This was a trade show giveway. We bought a small commercial popcorn maker and served fresh popcorn in a custom-printed mug. You could smell the popcorn throughout the auditorium, and it attracted attendees like a magnet. Best of all, the vendor next to us was a micro-brewery, and they were giving free beer samples.

What could be better than popcorn and beer? The beer was a lucky accident. Before the show ended, every attendee had one of our mugs in hand. And so did our competitors. The competitors were furious—a sign of a marketing coup.