Marketing Trade Shows

Our challenge was to help Goodman Steel find new markets and create a memorable presence at trade shows, ensuring that their exhibit stood out and enticed meaningful conversations. It was crucial to align the strategy with their laid-back, outdoorsy personality, avoiding conventional corporate displays or flashy setups that would be incongruent with their brand vibe.

To support Goodman Steel’s goals, we devised a unique trade show approach that would captivate attendees while reflecting their brand persona. For the Saskatchewan Mining Supply Chain Forum in April 2023, we designed an “indoor campsite” concept for their exhibit. Departing from traditional booths, we incorporated comfortable camping chairs, theme elements like coolers and a faux firepit, and thematically aligned roll-up banners and displays. This unconventional setup would create an inviting atmosphere and leave a lasting impression on visitors.

By implementing this innovative trade show strategy, we achieved remarkable outcomes for Goodman Steel:

• Their “indoor campsite” exhibit garnered significant attention, standing out amidst conventional displays.
• The unique and relaxed atmosphere at their booth facilitated engaging conversations and built stronger connections with attendees.
• The off-site axe-throwing event created a memorable networking experience, fostering a more personal connection with potential clients.
• Thematic branded merchandise served as impactful marketing collateral, extending their brand’s visibility beyond the trade show.