At CONEXPO, Yanmar wanted to drive traffic to their booth and create a memorable trade show experience for their booth attendees. Our team was able to layer in several elements that produced a winning campaign for the brand’s trade show marketing team. First, we recommended hosting a VIP party on site to forge deeper relationships with leading industry professionals. Next, we created a scratch off card that was used during expo hours. A team of construction worker brand ambassadors interacted with show attendees outside as they arrived, distributing nearly 13,000 scratch off cards and directing the visitors to Booth 1517. Once at Yanmar’s booth, a guest would give the card to another brand ambassador, who scratched to reveal if that person was a winner. This one-to-one interaction also gave Yanmar staff the opportunity to educate booth visitors on their construction equipment. There was a 46.3% redemption rate of the cards distributed, and of those returning the card, 63% won a prize. Prizes included ear buds, bags, die cast equipment models and a grand prize TV. Finally, we ensured that Yanmar cemented its brand position as a ruler of the jobsite with five mobile billboards dominating the area around the convention. CONEXPO attendees would not miss seeing the Yanmar brand in the midst of the other trade show clutter.
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