Probat, an iconic name in coffee roasting, wanted to drive traffic to its trade show booth and better understand its customers. We created the theme “Stir Your Passion” and executed against it in multiple ways. We developed a pre-show mailer that invited recipients to take an online survey about their roasting equipment, for a chance to win a trip to the company’s headquarters in Germany. At the same time, we introduced a series of case study videos that convey Probat’s passion for coffee and strong customer support. The survey generated responses almost immediately and provided valuable customer data.