Seed packets and matchbooks were among the unusual promotional aids being given away on the trade-show floor.

Mint seeds in packets featuring President Bill Anderson's face on the front were available at the trade association's Show Central stand, promoting the Advance winter trade show, scheduled for Indianapolis, Jan. 29-Feb. 2, 2007.

“Looking for Growth?” the packets read. “Advance 2007 is coming up.” The event's theme will be “Fresh Strategy. Fresh Idea. Fresh Start.” The packets included details of the event's registration Web site and instructions for planting the seeds.

At the Jossey-Bass booth, visitors were given matchbooks promoting next month's release by Spencer Burke, A Heretic's Guide to Eternity. The matchbooks were printed with the book's cover, a flaming matchbook.

Written by a leader in the emergent church movement, the book is described as offering answers to questions about salvation and heaven “that are heretical but grounded in sound theological thinking.”