TRADESHOWS AND EVENTS
Innovation, Brand Recognition, Immersive Experience
EDISON AWARD WINNER

 

The Challenge:
Directing and executing end-to-end tradeshow management for the mattress and top-of-bed categories at major industry events, including the New York Home Textiles Market and Las Vegas World Market Center. These shows range from intimate 700 sq. ft. showrooms to large-scale 16,000 sq. ft. branded experiences, and can have timelines as long as 6 months, and as short as 5 weeks. I ensure every event is aligned with brand strategy, elevates company and brand perception, and engages key stakeholders and customers while balancing vendor costs with quality and timely execution.

Implementation:

• Innovation: harnessed latest trends and technologies to create stunning, immersive experiences, ranging from VR "in-your-store" experiences to floor to ceiling holograms and beyond.

• Collaboration: partnered with product development and sales to select product assortments, secure protective design patents, and design branded fabrics that elevated appeal.

• Art Direction: directed creative teams to produce graphics, signage, sell sheets, video, and point-of-purchase displays.

• Vendor Coordination: Oversaw vendor negotiations, construction, custom display creation, and labor for setup and breakdown, ensuring cost efficiency and flawless execution.

• Press Engagement: created and distributed press releases, press kits, and media invitations; hosted interviews and press tours to maximize editorial coverage.

• Marketing: Drove pre-show promotion through targeted social media, email campaigns, and advertising.

• Support & Continuous Improvement: led onsite execution, supported customer meetings, and collected attendee insights via workshops and polls to optimize future shows.

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Results:

• Secured business with retailers like Walmart, Costco, Macy's, Mattress Warehouse, and more.

• Elevated company and brands visibility along with customer trust.

• Delivered cost-efficient, high-impact shows that strengthened retail and press relationships.

• Strategically aligning product proposals with the needs of major retailers and their consumers.

• Leveraged events to drum up free and low-cost press and advertising.