“Booth! There It Is” is a white paper that was the centerpiece of a month-long internal content marketing campaign designed to increase sales in the event marketing segment. This concentrated effort was designed to keep this profitable opportunity top of mind with sales representatives.

 

From the white paper, additional pieces were designed educates representative and their clients about event marketing including blog posts flyers, newsletter articles, a webinar and a work book. The white paper itself was repurposed and made available to industry to generate leads to recruit new sales representative. Emails and press releases were sent to drive traffic to a landing page.

 

As a result of the internal campaign, the company saw an increase in sales in trade show signage and related promotional products. The external campaign resulted in a healthy spike in website traffic and several hundred downloads.