Case Study

Hewlett PackardEvent Strategy

Echo Experiential Marketing has supported Hewlett Packard’s Mobility Solutions Group with its thought leadership positioning, pipeline acceleration and sales lead development since 2008  This included determining where HP could exhibit their products and services, identifying key opportunities to speak to their target audience, and making recommendations on when and where to invest in event sponsorship. Once the event had been chosen, Echo strategized how to best leverage the sponsorship or marketing budget allocated. Examples include, but are not limited to, recommendations for booth location and size on the trade show floor, HP brand exposure inside the venue as well as on any trade show collateral materials, hosting off-site hospitality events and any additional details relating to the participation plans of the trade show or event.

Hewlett Packard’s Mobility Solutions Group  has seen an increase in attendees’ willingness to purchase HP products by more than 7% over the industry average and an increase in attendees’ perception that “HP is a company that I want to do business with” by 17%  as a result of visiting the HP exhibit and interacting with the brand. More importantly, Echo has turned HP’s event participation into one of its most influential marketing components in driving sales leads and accelerating the sales cycle for HP buyers.

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Testimonials

Arlene Courtney
Event and Trade Show Manager
Hewlett Packard Company

“Echo Experiential Marketing has been our research partner for the past three years to create strategy for our event participation.  Their thorough evaluation of the event landscape in our identified research sectors has allowed us to make highly-informed decisions about which events we target.  From this analysis we’re able to go into these events knowing which target audiences we’ll reach, how much exposure we’ll gain, and how it will impact our event budget”.

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