At trade shows, the temptation is always to lean into short-term sales performance focussed tactics – drive traffic, spotlight products, hero the new, boost conversions, generate leads and load up the pipeline.
Potential
The inconvenient truth is that only 5% of B2B audiences are buying at any one time, so by focusing on building positive brand sentiment with the 95% of potential future buyers, we can increase customer lifetime value.
Experience
Highlighting the emotional impact of print, this transformative experience balanced short and long strategies, showcasing how print can transform businesses, transcend formats, ignite curiosity and fuel imagination.
Advantage
Generating huge ROX, DRUPA powered the single biggest sales-motion in this BU’s history, beating revenue targets by 30% whilst delivering 196% event-on-event improvement, all with a hugely reduced carbon footprint.
