With a limited budget and even less time, Facility Connect approached us to help them make the most of a recent trade show. Facility Connect provides data collection and storage services to restaurants and retail chains nationwide. For the 2012 RFMA (Restaurant Facility Management Association) Conference, we designed a series of e-mail blasts designed to succinctly communicate what Facility Connect does, offer attendees an incentive to visit the booth, and collect leads for follow up. Our campaign theme relied on strong, food-related visuals, bold headlines, and copy written to address the challenges and pain points experienced by Facility Managers. Each e-mail blast connected to a customized landing page designed to collect lead information, and we created a campaign-specific banner stand for use to draw people into the booth during the show.
And the results? Pretty incredible:
Open rate: 21%
Click through rate: 30%
Conversion rate: 14%
Facility Connect reported that they had a very successful show, with a great number of leads and lots of positive comments on the messaging and the creative. When a Facility Connect representative asked a booth visitor for feedback on the creative, the visitor responded “Well, I’m here, aren’t I?” Yep, that says it all.