On Wednesday evening, February 20, the Puget Sound chapter of the Public Relations Society of…
This spring, Precor was a significant player at the International Health Racquet & Sportsclub Association (IHRSA) 2008 International Convention and Trade Show, the fitness industry’s biggest, thanks to a fully integrated traffic- and lead-generation campaign designed and executed by Hydrogen.
Months prior to the event, Hydrogen launched the campaign with direct mail and trade print promoting a sweepstakes that offered five Precor Adaptive Motion Trainers (AMT). Prospects were directed to register on a microsite, Take MEFurther.com (the “ME” referring to the “member experience” at a fitness facility). The microsite, which was created with Hydrogen partner, Engine Interactive, featured sweepstakes information, product details, opportunities to dialog, and more.
When registering on the microsite, prospects had the option of subscribing to an informative email newsletter, whose purpose was to strengthen their relationship with Precor, build traffic at Precor’s IHRSA booth, and generate interest in the AMT.
The campaign continued at IHRSA, with a high-profile keynote video focusing on the AMT and the attention to detail that is the hallmark of all Precor products. In addition, we created ads for the IHRSA show book and industry trade magazines, as well as the Precor booth design, and a post-IHRSA ad for trade publications.
The results have been phenomenal. By the end of the AMT Sweepstakes, more than 1,008 prospects had responded, a response rate of 3.4%. Moreover, 516 prospects had opted into the email newsletter—all of which testifies to the power of sound strategy, dynamic creative, a fully integrated campaign and strong, cooperative partnerships.