liveBooks, a website building platform catering to professional photographers, had recently purchased print-on-demand company Pinhole Pro and Fotomoto, which enables photographers to sell photos on their own website without sending customers elsewhere. Having a combined booth presence at WPPI, the premier industry event for professional wedding and portrait photographers, would be an excellent way to generate new leads and extend brand reach.
As marketing director, I organized a comprehensive lead generation strategy around the event that began with designing a 20 ft. x 20 ft. booth that included three separate stations, each of which would be staffed by liveBooks, Inc. personnel and include Pinhole Pro product samples, company tri-fold brochures, and iMacs loaded with liveBooks websites and Fotomoto ecommerce for demonstration purposes.
I rolled up my sleeves and handled all travel to and from the event for six employees, as well as their lodging at the MGM Grand. I also managed the install and dismantle of the booth, as well as the onsite services – e.g. electrical, Internet, audio visual, etc.
The booth itself included a 50″ monitor where liveBooks, Inc. ambassadors delivered live presentations every couple of hours to drive booth traffic. To tip attendees off ahead of time I designed placed four large speaker signs at each corner of the booth that had each day’s lineup of speakers. We also had bags designed, which were an instant hit, and another positive source for driving booth traffic and brand recognition throughout the event.
Finally, my team used three mobile lead retrieval devices to scan badges, awarding each a discount on liveBooks, Pinhole Pro, and Fotomoto products, which we sent to them via email the day after the event ended.
The results were outstanding, with over 1,400 combined leads, which resulted in 250 new website account subscriptions at an annual average of $300. In addition, Pinhole Pro sales directly attributed to the WPPI promo code totaled $46K. In short, liveBooks, Inc. saw nearly a 5x ROI within the first six weeks following the show.