Trade show exhibit manufacturer Skyline used the allure of secrecy to debut its WindScape tabletop displays and reached sales numbers 38% higher than forecasted. Skyline used teasers across channels to build anticipation for its 30-minute live event introducing the product, a moment that took three months to plan. "There's a fine balance between smart promotion and overselling," said Jon Althoff, Skyline's senior director of global marketing.

Full Story:

Related Summaries