Test email to ensure relevancy, then measure results

摘要

Here at National Starch Food Innovation, a food ingredient manufacturer that is part of Corn Products International, we invest approximately 20% to 30% of our marketing communications dollars in trade shows. In 2009, at the height of the recession when everyone was looking at costs, our senior leaders debated whether the company should exhibit at its largest trade show, the IFT Food Expo in Anaheim, Calif. The decision was made to go, and the show was successful on many levels, including new-product introductions, sales leads and editorial coverage.