Polk AAPEX Trade Show Campaign

Challenge
Attract existing customers and prospects to ensure Polk’s Aftermarket Team achieved its revenue goal at AAPEX in Las Vegas.

Solution
Created an 11-month football themed campaign and trade show booth execution in 6 phases:
1. January-Dimension Fiki Football mailing to existing customers.
2. May-Presentation at the Global Automotive Aftermarket Symposium in Chicago.
3. August- A four-month Ad campaign started in Aftermarket Business
4. September-Email invitation sent to top customers to meet NFL Legend William “The Refrigerator” Perry at the show.
5. September-Direct Mail package sent to customers and prospects.
6. November-The Trade Show—staff dressed in jerseys and referee outfits. Throwing contest, foam football giveaways. Celebrity Breakfast & Booth Autograph session.

Results:
- Increased booth meetings by 62.5% above target
- Increased booth traffic 10%
- Generated 28 new bus. proposals
- Achieved 100% revenue goal
- DMAD Target Award Winner