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.
Dallas-based Stephen Arnold Music (the client) describes itself as “The World Leader in Sonic Branding,” as well as the “most-heard, least-known composers in America.” While you may not be familiar with the client, you’ve most certainly heard the original music they have created for broadcasting industry giants such as CNN, ESPN and Fox and even brands like UPS.
The client defines sonic branding as “the conditioned response a human has to sound.” This concept played a key role in a strategic marketing campaign The Trade Group developed to target creative directors, news directors and VP level executives at local, cable and national broadcast news stations.
The Trade Group’s strategic marketing team created a face-to-face marketing campaign that linked the client’s concept of sonic branding (the conditioned response a human has to a sound) to a very familiar icon – the fire alarm.
The campaign was targeted at selectively attracting buyers versus a typical campaign that attracts visitors. Special packages were sent with the intent to follow up in a few days (this process occurred one week before the show) to schedule meetings.
Here’s how the client’s fire alarm trade show campaign worked:
- Since we anticipated a strong response rate, 20 prospects were shipped a special package in order to meet the goal of drawing 10 A-level leads.
- The box included an introductory sheet explaining why it’s important to have a strong sonic brand.
- Upon removing the sheet, the prospect found a fire alarm mounted to a laminated board with the copy inscribed on the glass: “In case of a drop in ratings break glass.”
- The fire alarm and copy supported the client’s sonic branding concept and reinforced the sense of urgency the news stations should place on having a strong sonic brand.
- Inside the fire alarm was a pair of premium headphones, plugged into a mock foam Apple iPod Touch (which was named a Sonic Branding Sampling Device).
- The copy on the inside card instructed the target prospect to visit the Stephen Arnold Music trade show exhibit at RTNDA to receive a free Sonic Branding Sampling Device.
- 25 iPods inscribed with the client’s logo were ordered and ready for distribution to target prospects at the show.
Before the client had a chance to make follow-up calls, they received several calls from recipients saying that “it was the coolest thing I have ever gotten in the mail!” The campaign definitely generated much excitement.
A total of 18 of the 20 target prospects came to the event to receive their iPods. Fifteen of those who received the iPod were considered A leads after having meaningful conversations on the trade show floor.
The client also received a personal phone call from the president of the nation’s largest cable news station commending them on the campaign.
The president of a broadcasting company invited the client to make a presentation on sonic branding to a conglomerate of 29 local news stations, which had the potential of 29 A-level leads.
What the client had to say:
Following the show, Stephen Arnold (CEO Stephen Arnold music) wrote: “I want to say how blown away we were by the Fire Alarm Campaign you developed for us. It was incredible. We’ve worked with Dallas’ top ad agencies: Moroch-Leo Burnett, McCann-Erickson and currently with The Richards Group, but your creativity and ideas went above and beyond them all.”
“Kudos to you and your team for taking conventional marketing to a higher level. It’s refreshing to work with such an innovative and service oriented company.”