The packaging and processing division of the food industry is one of Kollmorgen's biggest customer segments. That's why they had to make a big impact at the 2012 Pack Expo, the industry's biggest trade show.
Kollmorgen didn't secure a prime spot on the trade show floor, so they knew it would take more than just foot traffic to make their booth a success. They had several impressive demos, but they would have to direct people to their remote corner location to get the most out of their show experience. They engaged with us to run a marketing campaign leading up to the show to generate interest in their booth.
For weeks prior to the show, we sent relevant, engaging emails to show attendees, urging them to visit Kollmorgen's booth. These emails and accompanying landing pages gave previews of the unique demos and also offered incentives for stopping in to visit. During the actual show, an email was sent to attendees every morning, reminding them of the fun to be had at the Kollmorgen booth. As a bonus, they could enter to win one of several major prizes for every visit.
The marketing campaign was a huge success. Kollmorgen's booth had tons of visitors, and they were able to gain a number of new leads to pursue after the show. The head of their marketing department had this to say about our work:
"Our success for our recent trade show was critically based on getting the word out pre and post show. We had great demos but no one would have seen them if you had not helped us develop such an aggressive communications plan to pull them to our booth way in the back of the third hall! I really appreciate you going beyond expectations to get out daily emails during the early mornings each show day. We would not have been able to do this with other agencies, they could not have moved fast enough and would not have met our tight deadlines. We had one gentleman come up and laugh about getting his morning email… and then actually show us on his phone where he had kept our last 4 or 5 emails! He had not deleted them, was engaged, and searched for our booth! Thanks for all your support!"
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