How Snail Mail Beats Email; Winning Best Booth at Shows

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MarketingtoWebMarketers from MarketingSherpa.com
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Feb 12, 2001 - Vol. II, Issue 4
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1) NEWS: SparkLIST's Blitzkrieg, Reaching Webmasters

2) CASE STUDY: How AnswerLogic Won Best of Show for Their eCRM
Conference Booth

3) More MarketingSherpa.com headlines

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NEWS
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* Why SparkLIST Markets via Snail Mail Instead of Email

Every five days since last November, SparkLIST has mailed
another printed postcard to marketers and list owners on its
prospect list. Why would one of the world's leading email
list hosting companies blitzkrieg America's marketers with
snail mail?

VP Marketing Kurt Zempel explains, "Because we're in the email
business, we have to be particularly sensitive to spam. It
seems to be the norm that direct mail is ok for unsolicited
correspondence. Also, it gives us the opportunity to have
more impressions. Can you imagine if we sent this series
though email? By the second or third time prospects would be
screaming their heads off to get off the list!"

So far the campaign, featuring a series of seven different
educational and salesy postcards, has been successful enough
that Zempel plans to continue it in the future.

http://www.sparklist.com

* New Partnership and Barter Opportunities to Reach Webmasters

Trying to reach Webmasters without spending zillions on
marketing? Two new opportunities are open to companies that
already have significant Webmaster lists:

1) Everyone.net: More than half a million Webmasters and
small ebusiness owners visit Everyone.net every month making
it a Media Metrix Top 100 Site. The site is interested in
doing banner swaps or exchanging newsletter ads with sites
targeting a similar audience. Its eBiz Update HTML newsletter
goes to 300,000 opt-in readers and its Affiliate News eletter
goes to 20,000. To arrange swaps, contact Internet Marketing
Manager, Nathalie Wiechers at 408.519.8299 or email
nwiechers@everyone.net

2) Multicity.com: Nearly 500,000 Webmasters visit
Multicity.com a month, generating 50 million ad impressions
with an average click through of 1.05%. The site also
publishes newsletters to double opt-in lists. VP Marketing
Todd Tweedy says, "Interested in a barter deal? Great.
Partnerships? Even better." Contact him at 703.790.0063 x223
or email ttweedy@multicitycorp.com


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CASE STUDY: How AnswerLogic Won Best of Show for Their eCRM
Conference Booth
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CHALLENGE
Last Fall, new eCRM company AnswerLogic decided to
launch their online customer interaction software at the
CRM/Support Services Expo. The Company needed to drive
qualified leads to their booth; and, to make the most of them
once they got there. Matt Arozian, VP Creative Services for
AnswerLogic's agency, ENC Marketing, says, "AnswerLogic's
20x30 booth was up against companies who had 50x50 booths
further in the front."

CAMPAIGN
AnswerLogic launched its booth traffic-generation
drive with a classic pre-show mailer. Arozian says, "We sent
a postcard via first class mail about two weeks before the
show. It read 'Don't gamble with your customer relationship.
Learn how you can make the Web your first line of customer
care at the CRM/Support Services Expo.'" The booth number was
mentioned in three places.

Next Arozian's team blanketed the show itself with invitations
to visit the booth, including a full-page ad in the printed
show directory, a seven-foot sign in the registration area and
a hotel room drop whereby plastic bags containing invitations
were hung on selected attendees' door handles.

Plus, AnswerLogic gave all booth visitors a special blinking
badge to wear on the show floor -- and cleverly promised
attendees that roving prize spotters would be looking for
people wearing the badges on the show floor to give gifts to.
Arozian says, "We didn't have the advance time to do it, but
it would be great to do this in the future with different
colored lights to indicate hot and cold leads."

The booth itself was designed to look like a casino. Arozian
says, "Our challenge was to explain to attendees what the
product is, why it's different and how they could use it. To
do that you really need to get someone in front of a computer
so they can see it in action." So, ENC created an
entertaining casino game that was itself an ongoing product
demonstration.

Joy Sandler ENC's Senior Account Manager (who worked until 2am
the day before the show getting the booth ready) explains,
"Players were given chips to bet on what the answer would be
for a topical question about eCRM. Then the MC said, 'OK,
let's ask AnswerLogic!' and the answer would come up on a
giant screen mounted at a focal point in the booth. Winners
could cash in chips to get prizes."

After the show, AnswerLogic's internal sales team carefully
followed up with everyone who'd visited the booth. Arozian
says, "They didn't make the classic mistake of generating lots
of leads and then never doing anything about it."

RESULTS
Sandler says, "The booth was definitely the show's
big bang -- the show stopper. Everyone on the floor kept on
coming up to say 'You have the best event here.' It really
had a huge impact."

Arozian says, "If you can get somebody imagining themselves in
their minds using your product, it's a short step from there
to getting them to actually purchase it. I don't think a
lecture or a brochure with bullet points will ever stack up
against getting them involved in a fun, relevant interaction
with it."

ENC's traffic generation tactics certainly worked, the booth
was full to capacity at every single game session. And by the
time the show was over AnswerLogic had 484 new warm or hot
leads to follow up on -- a total of 6.9% of show attendees.

http://www.answerlogic.com
http://www.encmarketing.com

==================================
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