Ready or not.

It’s a familiar conundrum; your product is expensive and the purchase needs authorization, but the salesperson doesn’t get to meet the real decision maker; that person is either truly too busy, or has a well-trained gatekeeper. Inviting prospects, together with current customers, to an emergency preparedness workshop that offered valuable and timely information was a perfect way to meet people face-to-face, and in addition, show off the impressive facilities and the complete range of power generation equipment and accessories.

 

The first component was a save-the-date email blast. We had a 28% open rate, a click rate of 23% to an online registration form, and an opt-out of .02%. The e-mail was sent 11:00 AM; by 1:20 PM two companies had signed up, without waiting for the actual invitation.

 

The day of the event, guests started showing up at 8:30 for a 10:00 o’clock event. We had 140 visitors representing companies in the entire Milton CAT territory. Some of them had driven three and even four hours to be there.

 

Concept, creative, design and copywriting by Inside Out Communications, Inc.