Friedrich planned to launch its groundbreaking FreshAire PTAC unit at the 2018 International Air-Conditioning, Heating, Refrigerating Exposition, where it would be one of 1,900 vendors in a show that covered the area of six football fields. With limited marketing dollars, the Friedrich team needed a smart strategy to break through the noise of the AHR Expo.
A drill-down into KPIs revealed a much smaller sub-group of buyers and influencers within the AHR Expo throng. These hoteliers, developers and property owners would immediately recognize and appreciate the benefits of FreshAire.
Instead of a mass targeting or even geotargeting at the AHR show, we microtargeted a core group of potential buyers with influence over high-volume orders. In the weeks leading up to AHR, teaser messages were delivered to likely buyers and influencers through email and display ads. Click-throughs to the Friedrich website captured leads and encouraged in-person engagement at AHR. These tactics were also leveraged during the show to increase traffic of well-qualified potential buyers to the Friedrich booth.