After a fantastic event in 2019, Sian Powell, Marketing Executive at Sykes Pickavant spoke to us to tell us what really worked for the company and how they achieved success, exhibiting at Automechanika Birmingham.
Sykes Pickavant have attended Automechanika Birmingham every year since 2016. The company’s main objectives were to meet with existing customers & boost brand awareness of the brand with potential new customers from the aftermarket.
Sian was very positive about the event suggesting that optimising the opportunity to demonstrate their latest products to end users such as garages owners and technicians was a key reason Automechanika Birmingham works so well for them. Sykes Pickavent chose a stand location in the dedicated area The Big UK Garage event which meant increased footfall and meant they saw high numbers of decision makers from garages, body shops, dealerships and fleet.
Powell commented “To help us engage with visitors to our stand more effectively this year, we decided to take brand representatives onsite with us. They were able to offer detailed advice; product knowledge & demonstrations face to face and help build relationships with customers more effectively than you can over the phone. This meant we were able to help any existing customers with queries and showcase the various brands we offer to them & new customers.”
The marketing team started to promote their presence around 5 months before the show across all marketing channels. The Sykes Pickavent team made the most of every opportunity available to them including working closely with our show team. The Automechanika marketing team offered new opportunities to exhibitors in 2019 to get free exposure and additional promotion in printed preview magazine, show guide, social media and on the website.
Sykes Pickavent launched a competition to win a SFL501R Straight Folding Lights by picking up a pair of Advanced Lighting Systems Sunglasses from their stand, and be photographed wearing them around the show. The exhibitor also entered the product960400SP Venom Induction Heater Deluxe kit into the new Commercial Vehicle Showcase. Sian said “We were excited to confirm that the product was chosen to be displayed and we experienced increased traffic to our stand because of this secondary location in the exhibition hall.”
The Exhibitor Day gave the marketing team the opportunity to gain some free expert training & advice on maximising a marketing campaign to get the most out of investment into exhibitions.
Paul Archer Managing Director said “The show provides us with a platform to meet with end users and collect feedback on our products, giving us the customer insight needed to help design new solutions for our range.”
After exhibiting at the 2019 event, Sykes Pickavent confirmed that new leads came through the doors off the back of a successful event with Automechanika Birmingham.