• Situation:
    Venture Industries was the automotive community's best-kept secret

    • Management directive to build awareness
    • Potential of NAIAS supported by research
    • Recently-completed branding exercise

    Position Venture as the supplier of choice for interior and exterior plastic parts and assemblies

    • New Thunderbird convertible hardtop
    • Record-setting development of the Hummer II
    • Two significant new products

    Join us at the "Venture Insiders Club"

    • Showcase of significant technologies
    • Transported visitors to and from the show


North American International Auto Show Also Debuts Prominent Auto Supplier


Venture Industries, a privately-held company, was one of the largest producers of interior and exterior plastic trim to the automotive industry. But only customers and a few privileged prospects knew that. Research showed that additional prospects could be attracted to a downtown Detroit venue during the North American International Auto Show (NAIAS), held every January.



Offering an opportunity to join the "in crowd", we called our event the "Venture Insiders Club" and sent an invitation to key prospects with a membership card enclosed. The card entitled the bearer to visit our venue, enjoy refreshments, tour the exhibits, and receive a free pass to the Supplier Days at NAIAS. We also provided transportation to and from the show.


With one event, Venture exposed its capabilities to a significant segment of its Detroit prospect audience. We required identification to ensure return of the Supplier pass, and everyone left their drivers' licenses with us, much to our surprise.


The Insiders Club received rave reviews, and the sales team reported five RFQs were offered to them during the event.