Fancy Food Show: Integrated Program
sofi Awards 2016: Integrated Program
The main objective of the attendance building project was to generate awareness and excitement for the Fancy Food Shows by positioning it as a must-attend event for Specialty Food professionals. A comprehensive digital campaign and matching mail and print advertising focused in on the moment of discovery for both consumers and buyers — the moment when a customer tries a great new product for the first time and falls in love with it. The images are attention-grabbing and disruptive.
To promote its awards program, the Specialty Food Association created a comprehensive drive, which included digital and print. But the real catch was the in-person activation at the Winter Fancy Food Show in San Francisco. An awards booth was furnished with a red carpet, and an 8-foot-tall replica of the award trophy. They even had a mascot that was dressed like an award statue. This stopped potential applicants in their tracks, and encouraged them to sign up for the competition right then and there.
The Partner's Journey: Integrated Program
The Partner’s Journey campaign provided valuable content to customers and prospective partners, establishing The Channel Company as an industry thought leader and a partner to technology suppliers, rather than just a purveyor of products.
Through digital assets like blog posts and banner ads, targeted emails, social media outreach, and live roadshows across the country, The Channel Company told the story of how a solution provider arrives at their B2B equivalent of a “purchasing decision.” The campaign was successful because of its specialized marketing approach to a highly niche audience. Their efforts resulted in 110 marketing-qualified leads.