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brenda’s
portfolio
samsung staron
solid surface and quartz countertops trade show
exhibit 2003 – 2004 shows: international builders’ show,
solid surface show (currently, surface fabrication and
design show), kitchen & bath industry show
Brenda planned and managed the booth design, fabrication
and show promotions at a prior agency. After the advertising
campaign launch in Q4 2002 in the US, Staron attended the
three trade shows in 2003 with a new exhibit design built
to entice attendees to enter the booth. The new design, meant
to mirror the advertising campaign, featured several eye-catching
and high-design elements to capture the attention of show
attendees.
Pre-, at- and post-show marketing initiatives were utilized
to analyze the effectiveness of each show to increase awareness,
generate qualified leads, and enhance the image of the products.
Results:
- In 2003, more than 2,700 leads were generated from the
three shows. In 2004, an increase of 40% (more than 4,500
leads) was achieved at a cost of $112.79 per lead.
- Professional surveys conducted by an independent research
firm comparing pre- and post-show awareness showed an increase
in top-of-mind awareness of Staron after each show (21%
increase). There was also an increase in the likelihood
to recommend Staron (18% increase).
- Pre-show direct mail piece – 5% response rate.
The response rate equals the number of attendees who carried
the piece to the show for entry to win a prize.
Additional samples:
Posted by permission from Samsung Staron. Executed at Purdie
Rogers. |
