At an event the size of Ecobuild, standing out in such a massive crowd is a serious challenge for exhibitors. For Wilo, a global leader in pump systems for heating, cooling and air conditioning, they succeeded in doing exactly that with a print and e-shot launch invitation designed by Sans Frontiere.
As the photo shows, Wilo’s stand could hardly have accommodated any more visitors, creating a real buzz of interest – a considerable achievement at an event where over 1,500 exhibitors compete for attention.
Wilo had chosen Ecobuild, the world’s biggest event for sustainable design, construction and the built environment which took place at London’s ExCel in March, to launch a new product. Having invested considerable resources in exhibiting at the event, it was vital that they attracted as many key customers and press to their stand as possible.
The brief to Sans Frontiere was to create one invitation that would speak both to Wilo’s established and potential customer database and to the editors of the key trade publications. These were people who we knew would be bombarded with similar marketing messages from all sides, so our primary aim was to produce a message that would be immediately obvious, relevant and eye-catching.
The key message Wilo wanted to communicate was that their heat pumps provide the easiest way for industry professionals to comply with imminent new regulations on the energy efficiency of circulating pumps.
Having an in-depth understanding of the client’s goals and their product range is always the first step for an exercise like this. By familiarising ourselves with what made the new heat pump different from anything else on the market, we could write succinct copy that would leave the recipient in no doubt as to what they would be seeing. There’s never any point in using flannel. We also made it very clear that there would be a chance to enter a prize draw – there’s nothing wrong with a bit of inducement!
The product launch was to be accompanied by champagne and canapés so Sans Frontiere designed a special Wilo branded label for the champagne bottles, which were also to be given to journalists to take away.
To optimise the reach of the invite we produced both a printed and an e-shot version of the same visuals. The result on the day was proof that our focused approach to this challenge was a great success.
The cost of a stand at an exhibition such as Ecobuild, plus the investment of the manpower and resources needed to plan and attend the event, is considerable. To make sure it’s money well spent, we can help you draw the crowds you need with a perfectly designed and targeted marketing message.