Branding Good Feelings with Integrated Event Marketing

HARCOURT INTEGRATED EVENT MARKETING

Learn how an integrated event marketing and branding campaign launched at six vertical trade shows managed to make customer “happy” about … just being a customer. 

Elements Delivered

articulate Creative Communications produced this exciting integrated event marketing campaign that spanned over an entire year. Harcourt stretched its event marketing investment by reusing a creative concept over six different national trade shows in six vertical markets. Harcourt was looking not only to launch a slew of new products at these trade shows, but also wanted to convey a “feel good” message to teachers. The "Get Connected" campaign and product launch piggybacked “feel good” branding with a product centric trade show presentations as an exciting tour that kept audiences in the exhibit longer.

Results

Harcourt achieved a 290% increase in lead generation from previous years and increased at-show sales by 102%. The Winner TSEA Focus Award "Best Integrated Trade Show Marketing Program" it also kept the customer in the exhibit for an average of 54 minutes—which is basically unheard of.