Demonstrating Delight: How Customers Took Center Stage at Shoptalk to Unlock 233% ROI
Client
Kustomer, part of Meta
Industry
B2B SaaS
Kustomer, part of Meta
Industry
B2B SaaS
Tools
Adobe CC, Figma, Wordpress, Google Suite, Asana
Role
Branding, Creative direction, Visual design, Trade show build,
Agency relationships
Adobe CC, Figma, Wordpress, Google Suite, Asana
Role
Branding, Creative direction, Visual design, Trade show build,
Agency relationships
The Challenge
Annually, Shoptalk attracts numerous retail and e-commerce professionals eager for connections and insights. For Kustomer, creating a unique, instantly recognizable experience was essential to stand out and connect with qualified buyers. Our goals encompassed brand awareness and demand generation, aiming for 200+ leads, a 35% increase in engagement metrics, and 70+ qualified meetings to boost the pipeline.
The SolutionAnnually, Shoptalk attracts numerous retail and e-commerce professionals eager for connections and insights. For Kustomer, creating a unique, instantly recognizable experience was essential to stand out and connect with qualified buyers. Our goals encompassed brand awareness and demand generation, aiming for 200+ leads, a 35% increase in engagement metrics, and 70+ qualified meetings to boost the pipeline.
We orchestrated various touch points to engage attendees, leave a lasting impression of our brand, and capture qualified leads. To do so, we:
1) Harnessed the power of our customers to spread our message among attendees.
2) Facilitated pre-qualified prospect meetings at the event by partnering with market leaders like Meta and show organizers.
3) Translated the Kustomer brand into an interactive booth exhibit with live performances, oversized advertising, and various marketing tactics with buzzing giveaways.
1) Harnessed the power of our customers to spread our message among attendees.
2) Facilitated pre-qualified prospect meetings at the event by partnering with market leaders like Meta and show organizers.
3) Translated the Kustomer brand into an interactive booth exhibit with live performances, oversized advertising, and various marketing tactics with buzzing giveaways.
My Role
I oversaw the design of all visual elements, marketing materials, and the coordination of agency partnerships, artists, and different departments to transform the Kustomer brand into a physical space. This role allowed me to maintain a consistent visual brand representation and efficiently manage the trade show booth.
I oversaw the design of all visual elements, marketing materials, and the coordination of agency partnerships, artists, and different departments to transform the Kustomer brand into a physical space. This role allowed me to maintain a consistent visual brand representation and efficiently manage the trade show booth.
Interactive Booth Experience
While we had a number of ways for attendees to interact with our brand, our booth took center stage as the main attraction. It was filled with a wealth of information about Kustomer and provided numerous interactive opportunities for attendees to engage and immerse themselves in our brand.
Playing a key role in booth management, I worked with the booth builders and oversaw production, design choices, and artist collaboration, ensuring top-notch visual consistency.
While we had a number of ways for attendees to interact with our brand, our booth took center stage as the main attraction. It was filled with a wealth of information about Kustomer and provided numerous interactive opportunities for attendees to engage and immerse themselves in our brand.
Playing a key role in booth management, I worked with the booth builders and oversaw production, design choices, and artist collaboration, ensuring top-notch visual consistency.
Experiential Design Solution
The signature coral color and iconic "Kusty" logomark were the main brand elements used into our booth. Kusty's recognizable outline was used throughout three immersive pods, each centered around a unique theme with interactive experiences.
The signature coral color and iconic "Kusty" logomark were the main brand elements used into our booth. Kusty's recognizable outline was used throughout three immersive pods, each centered around a unique theme with interactive experiences.
With warm wood flooring and modular seating, we created an inviting atmosphere for conversations. The transparent pod design, coupled with multiple entry points, enabled attendees to enter where their interests were piqued and enjoy personalized experiences at their own pace.
To promote eco-friendliness, I opted for environmentally sustainable materials and devised an experience where each pod could function independently for smaller, reusable events.
The 20x20 interactive booth was a captivating space for immersive engagement with Kustomer. Three pods offered diverse activities aimed at sustaining attendee interest, boosting engagement, and providing tailored experiences.
