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1)HIGHLY TARGETED The campaign was highly targeted - at just 54 companies, from USA and other parts of Europe, who we knew were not represented in Scandinavia.
2)SPECIFIC EVENT It was aimed at a particular event, International Online Show, where we knew a number of relevant prospects would be attending.
3)SOMETHING VALUABLE TO OFFER It was aimed at companies who had an interest in selling online information services to business and academic sectors, where my client had a wide range of existing contacts.
4)GOOD TIMING The timing was good - it was sent out in week before Show, when exhibitors were absolutely focused on what they wanted to get out of Show.
5)MANAGEABLE FOLLOW UP The number of companies approached was a manageable number, and resulted in a number of successful responses, which could all be followed up in 3 day duration of Show.
6)REASON TO SAY "YES" The two step approach - a mailing, followed up with a meeting at a venue they were definitely going to attend, made it easier for them to say "yes" to a meeting.
7)DEMONSTRATION OF CREDIBILITY The subsequent meeting was an opportunity to demonstrate credibility and confidence in client's ability to deliver desired result - new business from Scandinavian customers.
8)POWERFUL SALES LETTER And Sales letter was a powerful invitation from an organisation with access to a customer base that each of companies would like to reach, without them having to devote expensive resources to starting from scratch.
It needed to be good. It was being aimed at business professionals, who are notoriously difficult to persuade.
You can see it here at http://www.informationcity.com
I highly recommend this combination of trade show and email campaign. With a little thought, I'm sure many of you can mould such a strategy to your own business circumstances.
Stuart Urwin is a business and internet consultant. He is also the publisher of "Information City", the FREE electronic newsletter, which gives specific pointers to the Internet resources you need to make better business decisions every day: Grow your company. Sell more. Save money. Manage your business more effectively. http://www.informationcity.com To contact Stuart, mailto:firstname.lastname@example.org