Henry V Events

Smarter Tradeshows

Freightliner Corporation wanted to improve their tradeshow marketing strategy. Specifically, they needed to know where and why to invest their tradeshow dollars, and to what result.

The Challenge:
Tradeshows are Freightliner's top marketing spend. But after a decade of exhibiting at North America's major events, the purpose and benefits had become fuzzy. How could they review and refocus their tradeshow strategy, and know they were making the right decisions?

The Solution:
The answer was an ROO/ROI plan. Henry V developed and implemented a three-step process that brought out the essential information and delivered it to the right people.
The process included:

• Interviews with key stakeholders, (Customers, Sales Force, Sale & Marketing Management) to determine their objectives and definitions of success.
• Creation of a custom Marketing Plan that delivered on these objectives.
• Measurement of subsequent tradeshow ROO/ROI, both pre- and post-event, for further strategy and execution adjustment.

The Results:
Thanks to Henry V’s ROO/ROI work, Freightliner quickly implemented a more targeted tradeshow plan. This, in turn, saved significant money, which was reinvested in a new sales follow-up plan, which resulted in a major increase in truck orders.