Total 501 words used.
At Pack Expo International 2024, the world’s largest packaging tradeshow, Dow’s objectives included:
- generating business meetings and leads
- enhancing customer relationships
- promoting Dow’s leadership in:
- Sustainability
- Collaboration
- Innovation
Addressing these targets, Dow’s theme for the show, “a Circular Vision. the Diamond Standard.”, communicated their commitment to sustainability and reputation for “best-in-class” customer hospitality, customer involvement, and product innovations.
A wide-ranging branded digital presence before, during, and after the show engaged the audience. Digital tactics included:
- multiple email invitations (with free registration codes) and post-show messages
- focused, geo-targeted social media posts
- a promotional portal (Dow Page) on the show presenter’s Pack Expo Show Planner and app
- QR codes on handout cards and booth media, directing users to a virtual library of Dow content
The Dow booth on the show floor was a vibrant area filled with:
- branded showcases demonstrating sustainability technologies for flexible and rigid packaging
- meeting tables with interactive touchscreens
- eye-catching promotional videos
- Dow representatives engaging with visitors
Emphasizing Dow’s customer hospitality, two floors of the adjacent Marriott Marquis Hotel were transformed into the Dow Collaboration Center, offering:
- 10 private conference rooms
- common areas and private restrooms
- a separate dining area for complimentary breakfasts, lunches, and informal meetings
- collaborative packaging displays
Accessible from a skywalk, Dow-branded signage provided directions. Emails and invitation cards also included maps for locating all Dow locations and events.
Dow’s sustainability leadership showed as the Official Sustainability Sponsor of Pack Expo International. The sponsorship included:
- 300+ Dow-branded recycling containers throughout McCormick Place
- co-branded sponsorship press releases with the trade show promoter
- sponsorship credits in the trade show’s promotions
- digital messaging on the trade show’s app
- a Dow-branded recycling video on the McCormick Place monitors
Sustainability was also highlighted:
- through sustainability-focused displays in the Dow booth and Collaboration Center
- in two live stage presentations featuring Dow subject matter experts detailing:
- Dow’s global circularity efforts
- the collaborative innovation needed to create circular plastics
To further collaboration and innovation leadership messages, Dow:
- created co-branded packaging for displays in partners’ stands
- provided co-branded promotional posters for partners’ booths
- presented an Innovation Stage presentation on the collaborative innovation needed to create circular plastics
- highlighted Dow’s Packaging Innovation Awards in Pack Expo’s Showcase of Packaging Innovation
- included 20 Dow promotions with “contact us” invitations on the Pack Expo Show Planner and app
Success was achieved across all objectives:
Generated business meetings and new opportunities
53 Customer Meetings
>800 Qualified Leads
~700 Agenda adds from portal (viewers added a Dow event to their show planner)
Enhanced customer relationships
186 Unique Customer Center visitors (many repeat visits)
>2,100 Organic social impressions
1,450 Opened emails
54 Forwarded emails
47 Used free registrations
Promoted Sustainability
> 289,400 pounds of recyclables collected
~ 245 tons of waste diverted from landfill
SRO audience at Dow’s Sustainability Presentation
Demonstrated Innovation
2,264 Views on product portal
105 Clicks to product content
SRO audience at Dow’s Innovation Presentation
Invited Collaboration
>150 Vetted leads from booth
>80 Visits to Dow information pages from email links and QR scans
Nomination Title: Pack Expo 2024 Trade Show Campaign: a Circular vision. the Dow standard.
