Brady Ware

Trade Show and Event Marketing for a Professional Services Firm

A pre-show campaign built to increase booth traffic, improve attendee engagement, and help set appointments before the event.

Situation:
Brady Ware wanted to create a pre-show marketing campaign that would increase brand awareness, drive selected attendees to the booth, and automate appointment scheduling before the event.

Campaign Objectives:

  • Engage attendees prior to the show
  • Introduce Brady Ware offerings and services
  • Set appointments for meetings at the show in advance
  • Increase the overall number of quality prospects
  • Increase brand loyalty
  • Provide visibility into individual response data

Solution:
Design, build, and implement a cross-channel program utilizing Think Patented’s Leads360 platform. Following are campaign details from Brady Ware’s trade show and event marketing program.

Campaign Details:

  • 3 direct mail pieces sent prior to the show, each with a pURL
  • pURLs directed attendees to a microsite with information about Brady Ware’s presence at the convention
  • Microsite used to automate appointment scheduling and collect lead information
  • Thank You Page included a certificate for a prize
  • Thank You Email sent after response with a link to the prize certificate
  • Reminder Email sent the day before the event so respondents could print and bring their certificate
  • During the show, respondents redeemed certificates to receive a giveaway and enter a drawing
  • Non-respondents could still enter the drawing by speaking with a Brady Ware representative
  • Post-show email sent to respondents and attendees with the winner’s name
  • A follow-up automated program was recommended for continued lead nurturing after the event

End Results:

  • Increased booth visits
  • Enhanced Brady Ware brand awareness
  • 12 follow-up meetings set with key decision makers
  • Brady Ware was pleased with the campaign results
  • Revenue results were still being calculated at the time the case study was published

About Leads360:

Leads360 is a robust marketing automation solution that helps organizations engage prospects through personalized, multi-touch outreach across print, email, SMS, voicemail, and web. Using microsites, personalized URLs, behavioral scoring, and campaign tracking, it helps marketers identify action-ready leads and automate follow-up throughout the customer journey.