Your Trade Show is More Than Just an Event

How to extend an event’s impact before, during and after

Challenge: Your trade show efforts don’t generate expected return on investment.

An effective trade show should be more than just a singular event. Your efforts should begin months before you step foot in your booth and continue long after the show wraps – measurable results that can be detailed in new leads, defined value in relationships, and direct connections for targeted marketing follow-up.

When the Advanced Materials team at Honeywell finally mobilized for Chillventa, Europe’s leading international trade show for energy efficiency, refrigeration and heat pumps, there was a startling realization: they still needed planning, strategy and creative for campaigns, video and booth design.

Approach: We help you identify your target audiences and map their customer journey, including behaviors before, during, and after the show. Our team designs a strategy that engages each of these touch points and then we activate our plan and measure the results.

Your trade show experience needs to be much more than just a three-day event. We jump in with you to uncover the latest trends and use those to leverage a smoother lead-capture process. This approach helps our clients get more meetings from their trade show activities and convert prospects into sales. You might call it an MQL; we call it a relationship.

With Honeywell, the Crafted team dove into market research and developed a successful strategy before, during, and after the show – extending their presence and effectiveness beyond the show floor. The prep work starts months in advance. Aligning strategy and tactics. Designing a booth and communications that drive interest. Developing video, blog posts, unique landing pages, email invitations, and speaking engagements. We sweat the details so you don’t have to.

Results: An engaging and dynamic booth that drew attendees and fed sales opportunities.

Attendees were treated to a hands-on experience that enabled them to explore how these innovative products and solutions could impact and drive their own business goals. A pre-show demand generation campaign highlighted the brands’ differentiating benefits while new, post-show touch points, thought leadership content and paid media campaigns helped build relationships throughout the extended journey.

CHAD LASURE
Managing Director

Curious what the ROI was? Want to know the key metrics that drove performance? Let’s talk.