Targeted Content Takes Trade Show Results to the Next Level

The Challenge

A global ventilation company sought digital marketing support to strengthen their trade show presence and generate more leads from the event. Additionally, the company needed to increase brand recognition among HVAC pros and contractors by showcasing their products and expertise.

The Solution

Ahead of the show: I crafted compelling creative to support targeted advertising campaigns leading up to the show. In addition, I led public relations outreach and content marketing efforts to drive booth traffic at the show.

After the show: Building off of the momentum of the show, I created a multi-faceted strategy to engage audiences while elevating the brand by incorporating: display, organic social, sweepstakes, editorials, newsletters, blogs and more.

The Results

2 million HVAC professionals reached

• 992,500 reached with PR hits

• 547,049 digital impressions

• 478,356 reached via social

10,000 engagements

• 1,961 visitors to campaign microsite

• 33% increase in direct website traffic

• 3,345 engagements on social media

• 4,782 digital interactions

300+ leads generated