They needed…
A revamp to their stand design. Robert Gerrard is the leading insurance broker for lift industry insurance and exhibits at the trade show Liftex when it is held every three years. They wanted us as their brand guardians to create a campaign strategy that could be used at the show, plus in marketing leading up to the show to create awareness. The campaign would also need to cover after-show follow-up marketing to deliver a more complete approach. Robert Gerrard had invested in portable display equipment previously, so the stand structure was fixed, but they wanted “a new personality, to make sure customers don’t ignore us”.
We created…
A complete event strategy used in pre-event marketing, stand design, and post-event marketing. Having developed their core positioning, we knew the Robert Gerrard brand and personality well, but the challenge was to convey the care and attention they offer as a family-run broker to their audience. The glue that held the campaign together was a statement, ‘We’ll be by your side’, which was matched with a series of dog images: man’s most trusted friend. As the two directors take their dogs in to their office daily, this suited their personality perfectly. We used social media, email and direct mail to connect with their customers before and after the show. Then with consistent imagery and messages on the stand, the visitors had a complete brand experience.
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