Creating Customer Interaction At A Trade Show

Capel Rugs wanted a new and innovative way to attract customers to their showroom at an important furniture market. We created The Uniquely Capel Experience, a program featuring on-site “perks” like a charging station and chair massages that offered buyers amenities that went beyond the expected product offerings. Program support included direct mail, trade print ads, email messaging, social media posts and press releases to create industry buzz and to urge attendees to schedule a meeting with a Capel sales rep at the show. Extending our messaging beyond product allowed Capel to engage buyers well before the show, before new product is available for review. While market-wide attendance was down 1%, attendance at Capel’s showroom was up 18%.