How to give away an iPad at a trade show

I’m at a trade show this week with a  client, and about 10 booths are giving away iPads.  Not a surprise.  Most are doing the standard drawing – put a business card in the bowl and we’ll pick someone who won at the end.

The team at Market Leader is giving away iPads as well, but with a twist.  Every attendee has a key on a lanyard in their registration bags.  At the Market Leader booth, there’s a clear box with an iPad in it.  If your key unlocks the box, the iPad is yours.

There is a HUGE difference between “enter to win” and “this key might make you an instant winner.”  And Market Leader has the booth traffic and show buzz to prove it.