Garver is a multi-disciplined engineering, planning and environmental services firm. Garver utilizes exposure through industry trade shows targeting government, municipal, transportation and energy-related entities as a primary marketing channel. They wanted to improve trade show presence, increase awareness of the company’s services, drive traffic to the booth, social media outlets and hone in focus on qualified leads.
CustomXM developed a cross-media campaign utilizing email blasts and postcards personalized to each attendee. The communication encouraged recipients to follow Garver on social media outlets, and enter an iPad giveaway contest via a personalized website. Printed cards with a generic URL and QR Code were distributed at the show allowing attendees to register while visiting the Garver booth. Once in the website, they were asked to give general contact information, as well as potential interest in Garver’s engineering services, to which 28% of survey respondents indicated they did in fact have a need for the services.
“We are so excited to see that we have people who are in need of an engineer and are interested in knowing more about us, and we know that BEFORE the tradeshow. This is so awesome!” says Garver’s Kerrie Diaz
Overall, the campaigns drove a 29% response rate and increased traffic to their booth by 10 to 50% from the previous year. At one show, it was publicly announced that more attendees than ever before had stayed through to the end of the conference, credit was given to Garver’s iPad giveaway winner announcement.