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Marketing Piece Entry
Date of Initial Distribution:
- Specific Medium Used
Trade Show Booth
- Target Audience
Keep it educational for hoteliers by focusing on the benefits and highlighting the prototype unit.
- Message to be Communicated
This technique is not new, we have proven it with a portfolio of successful projects.
100s of Marriott franchisees attended the bi-annual convention in Orlando, FL.
- Entry Objective
In March of 2015, Marriott issued a challenge to the modular building industry, to make modular construction available as a viable alternative for their franchisees. Working with Marriott, we were invited to create a full scale Courtyard hotel room and exhibit it at their owner’s conference in December of 2015. The module traveled over 5,000 miles from our factory to the show in Orlando, Florida and back.
The module itself attracted a lot of attention. We tried to encourage everyone at the show to tour the prototype unit by designing our layout and signage to direct people through the unit and educate them about modular technology every step of the way.
Not only did we display our capabilities and our successful portfolio, but also scattered messages about the benefits of modular construction on cubes and signs throughout the space. The layout was more like a museum than a sales booth.
- Effect on Sales, Visits, or Inquiries
With record attendance, the module exhibit was a highlight of the show. The display generated a lot of excitement and enthusiasm. Hundreds of people toured and gained greater knowledge about modular construction.
The show resulted in a number of projects, including the first Marriott hotel to be built using modular technology, a Fairfield Inn & Suites in Folsom, CA. Since the event and the construction of the Fairfield Inn, we have manufactured additional Marriott hotels and have begun manufacturing or added to our pipeline other major hotel brands including flags from Hilton & IHG. The benefits continue to roll in as many hotel developers site their experience at our trade show booth as their first true introduction to modular construction.