Convention Marketing
Problem: A travel industry trade show was the largest show in the industry niche it served, but was not attracting sufficient numbers of qualified buyers of travel services and products.
Solution: A targeted direct marketing strategy was deployed by Mr. Casey to bring in more buyers to the event. Previous marketing had taken more of a shotgun approach to direct mail. The strategy included the following elements:
- Industry buyers were prioritized according to demographic parameters such as prior attendance at the event, purchasing budget, etc.
- All buyers were tagged for receiving a brochure for the event with personalization based on their demographic criteria. This was accomplished by working with a vendor with 4-color digital printing capabilities as well as offset capabilities. Rather than digitally print the entire 32-page document (not cost-effective), the brochure was designed so that all personalization was on the outer four pages. The remainder was printed via traditional offset printing.
- The two printed documents were married together at the printer’s bindery and then prepared for mailing in a carrier envelope that was similarly personalized.
- The number of print and electronic marketing communications to potential buyer attendees also increased according to their demographic profile.
Outcome: Attendance at the trade show from qualified buyers increased by more than 20%, further solidifying the trade show’s preeminent position within the industry.
Case Studies
