CASE STUDY: Maximising ROI on Trade Shows

Jankel case study
Speech mark

We have gained a significant amount from your input into our marketing strategy and our overall business structure and approach. I especially like your ability to pull us out of the weeds, focus on the direction and the energy you bring to driving things forward.

Mike Mullen, Managing Director, Jankel

Brief

A key tactical element of Jankel’s marketing strategy is attendance at trade shows. KPC worked with Jankel to maximise the opportunities during events, maintain momentum after the event and crucially, to ensure improved value for money for the considerable budget spend.

  • Key objectives for DSEI strategic military trade show were:
  • Demonstrate the range of Jankel’s capabilities to a variety of audiences
  • Raise brand visibility and credibility for Jankel among the high profile exhibitors
  • Position Jankel as industry leader among the competition
  • Attract new business leads

Our Approach

  • Careful planning to ensure the right messaging and displays of the right products and services for the exhibition audience. It can be instinctive to display as much as possible yet only one segment of Jankel’s target audience was attending and the display needed to reflect their needs.
  • We worked alongside the sales team in the run up to the show to draw up a list of key targets and carefully planned ideas and incentives to help develop connections.
  • Finding opportunities to cross over with other exhibitors at the show was a great opportunity to raise further awareness of the Jankel brand. Jankel’s BLASTech seats were installed on a vehicle on a neighbouring stand so they were able to highlight their capabilities and industry relationships.
  • Prior to the event, staff were briefed on Jankel’s expectations and aims for the event, as well as reminded of the key messages for visitors to the stand.
  • We ensured the usual prep of lists of key media and stories for the duration of the show, and a series of social media posts to ensure a consistent and regular feed before, during and after the show.
  • After the event, KCP arranged a wash-up meeting with all key staff to ensure connections were followed up. Everyone who visited the stand was contacted with a reminder of Jankel’s products and services. These connections were added to Jankel’s LinkedIn and CRM systems for future marketing campaigns.
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Results:

  • Jankel MD, Mike Mullen commented that DSEI was the most rewarding trade show that Jankel had exhibited at.
  • According to trade show social media stats, Jankel tweets were reached by over 5,000 attendees.
  • The sales team reported that almost 100% of their target customers were met as a result of the pre-planning which meant they had a clearer system of locating their prospects.
  • Our press release was picked up by the official exhibition magazine and seen by over 30,000 attendees. As a result the news was seen by the trade press and Jankel featured in three industry publications including Shepherd Media, SNAFU and Battlespace Technology.
  • The stand attracted more visitors and delegates than prior shows due to the improved location. Delegates also spent more time on the stand due to the more professional and engaging displays.