Case Study:

The NAFEM Show

Promoting a can’t-miss event with a full-funnel marketing approach

The NAFEM Show is a biennial experience that gathers commercial foodservice professionals from around the world to explore the industry’s leading equipment and supplies. However, due to the ongoing pandemic, the 2021 show was canceled. That meant the 2023 show would be the first in four years.

Creative Services
Media
Website Development
Content & SEO
Email Marketing
Demand Gen
MarTech
Social Media

Our main objective was to drive awareness, engagement and registrations for the show. But we also wanted to support foodservice operators post-pandemic and rally the industry to come together at the show.

Finding our central campaign theme.

To speak to our audience’s unique challenges—and share the resources available at The NAFEM Show—we developed the “center of it all” creative campaign. This dynamic concept illustrated how The NAFEM Show surrounds operators with opportunities to drive their success. This concept visually placed attendees at the “center of it all” in their own world of ideas and possibilities.

Bringing it to life.

Next came a robust paid media plan. We selected channels and tailored messaging to meet specific goals around awareness, engagement and registration. This included paid social, paid search, trade media, and video and display campaigns. We also deployed an email campaign that spoke specifically to prospective attendees.

Our content marketing plan included five downloadable ebooks providing relevant information for various foodservice segments, from the latest trends to off-premise dining best practices. Corresponding email nurture streams shared educational blogs and infographics and promoted the opportunities that were available only at The NAFEM Show.

A diverse, channel-specific social media strategy ensured that content was shared consistently, with the goal of growing our following and communicating the value of The NAFEM Show. We used creative tactics like GIFs and interactive stories to boost engagement before, during and after the show.

19,000+ show registrants

exceeding our goal by 26%.

Digital marketing contributed to 38% of registrations

19% above our goal.

700+ total social posts created

and a 31% increase in total social audience.

The NAFEM Show puts foodservice operators at the center of it all. And LoSasso did the same for our business, delivering a marketing program that produced outstanding results.

Deirdre Flynn, CFSP, Executive Vice President, NAFEM.

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