Allison Fishman, VP marketing, Bosch power tools
World of Concrete, the annual trade fair for concrete construction and masonry industry, brought over 57,000 participants to the Las Vegas Convention Center from January 20 to 23. While there was a lot of innovation in the innovation, the hottest action took place outside, in which brands were able to enter into the participants with the latest power tools and technologies-Des Full-Blast mode. EM could not resist the damage to damage with a demolition hammer and, together with hundreds of participants, found this opportunity within the 10,500 square meter exhibition of Bosch electro tools.
Bosch Leveraged brands shipping container, as you can find on a large construction site to create a somewhat closed surroundings in a very busy and loud space (earplugs needed). Advertising for the new campaign “The more you Bosch, the more you feel like a Bosch campaign, invited the powerful and playful, the participants to test the latest tools at experienced workstations, to head-to-head challenges and Participating jumbootron and participating jumbootron crowd games and photos take the professional wrestler Randy “Macho Man” Savage, who will also be the star of the brand's Super Bowl display this year. User -defined hard hats were the ultimate last grade.
“It's about strengthening people,” Allison Fishman, VP marketing at Bosch electricity tools, told EM. “Our room is designed in such a way that it is open and very collaborative because we want our users to be familiar with our tools and also receive their feedback.”
Event marketer: Bosch has been exhibiting at WOC for over 45 years. How does your activation differ this year?
Allison Fishman: This year we have increased the number of practical demos and increased the game in terms of connection and the combination with content manufacturers. We are very careful that we have experts on site who can work with you when you get into our booth and carry out personal tours and demos with product managers. And of course we have the photo experience that was very popular. You will see how these characters are brought to life as part of our campaign that we will start in Big Game, so we wanted to present them to our core use group first.
What is your measurement strategy for this activation?
It is really important for us to see in a post -kovid environment how people deal with our shows. We are very happy that pedestrian traffic is very back. This is our metric at the macro level. The commitment to workstations is followed with badges scans. We would like to make sure that we create meaningful, shared experiences so that we also have a lot of social listening.
How is your trade fair program developing?
We are working hard to produce products that are trading -specific, e.g. B. for carpenters, electricians, etc., so we would like to identify shows that are specific for these specific shops and appear sensible for them. This is what is on the horizon for us.
What is your biggest challenge in trade fairs at the moment?
We know workers. This is primarily for us.
Photo loan: Anna Huddleston