When Source1 Purchasing, a leading national purchasing services organization for the lodging, leisure, restaurant and gaming industries, decided to implement technology and social media as a means to drive tradeshow engagement and maximize effectiveness, they did it like they do everything, by providing partner benefits to customers, without complex messaging.
Recently the Source1 technology and marketing teams worked together to develop an integrated plan leveraging technology to increase traffic, engage booth visitors and facilitate lead follow-up. Engagement occurred in various ways at multiple stages of the sales cycle, from pre-show registration to drive booth traffic, to on the ground show management, to post-show lead management and brand building through Social Media shares and promotion.
In a series of targeted, pre-show email blasts attendees were invited to stop by the Source1 booth to collect a complimentary pair of sunglasses, and see “Savings so Bright They Have to Wear Shades.” Once at the booth, customers used a proprietary tool, to access a Source1 database and were then asked to update all enrollment information. This system assured that leads would not fall away after the show due to inaccurate contact information.
After updating their information, they were welcome to participate in a Source1-sponsored contest on social media. Each booth visitor had the chance to take a “selfie” with the Pillsbury Doughboy (Pillsbury is a strategic partner for Source1) and post it to Social Media. The customer with the most likes and shares of their photo won the contest and received the picture in a Hawaiian frame, a custom jib jab video, and a Starbucks gift card. The prizes were themed to correspond with the trade show, which took place in Hawaii.
“Engaging customers in a way that is entertaining while being useful to them and their businesses is win-win, and we immediately saw increased engagement,” said Marcy Larson, Vice President of Marketing for Source1 Purchasing. “We accomplished this in a way that is emblematic of the way we typically do business, with creativity, smarts, and ultimately success.” Source1 Purchasing closed significant business at the show and now have a multitude of engaged leads for their sales team to follow-up on.
Since Source1 was founded nearly 20 years ago, the company has grown to become a leading, national supply chain performance management company in the hospitality and lodging industries. Source1 uses purchasing analytics to provide valuable insights to its purchasing partners, allowing them to purchase in ways that save money and accelerate profit margins. The company’s operator-centric approach, years of experience, and $7 billion in purchasing power, enables operators to enhance the guest experience and build profitability.
To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/source1-purchasing-uses-technology-social-media-to-drive-tradeshow-success-300172262.html
To view the orginal Market Watch PR News, visit:http://www.marketwatch.com/story/source1-purchasing-uses-technology-social-media-to-drive-tradeshow-success-2015-11-04