National Printing Firm

A national printing company wanted to increase the number of targeted potential customers who visited their trade show booth at “DM Days” in New York. Secondarily, they wanted a dramatic increase in the number of hot, post-show leads. So, they turned to the technology they sold to others—variable data print.

The campaign featured a customized pre-show card. Using the pre-show card as an icebreaker the sales force approached attendees—70% said they received the personalized card and an amazing 25% of attendees brought the card to the show. Booth graphics were tied to the pre-show card design.

The post-show card had five areas of variable text and offered a dollar-off coupon. It took one new lead to pay for the entire trade show VDP campaign. The close rate for hot leads was twice the normal rate.

 

Source: PODi