When Howard Tenens, a UK based family-owned logistics company, rebooked their exhibition stand at Multimodal for 2013, they were already convinced that this provided invaluable exposure in front of their target market. However, the challenge was to make them stand out against their competitors.
Due to our previous experience of managing trade events we have a tried and tested method for delivering comprehensive campaigns, which normally starts around 8 weeks prior to the event itself.
To kick-start the process we held detailed workshops with the Howard Tenens’ team to understand the campaign objectives -maximising the event’s ROI and supporting new business acquisition. A thorough understanding of the company values and their current market position were garnered. The campaign theme was ‘You’re in Good Company’, showcasing the strength of their existing clientele.
25 key VIPs were then identified and targeted via a personalised direct mailing. These individuals received plush packs inviting them to meet the team at Multimodal. The packs included double-sided cards relating to Howard Tenens’ key clients, which highlighted their collaboration and which reinforced the campaign messaging.
We proposed an 8 week campaign calendar including a further mix of online and offline communication methods to attract a broader audience to the stand over the three day event. To attract footfall to the stand itself we also produced a 5 minute animation to run on two 42” screens embedded in the shell scheme.
The sales team’s enthusiasm for the campaign ensured an impressive response rate of 20% was achieved from the VIP direct mailer and effective dialogue was opened up with further key contacts.
Watch the presentations we produced here: