Spectrum Industries “Change the World” Trade Show Marketing
Spectrum Industries was looking for strategic and tactical support to help them and their new line of lecterns stand out at major trade shows. AMPERAGE was more than up to the task.
Stand and Deliver
AMPERAGE developed the theme CHANGE THE WORLD to embody the power of a few, well-spoken words. Social media posts, pre-show mailers and digital ads, geofencing during the show, and follow up mailers and ads ensured audience saturation. At the shows, an Abe Lincoln impersonator walked the show and even gave a speech. The photo op with Abe included a Spectrum-branded photo to take home. Life-size cutouts of other famous presidents and their best quotes decorated the booth.
This Could Be You
AMPERAGE tapped into the audience journey by recognizing their aspirations to provide their facilities with equipment that can make a difference in educators’ and students’ lives. Target audiences were engaged via clever messaging, great booth and ad graphics, and the connection between the theme CHANGE THE WORLD and Spectrum’s outstanding line of lecterns. The idea was, “get your people behind one of these lecterns, and amazing things will happen.” It helped that Abe Lincoln gave scheduled speeches throughout the day, drawing crowds that then filtered into the booth.
Results to Stand On
All goals were met and exceeded:
- Pre-show mailers piqued attendees’ interest and had them thinking about Spectrum before the show.
- The Abe impersonator drew attention, engaged attendees and drove them from the aisles to the booth and subsequently to the sales team.
- Results included a 32% increase in warm and hot leads from the show over previous year, and a sales team-reported significant increase in leads in new audience segments.
September 21, 2020