Xerox Snackinar Case Study
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Situation
Xerox Corporation wanted to rise above the clutter of the busy exhibitor floor of Graph Expo, the premier print industry trade show. There was only one problem: every other exhibitor had the same idea. Most relied on the tried and true to stand out. They used pre-event e-mails, flashy postcards and perhaps even personalized phone messages. OK, but ordinary. So how could Xerox truly rise above the crowd and to demonstrate its unique competitive advantages?
Solution:
Xerox turned to Roger Gimbel & Associates, Global Document Solutions, and Roberts Communications, relationship marketing specialists to quickly implement a memorable campaign to generate qualified leads in the Xerox booth. Xerox launched Snackinar, a one-to-one seminar on the floor of the trade show, using a multi-channel communications campaign. Here’s how it worked: Targeted attendees received a high-quality personalized postcard inviting them to schedule an appointment, and pre-order their own special snacks for the appointment. Attendees were sent to a personalized web site (PURL) listed on the mailing, where they scheduled their seminar, and ordered their candy, chips and cookies. After making their selection, they saw their selections sittings in the collection bin of a virtual “vending machine.” Their appointment time and snack selections were immediately confirmed by web page, e-mail and a reminder postcard was mailed 1 week before the show. Later, at the precise moment of their appointment, their personalized snack selections were awaiting them, sitting in a bag imprinted with their personalized label to enjoy during their own seminar. It was a demonstration of the power of VDP and multi-channel marketing at its best. Perhaps best of all, the campaign with 30 snack options and thousands of personalized permutations was delivered, from conception to execution, in just three weeks!
Results:
This was Xerox’s first this multi-channel campaign and the results were outstanding. Invitations were mailed to 4000 recipients, 35% responded by visiting the website, and of those 10.7% converted to 150 attendees that received their personalized snack pack and attended a Snackinar seminar at the show. Xerox was thrilled to have confirmed appointments with 150 qualified leads and a campaign that was memorable and delivered ROI.