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'to the industry was the January' 1971 National Housewares Exhibit — at Chicago's McCormick Place — one of the 'largest trade shows in the country, with ,more than 1 ,280 exhibitors and 60,000 Lshow-goers.
i The editor of Housewares Magazine. Kiclcy and Du Pont public Irelalions man Lloyd Mackall were present during shooting sessions. Each huyer interviewed was given a form 10 fill in declaring his interest in viewing the finished presentation and in iringing along other members of his .organization.
DuPont. working with the magazine :ditor. decided upon the best time and -)lace for the showing. A motel site near the show place was selected, and the Sunday preceding the show's openng was chosen because buyers would 3e more readih able to attend.
Through the combined efforts of Ithe producer, DuPont and the magadne editor, 250 slides were selected |for the showing; tapes were edited to |.wo minutes per interview; and a script was written. The slides were synchroiiized with the tap)cd interviews, bright packground music and the editor's yoice narrating the presentation.
The program was designed to dramatize the importance of gourmet to iiousewares buyers and manufacturers. Du Pont insisted that it be non-com.nercial. Accordingly, Teflon finishes
were mentioned only once during the presentation, although several display photographs that showed how to integrate Teflon-coated cookware into gourmet merchandise were included.
Credit lines noted Du Pont as the program's producer, and Housewares Magazine publicized the showing in several issues prior to the Housewares Show. Invitations were sent to buyers and manufacturers from lists supplied by the magazine. A condensed version of the show was prepared for use with a rear-view projector, which was set up at the Housewares Magazine show booth in Chicago.
The Housewares Magazine editor addressed a key industry group at the show, which provided a second opportunity to show the presentation.
The preview production was shown on three-screen rear projection. Because of strong interest, it was shown twice on the Sunday preceding the exhibit's opening.
Key buyers attending meetings elsewhere were bussed to the site of the presentation. Signs carrying the symbol of the presentation — "Gourmet 70"s" — were posted in motel lobbies. Formal invitations also carried the show title. In total, the presentation was seen at the National Housewares Exhibit twice Sunday, once Tuesday, and everyday at the Housewares Magazine show booth.
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Condensed version of the presentation was shown during the National Housewares Exhibit at the HOUSEWARES Magazine show booth.
Interest in the presentation grew. Word-of-mouth advertising and enthusiasm for the production began to mount. At each showing, individual buxers who had participated in the film were reco.^nizcd in the audience
Promotion in good taste
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;Programs and invitations for "Gourmet VO's" slide film showing were designed to tie in with art themes of the film. ijlUNE, 1971 23