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Planted Expo

As a long time attendee, it was a dream come true to work so closely with Canada’s largest plant-based event to help skyrocket attendance and stakeholder engagement.

Client

Planted Expo

Service

  • Branding & Design
  • Ads & Email
  • Influencer Partnerships
  • Social Media
  • Vendor Experience

Vancouver

We had been long-time fans of Planted Expo (formerly VegExpo) for years and were excited to get started when we began working with them in 2020. As an events business, they worked with multiple date changes and restrictions due to Covid. It was a time of the unknown.
After doing their social media, design work, and some influencer work, their 2020 show was a success, given all the challenges they faced. In 2021 they came to us as partners and gave us the freedom to really do whatever we wanted with their marketing.
It was an exciting challenge that we were honoured to take on.

Goals

They came to us with these goals for their 2022 show:
  • Sell out their booth space
  • Increase ticket sales
But here at PQ we added a few more goals:
  • Improve vendor experience and value by creating a cannot-miss event
  • Increase stakeholder experience, meaning sponsors and partners felt informed, equipped, and valued
  • Improve attendee experience

We knew we needed to grab attention, build relationships, and empower all our stakeholders to make the most of the show and promote their experiences.

We also knew that we needed to juggle B2B and B2C objectives.

Our PQ Team was broken into the following teams:

Branding & Design

We developed a brand style guide to help better align with the target audience. Our goal was to inject some fun and motion into the brand’s look & feel. We created cutout, asymmetrical shapes and high-saturation, natural colours that nod to the earth-focused ethos of the Planted & vegan communities.

Ads & Email

We added SMS campaigns, were aggressive with email marketing, and tested different creative with online ads in multiple places.

Influencer Partnerships

We went above and beyond with all our influencer marketing partnerships, starting with personal thank you cards for every influencer who agreed to help us promote the show. We also made sure to give our sponsors extra value by delivering their products to influencers for content that would then be used in ad campaigns.

Social Media

Planted has commitments to each vendor, but we wanted to go above and beyond by asking for additional content that we could share and make the most of video content (reels) on the day of the event.

Vendor Experience

We wanted to ensure our vendors and stakeholders knew how much we were hustling for them and all the value they were gaining, but we also wanted to manage expectations so that they could reach all their stretch goals for the show. We emailed them weekly with updates, sent custom graphics and marketing materials for them to use, and hosted two free webinars giving marketing tips and advice on making the most of the show.

Results

The feedback was beyond anything we expected, and we knew we had a major success when we had a line-up looping around the lobby of the Convention Centre before we opened each day.

67% increase in attendance

Sold all available booth spaces

Increase in social media engagement by 50%

Piquant was there to provide support and bandwidth to our team and helped elevate us to the next level. We regularly get compliments on our marketing and marketing support from our vendors.

– Jonny, Owner of Planted

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