The Greater Philadelphia Historic Home Show Promotion

Description:

Two separate campaigns to promote our participation in the home show and to
introduce ourselves to area architects that have been on our ‘prospect’ list –
receiving our newsletters and other informational mailings.

Architect Campaign:

1. Wedding Invitation – 6 weeks out from show – inviting, promoting

our seminar and new book
2. Crown moulding – 4 weeks out from show – reinviting, promoting,
and introducing us more
3. Cookie Tube – 2 weeks out from show – reinviting, promoting, and
offering free tickets

Total Marketing Cost:

$342.00 plus cost of tickets redeemed

Result:

Out of the 23 architects ‘targeted’ – 5 responded and visited the booth. One
architect brought contacts/connections he thought we should make with a
promise of more.

ROI:

21.7% response rate

Homeowner Campaign:

1. ‘Press Release’ sent to “Circle of Influence” and “Prospect” Lists –

both of these lists receive regular communication from us –
promoting show participation, book, and seminar
2. E-mail invite with offer of free tickets, reinviting, and promotion
Total Marketing Cost:

$292.50 plus cost of tickets redeemed

Result:

11 homeowners responded for tickets. One was a homeowner we met with in

2010 regarding a $500,000 custom kitchen plus addition – we found out when
she stopped by the booth that she has not completed the project and is planning
on contacting us to begin project development within the year – I guess keeping
people we have met with on the Circle of Influence list can pay off.

We also had several previous clients stop by too (some of them didn’t even
request the free tickets) – two requested time on our schedule for this spring.

Booth Campaign:

1. Offered a free copy of our first book Preservation Primer: Volume

One to anyone that stopped as long as they gave us their contact
information.

Result:

Collected 66 attendees contact information some with notes to follow-up for a

more immediate project.

Follow-Up

 Handwritten thank you notes to everyone (we already knew) who stopped
at our booth – along with any information specifically requested
 A letter highlighting capabilities to attendees we collected information
from in return for a Primer – they will also be added to the Circle of
Influence list
 A Primer to the architects that did not respond to the offer with a note
about how we missed them

ROI: To be determined – the show was March 8, 9, and 10th