General Cable (G.C.), a worldwide leader in wire and cable manufacturing, wanted to ensure that their participation in an upcoming trade show resulted in a measurable ROI. The show was to exclusively feature their STABILOY® Brand range of products, and G.C. wanted to increase traffic to their booth, set the stage for meaningful engagement with clients and prospects, and ensure bankable results with leads cultivated from the show.
No stranger to trade shows, G.C. did not want to approach this show with a “Build It and They Will Come” mentality. Since they approach all of their marketing activities with an intense focus on results, wasting marketing dollars to participate in trade shows without a plan is categorically unacceptable.
Since G.C.’s participation in the event required equal measures of “creativity” and “strategy”, they hired HeavyDuty Branding, whom they’ve worked with for many years, to create a comprehensive trade show campaign. HeavyDuty’s structured approach to projects, large and small, is something the G.C. team counts on. The process provides the team with the confidence that they’ll receive a well-thought-out, well-rounded creative product. One that’s on time and on budget and sure to reap the most from their marketing dollars.
The start of any HeavyDuty project begins with a kick-off meeting with all of the stakeholders from the client’s team in attendance, along with HeavyDuty creatives and the assigned Account Executive. In this meeting all of the details for the show and the measurable, desired outcomes are discussed along with the budget. This becomes the framework for the project.