Dietze Enterprises, Inc.
INTEGRATED COMMUNICATIONS
Dietze Enterprises, Inc. provides lead retrieval
and access control services to trade show managers
and exhibitors, renting equipment to create badges
worn at trade shows. Using various technologies,
Dietze’s badge readers collect qualified
lead information as attendees visit exhibitor booths.
The
need
Dietze retained Hodge Schindler to help develop
and implement a public relations and marketing
plan for a new radio frequency identification-based
badge system (RFBadge); assist with an application
for an international technology competition for
trade show industry advances; and develop a new
company Web site to promote its products and
services. In addition to a tight, two-week deadline
for the international competition, Dietze also
needed to raise its profile among trade show
professionals. The company also needed a Web
site that would bring a more polished, professional
and technological look to support its high-tech
product line.
Our approach
Hodge Schindler researched and prepared a successful
application for the award (EIBTM Worldwide Technology
Watch) even before our agreement went into effect,
learning the company’s operations and gaining
valuable insight into its planned business directions.
We
also developed a database of publications and Web
sites reaching Dietze’s primary target
audience of trade show managers. Storylines about
the RFBadge were created and pitched to specific
editors and reporters, augmented by several news
releases designed to further familiarize the media
with the Dietze name and products. Hodge Schindler
also developed and distributed the company’s
first media kit.
Our strategy also included the
design, production and distribution of an electronic
postcard to launch the RFBadge concept to 8,500
tradeshow managers and meeting planners around
the globe.
Hodge Schindler began developing the
new Web site, www.leadretrieval.com, including
a site map, interactive features and a launch timeline.
We also created content, oversaw design and selected
the hosting service.
The outcomes
As a direct result of the initiatives, Dietze
and its full line of products received wide coverage
in various regional and national tradeshow industry
publications, including Illinois Meetings & Events,
Exhibit City News, Exhibitor Magazine, Meetings & Conventions,
and Trade Show Executive.
The e-postcard to announce
the launch and availability of RFBadge generated
a click-through rate of nearly 30 percent, and
numerous phone calls and e-mails to Dietze seeking
additional information.
Thanks to cleaner navigation and a more consistent
look, traffic on the new Web site increased steadily.
Dietze
Enterprises, Inc.'s profile within the trade show
media and among the company's target audience
is significantly higher as a result of the initiatives
launched as part of the integrated marketing plan.
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