The large, bag-shaped mailers, like this one pictured in the Twitter feed, were sent in opaque envelopes with a personal, written message from Sarah herself.
According to Gloria Rosa of Zabi Baby, which is a line of natural, organic diapering products, a group of Facebook retailers who also went to the ABC Kids Expo, informally nominated the “Maddy Bag” mailer “best and most eye-catching pre-expo” communication.
“It got everyone’s attention, and is even the ‘purse’ of my little one,” said Rosa.
The ABC Kids Expo, held September 7th through 10th this year, is one of the largest such expos in the world with 14,123 attendees from 61 companies participating. Wells said praise for her mailer came from outlets and other vendors alike. One order it generated prior to the show paid for the campaign in its entirety, weeks before she set up her booth.
Wells gave birth to the idea of the “Maddy” bag in 2011 after the birth of her daughter. A fashionista at heart, when she transitioned from maternity leave back to the corporate world, she felt carrying an ugly breast pump bag was like “wearing a Chanel suit and dirty sneakers.” The Maddy bag, named after her now toddler daughter, carries any model breast pump easily and discreetly, along with all the items a purse would normally hold. In order to promote its stylish functionality in a memorable way at trade shows, she worked with the ThinkShapes team to come up with a card shaped like a mini Maddy, and displayed it as if on a handbag rack. She then took that concept one step further with a large Maddy Bag mailer – with great results.
“I received an order from a buyer PRIOR to even seeing my bags in person because of the mailer, which she called very clever. It’s a great marketing tool,” said Wells.