Finally, attendees were brought to the conference area where they had one-on-one strategic conversations with the decision makers from Hussmann who attended in each market; on several occasions, customers actually made decisions on the spot about purchase intent!
The very nature of the Hussmann Insight Experience roadshow tour meant that there were no wasted moments.
Every attendee over the course of the program (over 400 decision makers and influencers) was a member of the target audience and they came to the roadshow because they wanted to learn about the Insight product line.
This led to immediate conversion and purchases early in the tour and, ultimately, a return on investment that exceeded all expectations. This program worked because we activated directly in the customer parking lot; a place that attracted decision makers who may not attend trade shows.
These results were extremely well received throughout Hussmann’s sales and marketing teams.
”You guys do everything you say you’re going to do and then you do things we didn’t even know we needed. Your experience adds a lot of value. What a great partnership.Hussman