Offline & Online Marketing Combine for K2013 Success

Sesotec is a leading manufacturer of inspection, sorting, and separation systems worldwide.  A long-time customer of effective world, Sesotec wanted to increase the effectiveness and ROI at the K2013 trade show, which is the world’s largest fair for the plastics industry.  


The Goal

effective world pursued an omni-channel approach that would target current, past, and potential customers. To achieve these goals, two different business units, Marketing Systems and Services and Online Marketing, worked to create the most foot traffic possible for Sesotec’s stand at K2013.


The Plan

Marketing Systems and Services received 1,200 contacts from twelve different European countries from Sesotec, and invited each one to the K2013 show, as well as gaged their interest in Sesotec and its products.  The multilingual Call Center team was able to do this task in German, English, French, Spanish, Greek, Italian, Polish, Finnish, Hungarian, Czech, and Romanian.  By reaching out to these contacts and companies, effective world acted as an extension of Sesotec’s own sales team, and worked to qualify leads as well as collect valuable information and contact details.


The Online Marketing team got to work six months prior to the event.  They created a microsite for Sesotec, ran pay-per-click (PPC) ads on Google search network, and banner ads on select industry portals. This pre-K2013 marketing mix made it possible to reach potential customers and give them information about Sesotec, and where to find them at K2013.


The Result

The K2013 exhibition was a complete success for Sesotec, thanks in large part to marketing efforts before the show.  In fact, of the 1,200 contacts given to the Marketing Systems and Services team, nearly 10% indicated an urgent need for a product—which was then immediately passed to the Sesotec sales team. 


This one-two punch of offline/online marketing resulted in a record high number of visitors at the Sesotec stand at K2013, which was often completely packed during the fair, as well as the envy of its neighbors. 


Download: Sesotec: Exhibition Excellence  (PDF 1 MB)


For Sesotec the K2013 was up till the present the most successful K trade fair ever. Many of the visitors to our stand had previously been informed of our presence by effective world or had even already made an appointment. During the trade fair effective world conducted a survey concerning our new key visuals in five languages – with just two members of staff! That is exactly the type of efficiency we require. For this reason we will be happy to work with effective world again in the future.


Brigitte Rothkopf

Corporate Marketing