CMI Solutions

CMI builds software for convenience stores and fuel wholesalers. It is one of the pioneers in this industry. We are proud to help reintroduce them and create a new brand that exemplifies their energy and vision.

Trade shows are inevitable. The expense is ridiculous. Making them profitable is what we do. CMI’s resurgence is a cause for rethinking strategies. Decision makers attend shows. Our goal is to get them into the booth and introduce them to our products. We realize the purchase could be months off. Capturing the lead and maintaining contact is key to the sale.

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Getting someone to stop by a booth at a trade show can be tough unless it’s a food or beverage attraction. If it is a software company, not so much.

Our strategy included direct mailing three pieces in succession to the scoured mailing list. Two pieces included food. One was a redeemable card for another food item at the booth.

The theme was “Our Software is Hotter Than…” and two mailers included a spicy candy that C-Store owners were familiar with. The third was for a premium hot sauce that was re-branded with the CMI message.

Because the show badge scanners are unreliable, we asked them to fill out the back of the card and have it verified by client at the booth to get the premium sauce. Extra cards on hand were used too.

Booth traffic was better than past years. Simply placing the brand in front of buyers via direct mail three times prior to the show warms doors for sales calls. The cost was within a tight budget parameter. Our client did not have to do anything except heat up the show.