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Making the most of a moment – bringing education technology to life

Lenovo, Australia and New Zealand

The destination

Already at the forefront of education technology in ANZ, Lenovo needed to make an impact commensurate with their leadership position in the space at Australia’s seminal education technology event, Edutech. Critically, for many of the 8000 attendees, it would be their first experience with the updated visual design of the new Lenovo brand. On top of the visual impact, the stand needed to accommodate distinct areas for product messaging, product demonstrations and one-on-one meetings, while remaining open and inviting to foot traffic.

The route

An impressive stand design focused on high visibility for the new Lenovo branding in the busy exhibition environment. The space was clearly demarcated into a front with product information, display and demonstration in one area and the one-on-one meeting area on the back of the stand.

A key function of the event was to generate leads, and this was supported by collateral on the stand to capture attendee details, a follow up eDM and landing page which contained a digest of assets from the conference for recipients.

The Walk

Lenovo’s position as a leader in education was enhanced by the design and bold visual impact of the stand, with the collection of contact details for several hundred new leads testament to its popularity. Each new contact was followed up with an eDM, with 34.4% of recipients opening the email and 14.8% clicking through to the landing page, creating valuable qualified traffic for Lenovo’s sales teams.

Careful space planning made good use of space and traffic flows

The resulting stand was both functional and eye-catching

Exhibition specials and competition were used for lead generation at the stand

Visitors were invited via eDM to visit the post-event microsite

Looking to make an impact that lasts long after the event?

Event marketing can be highly effective, but to make it truly valuable, the impression made by all the messaging and activity should last longer than just the day. For more about extending the impact of events with effective acquisition and nurture campaigns, speak to The Walk Agency.

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