PPB March 2018

Top Promotions of 2017 | FEATURE Regional Association | Michigan Promotional Professionals Association (MiPPA) Type Of Client Regional association Target Audience 803 distributors, 100 suppliers, immeasurable end users Other Media Used Web, email, direct mail Primary Objectives • Elevate MiPPA's value to the membership • Increase distributor membership • Increase distributor membership engagement • Promote the industry to end users • Provide marketing venue for distributors • Business building and relationship building for suppliers Total cost (including promotional products, media, printing, packaging, etc.) $12,000 Strategy And Execution This event took place at Frederik Meijer Gardens and Sculpture Park, one of the premier botanical gardens and sculpture parks in the world. MiPPA played off the garden theme by using spring colors and flowers in the logo and title, “Ideas In Bloom.” The participants had the opportunity to tour the gardens, creating uniqueness for the event, which directly translated to marketing currency for the distributors. Save the Date postcards were mailed at the end of March, followed by a dimensional mailer containing an invitation and a $1 million dollar bill sent in April. Distributors were directed to log in to the MiPPA website to register. The registration system was tied directly to SAGE software, where everything was managed and maintained. Finally, multiple e-blasts were sent with event details, reminders and a link back to registration. Results The show saw a 67 percent increase in overall attendance and 85 percent attendance rate among registrants; MiPPA welcomed six new members to the association and more than 100 suppliers to the show. Distributor | Pica Marketing Group Type Of Client Plumbing parts manufacturer Target Audience 2,500 participants among 60,000 trade show attendees who work in heating, ventilation, air conditioning and refrigeration jobs Other Media Used Email, direct mail, advertising directly with the trade show Primary Objective To increase booth traffic by 20 percent and demonstrate the product, and to convert 10 percent of booth leads to post-show sales meetings Total Cost (including promotional products, media, printing, packaging, etc.) $40,083 Strategy And Execution This trade show is geared toward high- level HVAC-R professionals, so the messaging was crafted to be succinct and consistent with its global branding. The client’s product was the premier plumbing solution, so high-end pieces were used for redemption at the booth. Three weeks prior to the trade show, the first e-blast was sent to 2,500 participants identified as decision makers and saw a 41.9 percent open rate (the industry average is 17.2 percent). Two weeks before the show, a trifold direct mail piece was sent with product education/benefits as well as an invitation to stop by the booth and bring the included pen for a product demonstration, gift and chance to win. One week before the event, a final reminder e-blast was sent and produced a 40.1 percent open rate, which was a 35 percent increase from the previous year. In exchange for watching a demonstration at the booth, the participant received a Yeti tumbler, which was chosen for its on-trend brand and perceived value. Results The goal to increase booth traffic by 20 percent over 2016 was exceeded; traffic increased 45 percent. Conversion of leads to sales meetings rose to 24 percent and resulted in 30 RFPs. Trade Show/Exhibit Traffic Programs Trade Show/Exhibit Traffic Programs | MARCH 2018 | 51