A case study
One of our clients, InCahoot, recently came to us with a brief for an exhibition stand. This case study explains how we responded with a fully integrated campaign that delivered clear results.
InCahoot offers flexible employee benefits & reward schemes to large businesses. They were confident that their latest software platform beat many of their competitors’ offerings hands down, however the company was new to this marketplace and had low to non-existent brand awareness.
InCahoot were exhibiting at was Employee Benefits Live show in Olympia where they were going to be fighting with competitors for footfall.
The client had booked a small 3m x 3.5m space and required a design for the stand plus any supporting material we thought was appropriate. The objective was to raise awareness of their products & services and gain new leads.
The first challenge was the space – modest and difficult to make a splash with so many of the more established companies dominating the room. However, having experience of many trade shows, we knew that with the right incentive, people will go to the smaller stands.
The second and more tricky challenge, was to raise the level of brand awareness. We needed to clarify InCahoot’s messaging, push their offering and make it intriguing enough for people to want to visit.
Our integrated approach
We proposed a fully integrated campaign with consistent messaging across a mix of materials leading up to the event, the exhibition itself and follow-up activities.
We designed a welcoming stand, offering people a free chocolate cake pop and a chance to enter an hourly competition (by handing over their contact details). These incentives were a great ice-breaker and encouraged further engagement with InCahoot. We were confident that once people arrived at the stand the InCahoot team could do the rest, with 3 screens running demos of their integrated platform.
Our campaign included:
- online advertising
- social media teasers
- an invitation promoting the competition and cake pops on stand
- cake pops on stand, with business card tags
- stand design with clear & concise messaging
- hourly draw to win a bottle of wine by dropping in your business card
- leaflets explaining products & services to hand out
And the results…
Over 2 days, InCahoot had more than 150 visitors to the stand. Through badge scanning and business cards, they captured the details of over 120 new contacts, 50% of which are good quality leads. Less than a month after the event, they have already quoted on 2 potential new contracts. Watch this space for the ROI…
“The show is going brilliantly! The cake pops are working wonders – a great conversation opener! The stand looks great and we are giving lots of demos and having good, meaningful discussions.”
John Evans, Managing Director, InCahoot