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Robert Gerrard Insurance Broker

Making an impact and gaining new customers at Liftex Trade Show

Services delivered:

  • Display design
  • Event graphics
  • Exhibition planning
  • Modular stands
  • Marketing
  • Campaign language
  • Direct Mail
Key Takeaway:

Creating an event marketing strategy that can be used in pre-event marketing and then on your exhibition stand ensures your visitors get a consistent brand experience. This is especially important when you are launching something new, or if you are changing your brand personality. When somebody is walking the aisles at an exhibition and sees something they recognise, they are more likely to feel attracted to that stand. Whether consciously or subconsciously, that simple memory of a phrase or image breaks down a barrier. They are less likely to walk by or ignore your handshake or offer of a coffee.

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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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