Cadence Lets its Customers Educate Exhibit Visitors
It would have been easy for electronic design automation company Cadence to simply regurgitate its same ol’ trade show booth at the annual Design Automation Conference.
Instead, the company rebuilt its experience from scratch, producing a 100-foot-by-100-foot exhibit that was anything but static. Big, bold, and colorful, the futuristic display centered around a series of Tech Talks, casual topic-specific conversations led not by Cadence salespeople, but by the company’s customers. “Customers love to learn from other customers,” says Donna Castillo, Cadence’s senior event manager.
Each of the six talks took place in its own color-coded area, making it easy for attendees to identify their meetings based on color-specific collateral that was distributed at the show and at cadence.com.
Ten kiosks at the front of the area allowed attendees to sign up for presentations or adjust their schedules. Cadence emailed attendees prior to the show and invited them to sign up for the talks online. Guests could also sign up for private demos inside one of 13 private conference rooms.
The exhibit’s look and feel was modeled after a Starbucks store, with cool furniture and comfy music. All visitors received a booth guide and a CD-ROM containing technical info on the featured products.
The exhibit as well as all campaign collateral carried a “Break on Through” theme, which tied to the company’s breakthrough products and technology. Email, a content-rich area of the Web site and print ads rounded out the program. On-site breakfast and dinner events for media, and a customer VIP dinner event highlighted Cadence’s role as a leader, turning what could have been vanilla into so much more.
Post-show, Cadence sent follow-ups and funneled leads into the sales channel. In total, the company collected 2,000 qualified leads, and booked more than 90 meetings in the demo suites. In addition, 1,000 people spent more than 30 minutes in the exhibit, and measured perception for Cadence and its products went through the roof.