The NAFEM Show

The NAFEM Show—one of North America’s largest and most longstanding tradeshows and the premier event for the foodservice industry—needed to evolve in order to engage a new generation of foodservice pros. I spearheaded the creative, positioning/messaging and content strategy that drove the client’s digital transformation. Plans for the digital program covered every stage of the attendee lifecycle, multiple channels (social, search, display and video) and multiple audience segments:


During each show cycle (3 in total) we implemented more than 200 campaigns across three channels and seven platforms—fed by strategic, high-value content and refreshing new creative.

Objective

Drive pre-show registration and increase attendance; build awareness and engagement among various audience segments.

Strategic insight

When it comes to foodservice, quality equipment is critical—but doesn’t always get the credit it should. Competing foodservice shows offered more glitz—with flashier front-of-house elements that might seem more exciting to the untrained eye. But veteran foodservice pros know that the equipment is the hero—and a vital foundation for success. NAFEM needed to show industry newcomers that its sole focus on foodservice equipment is just as exciting and valuable—if not more—than shows that offer everything and the kitchen sink.

Tactics

  • Creative concepting and production (including CGI-driven art assets and videos)
  • Website development
  • Full-funnel content strategy and execution (segment-specific high-value “lead bait” and supporting content for ongoing lead nurturing)
  • 4,000+ ad variations—with ongoing analysis, testing and optimization
  • Marketing automation (email lead nurturing)
  • Email promotion
  • Direct mail
  • ABM-based digital programs to recruit VIP attendees from specific
    companies (and of specific titles)
  • Trade media advertising
  • PR and social media
  • Exhibitor communications
  • On-site experiential design

Results

  • 11% increase in attendance among target audiences
  • 36% increase (month-over-month) in unique website visits
  • 40% of leads captured and nurtured via our campaigns ultimately registered for the show