Overview
Industry:
Manufacturing
Services:
Copywriting
Exhibition design
Full service
Organic social
Strategy
Product launch
Here to make an impact.
If you’re heading to an event, you want to stand out. For Starrett, that was especially important at Toolfair Sandown and InstallerSHOW, NEC – two of the UK’s biggest exhibitions for tradespeople. As Starrett’s full-service marketing agency, we approached both looking to make an impact.
Starrett needed help organising its presence at both shows. It also wanted to see ROI long after everyone had packed up and gone home. We created pre-show awareness campaigns, provided full event management services, and we did nurture campaigns with the data we collected at the event.
At InstallerSHOW, we also launched a brand new Starrett product, complete with product demos and full brand activation.
Designed to keep up
stand out.
Tradeshows are a great opportunity for manufacturers to connect with their customers – think plumbers, electricians, builders – all of whom know a thing or two when it comes to their tools. We knew Starrett had to make an impact, so we went for bold visuals, leaning on Starrett’s striking colour palette.
InstallerSHOW was also the soft launch of Truepoint – a brand new product that we had taken from conception to launch.
Starrett’s stands were designed to be practical, with flow in mind, and taking into account the unique restrictions of each event space. The Toolfair stand was built to showcase the quality of Starrett’s cutting products, with demos taking place whilst people queued to pay for products. For the Truepoint soft launch at InstallerSHOW, we modified the demo area, so that customers could see the new laser marking product in action.
We provided Starrett with a full event marketing service for both shows, from logistics to collateral, from stakeholder engagement to event management.
We also set up a system for gathering email addresses from customers who visited the stand or made a purchase. A voucher giveaway competition pre-, during-, and post-shows was a really successful means of segmented data collection.
Starrett’s presence at both Toolfair and InstallerSHOW was a big success. The stand that we designed, and complete with innovative product demos, was a key reason for the incredible sales performance that Starrett achieved at the events. We gathered a huge new well of data for Starrett’s marketing efforts, and an expanded audience for its products.
Complete project management.
As well as designing the stand, we became the point of contact for all Starrett’s event logistics. We worked with the stand building company, ensuring everything was in place for their event visits to be as smooth as possible. This included branded clothing, stock, digital promotion and segmentation – everything down to pencils with the Starrett logo on them.
Intentional design.
We designed Starrett’s stands with intention and purpose. They had to grab attention and look professional, and showcase the quality that Starrett is known for. We settled on a bold, practical style that was unmistakably Starrett. The finished product became a key focal point at both trade shows, with customers buzzing around the demo areas and catching a glimpse of Truepoint in action.
Smart digital marketing.
We created email and social media marketing campaigns to promote Starrett’s presence at the events ahead of time. We previewed the products that would be on offer, teased the incredible discounts that customers could expect, and created anticipation via a giveaway competition. It was all part of the strategy to ensure Starrett was a major force at both Toolfair and InstallerSHOW.
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Products sold in just one hour – more than one sale per minute.
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Email addresses collected over the course of one show.
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Products sold over the two days of one show.
