Trade show / Event Marketing
Design and brand recognition are crucial at trade shows as they create a strong first impression and distinguish a company from competitors.
Timeline: 3 Months
Project
Role: Creative Design Lead - Senior Graphic Designer
Industry: SaaS and Technology
In the Spring of 2023, the LiquidPixels team decided to attend the eTail Palm Springs convention. The decision came only a couple of months before the date of the show creating a condensed timeline to organize updated brand materials for print, digital, and advertisement pieces. Working collaboratively with the RevOps team, we coordinated not only the important points of our brand, but we were able to focus on the smallest details of aesthetics such as business cards.
The final result produced brand awareness to over 1,200 retail specific companies in addition to 150 direct sales leads.
Brand Aesthetic
The overall style for the trade show was to appeal to the younger Gen-Z crowd while also maintaining the style and aesthetic of the current brand. Stakeholders envisioned a “phoenix from the ashes” view.
As the lead designer, I worked together with other team members to merge the overall style of our paint splash aesthetic and a new vast universe style that showed nebulas and other cosmic imagery.
New documentation was created for this show including sales enablement documents, flyers, and brochures. Each with their focus on the eTail audience.
Additionally, all business cards were refreshed to match the other marketing pieces and two levels of bag giveaways were created. The black tote for everyone and the upscale beach tote for those who connected with our RevOps team during the event.
Video
I spearheaded a collaborative effort within the RevOps branch to craft a truly captivating and innovative video aimed at resonating with the younger demographic at the event.
This endeavor not only tested my design acumen but also presented significant challenges from a project management standpoint. The video underwent three comprehensive revisions driven by stakeholder input, pushing me beyond my creative boundaries as a seasoned professional.
Social
Marketing campaigns ran from mid-January through the final day of the show.
I collaborated with another designer who had spun up additional ads that focused on letting people know we were attending the show, when we got there, and when we were on our way home.
I was responsible for the paid social advertising. The ad created below was intended to run as a paid carousel advertisement to increase brand visibility.
Our email matched the aesthetic of the show and was sent to all of our existing clients as well as a database list of people who were attending the show.
The idea was to send a few key email communications: one letting people know we were going, another focused on the things we learned at the show, and a third tailored specifically to a list of people we engaged with at the show.
With the emails we sent out for the show, we were able to capture numerous attendees on our calendar to meet with our team while they were there. It proved our email campaigns to be successful throughout sends before, during, and after the show.
