Low-Cost Strategy Yields High ROI

Problem

Growing ophthalmology company had big goals for a tradeshow, but as an up-and-coming organization, had minimal budget for achieving them. This meant a small team and booth—issues amplified by poor show floor placement at the back of the exhibit hall, due to being a new exhibiting sponsor to the substantial congress.

Solution

Understanding the client’s challenges (including their modest budget for pre-show marketing), we collaborated with them on what turned out to be a low-cost, high-return strategy: a mass email to the show’s attendee list emphasizing a “scarcity” of appointment slots.

Results

Many attendees locked in appointments, resulting in a steady stream of traffic. Knowing when visitors would arrive also allowed the client to staff the booth effectively with minimal resources.