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Case Study: Retailer Trade Shows and Expos (2021 – 2022)

This was the first time that Reckitt had significantly invested in Trade Shows and together with my team we focused on launching NPD and showcasing a compelling environmental message: every time dishes are pre-rinsed instead of using a dishwasher, up to 40 liters of water are wasted.

Countdown Trade Show 2022

For the 2022 Countdown Trade Show, we highlighted a staggering fact: pre-rinsing dishes instead of using a dishwasher wastes up to 40 liters of water each time.

To make this message tangible, we created an interactive experience featuring a water pump challenge. Participants were tasked with pumping 40 liters of water back into a native pond as quickly as possible. This hands-on activity vividly illustrated the significant water wastage caused by pre-rinsing dishes, prompting attendees to reconsider their dishwashing habits and reflect on their environmental impact.

Central to this activation was the link to our brand, Finish. We showcased Finish as the superior choice for dishwashing, emphasising that with Finish, you achieve optimal cleanliness and shine without the need for pre-rinsing. This reinforced our brand’s commitment to efficiency and sustainability, resonating with attendees and reinforcing Finish as the preferred brand for effective, water-saving dishwashing solutions.

Foodstuffs Expo 2021

The Foodstuffs New Zealand Expo 2021 marked a significant milestone as one of the largest B2B events in New Zealand’s history. It provided us with an exceptional platform to showcase our renowned brands and reconnect with our valued retail partners and industry peers over two dynamic days.

Following the challenges of 2020, which saw us navigating through Covid-19 lockdowns, the expo offered a refreshing opportunity to come together and celebrate as a retail industry. At this pivotal event, we launched an initiative to embody our corporate purpose and vision through an immersive and educational experience.

This was the first time that Reckitt had significantly invested in Trade Shows and together with my team we focused on a compelling environmental message: every time dishes are pre-rinsed instead of using a dishwasher, up to 40 liters of water are wasted.

To bring this message to life, our partners at Brand Stand designed an engaging interactive experience featuring a water pump challenge. Participants were invited to pump 40 liters of water back into a native pond as quickly as possible. This hands-on activity effectively demonstrated the significant water wastage associated with pre-rinsing dishes, prompting attendees to reconsider their dishwashing habits and recognize their environmental impact.

Integral to this activation was our brand, Finish. We highlighted Finish as the preferred choice for dishwashing, showcasing its superior cleaning power and shine without the need for pre-rinsing. This emphasised our brand’s commitment to efficiency and sustainability, resonating with attendees and reinforcing Finish as the leading brand for effective, water-saving dishwashing solutions.

Key Learnings

Successful trade show participation involves careful planning, alignment with brand values, engaging experiences, and effective follow-up strategies. It’s a valuable opportunity to showcase products, build relationships, and drive meaningful engagement with stakeholders.

  1. Engagement through Interactive Experiences: Interactive experiences, like the water pump challenge at the Countdown Trade Show, are highly effective. They capture attendees’ attention, create memorable experiences, and drive home key messages in a compelling way.
  2. Highlighting Environmental and Social Issues: Addressing pressing environmental or social issues resonates with attendees. It not only showcases the brand’s commitment to sustainability but also educates and inspires action among the audience.
  3. Relevance of Brand Linkage: Connecting the activation directly to the brand’s core values and product benefits is crucial. For example, linking the water pump challenge to Finish dishwashing products highlighted their effectiveness and sustainability features.
  4. Networking and Relationship Building: Trade shows provide valuable opportunities for networking with industry peers, partners, and potential customers. Building relationships in person can lead to future collaborations and business opportunities.
  5. Market Research and Feedback: Interacting directly with attendees allows for real-time market research and feedback. Understanding customer reactions, preferences, and concerns can inform product development, marketing strategies, and future activations.
  6. Measurable Impact: Trade shows offer a platform to measure the impact of activations through metrics like engagement levels, leads generated, sales uplift, and brand perception shifts. This data is invaluable for assessing ROI and refining future strategies.
  7. Brand Visibility and Awareness: Participating in trade shows increases brand visibility within the industry and among consumers. It enhances brand awareness and reinforces the brand’s positioning in the market.
  8. Post-Event Follow-Up: Following up with leads and contacts made during the trade show is critical. It helps to nurture relationships, convert leads into customers, and maintain momentum generated during the event.