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- Title
Garver Engineers Success with Integrated Trade Show Marketing.
- Abstract
The article presents a case study on the success of the integrated trade show marketing of engineering firm Garver. Topics discussed include the implementation of integrated cross-media promotion by Garver during its 2012 trade show with marketing service provider CustomXM, the personalized campaign architecture through e-mails and postcards, and the practices learned during the campaign including use of personalized micro-sites, multiple response mechanism, and lead qualification.
- Subjects
MARKETING strategy; GARVER LLC; TRADE shows; CUSTOMXM (Company); WEB personalization
- Publication
Seybold Report: Analyzing Publishing Technologies, 2014, Vol 14, Issue 3, p2
- ISSN
1533-9211
- Publication type
Case Study