Posts Tagged Trade show traffic

Increase Convention, Conference and Trade Show Traffic

Multi-Channel Campaign Brings

Double-Digit Results for


The American Traffic Safety
Services Association (ATSSA)
is an international trade
association representing more
than 1,600 member companies
and  individuals in the traffic control and roadway safety industry. Each year, ATSSA hosts a Convention & Traffic Expo for its members, public officials, and friends of the industry. The 40th anniversary of the event would take place in San Antonio, Texas. ATSSA wanted to build excitement and awareness to increase pre-show registrations.


Curtis 1000 created and implemented a multi-touch campaign to ATSSA’s house
database of members, public
officials, and friends. Throughout
all of the touch points,
Curtis 1000 managed ATSSA’s
database and removed records
from future contact points as
recipients registered for the show.


The email campaigns deployed
for ATSSA’s 2010 Convention
& Traffic

Expo drove very strong open

  • Save-the-date email with
    video: 25.32% open rate,
    including the follow up email.
  •  Save-the-date PURL: 26.68%
    of the recipients who opened
    the email visited and, of
    those who visited, 21%
    clicked through to the
    thank-you page.
  • Pre-convention brochure email: 17.99% open rate on the first send and 5.99% open rate on the follow-up. Of the recipients who opened the first email, 16.01% clicked to open the eBrochure. The follow-up email brought in another 13.56%.
  • Workshop brochure email:
    34.46% open rate on the
    first send and a 14.61%
    open rate on the follow-up.
    Of those who opened the
    email, 7.01% clicked to the
    PURL; 70.9% of those who
    clicked the PURL link stayed
    through to the thank-you
    page, and 11.5% clicked
    the workshop information
    link on the PURL.
  • When asked about this
    experience, Melanie McKee,
    ATSSA’s Director of
    Meetings and Conventions,
    replied: “This campaign
    reminded me of why ATSSA has a long history with Curtis 1000—great ideas with the data to back them up! We were able to assess the results of each element of the campaign and develop a new plan for the coming year that targets the best of the best.”


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