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case history:

loral orion

"Out of this world" trade show success is how Patterson Marketing Group helped Loral-Orion, a Loral Space & Communications company (NYSE: LOR), now called Loral CyberStar. A redesigned trade show presentation has lead to:

  • Vastly improved booth traffic
  • More qualified leads
  • A highly effective sales tool with multiple, long-lasting applications (CD-ROM)
  • More trade show sales generated than ever before

what we saw... Loral-Orion was finding their participation in trade shows ineffective. The company felt it had a great-looking booth, which was covered with satellites to catch attention. They also knew they were attending the right shows (Networld+Interop and COMNET) to reach their target market, which is US-based multinational companies building wide area networks. Still, booth traffic was consistently light, and they simply weren't generating many qualified leads. So they turned to Patterson Marketing Group for help with the 1998 COMNET show .

what we did... Patterson Marketing Group interviewed customers and Loral-Orion sales people to discover that :

  • Potential customers did not understand the use of satellites as part of a network solution, yet all of Loral Orion's marketing efforts had been on satellites - not on networking.

  • Although some companies knew satellites could be used for networking, they didn't understand the technology and, in fact, found satellites intimidating.

  • Even if a company considered satellites a viable option, it typically didn't know about Loral-Orion because Loral-Orion had no brand awareness .

how we developed a "down to earth" strategy... Patterson Marketing Group developed a completely new concept for Loral-Orion's trade show booth. Instead of actual satellites taking the spotlight, the networking solution benefits of satellite technology were emphasized. A catchy "Men-in-Bandwidth" theme was developed to create an entertaining yet highly informative booth show. The new theme was carried across the booth signage, giveaways, pre-show direct mail and handouts. In addition, Patterson Marketing Group developed an interactive CD-ROM to be used for both trade show follow-ups and direct mail .

marketing with brains...

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727-934-5320.

@2005 Patterson Marketing Group, Inc.