Making a splash at Surface
Business challenge.
The Managing Director of Cemento UK wanted to bring a new exciting material to the UK market called WILL. He decided to sign up for the Surface design exhibition in just 8 weeks so we had to move quickly to maximise the marketing opportunities for this and make the biggest market splash that we could.
The main aim was to reconnect with existing clients who may not have heard from Cemento in a while and hadn’t realised the extensiveness of their new product range and to meet new potential architects and designers.
Client: Cemento UK
Campaign: UK launch for new material WILL at Surface Design Show exhibition
Services: Marketing Strategy, Content Creation and Campaign services
How I helped.
I held a meeting with the Cemento team to understand what they wanted to get out of the show from both a marketing and business perspective.
I developed a clear campaign plan for before, during and after the show with a campaign-based approach.
Most of the work was done pre-event and involved a multi-channel approach including social, PR, email, website all designed to work together to compound and amplify their presence at the Surface and build anticipation surrounding WILL.
Social media played a key part in the marketing plan as we needed to connect with the show visitors and also get known with the organisers.
At the show we ran a competition to give away a concrete stool made from WILL which drove traffic to the stand and also encouraged social media engagement as part of the competition application process. During the show, we used the show’s hashtags, and engaged with visitor’s content including thanking them for sharing Cemento’s content.
There was a new innovation stand at the show and I spoke with the organisers to secure a slot on that showcase for my client to maximise exposure opportunities at the show.
Campaign examples
Marketing activitie.
Initial briefing meeting
Marketing plan creation
Social media copywriting and asset creation
Social media management and engagement during the show
Press release writing
Website updates and content creation
3 client emails
Outcomes / Results.
They were the talk of the show, their social media stats went through the roof plus many visitors to the show shared thier own user-generated content e.g. architects stating that my clients' stand would be their first stop at the show etc. The best part was that suppliers and customers during and after the show kept asking my client how they created that marketing buzz.
Instagram engagement up 850% including user-generated
75 competition entries
127 Instagram and LinkedIn Followers
14 pieces of user-generated content
Significant spikes in website traffic