To highlight its acquisition by SAP and establish itself as a leader in the human resources management solutions space, Success Factors, a cloud-based software provider, took its exhibit at the 2015 HR Technology Conference & Expo to new heights—literally. Success Factors incorporated a 20-foot-tall vertical wall within its exhibit footprint and unleashed a cadre of acrobats to scale it. The conference took place Oct. 18-21 in Las Vegas.
As the focal point of the footprint, the wall and acrobats wearing colorful head-to-toe bodysuits came to life every 30 minutes with a different vignette designed to tell a story about the brand through body language. In one vignette, the acrobats concluded their ascent with a heart shape to spread the message that “your people are the heartbeat of your organization.” Other themes included global growth, and innovation and advancement. Also in the exhibit footprint was a lounge area, registration desk (with iPads and scan stations), and an interactive info-tile touch wall that revealed product and brand messaging.
To encourage repeat visits, the brand gave away 10 Fitbits branded with a Success Factors logo every hour. By visiting the three demo spaces within the exhibit, attendees were automatically entered to win. In addition, handling agency Group Delphi’s Lead Logic proprietary program that was linked to registration tracked visitors who came to the booth, enabling the brand to choose customized collateral to email to each attendee after the show. The move cut down on wasted paper and helped the brand make personalized connections.
As for results, the brand recorded positive comments and tweets from thought leaders on social media and it reported that leads came in at record levels—30-percent higher than the prior year.
“HR Tech is our largest line-of-business trade show, and the attendee quality at this show is spectacular as 65-percent of them are C-level and above,” says Sue Deric, senior manager, SAP Events | Success Factors. “If you look at it from a pipeline perspective, our customers attend HR Tech, so we wanted to go big, we wanted to show that we are the top HR company in this space, not only to our competitors but to our customers as well.” Agency: Group Delphi, Alameda, CA.