Challenge

This leading technology manufacturer of hardware and software products for the national restaurant chains enjoyed a substantial market share advantage with established customers. But they lacked brand awareness and consideration with many of the newer chains due to an emphasis on engineering over marketing.

To differentiate themselves from the competition it was agreed to feature their superior customer back office support system.

On a budget of approximately 5% of their largest competitor who had the booth next door.

Trainor was asked for a strategy, including creative and communications plans to build awareness, talk value, and booth traffic.

One of the take home giveaways, a client-branded wooden handheld back massager became the favorite toy of a target client’s toddler who, when searching for it, would constantly ask, "Where's my (client brand)?"

This multinational, multi-concept restaurant group subsequently became a large customer wherein, prior to the show, the client was unable to set an appointment.