A new rating and review website for the trade show industry: www.eventxray.com According to EventXray’s CEO, Lew Hoff, \"Every year hundreds of millions of dollars get misallocated by sending people and exhibits to events that do not meet their expectations. Too often decisions are based on a flashy brochure, the opinion of one or two colleagues or because \'We\'ve always gone to that event\'.\"
Never Doubt the Power of Marketing Event Xray
We were sitting around chatting one evening after dinner, my wife Hannah, my 26year old
daughter and I (Stella, our Beaglepup,participatedbynudgingoneofus,thenanother,tourge
that we pet her nonstop). Orly sells highend Manhattan real estate, so we often talk
marketing and sales.
“Orly, I said, “if not for a marketing letter I receivedoneday,youwouldn’tbesittinghereright
now.” That elicitedahalfsmileandaquizzicallook.Iwentontoexplainthatinthelate1970’sI
received a letter fromanaccountantofferinghisservices.Itjustsohappenedthatmybankwas
suggesting (demanding?) that the company that I had cofounded in 1970 should provide it
with audited statements from a CPA. To that point our attorney, Bill DeLorenzo, had doneour
accounting, in addition to our legal work.
There was something aboutthetenoroftheletterthatstruckachord,soIpickedupthephone
and called the letter’s author, Jay Sanders. Little company that we were, I was surprisedwhen
Mr. Sanders offered to visit my factory to discuss what he could offer us. After all, he was in
Manhattan and we were in Yonkers, a New York City suburb, parts of which had seen better
days…and we were in one of those parts.
As time went on, Jay and his wife Carol were gracious enough to invite me, a bachelor, to
dinner periodically. One day Jay called to invite me and my girlfriend to join them at a party
that another of his clients was throwing. My girlfriend had a business function to attend, so
Carol suggested that a friend of hers could round out a foursome.
I got to the party early. As people gathered around thepiano,Istruckupaconversationwitha
pretty young woman next to me. We exchanged numbers. Shortly thereafter the Sanders
arrived, their lovely friend in tow. We had a delightful evening.
A few days later, I decided to call the woman with whom I had exchanged numbers. Some
eighteen months later we married. Four years later, Hannah gave birth to Orly. It all started
with a marketing letter.
There is a moral to the story, but you knew that, didn’t you?