From ISE:
Overview: 25-35 electronic kiosks were located at the entrance(s) to each of the five International Sportsmen’s Expositions (ISE) from January 6 through March 18, 2012. Attendees progressing from the Box Office to the show entrance had to pass the kiosks, which were staffed and well-signed. Passersby were encouraged to use a ticket they received at the Box Office to enter to win gear or prizes. Prizes, awarded to someone at each show, ranged from $1000 in gift cards to The Sports Authority, to a combo $6,800 Alaskan trip and Moab family adventure.
Quantity: Nearly 26,000 entries were received during the 2012 season, as few as 2,500 at a single event and as many as more than 6,000.
Question: “If it were available, would you take a FREE, no-strings-attached fly-casting lesson in the next 90 days?”
Method: The numbers below extrapolate the percentage of people answering the survey question to the total show attendance.
Results:
Total number of ISE attendees, Denver show, who said “yes” to the lesson: 7,067
Total number of ISE attendees, Denver show, who said “yes” to the lesson: 7,067
Total number of ISE attendees, all shows, who said “yes” to the lesson: 28,204
Total number of ISE attendees, Denver show, who said “maybe” to the lesson: 5,962
Total number of ISE attendees, all shows, who said “maybe” to the lesson: 15,878
Total number of ISE attendees, all shows, who might or would take a lesson: 44,082
The next steps could be:
Use the database to contact the people who said “yes”.
Use the database, with a separate message, to contact the people who said “maybe”.
Connect each message to a participating retailer, so each recipient has choice and minimal geo restriction.
Calculate the conversion rate of asks to RSVPs, and shows.
After event, follow up with a survey to assess experience, lesson and possible next steps. Include savings offer for next step.
Follow up to determine long-term value of customer.
