-traffic areas and interacted with attendees. To add even more excitement and draw attention, the models were instructed to group together in a sort of flash mob-style photo shoot, creating a buzz and attracting crowds. This strategy proved incredibly effective in increasing the brand’s visibility.

The success of the campaign was driven by several key factors. First, the branded apparel ensured that Lavin Rugs remained visible throughout the event, without the need for costly ad space. Second, the models themselves acted as engaging brand ambassadors, interacting with attendees and driving conversations about the brand. By leveraging human interaction and brand visibility, we created a memorable experience that kept the brand front and center. Lavin Rugs also encouraged some key attendees to take home the same ponchos and hats worn by the models, further enhancing the experiential nature of the campaign. This not only increased brand exposure but also created a sense of exclusivity around the merchandise.

One challenge was ensuring that the models remained on-brand and interacted with the right attendees. We solved this by carefully selecting models who embodied the brand’s aesthetic and trained them on how to engage with potential customers effectively. Another challenge was making sure that the campaign didn’t feel forced or out of place on the trade show floor. By selecting models who naturally fit the brand image and were approachable, we created an organic, engaging experience that felt authentic and effortless. Additionally, the flash mob photo shoots added an unexpected layer of excitement, which further helped to differentiate Lavin Rugs from the competition.

The results of this strategy exceeded expectations. Lavin Rugs not only stood out at the trade show but became the talk of the event. The models wearing branded apparel generated a lot of buzz, and attendees eagerly flocked to the showroom, not only to view the rugs but also to request the fashionable ponchos and hats for themselves. By the end of the event, Lavin Rugs had run out of promotional materials, signaling the overwhelming success of the campaign. The brand’s visibility was dramatically increased, and the approach proved to be a highly effective way to engage potential customers without the need for costly traditional advertising.

This case study illustrates the power of creative thinking when faced with budget constraints and a competitive market. By leveraging branded apparel and human interaction, Lavin Rugs was able to cut through the noise at High Point Market and make a significant impact during their first trade show experience. The campaign’s success demonstrated that sometimes the most effective marketing solutions don’t come from traditional methods but from thinking outside the box and using the resources at hand.