Hewlett-Packard Company NDES '99 TRADESHOW m i s s i o n    • Introduce HP’s Design Chain Engineering (DCE) concept    • Promote the products of HP and their Channel Partners    • Generate maximum traffic and capture information for lead generation c r e a t i v e s t r a t e g y    • Create a high-level lead generation program to target tradeshow attendees    • Develop a high-end pre-show direct mail and email campaign    • Develop a consistent theme for all elements including incentives and booth graphics    • Use promotional Web pages and advertising banners to generate booth traffic i m p l e m e n t a t i o n    • Establish deliverables, budget, timeline and milestones    • Compile database including research, surveys and telemarketing    • Produce and manage all direct mail logistics    • Create all booth graphics    • Set-up, produce and manage on-site booth incentives and giveaways    • Set-up and on-site management of “badge-reader” process and database    • Final database updates, analysis and reports r e s u l t s The booth and all its amenities created the largest number of lead generation traffic HP had ever experienced at NDES. In 3 days HP had over 4000 people complete the lead generation survey form. Both HP and the Channel Partners who were part of the booth considered it an overwhelming success.