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Client Challenges

Strengthening brand awareness
Inspiring brand loyalty
Ensuring product education
Increasing product purchase volume

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.

 

Client Objectives

Expo event attendance icon
Achieve event attendance goals
Expo event brand immersion icon
Leverage brand immersion as an event tactic
Expo event education opportunities icon
Offer a robust menu of on-site education opportunities
Expo product purchase icon
Facilitate a simple on-site product purchase process
Expo event experience fireworks icon
Create an unforgettable, meaningful attendee experience

Our Approach

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 familynot one of thousands of attendeeson siteThrough 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. 

  1. 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
  2. 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
  3. 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. 

Assessment

While the event itself involved four around-the-clock days of tactical on-site execution, the preparation leading up to it started two years out with strategic assessment of the attendee demographic. 

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Program Design

From destination to accommodations to education and entertainment and everything in between, this event strategically pulled out all the stops to ensure engagement of all attendee types.

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Communications

Brand awareness. Destination and event promotion. Registration instruction. Event details. One strategic communication campaign delivered them all. And more. 

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Technology

From a full-service website 18 months leading up to the event to a host of on-site tech-based tools for both attendees and event staff, this event had the technology it needed—and deserved.

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On-Site Experience

Two words: logistical excellence. But, that’s just the beginning—the on-site education, networking opportunities, exhibit floor and entertainment more than delivered, too. 

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Proof

The numbers for this expo event tell a powerful story of success—and of a powerful brand message.

Program Results

11%
sales increase
100%
customer satisfaction on planning execution
19%
increase over registration projections

Attendees gave the expo event a 93% satisfaction rating. 

Participant Experience

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. 

  • "After 30 years of attending the show...Best ever." — Store Owner Attendee
  • "I got so inspired about who I am going to be in our company...our company will never be the same again after this." — Store Owner Attendee
  • "We brought 40 customers and employees and it will pay dividends down the road from both groups." — Store Owner Attendee
  • "All sessions were inspiring and put perspective on our daily lives that we can utilize for years to come." — Dealer Customer Attendee
  • "The EXPO really showed the power of the brand." — Store Owner Attendee

You, too, can leverage a strategic event to drive unprecedented success for your organization.

Let's talk.

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