KBIS Prospect Email Campaign

Company: August Jackson

My Role: Marketing Manager

CHALLENGE

At the 2020 Kitchen & Bath Industry Show, August Jackson designed the booth our client, Elkay. We created an immersive “neighborhood” experience and also took home the KBIS Best Large Booth Award. We recognized that we had an opportunity to engage the other exhibitors at the show as potential clients. We wanted to design a strategy to reach out to the marketing and event leaders at these organizations and communicate how and why August Jackson could help them with their future event goals.

SOLUTION

Taking an account-based marketing approach, I worked with our sales team to create an account list made up of companies that matched our target prospect profile. From there, I utilized LinkedIn and LeadLeaper to research emails of key decision makers that matched our target prospect personas. Our final email list was extremely streamlined, specific and focused, made up of 45 prospect contacts.

I designed a three-part email series (with the cadence of 1 email/week) to engage these individuals and potentially start a conversation about working together. Because this is a cold outreach campaign, I utilized the sales automation platform, Prospect.io, and sent the emails on behalf of one of our sales team members.

IMPACT

The email campaign resulted in a 53.33% open rate, 13.33% click rate, and a 6.67% reply rate. We generated 3 marketing qualified leads with Blum, Cosentino Group and Wilsonart. And we also officially contracted work with Wilsonart, a job that will result in $50k in profit.

EMAIL 1 COPY Subject: Ready for your next event?

Hi [First Name],

At this year’s Kitchen & Bath Industry Show, August Jackson had the pleasure to create this “neighborhood experience,” taking home the KBIS Best Large Booth Award. I think it’s because our approach to experiential design is a little different…

We love helping brands uplift their purpose, tell their story, connect with their most important communities, and create unforgettable moments.

I would love to learn more about [Company Name]’s tradeshow or event goals for 2020 and see if there might be an opportunity to partner. Let me know if you have some free time for a quick call this week or next. Thank you, [First Name]!

EMAIL 2 COPY Subject: [Company Name] event design goals for 2020

Hi [First Name],

Backed by a team of passionate experiential design and branding experts, I think August Jackson could make a great partner for [Company Name].

Check out this highlight reel of our recent work from this year’s Kitchen & Bath Industry Show, which also won the KBIS Best Large Booth Award.

I would love to have a conversation about your upcoming experiential and event plans. Please let me know a time that might work for you. Thanks again, [First Name]!

EMAIL 3 COPY Subject: Taking event design next-level for [Company Name]

Hi [First Name],

How is your 2020 event and trade show planning going? August Jackson would love to help.

Here’s a highlight reel of the “neighborhood” booth we designed at this year’s Kitchen & Bath Industry Show (also took home the Best Large Booth Award).

We work as one team alongside our clients to create unforgettable experiences. For this booth, our client wanted an experience true to their values of family and authenticity. A space that was fun, magnetic and out of the ordinary.

I would love to talk more about your 2020 event goals and how we might work together. Thank you, [First Name]!