Entry Moment (welcome desk & free trial station)
The multi-tier, hanging signage displaying Kusty and the Kustomer and Meta logos could be seen from the entrance and across the show floor. This design choice effectively set our brand apart, making it visible from afar, igniting a sense of curiosity that enticed attendees to visit our booth.
The multi-tier, hanging signage displaying Kusty and the Kustomer and Meta logos could be seen from the entrance and across the show floor. This design choice effectively set our brand apart, making it visible from afar, igniting a sense of curiosity that enticed attendees to visit our booth.
Upon their arrival, we welcomed each attendee at the desk guiding them through our booth. We also had a tablet set up at the welcome desk capturing 27 free trial sign-ups where attendees could receive a deeper dive of our product at a later date.
Demo Pod
To help attendees better understand how Kustomer can specifically help their business, we placed a demo desk up front where Kustomer staff hosted one-on-one demos of the product and answered questions on how using Kustomer can support a guest’s specific business. We conducted 43 on-site product demos to interested prospects showing them the value and functionality of Kustomer.
To help attendees better understand how Kustomer can specifically help their business, we placed a demo desk up front where Kustomer staff hosted one-on-one demos of the product and answered questions on how using Kustomer can support a guest’s specific business. We conducted 43 on-site product demos to interested prospects showing them the value and functionality of Kustomer.
Testimonial Pod
Attendees had the opportunity to spin and explore real-life case studies highlighting brands that achieved success by leveraging Kustomer. In collaboration with our marketing lead, I played a key role in curating the content for this pod. We carefully selected relevant customer stories, product items, and compelling quotes and statistics to showcase the effectiveness of Kustomer's solutions. I designed the layout of the gallery, ensuring a visually appealing and interactive experience for attendees.
Attendees had the opportunity to spin and explore real-life case studies highlighting brands that achieved success by leveraging Kustomer. In collaboration with our marketing lead, I played a key role in curating the content for this pod. We carefully selected relevant customer stories, product items, and compelling quotes and statistics to showcase the effectiveness of Kustomer's solutions. I designed the layout of the gallery, ensuring a visually appealing and interactive experience for attendees.
Theater Pod
Not only did we give attendees the deep dive they needed on the Kustomer product, but we allowed them to hear first-hand from our customers. We put PuraVida, featables (you know...Mr. Beast), and sweetgreen on the main stage of our theater. During these sessions, our customers raved about how they were transforming customer support, using our product.
Not only did we give attendees the deep dive they needed on the Kustomer product, but we allowed them to hear first-hand from our customers. We put PuraVida, featables (you know...Mr. Beast), and sweetgreen on the main stage of our theater. During these sessions, our customers raved about how they were transforming customer support, using our product.
I crafted these presentations to ensure that our speakers' messages were not only engaging but also visually aligned with our brand's professionalism and expertise, enhancing the overall impact of these sessions.
Sweepstakes Pod
For the year 2023, we produced a sweepstakes campaign to elevate our brand, celebrate our new partnership with Meta, and engage potential buyers and their need for brand exposure. At Shoptalk, we created a pod exclusively reserved for our campaign.
I designed a visually-stimulating and always-on video to draw attendees into the pod. After entering, they hit the button on our surprise-and-delight ticket dispenser to receive an exclusive discount code from a Kustomer partner and a fanny pack filled with trade show goodies.
For the year 2023, we produced a sweepstakes campaign to elevate our brand, celebrate our new partnership with Meta, and engage potential buyers and their need for brand exposure. At Shoptalk, we created a pod exclusively reserved for our campaign.
I designed a visually-stimulating and always-on video to draw attendees into the pod. After entering, they hit the button on our surprise-and-delight ticket dispenser to receive an exclusive discount code from a Kustomer partner and a fanny pack filled with trade show goodies.
Learn more about the Sweepstakes Campaign here.
