Architectural Firm Achieves Trade Show Success with Integrated Campaign
Walker & Bilson is an architectural services firm specializing in environmentally sustainable design. One of their primary marketing channels is exhibiting at trade shows that target engineering, construction, and energy-related organizations. Having never done any formal pre-show marketing, they contacted us to help them improve their trade show marketing, drive traffic to their booth and efficiently gather information from show attendees.
Focusing on four large, national shows, we developed an integrated marketing campaign that targeted pre-registered attendees. Three weeks before each show, each attendee received a personalized postcard introducing Walker & Bilson 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 encouraged the recipient to visit a personalized URL or scan a QR code to go to a personalized landing page. The email had the same message, but linked directly to the personalized landing page, where the prospect entered their contact information and answered three questions about their need for Walker & Bilson’s services. He or she was then automatically entered into a drawing to win one of two prizes at the show: a flat screen TV or an iPad. 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 Walker & Bilson’s booth. As a promotional item, we provided branded eco-bags that visitors could carry around the show.
The results of this campaign were dramatic, with an average response rate of 14%. Our data list was highly qualified because it consisted of registered show attendees, and the chance to win top-quality prizes made a visit to our landing page attractive. Responses were consistently 15% by QR code and 85% by personalized URL. Booth traffic was strong at each show. Walker & Bilson signed contracts at two of the shows, and they felt that 10-12 leads had good potential to sign a contract within 6-12 months. The eco-bags were an excellent form of mobile advertising.