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EveNT Manager
Vonage
Start small and grow as the business continues to grow.
Client Project Scope: My time with Vonage – Elevating Your Show Presence with iNovent Solutions
Introduction: In my tenure working with a local exhibit company, we had the privilege of collaborating with Vonage, a major player in the VoIP industry. This partnership provided us with a unique opportunity to closely engage with Vonage’s key marketing management team, which included Corinne Goodwin, Sr. VP of Marketing, Matt Detrick, Sr. VP of Sales, and Lou Yobp, their Creative Director.
Project Overview: Our journey with Vonage began with a “modest” 20 x 20 exhibit, supported by a budget of $250,000. The primary objectives for their booth and show were threefold:
- Educate Attendees: We aimed to educate attendees about VoIP calling.
- Drive Engagement: Our goal was to entice attendees to experience VoIP calling at the booth.
- Impress and Attract: We wanted to make a lasting impression by excelling in attendee engagement, showcasing presence, and attracting new clients.
Creative Approach: Leveraging Vonage’s branding elements and delving into VoIP technology, our Creative Director, Rod Pacheco, designed an exceptionally original and captivating booth for that year’s show. This creation earned acclaim as “one of the most innovative and beautifully designed booths on the show floor.” Beyond elevating Vonage’s presence, this design effectively sparked curiosity about VoIP calling, educated attendees about its functioning, and successfully enlisted 2500 new clients, setting the stage for a remarkable inaugural show.
Expanded Role: In our early conversations with Matt, an additional criterion they had for an exhibit company was to assist them with their event marketing and management until they secured a suitable candidate for that position. I confidently communicated that I had prior experience as an event marketing manager and understood the intricacies of the role, making me equipped to assist them if required. Given our team’s exceptional design and fabrication capabilities and my past experience, it was evident that we were the perfect fit for the task.
Strategic Marketing: As anticipated, our design and my expertise played a pivotal role in securing the project. I was entrusted to collaborate on their event management until they found a permanent team member. Embracing this added responsibility proved mutually beneficial. This endeavor empowered me to provide seamless support across the spectrum of exhibit design and construction. It ensured that Vonage had the guidance of a seasoned event professional throughout, enabling me to adopt a consultative role in advising on annual exhibit space choices, show-related services, future marketing opportunities, and establishing connections with CES Management.
Continued Innovation: As years elapsed, Corinne, Matt, and I collaborated to explore diverse marketing avenues presented by the CES show. We strategically utilized prominent exterior signage on the south wall of the LVCC building and additional signage in key halls. In a creative guerrilla marketing maneuver, Vonage personnel dressed in branded attire traversed the floors, distributing cards for complimentary phone calls at the Vonage booth. This tactic garnered attention and steered traffic towards their exhibit.
Adaptive Booth Selection: Year after year, the CES booth selection process transformed our experience into a captivating game of floor chess. We navigated this process strategically, securing a floor space after premier exhibitors had their pick. While our initial spot might not have been optimal, it provided a foothold and enabled us to be waitlisted for better spots as they became available. Throughout the months leading up to the show, I maintained ongoing communication with my team, Vonage management, and CES show management, strategically reviewing floor maps, securing prime spots, and devising expansion plans. This constant expansion spurred creativity and unique design solutions.
Success in Expansion: Undoubtedly, challenges arose, but the dedication we invested was always met with gratitude from Vonage. Witnessing the exceptional exhibit year after year made every hurdle worthwhile.
Innovative Expansion: In the final years of our collaboration, Vonage expressed a desire to expand their show presence further. They loved the idea of the old iconic British phone booths and envisioned placing them in key locations during the CES show.
Unique Phone Booths: We designed circular futuristic-style phone booths with Vonage’s signature orange plex material, strategically placing them in key locations. These one-person booths, compact yet attention-grabbing, offered attendees the chance to make overseas calls for free, further enhancing Vonage’s brand recognition and customer engagement.
Lasting Impact: Our successful implementation of the phone booths, which we were able to place around the LVCC Lobbies and halls, associated hotels, and the Las Vegas airport were such a successful marketing engagement tool that they caught the attention of CES management leading them to extend similar marketing opportunities to other exhibitors in subsequent years and shows.
Conclusion: The collaboration between myself, my exceptional exhibit team, and the Vonage Management team illustrates the power of a dedicated and strategic partnership. Through creative thinking and meticulous planning, we were able to continuously elevate Vonage’s presence at CES and left a lasting impact on attendees. The experience highlighted the importance of trust, teamwork, and utilizing the right expertise to make a significant difference in the success of any project.
Our Expertise for Your Success: With over two decades of industry experience, Kate Gurule, President of iNovent Solutions, takes pride in offering event and trade show management expertise to clients, mirroring the successful collaboration with Vonage. Our team of industry experts boasts a track record of delivering innovative and prosperous events, exhibits, and trade show experiences. We’re well-equipped to assist you in planning your next project. Reach out to us via email at [email protected] – we’d be thrilled to collaborate with you.
Idea & Concept :
- Cost Effect
- Beautiful Design
- What is VOIP calling
- Growth over the years
- Engage the Audience
- Make it Fun
- Engage with Show Attendees Away from Booth
- Concept Used by Others