I used a combination of an email campaign and attendance at a Trade Show recently to get a 14.8% success rate for a client. Here's how it happened.
The Trade Show --------------
I attended a major trade show recently,
International Online Show in London. I wanted to follow up a very successful email campaign I had put together for a client.
The client is an information consultancy, who wanted to extend their operations by obtaining a small number of representation agreements in Scandinavia.
The Online Show, a Business to Business show held in December, focuses on Online Information and Internet.
It consists of meetings and seminars, together with an exhibition which brings together major information suppliers from around World - online hosts, major publishers, software houses, a few ISPs, and so on.
The Show visitors are information users - 20,000 or so information professionals, librarians, end users, consultants, academics and students - from all over World.
It's an event where exhibitors are keen to show their latest product offerings, to meet customers and to investigate possibilities of forging new deals.
I wanted to use Show as a way of meeting several companies on one trip, and in one place. The alternative would have been a number of expensive trips to several parts of Europe and USA.
The Email Campaign -------------------
First, we sent out a mailing shot, by e-mail, to 54 companies , who we thought would be interested in being represented in Scandinavia.
8 organisations responded to mailing, all of whom wanted to meet at Show. That's a response rate of 14.8% - a great performance.
8 meetings were held, all of which were followed by offers of representation agreements.
The client is now following up with offers of most interest.
------------------------------------------------- So, why was this specific campaign so successful? Here are some of reasons: -------------------------------------------------
