SPONSORED BY
CATEGORY 5: Best live marketing initiative
WINNER: Robert Horne Sign & Display
AGENCY: BMB CAMPAIGN: ‘Inspired by experience’ LIVE EVENT: Sign UK 2007
obert Horne Sign & Display was recyclable products used by the firm.It has
R
created in 2006 after the merger of since been replicated for various offices at
Cox Plastics,A&T and Paragon,but Robert Horne and its partners.
the new firm’s customers were not identifying The results exceeded expectations and
strongly with the new name. illustrated just how effective the strategy was.
Sign UK is the only major show where Many of those attending the show came back
customers see a cross-section of signmakers time and again.
and is attended by the largest image-producing
Success rates
companies in the UK.With 5000 visitors over
Not only were the corporate objectives
the three-day event,it is also well supported by
learning from the experiences of the companies achieved,including strengthening the
the trade press.For Robert Horne Sign &
it works with and that new technology,methods recognition and understanding of the brand,all
Display it is the biggest event of the year and
and materials have been developed. sales targets were also easily exceeded.From
was a good opportunity for the new brand name
Taking ‘Inspired by experience’as a platform equipment sold at the time,plus customers
to be seen by its existing and potential
BMB developed an interactive event showing gained as a result of their visit to the stand,the
customers.
inspiration at work.Featuring many of the event produced sales in excess of £1 million.
With a budget of £39,000, Robert Horne
materials that Robert Horne supplies,the stand Throughout Robert Horne the reaction has
wanted a presence that would make an
was built to look like an art gallery with a been overwhelmingly positive,and there are
impact. It needed to stand out from its
different ‘work of art’to promote each product. plans to extend the ‘Inspired’theme and brand
competitors and communicate a clear
One wall demonstrated the lightness of certain development work across other areas within
message.The main objectives were to have an
toughened products by showing them suspended the business – not bad for a one-off exhibition
intriguing,relevant,original stand design with
from a series of helium filled balloons.Another stand.The live event was undoubtedly the best
a message that encompassed varying interests
featured a new range of vinyls with inspiring way for Robert Horne to create a positive
of different customers.It needed to
ways of using them.Themes were drawn from lasting impression.
strengthen recognition of the brand and
design styles including the punk and De Stjil Terry Cattle,head of merchandising,sign &
inspire a broad target audience,yet have an
movements.Other features included four large display at Robert Horne Sign & Display,says,
intimate area where customers could be
plasmas housed within a large picture frame “BMB mixed an impressive understanding of
registered for online purchasing.
and playing brand,product and service our business with their outstanding creativity
Inspirational idea presentations. to develop a brilliant stand.The feedback
The theme ‘Inspired by experience’was It also emphasised Robert Horne’s from customers and staff has been
developed.It says Robert Horne Sign & commitment to environmentally-friendly tremendous and sales results have
Display has become the company it is today by materials,featuring a tree made out of exceeded all expectations.”
RUNNER UP: Indesit
AGENCY: Line Up CAMPAIGN: ‘Fresh’ LIVE EVENT: Regional roadshows
I
ndesit is the UK’s largest supplier of secured.For the first time,a regional roadshow
household appliances and owner of was created rather than one national event.
the Indesit,Canon and Hotpoint
Exceeded targets
brands.Strong relationships with independent
The theme ‘Fresh’was chosen to capture the
retailers and major chains are vital.Each year
essence of the event:innovative products,a new
Indesit invites dealers to an event where it
approach to business and a new audience of
showcases new products.For 2007 the
‘built in’appliance retailers.At the event,the
challenge was to build excitement through a
main presentation and unveiling of Moon
new kind of live marketing initiative.
included a video teaser of the state-of-the-art
The aims were to help dealers understand
washing machine on an HD plasma screen.The
greater because the event helped to enhance
the relationship between Indesit,Canon and
Moon was elevated above the stage and hidden
long-term relationships with dealers.”
Hotpoint and the approach needed to sell all
in a sphere representing a moon in a starry sky.
Making the event more localised ensured
three brands.The event also aimed to
The roadshow attracted five times as many
more staff were able to attend and be trained
reinforce its status in the freestanding
dealers as previous years and resulted in
on brand strategy and products.This meant
appliances market whilst creating a
product orders exceeding targets by 300 per
they were better prepared when new products
memorable introduction to the new ‘built-in’
cent.John Morrissey,commercial director for
arrived and understood the relationship
appliance market.
Indesit ,says,“It generated £10 worth of
between Hotpoint,Canon and Indesit.Dealers
Indesit’s newest range,Moon,was to be revenue in product orders for every £1 of event also appreciated the time and level of
launched to dealers with advance orders expenditure.The real return on investment is investment spent.
For more information on the winners, go to www.b2bm.biz/awards
13
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44