Macromark's "Wear to Win" promo lit up DMA06
The results are in from boutique list company Macromark's "Wear it to Win" promotion at DMA06.
The company used e-mail, direct mail, print ads, prize giveaways and word of mouth to generate awareness from brokers and mailers within the list industry and drive visitors to its booth. Macromark Glowing Pendants were sent to attendees prior to the show and those spotted wearing them were awarded a prize.
"The strategy was to advertise though different channels and run an exciting, innovative contest to drive traffic to our booth and to create awareness for our company," said Dave Klein, president/CEO of Macromark, Brewster, NY.
The company's 25,000-e-mail campaign with the DM News' Hot List got a 40 percent open rate. Macromark followed up with a print ad in DM News and Direct to increase booth traffic and gave away an additional 1,300 pendants at its booth.
"The print campaigns gave last-minute booth traffic and awareness," Mr. Klein said. "It also lent credibility to the promotion and recall of the e-mail campaigns."
In total, 50 prizes were awarded. Next year, the company plans on doubling the advertising and the number of prizes.
Macromark handed out four 30GB iPods with Video , three $100 bills, eight Custom Macromark Poker Sets, 20 MP3 Players with 1GB and AM/FM, and 15 $25 American Express Gift Cheques.
"The purpose of having prizes was to make the contest more exciting with better chances of winning and to appeal to a larger audience," Mr. Klein said.
The e-mail campaign allowed Macromark to reach between 15,000 to 25,000 unique individuals and hand out more than 1,000 necklaces, a clear cord with the company logo etched in it. A button activates red or blue lights throughout the cord.
"We could have given out more pendants if we were prepared for the overwhelming response," Mr. Klein said. "Sending out the pendants before the show helped to create the initial buzz.
The company said that the message that it was trying to relay through this campaign is that it takes unique approaches to marketing through innovation and information.
"We chose DMA06 because it is the biggest show of the year for list companies," Mr. Klein said. "We see more of our clients at this show than any other."