Every year, we’re honored to represent some of the most influential brands in the home and building industry during Design & Construction Week (DCW), which is a combination of the Kitchen & Bath Industry Show (KBIS) with the International Builders’ Show (IBS). This mega event was held in Orlando, Florida this year, and we were pleased to work with the global leader of the kitchen ventilation hood market, Elica.
Elica Corporation has been leading the kitchen ventilation hood market since the 1970s, growing to become the global leader in the industry with seven factories around the world and nearly 4,000 employees. “We are the AIRchitects.” That’s how Elica Group President Francesco Casoli puts it – “architecture of the air,” designed and built by Elica’s engineers, researchers, designers, quality managers, installers, project managers and laboratory managers.
As part of our goal to increase booth traffic to yield leads, we executed a three-part email marketing campaign to qualified KBIS 2018 attendees. Each email had its own product focus and unique call-to-action button, and we also crafted separate subject lines via A/B testing to continue to hone in on increasing open rates, click through rates (CTRs), and increase booth attendance. Ultimately, we found that timing of the email campaign was the largest factor in influencing open rates, and for CTRs, the Google Calendar appointment button performed the best by far.
PR.0 MEDIA RELATIONS
Another goal, of course, was to garner media coverage of the brand and its products. Several months prior to the show, we rolled out pitches and a press release campaign for pre-KBIS coverage, applied for award programs, and made sure Elica’s products were submitted for other unique opportunities as well. Due to these efforts, Elica was chosen to present during the prestigious KBIS DesignBites event during the first day of the show. DesignBites is a “speed-dating-style” program where brands have 3-minutes to present a product to attendees and media, and Elica was able to share the latest in vent hood technology (Stoney Island hood) on the main stage to over 35 media!
On the show floor, in a combination of scheduled appointments and seizing on-site media tour opportunities, we were able to increase media traffic by over 40%. Also compared to last year, overall pre- and post-show media coverage was more than double (so far) with online articles still posting each day, and innumerable print coverage scheduled over the next six months.
Elica is just one of six amazing companies we represented at DCW this year. Check out our Instagram to see more highlights from the show floor, and follow our YouTube channel to see some of the trends we spotted while in Orlando. In the meantime, we’re already gearing up for DCW 2019 in Las Vegas—cheers!