Attracting Buyers Instead of a Crowd Drove Strategy
The client initially planned on raffling a Harley-Davidson motorcycle and felt confident this approach would attract a crowd, but there was no guarantee it would draw the actual buyers and decision makers to their trade show booth. They were very appreciative when we devised a measurable marketing strategy that would attract decision makers instead of visitors.
The goals for the project:
- Draw 10 A-level leads to the booth.*
- Hold one customer lunch appointment daily.
- Have dinner meetings with two prospects during the event.
Irving, TX-based Azteca Milling, L.P.TM (Azteca) is the largest producer of corn masa our in the United States. Azteca supplies its masa our to manufacturers of traditional food products, such as tortillas, taco and tostada shells, tortilla chips, corn chips, tamales, pupusas and atoles, as well as non-traditional applications in the bakery and snack industries.
For the Food Institute Show, Azteca wanted to target heavy hitters in the food industry could potentially use one of Azteca’s masa ours in their products. So they reached out to The Trade Group’s strategic marketing team for guidance.
High-Level Prospect Strategy
We designed an Azteca-branded box and marketing materials
that were sent to the top 30 high-level prospects. Inside the box, high-level prospects found:
- Printed marketing piece that featured the message: “Give us your ear, and we’ll give you something for yours.”
- Fake ear of corn with a disposable pre-paid phone tucked inside. The phone provided a direct line to Azteca’s National Sales Manager, so the prospect could set up an appointment to meet with Azteca at the show.
- A special offer: The lure was a custom-branded iPod in an Azteca branded box, which the prospect would receive
- during the meeting.
Low-Level Prospect Strategy
We also designed an Azteca-branded box and marketing materials that were sent to 100 low-level prospects. Inside the box, low-level prospects found:
- Printed marketing piece that featured the message: “You may have already won an Apple iPod Touch!”
- Azteca-branded key chain with a key the prospect could bring to Azteca’s trade show booth to see if they won the prize.
- A special offer: The lure was a one in five chance to win an Apple iPod Touch.
Azteca’s trade show campaign exceeded both its 50 A-level leads and 10 high-level meeting goals at the show due to the lead generation strategy developed by The Trade Group’s strategic marketing team.
Following the event, Azteca’s Assistant Director of Marketing shared the following sentiments: