Challenge:

Tradeshows were a primary marketing channel for our client, an architectural services firm specializing in environmentally sustainable design. Yet, they had never done any formal preshow marketing and wanted to drive more traffic to their booth and efficiently gather information from show attendees while also improving the overall ROI from their events. 

Solution:

Focusing on four national tradeshows, we developed an integrated marketing campaign that targeted pre-registered attendees. Three weeks before each show, each attendee received a personalized postcard introducing the company and announcing their booth location. Ten days later, an email was deployed as a second touch, or as a reminder for those who hadn’t responded. The postcard and email encouraged the recipient to visit a personalized URL to go to a website landing page where they answered a few questions and were then entered into a drawing to win one of two prizes at the show. Walk-in visitors could participate by entering their information at the booth. In addition to pre-event marketing, we designed and printed new graphics, signage, and displays to refresh their booth. As a promotional item, we provided branded eco-bags that visitors could carry around the show.

Results:

The results of this campaign were dramatic, with an average response rate of 14%. The data list of registered show attendees was highly qualified and the chance to win top-quality prizes made a visit to the landing page attractive. Booth traffic was strong at each show, and the company signed several contracts at the show and within 6-12 months. The eco-bags were an excellent form of mobile marketing.