The Project
trade show Booth REDESIGN & EVENT STRATEGY
During my time as Marketing Director of SOLE Financial, SOLE sponsored a booth at 10-15 trade shows annually, which I was responsible for organizing, budgeting, promoting, and managing. In the past, SOLE’s trade show strategy had been giveaway-focused, which resulted in a high volume of low-quality interactions and leads for the salespeople manning the booth. To increase the value of SOLE’s trade show attendance, I pitched an overhaul of SOLE’s trade show strategy to the CEO and President and was ultimately given a $150k budget to do so.
The Results
increased high-quality leads
I envisioned a booth centered around SOLE’s sustainability values to entice like-minded leads, and an event flow that encouraged attendees to attend educational demos to increase high-quality interactions with engaged leads while eliminating low-quality leads. I led the marketing team’s ideation, design, project management, and implementation of the completely redesigned trade show booth and the new demo-focused event experience that ultimately resulted in over 200 new leads at the booth’s debut event - the 2019 American Payroll Conference. The booth fabricator, ExhibitsNW, has used this design in its advertising and as a template for other clients.
My Role
Strategy
project management
copywriting
design leadership
logistics
