Skills: Demand Generation

Demand Generation: ScanAlert (trade show marketing best practices)

It’s summer 2007

At World’s End, the third installment of the Pirates of the Caribbean movie franchise, is huge. What better way to get the attention of tired trade show attendees than with a Johnny Depp/Captain Jack Sparrow-themed lead generation promotion!

The lead generation promotion I conceived and organized and managed was a huge success for ScanAlert, our channel partners that participated, and the almost 30 Internet Retailer conference attendees who completed our “Treasure Hunt,” and returned home with gift cards and prizes sourced from HACKER SAFE-certified websites.

It generated more than 500 in-booth sales conversations during 2.5 days for a net outlay of approx. $1,400. Exhibitor Magazine thought so highly of it that Editor Janet Van Vleet wrote about it in the form of a case study on trade show marketing best practices. In her case study, you can find all of the details on the inspiration, the planning, the budgeting, the implementation and the ROI.

1. The Johnny Depp standee remained in our marketing storage room until McAfee’s acquisition of ScanAlert in 2008. Sadly, I don’t know what became of him.

2. I want to give a shout-out to ScanAlert enterprise sales rep Shannon Carter, who helped me with the logistics. It isn’t easy to find realistic treasure chests in Northern California but she managed.