Project Overview
Over the course of about two months, I collaborated with Ron, the CEO of iNAGO, a small AI company specializing in the automotive sector, to develop a marketing strategy for Autotech Detroit 2023 aimed at securing a proof of concept (P.O.C.).
Here are the objectives summarized:
① Increase iNAGO's presence in the North American automotive space
② Attract existing contacts and meet new customers to get a Proof of Concept.
My Strategy
Here are the three questions I asked and the strategy that emerged
How can we attract relevant contacts? ⟹
① Increasing Digital Presence
Leveraging our social media platforms to create awareness about our presence at AutoTech and encourage new + old customers to meet us.
② Sending E-vites
Sending both personal and mass invites to our contact base to book meetings with us. Personal invites from the CEO and mass invites through Mail Chimp.
③ Networking at Conference
Going to networking events set up by the conference to meet new customers.
How can we efficiently excite about the product? ⟹
① Demos at Booth
Having a variety of engaging demos at the booth that will make potential customers excited about what we have to offer.
How can we get follow up meetings that lead to a POC? ⟹
① Engaging Website / Landing Page
Creating an AutoTech Detroit landing page that summarizes what we offer and has a form that allows customers to contact us to book a demo if interested.
② Noting Contact Information at Booth
Being sure to note down name, LinkedIn, or get business card so that we can follow up with them after the event.
③ Sending Follow Up Emails
Use MailChimp to send mass follow-up emails to both new and old contacts.
The Deliverable
The key deliverables I made for the booth utilizing a variety of digital tools.
Informational Letter Sized Flyer (EN/JP)
Autotech Booth Poster
Autotech Detroit Informational Website (wix)
Autotech Email Blasts (mailchimp)
Social Media Posts (cross-posted on Facebook)
-- What I Learned -----
① Priorities Shift
Since there was about two months between onboarding and the start of Autotech, I learned how to handle shifting priorities. Not everything could be done within the timespan, so it was important to figure out how to maximize impact by strategically choosing how to distribute my time. New discoveries along the way led to shifts in what we defined as 'most impactful', so I had to stay fluid the entire time.
② Utilize Connections
To get the most out of an event like this, building connections before you even step foot into the conference is crucial. I would push for more direct marketing as early as possible to secure meetings going into the conference.
③ Think on Your Feet
This realization applies to multiple parts of the process. I had to learn a lot of programs I didn't know (MailChimp, Indesign) very quickly, but I realized that the internet is a vast and beautiful place filled with tutorials! This has made me less scared to conquer the unknown and gain some new skills along the way. Also, as I was pitching at the booth during the conference, I was very nervous the first day. I had only been working at the company for 2 months at this point and lacked some technical knowledge. However, while pitching I realized it's okay to redirect questions and instead double down on what you can share to engage the customer.
me & my boss after a successful Autotech!
