Quanex took a new marketing approach to GlassBuild 2013 by creating a robust tradeshow program that featured an email marketing campaign, product showcase videos, a tradeshow landing page and in-booth experts to answer customers’ social media and digital questions.
Quanex displays at one of the larger GlassBuild booths, which gives customers the chance to receive a hands-on experience with its wide variety of products. In 2013, Quanex focused efforts on creating a digital experience for its customers and tradeshow attendees. By developing a content driven email marketing campaign and dedicated landing page (www.quanex.com/glassbuild), Quanex was able to provide GlassBuild attendees and those who were unable to attend the show an experience unlike any other.
To ensure all GlassBuild inquiries were properly handled, Quanex also interacted with booth visitors post-GlassBuild with a personalized email campaign based on their interest at the show. Booth visitors received a follow-up email, recapping their visit at the Quanex booth along with specific information on the products or services in which they may be interested. Unlike more typical email marketing campaigns, Quanex’s GlassBuild America campaign was comprehensive, tailored to each individual attendee and content driven. This multiplatform approach allowed Quanex to streamline its lead process and give customers and tradeshow attendees the information they were seeking, quickly and efficiently.
The Brand Builder Awards recognize the most innovative and effective marketing campaigns throughout the residential and commercial design and construction industries. Companies selected for recognition have executed campaigns that generate sales, motivate buying behavior and inspire customer loyalty. More than 50 companies submitted entries in 22 categories, ranging from traditional advertising campaigns to social and mobile marketing strategies to lead generation programs.