 Project:
Marketing campaign for PETS 2001, a trade
show sponsored by the Pet Industry Distributors Association.
Challenge:
New venue after 16 years might impact attendance. Too many industry shows
may impact exhibitor participation.
Implementation:
Direct mail and print advertising campaign implemented and web site
developed from results of exhibitor and attendee research. Program
enhancements implemented to make the show more appealing to attendees.
Results:
A 10 percent increase in booth sales and a 25 percent increase in exhibit
revenue. A 25 percent increase in attendance and a 300 percent increase in
registration revenue.
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