Find over 500 other case studies on digital print applications.

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1 1 Find over 500 other case studies on digital print applications at. 2012, Caslon, a PODi Affiliate. Terms of Use: PODi members can distribute the case study in hard copy form or may post up to two case studies on their Web site as long as PODi is attributed as the source and a link to is provided. Mass distribution or other usage is restricted as defined in the Terms of Use on

2 2 PDQ Printing Drives Tradeshow Traffic with Cross Media Marketing Project: Vertical Market: Business Application: PDQ Printing Drives Tradeshow Traffic with Cross Media Marketing Printing Services Direct Marketing/Traffic Generation/Lead Generation Business Objectives The tradeshow industry is a key vertical market for PDQ Printing of Las Vegas. The company helps many vendors with their print needs including booth displays, presentation packets and collateral. To increase market share and demonstrate PDQ s resources the company obtained booth space at the Exhibitor 2011 tradeshow at the Mandalay Bay Resort and Casino. The Exhibitor 2011 conference serves the needs of tradeshow managers and corporate event planners. PDQ developed a direct marketing campaign that would: Increase awareness of PDQ Printing and present a viable alternative to prospects current providers Identify and qualify key prospects and obtain valuable information that could be used to make future communications more relevant Implement six delivery components of a targeted message Personalized URL, Response URL, QR codes, variable data digital print, direct mail and Drive foot traffic to PDQ s booth Rebrand PDQ as a provider of communication solutions and not just another ink on paper print provider Results PDQ s cross media campaign targeted 1309 attendees and exhibitors. 14.2% visit rate recipient visited their Personalized URL and registered for an ipad drawing 66% of site visitors volunteered their address 42% of those that volunteered an address went on to complete the survey 8 appointments were set to take place during the show including one with a Fortune 50 company

3 3 Campaign Architecture PDQ purchased an attendee and exhibitor mail list from Exhibitor 2011 and sent a personalized four panel, roll-folded self-mailer offering an opportunity to win an ipad. To enter, the recipient had to sign onto their Personalized URL and navigate through the landing pages. A QR code linking them to their Personalized URL was provided as well. Invitation exterior - mailing panel and reverse Invitation Interior Invitation insert The initial landing page presented a welcome message with simple instructions: Verify your contact information, complete a survey and then you are entered into the drawing. It was not mandatory for the prospect to go through all the pages in order to qualify for the giveaway. The second page of the microsite was a pre-populated contact page leaving only the address field empty. The third page contained a brief survey designed to gain insight into the prospect s key needs. The final question of the survey was would you like to schedule a meeting with a PDQ representative while attending the show? The final page, which was dynamic directed based on the visitor s response to the meeting request question, offered a thank you message and a reminder to visit PDQ s booth.

4 4 PDQ Printing Drives Tradeshow Traffic with Cross Media Marketing For individuals who completed the survey a four page variable data brochure was available at the booth for pickup. The brochure included the answers given by the individual and compared them to that of the average survey results. An reminder was sent just prior to the start of the show. Target Audience and Messaging Exhibitor 2011 is a gathering of the Convention and Tradeshow industry s top planners, exhibit designers and builders as well as various service providers. Exhibitor 2011 also offers classes to obtain a Certified Trade Show Planner (CTSM) status. To connect with this hard to impress audience PDQ needed a message that would resonate specifically with this group. The invite and brochure focused on the experience of PDQ, particularly with serving the tradeshow market, and the services they provide. Personalized brochure available for pick-up at Expo Offer To encourage recipients to visit their Personalized URL and complete the online survey they were offered a chance to win an ipad. List An attendee and exhibitor list was purchased from Exhibitor addresses were not included.

5 5 Creative and Outbound Pieces The creative utilized simplistic and clear cut design elements. There was plenty of negative space so that the recipient could easily and quickly understand the message as well as the directions. The Exhibitor 2011 brand was paired with that of PDQ s with the intention of creating familiarity and credibility. This style remained consistent throughout the entire campaign including the brochures, microsite and booth layout. For the design of the personalized landing page PDQ utilized many of the strategies they learned from presenters during the PODi AppForum 2011 conference including: Positioning images positioning above the fold or the area of the screen that the user initially views without scrolling Submit button color choice Pop-up copy behind images Placement of privacy statements Reasons for Success Personalized landing page This was the first time that PDQ had a booth at Exhibitor 2011 and they learned a lot from the experience. From the online survey PDQ learned what was most important to trade show managers in selecting a print service provider. These key points will be used in the development of future marketing to this audience. Best practices learned from this campaign are: Market with a purpose. Times have changed. Technologies have changed. Marketing campaigns have changed too. The shotgun approach is no longer the most effective way to market. Defining your prospect s needs and creating individual targeted strategies will increase your close rate by leaps and bounds. PDQ wrote business from its first new client four days after the close of the show.

6 6 PDQ Printing Drives Tradeshow Traffic with Cross Media Marketing Qualify your leads. Much time can be wasted by a sales force chasing bad leads who have no intention or desire to purchase your service or product. By allowing the prospect to choose whether or not to complete the survey and enter an address PDQ was able to qualify their leads. Prospects who completed the survey told PDQ exactly what they were interested in. The sales force may now spend their time on revenue generating tasks. Keep educating yourself. The Director of Business Development for PDQ, Chris Giddings, noted the importance of improving sales and bu siness skills through exposure to new ideas and industry resources. As a compan y we hadn t explored the power of self-promotion. When we undertook this campaign, one of the more important components in its success was the implementation of information I had gathered through PODi AppForum sessions and the Caslon/ PODi Knowledge Base and case studies. Client Print Provider Hardware Software Finishing Target Audience Self-promotion PDQ Printing of Las Vegas Established in 1981, PDQ Printing of Las Vegas is a full service commercial print and mail facility utilizing offset and digital presses. PDQ also offers wide and grand format, screen print, apparel and promotional products, and a full suite of cross channel marketing solutions including Purl, Rurl, variable data, QR codes, and direct mail. Ricoh C 901 with Fiery RIP Composition engine: XMPie 40 Polar cutter, Horizon AFC-546AKT Folder, Roll em Model TR folder with Microglue 228 fugutive glue unit Corporate tradeshow managers and event planners Distribution Over 1,300 Date February March 2011