He called the hotel up and asked if it was possible to have ads printed on those hotel key cards. The hotel said they didn't make the cards, but they gave him a reference to the company that did.
So, he called the card manufacturer up and got SST logos printed on a bunch of cards, and had them sent to the hotel. The John Deere guys and all our other competitors had to use SST-branded key cards to get into their rooms (and potential customers, too, of course). :)