Trade Show Marketing Case Study
Challenge
Luxury Bathtub Manufacturer, Hydro System, approached YBG Marketing for assistance in pre-event and on-site marketing to increase booth traffic and lead generation at ICFF (International Contemporary Furniture Fair at Jacob Javits Center NYC. ICFF has been recognized as North America’s leading platform for global design.
ICFF welcomes over 600 international exhibitors, both established brands and emerging designers, from 34 countries, showcasing what’s next and what’s best for contemporary, design driven residential and commercial interiors. Hydro Systems wanted to stand out as they had not attended large trade shows in some years and wanted to start again.
Hydro Systems Exhibit Needs
Although Hydro System is already an internationally recognized brand, the sheer size and scope of this industry trade show meant that their booth would need to stand out amongst the other 600 exhibitors at the event. In addition, due to the lack of prior attendance and budgetary restrictions the location was in a back corner and smaller (10’x20’) than most other exhibitors. This would serve as a challenge in gaining traffic and awareness.
The YBG Marketing Approach
YBG Marketing used a comprehensive approach to boost Hydro System’s presence at ICFF. We aligned all of the elements of successful event execution, including digital promotion using blogs, e-blasts, large display banner stands, as well as public relations efforts and unique booth design.
Pre-event, we released promos via, Social Media and Eblasts and published the products on the ICFF website as a contributor.
On site, Every day of the event we invited the designer to discuss this innovative bathtub by hosting Q&A’s at the booth two times a day and posting a live video on social media. The digital audience was also able to participate by asking questions with the live crowds.
In addition to a live Q&A’s we also provided a gourmet espresso/coffee bar as part of the booth to drive additional foot traffic. We trained the staff to know basic information about the bathtubs on display so they could start a conversation with the customer. While waiting for their coffee the customer was passed to a booth representative to continue the conversation.
Social media was also leveraged during the event by posting every ½ hour, stories and posts on Instagram, posts on linkedin, facebook and live feed. We also encouraged customers to take “tub shots” and post them on their own social profiles using dedicated #hashtags for the event and Hydro Systems Tags as a contest entry. Winners were drawn each day.
ICFF is a 3 day show and by the end of the first day due to our coverage of the booth it sparked the attention of the media at the event. YBG Marketing was able to secure a feature interview with the host and discuss what Hydro Systems was displaying at the booth. The Show management included the interview details in their daily events email to promote the time and location that the interview would take place.
YBG Marketing completely transformed Hydro Systems tradeshow booth, despite being in a back corner and behind a 10 foot solid wall of another exhibitor. YBG Marketing was able to create an unparalleled experience for ICFF attendees and gain leads. Overall lead generation and booth traffic exceeded the expectations of Hydro System and the cost kept within their tight budget.
Overall, Hydro System was extremely pleased with the work and attention to detail that went into this design. They even went as far as to say, “I noticed other exhibitors around us in awe about our booth foot traffic.”
Planning an upcoming event? Get in touch!
If you have an upcoming event or trade show and need a a marketing/PR plan, our expert team is here to help. Like with Hydro System, every detail will be custom to your needs and trade show goals. We offer full-service options, working with you from concept to show floor to ensure a seamless experience. Contact YBG Marketing to get started today!