New strategy breathes life into leading foodservice equipment and supplies show

How can a beloved industry event evolve effectively? For The NAFEM Show—a premier tradeshow for foodservice industry professionals—the answer was digital transformation, wow-worthy creative and an amped-up communication strategy. The end goal? Drive registration, boost satisfaction and engage a new generation of foodservice industry professionals.

Objectives
Build awareness and engagement among multiple audience segments with relevant, targeted communications; drive pre-show registration and increase attendance; and increase attendee satisfaction scores.

Approach
With fresh creative and a 12-month, omni-channel action plan, we hit the ground running. Programs ran the gamut—from development of the new show site and multi-segment paid digital campaigns, to content marketing, nurture streams and direct mail.

The creative anchor for the 2019 show campaign was several Rube-Goldberg-inspired foodservice inventions—designed to embody the inspiration and innovation available to show attendees.

Over the course of the eight months it ran, the digital media component of our program included more than 200 campaigns across three channels and seven platforms. This amounted to 4,000+ ad variations—with ongoing analysis, testing and optimization.

40% of registrations were directly attributable to our digital campaigns

Gated, high-value content (ebooks) targeted key audiences with segment- specific content. Downloads triggered email nurture streams and retargeting efforts.

[They've] integrated into the team and are an extension of us. That’s the reason why we chose LoSasso.

Deirdre Flynn, CFSP, Executive Vice President NAFEM

10% attendance increase

We grew our main target attendee audience (foodservice operaters) significantly from the 2017 show to the 2019 show.

5,300 new attendees

Thanks to awareness and nurturing campaigns, our efforts secured a large percentage of new attendees.

41% conversion rate

A large percentage of prospects who engaged with our gated high-value content (and were nurtured via email and retargeting) ultimately registered for the show.

“You’ve integrated into the team and you are an extension of us. That’s the reason why we chose LoSasso.”

Deirdre Flynn
CFSP, Executive Vice President NAFEM