High-Tech Scientific Products Manufacturer
Data Capture: List of approximately 200 High-Potential Targets (Client Path Strangers, not actively aware of the company's offerings) is mailed via a two-card pre-show campaign that encourages a booth visit. At the show, data capture includes specific product interest, an assessment of high or medium interest, and a hand-written set of notes with enough specific detail to support mail merged personalization.
Follow-Up Strategy: Personal email and postcard to all high-potential booth visitors, both seeking to drive traffic to a show-specific web landing page. Hand-off to sales people at that point, with sales people empowered to do personal follow-up as appropriate.
Promotional Industry
Manufacturer
Data Capture: One-sheet form, stapled to badge-scan printout. "New Mets" (Acquaintances) are categorized HP, MP, LP for high, medium, and low potential. Notes are taken for high-potential "Mets" supporting mail merge follow-up by email.
Follow-Up Strategy: Initial email requests visit to landing page. Personal touch campaign to high-potential prospects includes two cards, two emails. Sales people follow-up via phone supported by cards/emails.