To announce the launch of Alimak Hek’s new work platform and construction hoist products at the CONEXPO tradeshow, to drive traffic to Alimak Hek’s booth, and to gather market intelligence.
A three-wave direct mail campaign based on the “Ticket to Ride” theme. Each of the three mailings featured an oversized postcard die cut to resemble a carnival ride ticket. Mailers highlighted a piece of fully functioning equipment that would be on display at Alimak Hek’s booth and which visitors would be encouraged to ride. The mailings also contained a personalized URL that recipients could use to access a customized microsite. Once online, they completed a survey about their vertical access needs and were entered into a drawing for a Visa® gift card. At the show, the “Ticket to Ride” campaign graphics were carried over to the booth’s design and signage. Each booth visitor was given a “ticket” to be stamped after riding each of the three pieces of equipment on display. Holders of fully stamped tickets received an Alimak Hek gift package
The campaign drove qualified traffic to the microsite, where market data was collected via the interactive survey. Ticket to Ride-themed sales training energized show sales force. High volume of pre-qualified booth traffic resulted in sales leads. Entire stock of gift packages was distributed to qualified leads.