Thinking beyond the show drives awareness and leads for Schneider Electric

The global energy management and automation leader used LinkedIn to expand the opportunity for generating leads from the Hannover Messe trade show. Its three-stage model delivered against all campaign targets while maintaining brand presence at a competitive point in the industry’s calendar.

The Challenge

• Reach a complex target audience of Original Equipment Manufacturers (OEMs) and senior managers for industrial automation
• Generate high-quality leads
• Grow brand awareness
• Translate the trade show into an ongoing customer journey

The Solution

Schneider Electric’s strategy was built around a three-stage model – before, during and after the event.

• Before the event: Sponsored Content to build awareness and Message Ads to drive registrations
• During the event: Live updates from Schneider Electric’s trade show stand to build awareness, and Sponsored Content driving leads through an event-specific White Paper
• After the event: Message Ads generating leads through in-depth content on the Internet of Things (IoT)
• Throughout, Schneider Electric used LinkedIn Lead Gen Forms to translate engagement into high-quality leads

Why LinkedIn?

• Ability to reach the specialist target audience reliably
• Sophisticated targeting to support segmentation within the customer journey
• Availability of multiple advertising formats within a single platform

Results:

• Schneider Electric recorded significant rises in brand awareness during and after the show
• The LinkedIn campaign beat all targets for event registrations and lead generation