Dom Davis
say hello
A strategic pivot from trade-show noise to "owned" events with record-breaking pipeline.
Challenge
Attending trade shows was nothing more than being in a sea of booths. It wasn't working. We needed a way to get our top prospects in a room and through our funnel.
Strategy
Shifting to bespoke events with a significant investment. My role was to manage the tension between our masterbrand and a one-off premium experience. I moved the focus from presence to being thoughtful and unexpected. Our brand culture.
Identity
Each event responded to a new theme. We kept the brand DNA (type/color) but gave the team the "creative oxygen" to build unique visual worlds. This ensured returning guests were always surprised.
Application
Establishing a "Crit Culture." We reviewed every touchpoint as a team on the big screen. Mapping out the attendee journey to identify exactly where to spend the budget for maximum impact. The team created everything from the invitation landing page to the on-screen stage graphics, and all the touchpoints in between.
Result
One event delivered outsized returns on both sales pipeline and marketing attribution. The success was so encouraging that the business doubled the event volume the following year. Our then CFO liked the identity so much he requested the graphics for his custom-made triathlon suit.
