Finning UK & Ireland, the Caterpillar equipment dealer tasked Edson Evers with creating an integrated content marketing campaign to promote its attendance at the bi-annual Hillhead Quarry Show 2018.
In order to elevate its position within the industry and its presence at the show, Finning invested in an entirely new stand and premise by launching its new customer proposition – ‘Software, Hardware, Everywhere’. To support Finning, Edson Evers delivered an integrated content campaign with a focus on digital communications to drive footfall and own the conversation at Hillhead, and across the industry.
“We just want to thank the team at Edson Evers for their support at Hillhead. No event or exhibition is the same without them! As integral members of the Finning team, Edson Evers is passionate, dedicated and always delivers results!"Tracey EarpMarketing Manager - Finning UK & Ireland
How did we do it?
The objective was to demonstrate industry leadership and engage with Tier 1 contractors, as well as embracing the wider plant audience, including plant hire businesses and operators who have a key influence in decision making. In addition, it was vital to deliver practical, real-word communications and demonstrations to all attendees on how new technologies can and will impact business growth
Over a three-month period, which includes three days at Hillhead Show, Edson Evers created a special digital and print edition of Finning News magazine with exclusive interviews with leading contractors BAM Nuttall and Balfour Beatty.
Alongside this, a PR and Social Media campaign achieved the highest engagement rates and ROI results in the history of Finning’s ‘show attendance’ campaigns. With the production of 12 videos, which in total received over 162,500 views, seven journalist interviews and a Social Media Influencer & Community meet up – the activity resulted in multi-million pounds worth of machine sales.
Multi-million pounds worth of sales generated directly from campaign activity
Over 50 pieces of coverage in key industry, A-rated titles. £8.14 worth of coverage was generated for every £1.00 spent, resulting +800% ROI
162,500video views and 814,164 total organic social media reach
Writing and designing event-specific magazine, with a 55% open rate on email distribution and a 75% clickthrough rate
Are you looking for new ways to promote your event or attendance at an exhibition? Get in touch