Van Wife Components: Multi-Channel B2B/B2C Event Strategies
Offline Lead Capture & Segmented Marketing for Trade Shows
Role
Senior Graphic Designer
Services
Audience-Segmented Campaign Strategy, Print & Digital Collateral, Lead Capture Architecture, Pre-Press Production
Tools
Adobe Illustrator, InDesign, Photoshop, Blender, Mailchimp
Duration
1 Month / Phase
The Challenge & Objective
Van Wife Components was attending multiple trade shows each year, but they were leaving money on the table. Their booth team had no physical assets to hand prospective buyers, no clear way to collect contact info, and no hard data to calculate their return on investment.
The Goal: Create a targeted event campaign that speaks directly to both retail customers and wholesale partners, drives booth visitors into trackable digital funnels, and captures the data needed to evaluate future show budgets.
The Challenge: We needed to design distinct touchpoints for two completely different audiences (everyday van builders and commercial B2B partners) while making lead capture so frictionless that visitors would actually scan and engage on the show floor.
Creative Approach & Strategy
Audience-Segmented Print Strategy:
B2C Consumer Focus: Designed an engaging tri-fold brochure featuring custom 3D van renders, detailed product benefit breakdowns, and clear feature callouts tailored specifically for DIY builders.
B2B Wholesale Buyers: Developed a technical sales flyer highlighting tier pricing, detailed hardware specs, and commercial partnership perks.
Physical-to-Digital Lead Bridge: Placed custom QR codes across all printed collateral and deployed dynamic QR codes directly onto all four show vans. By assigning unique UTM codes to all products and vehicles, we could track exactly which products captured the most customer interest at every single event.
Omnichannel Follow-Up: Built matching email graphics to support pre-event promotional blasts and post-show automated follow-ups for newly captured leads.
Deliverables & Production Execution
B2C Consumer Tri-Fold Brochure: High-finish, full-color tri-fold brochure featuring custom 3D vehicle renders, structured specifically for trade show takeaways and retail counter displays.
B2B Wholesale Flyer: Clean, purpose-built flyer for bulk buyers and commercial accounts.
Vehicle & Product QR Integration: Custom QR codes mapped to specific vehicles, and products
Email Marketing Suite: Companion email templates designed for pre-show announcements and post-show lead nurturing.
Pre-Press Management: Pre-flighted all print files, managed exact fold tolerances and bleed setups, and handled vendor proofing to guarantee zero misprints.
Business Impact & Results
Streamlined trade show operations by equipping the team with dedicated, audience-specific collateral for retail consumers versus wholesale accounts.
Successfully connected offline foot traffic directly to digital sales funnels through vehicle and print QR lead capture points.
Collected precise engagement data for every event, giving company leadership the exact metrics needed to determine which trade shows to reinvest in for future seasons.
Delivered flawless print runs on tight show deadlines through precise pre-press file setup and vendor management.
