The booth backdrop for MINExpo 2016
The Need:
Predictive Safety was a newly formed venture in the world of workplace safety. I had previously developed a brand identity, website and sales materials for the group but they needed to get physically out into their key industry of mining. A perfect opportunity to do just that came up with 2016's MINExpo International in Las Vegas; over the course of 3 days hundreds of thousands of players in the mining industry would take over a score of halls at the Las Vegas Convention Center, and no other exhibitors had as unique- or as life-saving- an offering as Predictive Safety. So, as their Marketing Manager, I got to work creating a powerful on-floor identity and event plan that would draw targeted attendees into the booth.
The Remedy:
Pre-event
One of the unique things about MINExpo is that they open up their list of attendees to every exhibitor to allow for targeted pre-event marketing. So, I targeted lists out of the attendee file and began a series of email campaigns via MailChimp to entice them to visit our booth. With so many companies all using the same list I knew we had to offer concrete value right up front to separate ourselves from the chaff. As such, I worked with our team of workplace fatigue experts to set up a complimentary "Fatigue Risk Assessment" program for MINExpo attendees, in which they could get their shift schedules analyzed for risky scheduling patterns. I then released this offering in a series of A/B tested emails to maximize our conversion rate.
At-event
Every year, on the floor of MINExpo are some of the largest pieces of industrial equipment ever brought into a trade show, so I needed to find a way to let our booth cut through the noise and draw attendees in. I started by designing a booth layout that would naturally walk attendees through all of our demo stations for the company's various products. Behind all this sat a powerful backdrop with clean design and a powerful hook targeted at the MINExpo audience (you can check the backdrop out above). To supplement this I added a banner and pop-up piece that provided more information about the company and it's product platform to passers by.
Pop-up banner.
The founding partners banner.
The smiling faces of our MINExpo crew.
Post-event
After the dust had settled we had a score of great leads, and continuing access to the MINExpo attendee list. While our sales team set out to close on our hot leads, I sought to heat up some of our lighter contacts. I did this by creating another set of targeted MailChimp campaigns for my sectioned lists. In each email, I sought to offer useful materials that I had developed that would entice the audience to get a demo of the Predictive Safety offerings.
The Results:
“Steadiest booth traffic ever seen by the company.”
We had dozens of direct conversions on our Fatigue Risk Assessment and dozens more attendees mention our emails when they stopped by the booth, resulting in the steadiest traffic ever seen by the company at an industry event. Between hot leads captured on the floor and leads cultivate through the company gave demos to great, qualified leads. Part in thanks to event performance at MINExpo Predictive Safety is now helping save lives at mines around the world.
