Overview/The Brief
Remarkable developed the exhibition strategy for Viridor at Futuresource, the resource management industry's flagship event. The challenge facing Viridor was that in moving the annual waste management show from Paignton to ExCel in London, they had lost a popular and effective communications tool – the sponsored exhibition bus service.
Strategy/Tactics
To create a similar buzz amid the scale and dazzle of ExCel, Remarkable recommended a thought-leadership approach – helping Viridor stay at the centre of things by leading peoples' heads rather than transporting their bodies!
To draw people in, the stand incorporated a cafe, complete with barista, and vouchers for a free coffee were given away around the exhibition hall.
Once on the Viridor stand, an attitude survey was conducted with visitors asked for their views on a range of the most challenging issues currently exercising the industry. The results were then broadcast in real-time during the event on the big screens around the event's conference facilities. These highly visible survey findings showed Viridor owning the debate and presenting a live pulse-check on the industry's views on the dramatic economic and political backdrop.
Results
Over the three days at Futuresource, 348 people responded to the survey. In conducting the survey Viridor acquired a sound reason to capture data and follow up with the people who took part. The company also gained useful material for post-event PR, further raising Viridor's profile in the trade press and reinforcing its 'thought leader' status.
"Our stand and survey have received excellent feedback to date and the survey results and concept should serve us well in generating on-going interest. The Remarkable service was superb throughout."
Dan Cooke,
External Affairs Manager, Viridor.
