NEWS & UPDATES

October 12, 2007 In Archives By Advent

Come one…come all…

Isn’t it great when you get an invi­ta­tion in the mail for a chance to win a 50″ Plasma tele­vi­sion if you stop by a trade show booth?  Sure it is.…but is it really the best way to mar­ket to trade show attendees?

Many com­pa­nies seem to over­look the impor­tance of qual­i­fied leads and focus on get­ting a large amount of trade show traf­fic in their booth space. The prob­lem with this tac­tic is that prob­a­bly 90 to 95% of the traf­fic gen­er­ated by a mass mailer “give-a-way” promotion is NOT a qual­i­fied lead.  So at the end of the day what are you really accomplishing?

Let me sug­gest an alter­nitve way to approach tar­get­ing poten­tial cus­tomers by telling you a quick story.  

A mar­ket­ing exec­u­tive decided they were only going to tar­get a very select group at the next trade show they attended.  So, they pur­chased the pre-show reg­is­tra­tion list from the show and chose to tar­get just 200 of the 5,000 attendees. They sent out a high-end invi­ta­tion that asked the atten­dees to stop by the booth to pick-up a free $500 ink pen!  Wow, what a treat! And it worked. They had over a 50% response rate to the pro­mo­tion. They spent as much money on 200 atten­dees as you would to mar­ket the entire list, but by clos­ing one of these deals they would pay for the entire pro­mo­tion.  I’ll just say they closed more than one deal:).

Remem­ber:  Qual­ity over Quantity.…it works! 

Authored By Advent

Advent partners with organizations to help them visually express differentiation.