Challenge

DuckWorks was a fairly new company and not a well-known company in the American & Canadian millwork marketplace yet, starting out using the founder’s personal network and client referrals. The company’s leadership put great importance on showcasing the company at the industry’s biggest event, the biannual IWF (International Woodworking Fair).

The company contracted a tradeshow display company for the booth display, furniture, and logistics, but needed guidance to maximize their opportunity and ROI.

Solution

AltCMO provided both brand strategy and developed a game plan for the event while project managing DuckWorks’ marketing coordinator, in-house graphic designer, and freelance website developer.

For the brand strategy, AltCMO facilitated a StoryBrand session where the team created the tagline and positioning statement of “Drafting Without Limits”. This statement captured DucKWorks ultimate value to their clients of unclogging their bottlenecks and allowing them to grow with DuckWorks’ drafters. AltCMO also guided the company through redeveloping their website and developed content for each page, including clearly articulating the company’s value and process.

AltCMO developed a marketing plan to maximize the DuckWorks’ exposure before, during, and after the conference, which included a special preview and recap on the founder’s industry podcast, email messaging, social media posts, and even one-on-one conversations with clients and prospects. We developed recommended training topics for DuckWorks’ leadership to prepare their event staff, storyboarded video displays in their event, worked with their graphic designer on a game plan for the booth graphics, and provided recommendations on promotional giveaways and client gifts.

Results

The conference exceeded DuckWorks’ leadership team’s expectations and they captured over 100 leads from the conference and booked the most intro calls ever the two weeks after the conference. Numerous prospect employees noted the booth’s eye catching design and that the “Drafting Without Limits” truly resonated with them.

The event was so successful, DuckWorks immediately registered for the next IWF conference in two years.

Duck Works Success Story

DuckWorks is a drafting company that helps millwork contractors to overcome the industry’s shortage of drafters, which cause massive production bottlenecks causing these millwork companies to miss out on potential bids, reject work they’ve been awarded, and miss deadlines which leads to burnout, lawsuits, and layoffs.
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