VR Experience
Outside of the sweepstakes pod, we added a display for Meta VR headsets. In light of Kustomer's partnership with Meta, we had a unique opportunity to bring Kustomer into part of Meta. By joining both entities in the booth, it further harnessed our “better together” story. In this experience, attendees could view the new Kustomer product video I designed and produced. By placing the video here and in the theater pod, it further explained the benefits of Kustomer and created evergreen content used in various medias.
Outside of the sweepstakes pod, we added a display for Meta VR headsets. In light of Kustomer's partnership with Meta, we had a unique opportunity to bring Kustomer into part of Meta. By joining both entities in the booth, it further harnessed our “better together” story. In this experience, attendees could view the new Kustomer product video I designed and produced. By placing the video here and in the theater pod, it further explained the benefits of Kustomer and created evergreen content used in various medias.
See the product video here.
Designing an Unforgettable Experience
For a campaign of this magnitude, staying passive was not an option. We developed a comprehensive pre, during, and post-event promotion strategy, utilizing social media, email, swag, oversized advertising, printed hotel keycards, digital channels, and partner marketing.
For a campaign of this magnitude, staying passive was not an option. We developed a comprehensive pre, during, and post-event promotion strategy, utilizing social media, email, swag, oversized advertising, printed hotel keycards, digital channels, and partner marketing.
Show Floor Marketing
By placing a pop-up banner within a high traffic setting on the show floor, this allowed us to maximize Kustomer’s trade show presence. Using the Kusty shape, I highlighted our booth number with a QR code so attendees could visit the booth or interact with our chatbot concierge (more about this below!). The card located at the booth mimicked this layout to create a cohesive design and also featured the customer speaker sessions. The card consistently made its way back to us, demonstrating strong interest in attending the customer sessions.
By placing a pop-up banner within a high traffic setting on the show floor, this allowed us to maximize Kustomer’s trade show presence. Using the Kusty shape, I highlighted our booth number with a QR code so attendees could visit the booth or interact with our chatbot concierge (more about this below!). The card located at the booth mimicked this layout to create a cohesive design and also featured the customer speaker sessions. The card consistently made its way back to us, demonstrating strong interest in attending the customer sessions.
Swag
Recognizing the popularity and functionality of belt bags, I blended the eye-catching motifs and branding elements from our sweepstakes campaign onto the bag. I created a stylish and functional accessory that not only represented our brand, but also served as a convenient storage solution for all trade show essentials. The customized bags left a lasting impression on event attendees, who proudly sported them at the Nelly concert and throughout Shoptalk weekend, further amplifying our brand's visibility and impact.
Recognizing the popularity and functionality of belt bags, I blended the eye-catching motifs and branding elements from our sweepstakes campaign onto the bag. I created a stylish and functional accessory that not only represented our brand, but also served as a convenient storage solution for all trade show essentials. The customized bags left a lasting impression on event attendees, who proudly sported them at the Nelly concert and throughout Shoptalk weekend, further amplifying our brand's visibility and impact.
“This belt bag is so clutch!
I can’t wait to use it at Coachella!”
I can’t wait to use it at Coachella!”
- Booth Attendee
Booth Attire
Eager to present a unique and approachable image, we wanted to make a fashion choice that transformed Kustomer’s presence at Shoptalk. I opted for a fusion of cool sneakers with Kustomer colored laces and smart blazers, to skillfully balance professionalism with relatability.
To infuse a sense of whimsical delight into the booth, we wore the belt bags and adorning buttons I designed to mirror the quirky aesthetics of the ongoing sweepstakes campaign. Amidst the bustling trade show environment, these playful accessories acted as conversation starters, inviting visitors into the booth.
Eager to present a unique and approachable image, we wanted to make a fashion choice that transformed Kustomer’s presence at Shoptalk. I opted for a fusion of cool sneakers with Kustomer colored laces and smart blazers, to skillfully balance professionalism with relatability.
To infuse a sense of whimsical delight into the booth, we wore the belt bags and adorning buttons I designed to mirror the quirky aesthetics of the ongoing sweepstakes campaign. Amidst the bustling trade show environment, these playful accessories acted as conversation starters, inviting visitors into the booth.
