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When it comes to shows, our client Reesink Turfcare leads the way across the whole country and across all sectors of the turfcare industry it dominates. And of course we’re there every step of the way providing the marketing communications it needs to ensure a show-stopping performance.
Reesink, the UK’s sole distributor of Toro turfcare machinery and our client for 22 years, is one of the sector’s biggest exhibitors at industry shows and BTME, Europe’s leading exhibition for turf professionals, is an unmissable opportunity for Reesink to connect with its customers and potential buyers.
At a whopping 12m2, Reesink’s space at BTME stretched from floor to ceiling with the introduction of TV screens running breaking brand news, making it a herculean effort by all to ensure everything came together on stand and on time.
To kick off we started designing the stand graphics – no small task due to the sheer size of the panels involved. Working on such a large scale requires absolute precision and the creative campaign was carefully designed to reflect the core messages of the brands Reesink distributes. The results for Toro were impactful, but understated to allow the products on display to take centre stage, and water management brand Otterbine’s graphics had a fresh and ethereal look.
Of course, stand promotion is vital too. With an interactive simulator demonstrating GPS spraying technology, as well as new products, latest technology and popular machinery choices, there was no shortage of things to shout about.
We began with stand promotion on adverts in the industry’s leading magazines, an email newsletter inviting turf professionals to register for the show and experience the simulator and a range of adverts in the BTME show guide.
Printed in time for the show was the latest issue of Newslines, which was prominent on stand. This 12-page printed publication is brimming with our carefully crafted original content such as new product launches, case studies and an independent machinery review. We’ve been producing and evolving the must-read golf and fine-turf newsletter since 1994, and a recent redesign has given it a sleek, contemporary update.
A complete press office function ensured pre- and post-show publicity, press packs, agency show attendance and social media activity before, during and after the event.
Reesink’s marketing manager, Holly Jones, says: “BTME is a good show for us, it attracts a high number of visitors and there’s always a good buzz about our stand. Getting show-ready is a detailed process involving many and it’s very much a team effort. To know I can rely on OneAgency to deliver integrated marketing support not only at BTME, but every show we exhibit at, is one less thing to worry about.”
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