Surf Expo Text Messaging Case Study:

Club Texting - Case Study
Surf Expo

Objectives:
DMG World Media is an international exhibition and publishing company that produces more than 300 market-leading trade exhibitions, consumer shows and fairs, including the ever-popular Surf Expo.

When Surf Expo decided it was time to raise the bar for communication with Expo attendees and exhibitors, they turned to Club Texting for a high-powered messaging solution.

Roy Turner, Client Relations Director for Surf Expo, worked with Club Texting to create an effective, cost-efficient communication program to offer their 16,000+ attendees and 1,000 exhibitors.

Solution:
To segment these groups, he chose to create two separate keywords: SURF EXPO for their attendees, and SURF for their exhibitors and industry contacts.

To obtain subscribers, an online website announcement was added a week before the Expo began:

During the event, exhibitors and attendees were given the opportunity to signup via:

On-site signage

Computer kiosks

HTML Email blast promotions

Daily newsletter

Print materials

Surf Expo pre-scheduled hourly update messages to be sent to attendees notifying them of “special events, autograph signings, special appearances, and more.” Some examples include:

Surf Expo Friday 10:00 - 11:00 Events :: Seminar Maximizing Profits Room s210a 10:00am ::Monster Wakeboard Rail Jam outside wake section.

Surf Expo - Friday:: enter to win an all-inclusive trip to Indy 500 or Brickyard 400 @ Lake Trash, wake booth #142!

Surf Expo Friday 12:00 - 1:00 Events:Enter to win an itBike now at Registration! Bike on the water ::Wakeboard Rail Jam

For their exhibitors, Surf Expo began sending messages one day prior to the start of the show. These included important reminders and information about deadlines. Ex: “Surf Expo Staff: $50 charge per badge for all badge changes after 7:00pm.”

The Expo ran from September 14-16. For other highlights and event information, visit www.SurfExpo.com.

Outcome:
Using the Club Texting system, Surf Expo reached their goals of “doing more to enhance your trade show experience.” In addition to this, their exhibitors now have the opportunity to work through Surf Expo to reach this valuable attendee subscriber base with special offers in the future, and quite possibly even adopt a texting service for their own retail stores.

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