Carbon TradeEx

Carbon TradeEx: A Marketing Case Study

The Carbon TradeEx America tradeshow and conference is designed as a “hands on” program for professionals in environmental management positions working on strategic planning and investing, energy efficiency improvements, compliance programs, performance benchmarking and market and finance monitoring. The desired goal for Evolution Point was to generate buzz leading up to the tradeshow event.

We did this successfully using a combination of

  • Traditional advertising
  • Interactive strategy
  • Social media
  • Search marketing
  • Web Mobilization
Carbon TradeEx Logo, Brand Identity, Messaging, Website Development

Carbon TradeEx Logo, Brand Identity, Messaging, Website Development

We created the logo, brand identity, and messaging for the new tradeshow event. These values are reflected on the new website build on a content management system (CMS). The website also houses 4 independent sub-brands. The challenge is to clearly communicate each brand positioning, and clearly deliver content for each brand.

The website serves as a communication tool to educate the issues of carbon emissions to generate interest for attendees. It also includes RSS feeds, social media tools like YouTube and Flickr.

Advertising

Advertising

The lead up to the event depends on advertising to potential exhibitors, attendees and media partners. We utilize a combination of direct mail, email blasts, e-newsletters, web banner ads and traditional trade advertisements to actively promote the event.

Seen here is an example of an integrated advertising campaign to promote the launch of the new website. This specific campaign is used on the direct mail, trade advertisement and web banners. We have generated over 6 different advertising campaign strategies throughout the course of the year leading up to the event. The campaigns are targeted to the different audiences – exhibitors, attendees and media partners.

Social Media: Twitter and Flickr

Social Media: Twitter and Flickr

A twitter and flickr feed is added in the event home page. The initial intent was to allow people who aren’t able to attend the conference to be engaged with the presentations in real-time. We recruited graduate students interested in carbon trading to sit in on all the 5 simultaneous tracks and tweet the main points of each presentation. These tweets are then displayed on the website instantaneously, providing real-time blogging to people who are interested in reading about the presentation.

We found out later that during the conference, attendees were also following the tweets while listening to the presentations. They were following the other tracks that they weren’t attending. The unintended result is that many attendees move around the different tracks as a subject matter of interest comes up, hence there was a lot more attendee movement than in a normal conference. We consider this a major success as there were significantly more engagement from the attendees.

Social Media: Webinar - YouTube

Social Media: Webinar - YouTube

Since we are partners to our clients, Carbon TradeEx asked if we would be willing to execute a webinar to their exhibitors to educate them on the use of social media as part of a tradeshow event strategy. We obliged and did the webinar pro bono as part of our investment to our client and the event.

The webinar went for about an hour and had about 100 registered attendees. If you are interested, we recorded the webinar and added it to our YouTube channel. You can listen to the webinar here:

https://www.youtube.com/user/EvolutionPoint

Social Media Integration: LinkedIn

Social Media Integration: LinkedIn

As part of an overall social media strategy, we created a LinkedIn event page. The purpose is to invite interested attendees to know more about carbon emissions as a lead-up to the event. When people join the group, everyone knows who could potentially be attending the event. This creates a new interesting dynamic between the participants. It allows people to start the conversation between potential attendees before the event. This engagement can then be carried forward to a face-to-face meeting during the event.

Since one of the main advantages of attending tradeshows is the ability to meet with interested parties in a single location, we encourage this. This social media strategy ties in with most people’s traditional tradeshow strategy.

Logo, Brand Identity, Messaging, Website Development

Logo, Brand Identity, Messaging, Website Development

We created the logo, brand identity, and messaging for the new tradeshow event. These values are reflected on the new website build on a content management system (CMS). The website also houses 4 independent sub-brands. The challenge is to clearly communicate each brand positioning, and clearly deliver content for each brand.

The website serves as a communication tool to educate the issues of carbon emissions to generate interest for attendees. It also includes RSS feeds, social media tools like YouTube and Flickr.

Website Mobilization, Mobile App Development

Website Mobilization, Mobile App Development

As in all trade shows, there was a huge amount of vital information that needs to be shared with all the attendees. We wanted to enable all attendees to customize their experience so that they would walk away with the tools and direction they needed the most. But we wanted to deliver that level of service in a way that would reflect the industry’s priorities. We wanted to reduce our carbon footprint and produce less waste...

So we dramatically cut back on the printed pages of our show directory, and put the information online. This also enables us to keep the information more current and be good environmental stewards. We did this by creating a mobile website specifically for Blackberries and iPhones, even though it is possible to view the mobile website on other mobile devices as well.

Since the mobilization is dynamic, we were able to update the website frequently. One of important daily updates is the attendee list. This allows people to connect with other attendees and meet new people. The attendee information is voluntarily given by the attendees themselves.

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Chicago IL 60607
Phone: (312) 733-1100
Fax: (312) 624-4321