OOH Airport Billboards
The first encounter Shoptalk attendees had with Kustomer was at the Harry Reid International Airport. Our brand and our newly launched sweepstakes creative was prominently displayed across multiple terminals and digital screens. It was strategically designed to direct attendees to our booth, encouraging them to connect and discover more about our offerings.
The first encounter Shoptalk attendees had with Kustomer was at the Harry Reid International Airport. Our brand and our newly launched sweepstakes creative was prominently displayed across multiple terminals and digital screens. It was strategically designed to direct attendees to our booth, encouraging them to connect and discover more about our offerings.
In my role as art director, I collaborated with our agency to manage the creative deliverables, ensuring that they aligned with our brand's vision and messaging. I also helped curate the final billboard selections and their placements at the airport based on high foot traffic areas, ensuring maximum visibility.
Learn more about the campaign theme and the creative here.
Checking In? Branded Key Cards at the Mandalay Bay
Shoptalk attendees were primarily staying at the Mandalay Bay resort and casino where Shoptalk was being held. Kustomer made another memorable impact by providing attendees with branded hotel key cards, featuring a QR code linked to our chatbot concierge. The keycards served as a convenient and tangible way to direct guests to our booth, interact with our concierge (providing visibility to our chatbot capabilities), times to visit our booth for customer speaker sessions and product demos, and the opportunity to enter the company sweepstakes.
Shoptalk attendees were primarily staying at the Mandalay Bay resort and casino where Shoptalk was being held. Kustomer made another memorable impact by providing attendees with branded hotel key cards, featuring a QR code linked to our chatbot concierge. The keycards served as a convenient and tangible way to direct guests to our booth, interact with our concierge (providing visibility to our chatbot capabilities), times to visit our booth for customer speaker sessions and product demos, and the opportunity to enter the company sweepstakes.
Key Card User Journey
Collaborating closely with Kustomer's CX solutions consultants, web developer, and marketing lead, I facilitated weekly meetings to ensure the team remained engaged and on track to meet deliverables. One of our primary focuses was ensuring a seamless user journey. We mapped out the steps users would take when interacting with the chatbot, identifying touch points and optimizing the experience at each stage.
Collaborating closely with Kustomer's CX solutions consultants, web developer, and marketing lead, I facilitated weekly meetings to ensure the team remained engaged and on track to meet deliverables. One of our primary focuses was ensuring a seamless user journey. We mapped out the steps users would take when interacting with the chatbot, identifying touch points and optimizing the experience at each stage.
Video Production
To optimize our marketing endeavors, we seized the opportunity of Shoptalk to undertake multiple media projects. While we had our customers on-site, we strategically leveraged the prominence of these top brands to provide social proof, showcasing their passion for our product. From conception to completion, I collaborated with our video agency, media manager and content creator to capture their stories through various channels such as in-person experiences, podcast episodes, b-roll footage, digital ads, thought leadership interviews, person-on-the-street interviews, and product deep-dives, producing a years worth of content in three days — at a fraction of the cost.
To optimize our marketing endeavors, we seized the opportunity of Shoptalk to undertake multiple media projects. While we had our customers on-site, we strategically leveraged the prominence of these top brands to provide social proof, showcasing their passion for our product. From conception to completion, I collaborated with our video agency, media manager and content creator to capture their stories through various channels such as in-person experiences, podcast episodes, b-roll footage, digital ads, thought leadership interviews, person-on-the-street interviews, and product deep-dives, producing a years worth of content in three days — at a fraction of the cost.
Key Results
This story merely touches the surface of an expansive, multi-channel campaign that endures due to its remarkable success and extensive offerings. We:
• Captured 218 high-intent leads
• Had 28 on-site meetings
• Saw a 38% lift in web traffic
• Unlocked 233% in ROI
• AND had hundreds sign up for the Kustomer sweepstakes.
This story merely touches the surface of an expansive, multi-channel campaign that endures due to its remarkable success and extensive offerings. We:
• Captured 218 high-intent leads
• Had 28 on-site meetings
• Saw a 38% lift in web traffic
• Unlocked 233% in ROI
• AND had hundreds sign up for the Kustomer sweepstakes.