Surface Design Show (SDS) is one of several exhibitions run by a global events company that we know very well, the Montgomery Group, as we also assist with the creative and marketing for some of their other events, including FIT Show.
Held in London at the Grade II listed Business Design Centre, SDS is a 3-day event and unique gathering for architects and designers to explore the best in surface material innovation.
For the second year in a row, DigitalKOG had to formulate and implement a dual campaign that would instigate exhibitor sign-ups and thousands of visitor pre-registrations.
The Leadology™
We have developed a thorough understanding of how best to market this type of show, how to engage with the relevant audiences, and what strategies are most cost-effective for exhibitor and visitor promotion. However, every show is different, with a unique audience with different wants, needs and behaviours online.
We therefore developed a tailored strategy for SDS based on our marketing expertise and SDS’s experience of its brand and customers.
A multi-channel approach was taken across Google search, LinkedIn, Facebook, and Instagram, channels we knew would best help us accurately target SDS’s desired audiences and limit exposure to irrelevant audiences.
It aimed to reach appropriate surface businesses online and encourage them to book a stand, whilst also reaching architects, interior designers etc., to stimulate visitor registrations, driving awareness about the benefits of exhibiting at and attending SDS.
The Result
The event’s organisers and those who participated and visited seemed to unanimously agree that SDS 2023 was the best one yet!
175 exhibitors showcased the best in surface design, and it drew in almost 6000 architects, designers, and specifiers over the three days.
”DigitalKOG’s experience in show promotion was fundamental to the success of SDS 2023, just as it was in 2022.
This time around they helped drive even higher levels of exhibitor attendance and footfall, which saw so much new relationship building and networking connections made between exhibitors and visitors.
Zoe WoosterPortfolio Marketing Manager, SDS
