Virtual Trade Show Case Study: OSRAM-OS Lightfair 2010
Scenario
Ingenex Digital Marketing, an Internet Marketing Firm based in Ann Arbor, Michigan traveled to Las Vegas to support client and LED manufacturer OSRAM Opto Semiconductors’ virtual trade show page at Lightfair 2010, one of the lighting industry’s most important annual trade shows. Lightfair is one of the signature annual events in the lighting industry, and OSRAM Opto Semiconductors hired Ingenex Digital Marketing to help them stand out among the hundreds of other lighting exhibitors and compete effectively against LED industry competitors in the online marketing space.
Solution
Ingenex created a comprehensive digital marketing strategy in advance of Lightfair 2010. Digital marketing support included the launch of a virtual trade show website dedicated to OSRAM’s presence at Lightfair, a multimedia blog, video, internet marketing promotions, social media and digital PR campaign to build momentum and buzz leading up to Lightfair and online photos, videos and news updates live at the convention. Ingenex sent a team of three internet marketing and video production professionals to Lightfair 2010 to shoot video, take photos, interview customers, enhance the presence of OSRAM Opto-Semiconductors on the tradeshow floor, and build buzz like never before seen at Lightfair.
Results
The Lightfair 2010 virtual tradeshow website generated more than 4,000 visitors, more than 23,500 page views and more than 50 inbound SEO links into the site from a variety of customers, partners and industry media outlets over the one month span before and after the Lightfair tradeshow.
Supplementary social media support also provided valuable metrics results. Ingenex Digital Marketing filmed, edited and published 17 new videos and uploaded them to YouTube and Ustream; 52 photos were posted on Flickr and Facebook with 786 views; 43 Facebook updates were made with 958 views; and 35 conversation news articles (blog posts) were written, optimized for SEO and posted directly to the virtual trade show website. Particularly compelling, the video outlets http://youtube.com/osramledlight generated nearly 6,500 views on the 17 LED light videos we produced during the show.
Search engine optimization (SEO) efforts also helped to make the virtual trade show page for OSRAM Opto-Semiconductors one of the top resources for Lightfair-related search results, with top rankings for search terms related to Lightfair photos, videos, virtual trade show and much more. The Lightfair 2010 Virtual Tradeshow site still shows up on Page 1 of Google Search results for the term LightFair.
This successful virtual tradeshow marketing program is a wonderful example of how Ingenex Digital Marketing can get powerful results for clients through internet marketing, SEO, and social media marketing. The Virtual Tradeshow Experience that Ingenex built for OSRAM Opto-Semiconductors helped establish them as one of the most talked about exhibitors at the premier lighting industry trade show. The LED Light Site by OSRAM Opto-Semiconductors also benefitted as traffic from the virtual tradeshow spiked on the site and many new visitors became aware of the amazing LED solutions that OSRAM offers its customers.
Ingenex looks forward to creating more virtual tradeshow web site experiences for our customers and thanks OSRAM Opto-Semiconductors for taking the chance on this innovative and new way to market brands at trade shows through a virtual tradeshow website and internet marketing.
