NPA CONVENTION
Brand
Industry
Category
Location
FLASH
Tech
Trade Show
Austin, TX
Background
Whoever said B2B events were boring, has never been to one in the parking industry. For FLASH, the world's leader in parking and charging technology, they wanted to show customers how its latest suite of technology was the best in the world for first-end-to-end cloud-based parking solutions, and they wanted to do it at the NPA Convention & Expo, North America’s biggest parking event, which was going to be held in FLASH's backyard of Austin, TX.
The night before the trade show doors opened, we hosted a private event at the brand-new RiverSouth building, labeled the “smartest and safest” building in Austin (maybe even Texas). The event took place inside the SkyLouge with over 200 high-profile clients who enjoyed the night with branded cocktails, passed appetizers, a grazing table, and a live performance by Jackie Venson.
While most brands' trade show activation doesn't leave the expo floor, we took advantage of the fact that FLASH's complete suite was used at RiverSouth (yes, the building we had our private event at) to get a real-life demo of the parking and charging station.
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The FLASH sales team was able to book a 1-on-1 time with customers and have them escorted by a dedicated team of drivers, from the Austin Convention Center to the RiverSouth building for a curated tour to show customers how the technology works at "The Smartest Building in Austin."
Idea
Conventions are packed with speaking engagements, expos, networking events, dinners, and late-night cocktails. Our goal was to own all of that, ensuring FLASH showed up at every key moment over the 2-day show, with hospitality at every turn that secured agreements with current clients and brought new customers into the company's ecosystem.
When the convention opened, customers could stop by 1 of 2 20x20 booths on the expo floor to learn more about the new parking and charging station technology, as for the first time in company history, we had the full suite available for demonstration.
On the last day of the convention, we ended it with a FLASH Empowerment Bash, bringing over 500 current and prospective customers to our celebration held at The Venue ATX.
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The guests enjoyed an open bar with branded cocktails sponsored by Tito's Vodka, a full buffet, passed appetizers, and live performances throughout the night from the 80s rock cover band, The Spazmatics.
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