Lombard, Ill.—Stevens & Tate Marketing has been retained by Han-Kwang Laser USA, Inc. to establish and implement a trade show marketing program to support the company’s sales efforts. Han-Kwang Laser USA provides sales and service for Han-Kwang Corporation, one of the world’s leading manufacturers of laser cutting machines.
Stevens & Tate kicked off the program prior to the FABTECH expo, which is North America’s largest metal forming, fabrication, welding, and finishing event.
“We were looking for a way to get more impact from our trade show initiative,” said Joe Manchak, regional sales manager at Han-Kwang. “We knew we needed to promote our new laser cutter, but we also wanted to elevate our message to highlight our brand. That’s where Stevens & Tate came in.”
“In the business-to-business arena, trade shows still contribute strongly to annual sales. Key decision makers attend and participate,” said Dan Gartlan, Stevens & Tate president. “To maximize Han-Kwang’s presence at industry events, we developed an ongoing communications plan to become top-of-mind before the show, attract more attention during, and support follow-up afterwards.”
The program Stevens & Tate implemented around the FABTECH expo was designed to complement the efforts of the sales team—not replace them.
“Marketing materials frame the conversation and build trust with the target audience by messaging on the benefits of the Han-Kwang brand overall,” said Gartlan. “This allows the sales team to focus its correspondence on specific products and promotions to secure the deal.”
Han-Kwang’s trade show communications program was derived from Stevens & Tate’s Attraction Marketing approach. According to Gartlan, Attraction Marketing is the process of making a company, its products, services and culture more attractive to prospects by driving specific marketing initiatives. “Show Up In Style” to trade shows and industry events is one of six key Attraction Marketing strategies that Stevens & Tate promotes.
Additional information on Attraction Marketing can be found at www.AttractionMarketingUS.com. Exclusive services in this platform include one-on-one consulting, innovation workshops and competitive advantage exploration. Additionally, Gartlan is a skilled speaker who can offer presentations, education and training in many areas of marketing and advertising.
Stevens & Tate Marketing is a full-service advertising agency offering award-winning, on-strategy creative; integrated message development; internet and digital advertising; and cost-effective media planning and execution. Stevens & Tate creates focused, targeted solutions for its clients in the food/grocery, business-to-business, retail, travel/tourism, real estate, healthcare, senior living, and non-profit industries. To learn more about Stevens & Tate’s services or work, visit the company’s website at www.stevens-tate.com or call (630) 627-5200.