How smino Achieved Event Success at BAU 2025
With more than 200,000 visitors, BAU in Munich (Germany) is a major event for companies targeting the construction and architecture sector. With more than 2,280 exhibitors it can be challenging to stand out and get the most out of this event participation. For smino it was essential to find ways to build brand recognition as well as maximise the number of booth visits. Learn how smino achieved event success with a Hoolty campaign.
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Chalk Stencils (Outside)
smino reached prospects outside the event venue by placing chalk stencils on identified movement paths, such as the walking path from the train station to the event entrance.
Mirror Advertising
Reaching a large number of prospects in the key toilet locations in the event venue. With recognisable branding, some humour and a call to action, this was a powerful tactic to drive booth visits.
Floor Graphics
Placing floor graphics on key walking paths inside the event venue guided visitors towards smino's booth, while also standing out with their brand. The branding was matched with the mirror advertising.
"Setting up offline advertising in and around event venues not only helps us to maximise ROI, but my team also loves getting creative with it!"
Results
The combination of three different kinds of offline assets, carefully placed on the identified movement paths, had a direct positive impact on the number of booth visits. Additionally, the campaign extended its reach to social media due to numerous posts by employees, prospects and customers – making offline campaigns a powerful element of smino's overall ABM strategy.
Boost your next event
Book a call to learn how you can get the most out of your next event.
During the call we will cover:
- Quick analysis of your current marketing mix
- Tips & tricks on using offline at events
- Brainstorming first ideas
- Pricing indication
About Hoolty
Hoolty enables B2B marketers to create powerful and creative offline ABM campaigns, like you would do online. Easy to set up, highly targeted and measurable. Think targeted billboards or guerrilla activities near your top accounts or events. We run campaigns in Germany, Switzerland, the Netherlands and Belgium – other locations on request.
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