W.L. Fuller Inc.

Description: W.L. Fuller is a family owned manufacturer of tools to cut wood, plastic and metal in standard and special sizes.

 

Challenge: Company leaders planned to attend the largest trade show in their industry, the International Woodworking Fair in Atlanta, where there would be 30,000 attendees. The Fuller team had not developed a show strategy and asked North Star Marketing for ideas. North Star saw an immediate opportunity to generate new leads at the show.

 

North Star Solutions: “Win Free Beer for One Year!” North Star Marketing created a unique lead generation campaign to drive traffic to W.L. Fuller’s booth and generate qualified leads. We hired on-site models to wear tool belts and tee shirts that said “FREE BEER for a year.” The models distributed handouts that repeated the free beer offer, detailed the reasons to visit the W.L. Fuller booth, and described the drawing for a one-year membership to a Beer of the Month Club. To enter the drawing, attendees had to submit their business card or fill out a registration sheet. While at the booth, W.L. Fuller was able to show demonstrations of their products.

 

North Star Results: The campaign was a huge success. W.L. Fuller generated close to 1,000 qualified leads, as well as approximately 20 requests from distributers to sell W.L. Fuller products. The models were a huge asset to the campaign, speaking with attendees and driving traffic to the booth, while the handouts served to generate awareness about the company and the drawing. The company’s booth had a sizeable amount of traffic due to the drawing, creating a large audience for product demonstrations. W.L. Fuller is now working with North Star Marketing to convert these leads into new business. With a large prospect database and the momentum from the IWF show still holding strong, the company uses our email marketing platform, eGlue, to develop and maintain one-to-one relationships with potential customers! 

 

“You look around and all of the booths are empty and ours is packed. It’s a dream come true!” - Debbie Fuller