Creating Trade Show Tools to Spur Acceptance of New Concepts
The Short Span Steel Bridge Alliance’s mission is to educate county engineers on the benefits of using steel in short span bridges. They also wanted to start an ongoing conversation to encourage using steel in future bridge design specs.
Targeted trade show display conveys priority messages
Meeting engineers on their turf–at industry trade shows and conferences–is essential to converting them to the use of steel. A set of flexible trade show tools-booth display, branded and relevant giveaways, and marketing materials such as product sheets were related to convey key concepts and marketing messages to the engineers.
Consistent branding helps recall
Impactful graphics featuring custom illustrations were used in all marketing tools. This practice created consistency throughout the campaign, enhanced audience recall, and kept the project on budget.