2Touch is a Customer Relationship Management and Fulfilment Company and had never exhibited before.
The company had a substantial budget for media advertising but were not able to measure how much business this had generated. The business also had an effective PR campaign.
2Touch needed new customers, and in consultation with The Exhibiting Agency, decided to try exhibiting for the first time. A number of exhibitions were identified and the Direct Marketing Show in October 2004 at Earls Court was selected.
An in-depth strategy workshop was held, from which the proposed objective was to optimise the company's presence at the show. A space of 18m² shell scheme, roughly between the Internet Cafe and VIP Lounge was selected.
A single main message was identified - customer satisfaction guaranteed - along with a strong and bright treatment of graphics. Also adopted was the process of incorporating a Spotter, a Hooker (a colourful character) and a Tracker to capture the data.
Results:
121 qualified leads were attracted to the stand. The clients profile was raised considerably - everyone was talking about the character. The budget allocated to the project was £35,000 and, on the basis of 2 key enquiries, the results anticipate a 40 times return on investment.
The Exhibiting Agency
www.exhibitingagency.co.uk
