By Fran Gilman, Senior Account Manager
Exhibitions offer an engaging and focused space where businesses in both domestic and international markets can overcome any difficult barriers often associated with finding new partners and suppliers. Whilst for many brands and industries, there’s a plethora of ways to contact your audience, exhibitions still remain a preferred channel for many professionals.
In our experience, exhibitions are a great way to attach a personality to your brand and build face-to-face connections, which can sometimes be seen as a novelty in our digital age.
When our client, IT provider, ASM Technologies approached us about their attendance at a key customer annual UK event in January of this year, we knew there was an opportunity to amplify their presence and make the most of the business connections open to them. As a multi-national, industry-leading IT channel provider, this exhibition was a key target for their brand outreach.
ASM Connect 2020
Our work with ASM Technologies encompasses an array of brand engagement services, from design and marketing communications to video production and corporate events and over the last six months, we have assisted them with a suite of promotional collateral to strengthen their brand presence.
The annual event provided ASM Technologies with a unique opportunity to reach out to potential customers and increase their position in the competitive marketplace they work in. As the event is always extremely well attended and competitive, we worked with ASM Technologies on creating a pre-event, which would allow them to showcase their services and offering ahead of the main exhibition.
Held at Old Trafford stadium in Manchester, ASM Connect 2020 was a one-day only exhibition, which was specifically designed for their key customer’s captive audience, who were already in the area and ready to learn more from IT channel experts. ASM Connect 2020 also allowed visitors an exclusive tour of the football ground and was the company’s largest ever event.
For us, the event provided an unparalleled opportunity to communicate key brand messages and display ASM Technologies’ marketing collateral at pivotal touchpoints throughout the ground and the event.
Prior to the event, we designed and created large format graphics, lift vinyls, corporate brochureware and organised brand videos to be showcased throughout the day. We then attended on the day to direct and film VoxPop interviews, capturing the essence of the event and valuable partner feedback. The final 2-minute video provided a great memento of the day and celebrated its success for ASM Technologies.
Jo Wilson, Marketing Manager at ASM Technologies, said of the event: “ASM Connect 2020 really got our year off to a positive start and allowed us to meet a range of new connections and potential clients from our industry.
“Working with the team at FMI made the process extremely easy. They have great experience when it comes to putting on world-class events and didn’t disappoint with ASM Connect. They offer an exceptional level of service and made the event the success it was. Overall, it was extremely well attended, with attendees seeking out the ASM stand the following day at our larger customer exhibition.”
All systems go
The customer exhibition also provided the business with the chance to make real connections with the attending delegates and give them something tangible to remember ASM Technologies by. During the course of the event, they gave out printed collateral detailing places of interest around the city and branded packets of seeds to symbolise the joint growth of any potential new business. These memorable additions created a lasting impact and a real point of difference against competitors.
Tracking international success
ASM Technologies saw real value in the event and have already looked at further exhibitions they could take part in during the remainder of 2020. The overall success was something their team, and our team, can be proud of moving forward. Having recently ranked no. 75 in The Sunday Times International Track 200 we look forward to our continued partnership and shared successes with ASM Technologies.
If you’re thinking of exhibiting your brand at any future events, get in touch with us to talk through your requirements – we’d be happy to help with ideas and practical solutions!