A pre-show campaign designed to drive more targeted attendees to the booth and create stronger engagement at the event.

Situation:
TE-CO wanted to develop a marketing campaign that would help them focus on a target audience and drive selected attendees to their trade show booth.

Campaign Objectives:

• Drive targeted attendees to the trade show booth
• Increase product awareness
• Introduce new TE-CO products
• Educate attendees on product features and benefits
• Learn more about audience preferences and needs

Solution:
Design, build, and implement a pre-show marketing campaign to drive selected attendees to the TE-CO booth. Following are campaign details from the trade show marketing program.

Campaign Details:

• A targeted audience of 1,000 people was selected from 83,000 in the surrounding area
• 3 direct mail pieces were sent with a pURL and QR code to promote TE-CO’s trade show presence and drive selected attendees to the booth
• Respondents were directed to a TE-CO microsite, where survey questions helped collect contact information and company details
• A Thank You Page and follow-up email provided a prize certificate for attendees to print and bring to the show
• A reminder email was sent the day before the event to reinforce participation
• Booth graphics, including banners and posters, were developed to support the trade show presence
• Attendees who brought their certificates to the booth received a giveaway item and were entered into a drawing for a toolbox
• Non-respondents could still enter the drawing at the show by speaking with a TE-CO representative or using a gURL
• After the event, an email announced the drawing winner, and a follow-up direct mail piece reinforced the promotion and highlighted TE-CO sales

Sample of Direct Mail Pieces:

End Results:

• 15% response rate from the 1,000 targeted businesses
• Drove more targeted attendees to the booth
• Helped TE-CO engage people who may not have stopped by otherwise
• Increased visibility before and during the show

“If an exhibitor goes to a large show like this and just expects people to stop by….they will be disappointed with the results.  A pre-show marketing campaign is a must for large scale shows.”

-Darin Wion, Vice President of Sales and Marketing for TE-CO

• Drip Campaign: Develop a follow-up series of approximately 6 mailers to continue promoting TE-CO products, services, and sales opportunities after the trade show.
• Annual Calendar Campaign: Invite prospects and current customers to register for a calendar campaign that promotes TE-CO products and services while also collecting customer feedback through pURLs, QR codes, and SMS messaging.