Event and Tradeshow Marketing
Nereus Tailors Strategic Mix to Generate Leads Using New Marketing Vehicle
Challenge: Garnering Results in Uncharted Territory
The Service Availability Forum (SA Forum) is a consortium of industry-leading communications and computing companies working together to develop and publish high availability and management software interface specifications. The organization planned to participate in a virtual trade show, but had no previous experience in this space. Nereus' challenge was not only to educate the client on virtual trade show best practices, but also to create a show presence that captured audience attention and generated qualified membership leads.
Solution: Nereus Develops Strategy to Maximize Potential Positive Results
Nereus developed a strategic mix of virtual collateral, designed to encourage both visitation to the SA Forum booth and downloading of key information about the organization. The booth design featured dynamic flash video and communication functionality to capture the target audience's attention. The key visual focus of the booth was downloadable information that included press releases, organization overviews and a whitepaper that the SA Forum published in conjunction with the virtual event. This collateral mix reinforced SA Forum's status as the leader in high availability specifications.
Once an enticing virtual booth was built, Nereus then supervised show scheduling and booth staffing. We walked show participants through best practices for maneuvering in a virtual environment and provided online orientations.
Results: SA Forum Successfully Adds New Tool to its Marketing Mix
Nereus provided on site support the day of the show and drilled down into the attendance data once the show was complete. More than one quarter of the show's overall attendees visited the SA Forum booth. Among the many qualified leads captured were hot membership targets identified for the coming year - all of which downloaded information about the organization. Lastly, the SA Forum now has virtual trade show experience, which can be used as a foundation the next time such an opportunity develops.
