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Trade Show Conference

events & Tradeshows

where marketing works - to connect

Every industry event has its own particular set of challenges - and S&D loves taking them on. Whether your company is a part of a huge national or international conference, hosting their own event or fundraiser, or developing content as part of an industry networking event, we've got the insight and experience to make you shine.


Check out just some of our work promoting, producing, and providing strategy for events and tradeshows. To see how we've done it virtually, go here.


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For more than two decades, we've been thrilled to be the brand steward for Adaptive Spirit, creating each years' theme, digital and on-site collateral, and working to ensure successful events. This three-day get-together is not only the telecom industry's most important networking event of the year, it also raises critical funds for the U.S. Paralympics Ski and Snowboard Team...and requires months of preparation in advance of Adaptive Spirit events, including promotion for sponsorships, attendees, athlete participation and silent auction donations.

S&D is responsible for marketing, brand and event strategy, as well as collateral design and production,

culminating in on-site coordination before, during and after the event. During our tenure, we have guided the organization through three rebrands, including a name change from SkiTAM to Adaptive Spirit.

Our annual efforts include:

Crafting targeted messaging to inspire corporations to sponsor the event, executives to attend the event and athletes/coaches to engage at the event.

• Developing bold creative that showcases the duality of business and sport, while exuding the spirit and tenacity of the athletes.

• Using a mix of digital (emails, social, event app, event platform, video) and print tactics (event guides, directmail, on-site banners) for promotion, sales and on-site wayfinding to reach targeted audiences.

• Facilitating and managing event platforms and apps for virtual and in-person events.

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A dynamic closing ceremony video we created for Adaptive Spirit 2022.

IBC - international broadcasting convention

Friend MTS, a global content anti-piracy technology company headquartered in the UK, wanted to make sure they made a splash at Amsterdam's IBC conference, and S&D made sure they did just that. Because impactful conference participation goes beyond a great-looking, interactive booth space, we ensured they also had a spot-on communication strategy to show-case them as industry thought-leaders and increase sales inquiries.

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That meant pre-show publicity, arranging for Friend MTS executives to lead informative panels and talks, social media that engaged other show participants, lead gathering, and post-show communication. Our team handled all aspects, including the booth set-up and tear-down in Amsterdam. 

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Placed and earned pre-show media included social and digital media, video interviews with company executives for industry outlets, magazines and entry and 2nd place finish for BAM Award. The Friend MTS website was edited to include a home page banner and events page with IBC itinerary and Calendly automated scheduling tool to easily schedule sales meetings. Organic and paid LinkedIn posts added to the outreach and brought further attention to the event and the company's participation.

Media initiatives included press meetings, interviews, executive briefings and Amazon/IBC Blog postings - and further coverage in the IBC Daily, Broadband TV News, and Advanced Television publications. 

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Outreach continued during the conference on LinkedIn and Twitter, coming from

not only the company but also from key executives present at IBC.


Friend MTS content was retweeted by several media outlets during the course of IBC, including Screen Solutions, TV Weekly Plus, InBroadcast, and MediaJournalist.

Our curated content for Friend MTS before, during, and after IBC drove engagement to their

sales team, their social channels and website, and their brand. Our 360-degree communication strategy allowed the executive team to focus and shine, knowing that the industry had already been introduced to them and were eager to learn more. 

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Whether your trade show or event is local, national, or global, S&D Marketing knows

how to strategize to meet your goals - with complete communications strategies and complex production experience, you'll be free to shake hands and enjoy yourself.

Let us handle the details and make you look good. 

make it eventful

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