Last month, on behalf of our longtime client McWane Inc., Trilix’s Alex Rich, Paul Burger and Todd Senne traveled to Anaheim, California, for ACE15, American Water Works Association’s annual conference. They were there with one goal — to introduce McWane’s newly branded pipe division, McWane Ductile, to the world.
To promote McWane’s presence at the show, Trilix launched email and newsletter blasts in the weeks leading up to the ACE conference and produced a series of ads inviting attendees to stop by the McWane Ductile booth.
At the show, Trilix created custom-branded graphics and videos designed to draw people’s attention to McWane Ductile and keep it there. Todd, Paul and Alex also generated buzz by handing out McWane Ductile’s Pocket Engineer branded wristbands and led a prize patrol that canvassed the building, handing out gift cards to attendees spotted wearing them. In addition, McWane registered thousands into a drawing for two Apple Watches over the course of the conference, and crowds of people could be seen gathering around the booth to learn about McWane Ductile and to witness the selection of the contest winners.
The year’s conference was a convincing success. McWane made hundreds of new contacts, and Trilix helped introduce the water works industry to a powerful new brand.