Alliance Laundry Systems
Crafting A Trade Show Experience Fit For A Global Leader
It is a fact that Alliance Laundry Systems is the number one commercial laundry manufacturer in the world. With proven excellency in leadership, an extensive worldwide presence, award winning customer service, and more breadth, depth, and resources than any other partner in the industry, the question wasn’t, do we share this information? But rather, how? So, when it came time for the industry’s largest trade show event, Alliance relied on us to assemble an experience that reaffirmed their position as number one. The results? A stunning display, ample media coverage and a strategy to be replicated for trade shows to come.
It’s not easy reaching first place, but when you’ve given your all to be number one, you want to share your achievement with the world. Alliance Laundry Systems (ALS) has already proven time and time again that they are the global leader in the commercial laundry market. The laundry industry’s largest trade event, the Clean Show, would be the perfect time to reiterate their position as best in class. In order to showcase Alliance’s position of leadership, we would need to get creative.
The biennial Clean Show is the largest trade event in the laundry industry, attracting over 10,000 attendees from all over the world to review the latest laundry equipment, technologies and services.
In addition to communicating Alliance’s position as number one, we needed a trade show experience that would:
- Elevate the corporate brand and communicate Alliance’s global position
- Tie each of the five unique brands within the Alliance family together under one umbrella, while still articulating each brand’s individual marketing objectives and messaging
- Leverage opportunities with key media partners
- Leave positive impressions with Alliance’s customers and distributor network, reinforcing their choice as a partner
- Encourage interaction and conversation with the Alliance representatives present and evoke interactive/technology experiences where appropriate to facilitate conversation.
Everything about our trade show experience needed to support our leadership position. We first secured a prominent booth location so that Alliance was first to be seen upon entering the showroom. We then moved forward to design an engaging, interactive experience that would leave visitors with the undeniable reality that ALS is the pre-eminent laundry manufacturer. In addition to having the single largest booth space on the whole show floor, we designed an engaging visual experience with polished, premium-quality graphics, video content to deliver key messages, iPads for interactive engagement and made sure experts were available on site for media interview opportunities.
Alliance wanted to emphasize their global leadership position and we did just that. The show was a great success. Hundreds of demos were conducted on the iPads, three successful distribution recognition events occurred and we generated over 450 new leads as a result of the show. Alliance was so pleased, they continued to utilize our model for future global industry trade shows. Additionally, we were able to reach our targeted industry trade media, securing 12 media interviews across 10 different publications, including:
- American Trade Magazines
- Laundry and Cleaning News
- Media Fusion
- Fabricare Canada
- The Laundry Ledger