Trade Shows & Events
Trade Show Traffic-Building and Lead Generation
Creative, Fun Booth Clogs the Aisles
A division of USG wanted to make an impact with a new product introduction at a national conference, and a completely new exhibit.
In less than six weeks from concept to show, Element-R:
- Created several theme options based on show objectives and key messages, incorporating different, live activities as well as exhibit design choices. The selected “Feats of Strength” theme leveraged the new product‘s advantage of strength versus competitors.
- Designed a new, Cirque du Soleil style exhibit – a complete departure from USG’s usual more conservative approach.
- Two hands-on activities: 1) a carnival ‘High-Striker’ encouraged visitors to “test their own strength.” 2) A hands-on comparison test of the new product to more traditional industry products was positioned within the exhibit.
- A pre-show mailer featuring a muscle man invited attendees to “Test their Strength” at the exhibit and enter a drawing for tickets to the Cirque du Soleil show.
Traffic to the exhibit was higher than ever before, with visitors four deep blocking the aisle, achieving the goal of making a major impact at this conference. More than 700 qualified leads were gathered and used for sale follow-up and as an active database for future marketing. Traffic to competitors’ booths, some of whom also had new exhibits, paled in comparison.
Reaching and Involving Influencers for a New Building Technology
Launch Event Rated “One of Best-Ever Corporate Events”
For USG’s introduction of a new, patented technology: Element-R developed and executed an integrated plan that included an unveiling event. Management demanded innovative thinking for the event, to distinguish it from a traditional product introduction.
Working closely with USG, Element-R sought to design a high-impact event for industry leaders by an industry leader, without heavy commercial overtones. Target audiences included leading architects, general contractors, developers, home builders, structural engineers, university educators, associations, USG partner companies and USG executives.
The event achieved these goals via several non-traditional elements that together made this a unique forum:
- Venue with both architectural and construction interest: The Milwaukee Art Museum’s Quadracci Pavilion
- Investing in keynote speaker Daniel Libeskind, famed international architect
- Directly involving guests in the event by showing their own innovative projects in a Showcase Gallery; facilitating interaction throughout the evening
- Limiting technology introduction time to a 20-minute presentation by USG
The event achieved the overall marketing objective of generating excitement around the new technology while seeding long-term market interest among the 70+ guests from 35 companies. The majority of survey respondents rated the event as outstanding.