In February 2011, Greenfield Services was approached by organizers of IMEX America to support their attendance marketing campaign. We drew from our extensive database to identify 13,500 meeting and event planners that fit IMEX rigorous hosted buyer criteria. The Greenfield list used was distinctly separate from the existing list maintained by IMEX.
This collaborative effort produced a compaign comprised of seven informative emails, as well as one postal mailing. Greenfield Business Development Specialists took the marketing effort one-step further by placing phone calls to a select group of contacts after each email, to further support the key messages and encourage qualified planners to register for this groundbreaking event.
According to a press release from IMEX America:
The inaugural event was considered “A breath of fresh air”.
Feedback from over 2,000 hosted buyers, 1,700 attendees and 2,000 exhibitors who attended demonstrates that it lived up to its promise to reinvigorate business with a successful collaborative model. The tradeshow received a widespread positive reaction, with a high-volume of pre-scheduled appointments (30,000 total appointments made), with many additional “walk-up” business meetings as well. Nearly 53% of the hosted buyers had a budget that exceeded $1 million!
To read more from the press release, click here.
Says Doreen Ashton Wagner, Chief Strategist at Greenfield Services, “We were thrilled to be approached by IMEX to be a part of this groundbreaking event with our Attendance Promotion & Email Marketing services. IMEX America generated a lot of positive feedback (both before and after the tradeshow) – and it was great to be involved with it in its first year. We look forward to strategically partnering with them again!”
