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Tradeshow & Product Launch

With the introduction of their new Vita Splash drink mix, Sturm Foods, a global manufacturer of nutritious foods and beverages, envisioned a spectacular product launch at a national, high-profile tradeshow. It looked to Coalesce for insight and execution.

To grab retailer and media attention for the Vita Splash debut, Sturm Foods needed to stand-out above the hundreds of other vendors attending the tradeshow. Its new customized tradeshow booth had to be innovative and interactively feature the new brand, along with Sturm Foods’ other products. Coalesce designed a “pod” system with suspended oversized package mock-ups that highlighted the benefits of each drink stick line. In a special-designed second-story conference room, company executives were able to meet with interested retailers and media in a location that literally allowed Sturm Foods to stand above the crowd. In addition, Coalesce produced an engaging video featuring short, in-use product clips to play on a 52” flat screen television within the booth.

Keeping versatility and long-term goals in mind, the booth converts from a 50’ x 50’ stage to a smaller 10’ x 10’ footprint, and packaging mock-ups can be swapped-out for future product introductions. What’s more, the video was specially produced to easily transition to television commercial spots.

Armed with their new tradeshow booth, Sturm Foods also wanted to generate pre-show momentum with key target audiences. Coalesce designed and coordinated a giveaway containing a custom-labeled water bottle, a Vita Splash sample, and a colorful insert about the product launch and Sturm Foods’ tradeshow booth location. More than 1,300 packages were delivered to retailer and media member hotel rooms the morning of the show.

To generate reporter interest, Coalesce also created media kits for distribution at the tradeshow, including a press release, product photos CD and corporate fact sheet – everything a reporter would need to easily create a feature story. The press release was distributed to registered media attendees two weeks before the show, and used to pre-schedule day-of-event interviews with Sturm Foods’ Vice President of Marketing.

The coordinated tradeshow effort paid off. Sturm Foods representatives conducted meetings with several interested retailers at the tradeshow. Media representatives and booth attendees repeatedly commented on how the booth and media materials surpassed all other show attendees. The targeted media relations efforts resulted in six on-site media interviews, and numerous premiere-placed media stories and product photographs. In total, the Vita Splash brand launch was a great success.