Marketing stories worth reading 1

We learned from some failures. I was retained by a client to send an emailing to about 2,300 names gathered from a trade show event. The campaign was a disaster. I had requested daily uploads of the prospect list (so our first email in a series of 6 emails would be waiting for people when they got back from the show). However, the client did not get me the list until a week AFTER the event. In addition, an  overwhelming majority of the names had little, if any, contact with anyone at the booth. No memorable impression will not help other efforts! I scrambled to tweak the entire campaign, adding a sweepstakes for a flat panel monitor and giving away a few other cool prices and free trials. The campaign as a whole pulled only a 1.67% click through with a peak of 3.2% on our second mailing. Oh, and total conversions… ZERO!

Allan Sabo, Marketing Strategist, ALTI Business Upgrade Consulting,
www.alticonsulting.com