epr developed this oversized postcard as part of a coordinated program for instrumentation manufacturer Fluid Imaging Technologies to entice qualified prospects at the Pittcon laboratory industry trade show to stop at the booth for a demo of the company’s FlowCAMR imaging particle analysis system. Previous attempts to get prospects to the booth using direct mail yielded lackluster numbers that caused management to consider dropping the show from its schedule.
epr’s approach integrated direct mail, email, Web advertising and email advertising, plus a mailer-specific landing page enabling prospects to register instantly online. Combining the credibility of a happy laboratory industry customer with content focusing on a valuable seminar, epr set the message in an attention-getting visual style that also coordinated with the official show organizer’s design style to help instill confidence in the merits of the seminar – plus a timely Kindle Fire drawing offered an extra incentive. The company’s staff scanned 143 badges and signed on for a similar program for the Institute of Food Technologists (IFT) trade show, which similarly effective results.