Leading screen press manufacturer creates a buzz at back-to-back industry shows with an aggressive t
Sakurai is the global leader in screen press technology, whose customers include commercial, packaging, trade and screen printers. ZAR Marketing has worked with Sakurai’s US headquarters in Schaumburg IL since 2005 providing advertising, marketing, public relations, tradeshow logistics and management expertise.
In a process that began a year ago, Zar Marketing worked closely with the Sakurai team to help plan, manage and market their participation and maximize their budgets for two major printing industry tradeshows held a month apart this fall, including PRINT 17 in Chicago and SGIA EXPO in New Orleans. Both shows featured live demonstrations of screen presses and peripheral equipment and booths with similar custom rental exhibits, open and inviting floorplans and high-impact graphics with identical booth themes.
It’s All About The Theme!
Developing a descriptive, hard-hitting booth theme is something we recommend for all our clients to help create interest and enthusiasm for their products and drive traffic to their booths.
In the case of Sakurai, we built on a comment by my client, who always referred screenprinting as an art. Zar Marketing, partnering with Design Design Communications on this tradeshow marketing project, built on that thought and created “The Art and Adventure of Screenprinting” and a secondary theme line, “Don’t Print Ordinary” to be used throughout the program.
Sakurai’s successful tradeshow marketing program exceeded all expectations with measurable results at both tradeshows:
• Reinforced Sakurai’s global leadership position in the marketplace
• Drove booth traffic to see live demos of featured equipment
• Recorded an impressive number of qualified show leads
• Achieved incremental sales
• Attracted an impressive number of visitors to the microsites we created for each show:
Both websites featured new Sakurai presses as well as their entire product line, show news including hours, a registration ink, an interactive floorplan, contact information and more.
Sakurai also promoted the featured equipment at both shows with advertising and editorial in the PRINT 17 Show Daily, plus advertising and advertorials in the leading publication for the screenprinting industry. In addition to new marketing materials and press announcements, we created pre and post show eblasts sent to Sakurai’s database and rented industry publication lists. All of our tradeshow marketing efforts on behalf of Sakurai included our booth themes and links to the microsites we created.
To make sure your next tradeshow is a success, contact us.
