Amid the chaos and crowds that is the Las Vegas SEMA Show, the largest gathering of auto aftermarket businesses and exhibitors in the country, UPS was finding it difficult to stand out. Competing against custom cars, celebrities and bikini-clad models, UPS needed not just to be noticed, but to define their presence there and capture the attention of a highly targeted group of potential clients. Conveying a memorable message of UPS supply chain expertise for the industry to this audience after the show, let alone during, had proven very difficult.
Speaking in specifics rather than generalities is key to capturing the attention of these prized contacts. But first, you have to get them to your booth. We developed a pre-show mailer teasing commercial tool chest giveaways and offering an event technology no other company at the show offered. Partnering with Poken® touch marketing, targeted contacts were provided Pokens they could use to instantly connect digitally, as well as download collateral with just a tap. Attendees got the information they wanted, no paper needed. Through a customized Poken website, UPS gained contact data, tracking downloaded information via detailed reports for post-show follow-up, precisely addressing the supply chain needs of this audience.
Audit: Discovery, Research, Competitive audit/analysis, Audience profiles
Strategy: Brand positioning, Key messaging, Digital strategy
Creative: Brand execution/language, Website design, Integrated marketing campaign, Sales support, Tradeshow
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