Email marketing builds a successful trade fair
ERT Conservation (www.ert-conservation.co.uk) is a well-respected company in the field of ecological research and training whose clients include Bath University, the Durrell Wildlife Conservation Trust, the Saudi Wildlife Authority, and Wessex Water in the UK. As part of its contribution to tackling the urgent issues facing the natural world, ERT Conservation organised the world’s first Spatial Ecology and Conservation Conference. Nearly 250 ecologists and scientists from as far afield as Australia, Venezuela and Finland converged on the University of Birmingham in England.
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The Context
Spatial Ecology studies the distribution and movements of wildlife populations out in the wild. Scientists working in this field require specialist equipment and resources, and the conference was the perfect opportunity to bring together delegates needing such products with the companies providing them. Green Spark’s task was to organise a trade exhibition as an integral part of the conference. As the whole event was the first of its kind in the world with no track record, added to a very short timescale, organising the trade fair was certainly a challenge. Nothing existed other than the idea, so the whole trade fair had to be organised from scratch. |
Green Spark...
developed an effective PR campaign consisting of no-waffle cold calling and a carefully crafted email marketing campaign. Discussion with target companies revealed a lack of knowledge about the spatial ecology sector and the potential business it offers. The marketing campaign had to, therefore, raise its profile as a first step. Interviews with scientists (sometimes whilst they were working out on the plains of South Africa!) unearthed stories linking their work to the companies’ products. The first tranche of emails was based around these stories to convince companies that ecologists were ‘warm’ customers. We also created the exhibition and sponsorship packages, handled all the practical arrangements for the trade fair, ensured exhibitors had what they needed during the conference, and mingled with delegates to informally research what they needed from a trade fair. |
The Result
The trade fair was successfully attended by many companies keen to make contact with the delegates. The organisation and results impressed ERT Conservation so much that Green Spark was asked to organise the fair at the 2nd Spatial Ecology and Conservation Conference. The sponsorship packages we created persuaded one of the companies not only to be an exhibitor, but also become the conference’s main sponsor. They gained maximum exposure with a lot of potential customers, and delegates benefited by hearing top name speakers who could be flown in thanks to the sponsorship money obtained.
The trade fair was successfully attended by many companies keen to make contact with the delegates. The organisation and results impressed ERT Conservation so much that Green Spark was asked to organise the fair at the 2nd Spatial Ecology and Conservation Conference. The sponsorship packages we created persuaded one of the companies not only to be an exhibitor, but also become the conference’s main sponsor. They gained maximum exposure with a lot of potential customers, and delegates benefited by hearing top name speakers who could be flown in thanks to the sponsorship money obtained.
Why not give us a call?
To find out how we can help you to achieve your goals and contribute towards making a greener world, contact us for a free, no obligation 15-minute chat on the 'phone. Ring us on 07894-663436 or email [email protected] with a time when it's convenient for us to call you.
To find out how we can help you to achieve your goals and contribute towards making a greener world, contact us for a free, no obligation 15-minute chat on the 'phone. Ring us on 07894-663436 or email [email protected] with a time when it's convenient for us to call you.