Case Study | Client: TriNet | Industry: Human Resources
TriNet provides an instant HR infrastructure – healthcare benefits, payroll management and HR liability protection – to allow its clients to attract, hire and retain ideal employees while concentrating on what’s most important: growing their business. An upcoming tradeshow offered the ideal target market to meet start-up and high tech CEO’s, a perfect match for TriNet to drive awareness and revenue. The forum was right. The target was right. The venue allowed exhibitors to ‘push the envelope’. However, the trade show floor is always highly congested and dense with competition. The marketing challenge facing Marketing Director, Ken Narita, was how to uniquely create TriNet’s exhibit as the show’s main attraction.
To take a booth concept into reality, TriNet chose ProExhibits. “The complexity of the assignment and the need for flawless execution were two of the key reasons we wanted to work with ProExhibits,” says Mr. Narita. “We also needed to partner with the top event professional to eliminate pitfalls caused by complex trade show rules and regulations. So much hinged on the success of that day, we couldn’t afford a mistake.”
The exhibit to be developed was literally a yam for a booth! While it may be unusual to associate an HR firm with a yam theme, the integration of the exhibit with social media marketing tactics definitely maximized daily attendance during the entire show. For example, attendees could have their picture taken with the yam-man – allowing TriNet to make a further connection after the show. The humorous approach included the Yam’s own Facebook page – another means to download pictures of attendees – which created a continuous touch approach.
The result? Says Mr. Narita, “Our objectives were to drive revenue and awareness. As a result of the show, our pipeline grew and awareness was achieved through incredible PR coverage. The entire endeavor could not have gone better.”