In our April 1 post about customer events at trade shows, we note a follow-up e-mail campaign that was used by Gilroy Foods & Flavors and ConAgra Mills to further engage prospects. Two e-mail blasts were developed: one sent to those who attended and one sent to those who were unable to attend. Each message directed the prospects to the event menu list with featured ingredients, a survey and a sample order form.
Utilizing a survey is a great way to gauge prospects’ expectations, identify how well the event was received and if anything could be improved upon. These shows have been a huge success year over year, and this kind of knowledge helps marketers enhance their communications. The exclusive sample offer accompanying the survey provides an added-value offering to the prospect who liked what they tasted at the event.