The Power of Integration: Freeman

June 30, 2008

WESTPORT, CONN.-BASED TEREX CORP. rolled into the ConExpo-Con/Agg Exposition in Las Vegas last March with a clear goal in mind: to showcase its array of new and improved equipment for the construction, infrastructure, quarrying, mining, shipping, transportation, refining and utility industries. Lucky that Terex rolled in with an exhibit created by Freeman, an 81-year-old firm that provides integrated marketing solutions for face-to-face events. The Freeman team transformed Terex's show booth into an interactive experience for customers and business partners, and the results exceeded the client's expected return on investment.

            It didn't hurt having a celebrity as an attraction. Mike Rowe, creator and star of the Discovery Channel hit series Dirty Jobs, was recruited to meet and greet show attendees in the manufacturer's booth over a four-day span. Rowe shared stories about the most challenging jobs he's tried, and the ones that could be tackled effectively with Terex's heavy equipment.

            "It was an amazing exhibit," says Carrie Freeman Parsons, chief marketing officer for Dallas-based Freeman, which works often with Terex. "Terex was very serious about its matrix, and put all of the parts and pieces in place to meet its goals," producing significantly better results than similar events that the company had done in the past.

            In particular, Terex sought out Freeman for the integrated event marketing approach that Freeman advocates in today's competitive business environment. "Rather than looking at the event as a four-day expense," says Parsons, "they made the event part of their overall marketing plan and integrated it into everything: Web presence, staff training, pre-show communications, exhibit experience and off-site events."

            Terex's strategy can be applied across various industries and used by companies of all sizes, says Parsons. "It's about identifying your target market, and then communicating to the market in advance so that they come to your event. From there, you need to engage them in your brand in a way that translates into leads, and then sales."

            Microsoft is another brand that has sought out Freeman to take an integrated approach to its events by participating both in vertical markets that target specific organizations and also hosting a number of proprietary events every year. Parsons, whose company works with Microsoft to create many of the software developer's events, says the corporation takes great time and care in selecting the environment, venue, participants and attendees, all of which come together to yield positive results.

            As the event marketing industry has grown, Freeman takes an active interest in achieving its clients' goals of maximizing their investments and getting the most out of each event. That drive has resulted in Freeman's development of integrated campaigns that tie together multiple marketing efforts, rather than just focusing on a single event.

            Getting there isn't always easy. "Bringing a brand to life in a face-to-face environment is truly an art," says Parsons. "This is not a discipline that's being taught at universities, so there is a definite learning curve to getting it right."

            In Freeman's case, getting it right comes from decades of experience engaging strategically with clients such as Microsoft and Terex to help them achieve their goals. "We've been able to work with customers who have a vision for what they're trying to accomplish, and who have a strong sense of brand, and help them communicate that vision, brand and message in a comprehensive way," says Parsons. "It's our sweet spot, and one that we've been handling successfully for over 80 years."

For more Event Marketing coverage:
Up Close and Personal
You Imagine It, They Build It: Craftsmen Industries, Inc.
The Power of Integration: Freeman
Stepping Up the Intensity: SSG/Brandintense
The Perfect Blend: XA The Experiential Agency