case study: ExpoCom™ trade show model
Client:
Performance Fibers
Situation:
Performance Fibers routinely participates in the bi-annual Techtextil Show
in Frankfurt, Germany. This had become more of a tradition than an opportunity,
representing a drain on the global marketing staff's energy and finances.
Solution:
Transform Techtextil into an opportunity to present a new face to the industry,
generate significant sales leads, refocus press relations and become a setting
for meaningful on-site meetings and dialog with customers from around the world.
Using JMC's strategic ExpoCom™ process to define objectives, create a strategy
and formulate and execute an action plan, we managed all aspects of the show
including booth design, press releases, collateral and other hand-outs, media
and press relations, show logistics (including travel arrangements) and booth
installation and dismantling.. Employing our unique system for qualifying and
capturing leads, we quickly transferred them to a database, which was then
given to the regional sales, marketing and technical staff for immediate
follow-through. To see the Performance Fibers booth,
click here.
Tactics:
- Booth Design & Installation
- Graphics
- Lead Generation
- Press Relations
Results:
Instead of a financial hardship and a profound drain on time and energy, the
show turned into a positive opportunity for Performance Fibers representatives to
accomplish more than they could at their desks. The global sales and marketing
staff, based in different areas around the world, were able to meet with many
customers in one location, thus saving time and expense. They left the show not
only with the names and addresses of new leads, but the context and the specific
needs of the prospects. This allowed them to prioritize and respond intelligently
to each lead.
Comment:
"Many companies invest heavily in trade shows. Some realize it can be their most
cost-effective sales call. Others do so just because of tradition, understanding
that if their competition is there they should to be, too. Either way, they
dedicate a significant amount of sales dollars to these events, without getting
any real return from the investment. JMC's ExpoCom™ process helps companies look
at each trade show as a communications opportunity, and sets up a strategic
template for examining the show's communications potential."
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