If you want to discover the world's most powerful system for maximizing the return on all the time and money you invest in trade shows, consider See Your Game Northwest®.
At the 2005 NACExpo there were 1,500 exhibitors with the latest in oil and gas technology. But only one company using a pioneering system to draw traffic and create one-on-one personal experiences with potential customers.
To experience trade show relationship building at its best, Baker Hughes Petrolite, the world leader in providing chemical, engineering and technology solutions to the global hydrocarbon and processing industry enlisted the services of See Your Game Northwest®, an incredibly innovative marketing system that was the centerpiece attraction within the Baker Hughes Petrolite exhibit.
See Your Game Northwest® drew the attention of thousands of visitors using the irresistible appeal of golf. Using their portable capture station, See Your Game Northwest® captured individual golf swings on digital video. After each swing participants were given their own personalized full color keepsake booklet, featuring their own golf swing in freeze frame action.
While other exhibitors gave visitors brochures filled with pictures of drill bits, compressors and down-hole tools. Baker Hughes Petrolite gave each visitor a booklet filled with pictures of himself, along with some pertinent information about their products and services.
After the show, what company will be remembered? The company that created a personal connection with the client. What handout will still be prominently displayed in offices throughout the oil patch? The handout that made the individual customer the star.
If the See Your Game Northwest® service had ended with just the booklet, Baker Hughes would have already achieved success. But it was really just the beginning.
See Your Game Northwest® helped Baker Hughes Petrolite build ongoing relationships with their trade show contacts.
While other exhibitors' "hot leads" sat forgotten in a storage box or on a dark portion of the hard drive, Baker Hughes Petrolite touched each of their trade show visitors personally, repeatedly and automatically.
Even before the first booth is set up, Baker Hughes Petrolite already has its follow up program planned and ready to execute. After the trade show, they used the See Your Game engine to send personal emails to each of the golf swing participants. Each email will contain a link to a special page on the Baker Hughes Petrolite website where the participant can see himself in action. The first email will feature more freeze frame swing action now compared to a famous PGA professional. The second email allowed them to view the full motion video of their golf swing and the ability to compare synchronized with a large selection of notable PGA pros.
The few exhibitors who did follow up with their contacts would have sent more pictures of the downhole tools. Baker Hughes Petrolite sent personal, relationship building messages that will create impressive measurable results that they can monitor in real time.
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- 218 participants
- 95.41% response rate
- 2177 participant views
- Highest view rate – 83
- Average views per person – 10
- 63 participants forwarded to 171 colleagues who did not
visit the exhibit or who did not attend NACExpo 2005
If the follow up campaign simply hits the average for a See Your Game program, Baker Hughes Petrolite will achieve an 80% response rate (most marketers are ecstatic if their programs hit 5%). Participants will come back to view their swing online an average of six times. 20% of the participants will forward their swing website links onto friends and colleagues.
Baker Hughes Petrolite made the momentary trade show visit live for months in the minds of their potential customers. They transformed one time contacts into warm ongoing relationships. Baker Hughes Petrolite received maximum return on their trade show investment. Want to find out how you can incorporate the See Your Game Northwest® system into your next trade show, golf tournament or special event?
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