Dimensional direct mail that turned an expo sponsorship into a lead generation campaign

The brief

SMP Group returned to Retail Design Expo, Europe's leading annual event for retail design, as sponsor of the networking area, The Champagne Bar. It was the ideal space to meet existing clients and open conversations with new prospects.

Sponsorships often rely on passive footfall. The objective was to make the bar a planned destination, so that the right decision makers arrived ready to talk, and to capture prospect data before the doors opened.

The mailer would be the first touchpoint with the bar, so it had to feel premium, prove SMP's own print and finishing standards, and carry a clear call to action.

What I did

• Campaign strategy linking the sponsorship to clear objectives: client retention, new relationships and measurable prospect data.
• A themed black and gold dimensional mailer, designed to stand out in a design-led industry and act as proof of SMP's capability.
• A four-piece invitation suite held together with a belly band, paired with Charbonnel et Walker champagne truffles.
• A data capture mechanic: recipients registered their details to download a voucher redeemable for champagne at the bar.

The result

• Over 40% of recipients requested a voucher, far above typical B2B direct mail response rates.
• Turned offline engagement into tracked prospect data for the sales team.
• Gave the stand a steady flow of pre-qualified, face-to-face conversations with clients and prospects.