Our client is a leading automotive aftermarket parts distributor that, like many B2B organizations, relies on a diverse network of partners to communicate its brand message—a network that in turn relies on its own network of valued customers for business. But as with all complex distribution models, it’s important to understand that the message can get lost. Or garbled.
To clarify that message—and to rally a host of unique audience types around it—they needed to showcase their brand’s strength in a way that would inspire loyalty, ignite passion and drive bottom-line growth.
We helped them achieve all of that and more through the strategy and execution of a distributor expo event.
To our client, the distribution channel is far more than a network—it is a family. And to emphasize it, our approach centered on making members of the network feel like they were part of the family—not one of thousands of attendees—on site. Through the following three key phases, with hundreds of tactics supporting each, our approach was carefully crafted to highlight the channel relationship and the enormous value the client sees in it.
- Proposing and facilitating a 15-month engagement solution leading up to the event—a solution designed to “sell” event attendance packages to the channel, then offer channel members the ability to earn back the cost of the package trip through a purchase incentive
- Strategizing and delivering a 15-month communication campaign promoting the event and its engagement strategy; attendance advantages; seminar, general session and entertainment details and more
- Coordinating and managing logistical program operations from destination management to attendee registration and accommodations; seminar scheduling and attendance management; event-wide transportation from arrival to departure; and evening event theme and menu creation
Our proven event management experience and extensive knowledge of the client’s distribution network was enhanced by the infusion of MotivologySM. The intentional blend of intrinsic and extrinsic motivators came to life through our attendee engagement strategy, attendee communications and the onsite experience.
Attendees gave the expo event a 93% satisfaction rating.
When it comes to any event, it’s all about the feeling you get. And these attendees felt the power of this client’s brand through and through.
You, too, can leverage a strategic event to drive unprecedented success for your organization.