Transforming market position through integrated event marketing in automotive
Stant Corporation
Premium products need premium event marketing
When your entire industry gathers in one place, the cost of not being there effectively outweighs the investment required to do it right. Many companies invest hundreds of thousands but leave money on the table by treating booth design and event marketing as separate functions.
Stant Corporation faced this exact challenge. Despite producing precision-engineered automotive components, their trade show presence didn’t reflect their market position. At AAPEX—where thousands of decision makers evaluate suppliers over three days—top products were being overlooked due to underwhelming presentation.
For Stant, AAPEX was a make-or-break moment to position themselves as serious competition against industry giants like Delphi Technologies, ACDelco, and Phillips 66.
450
Leads from the event
THE SOLUTION
Beyond traditional booth design
Working with Stant’s team, we developed an integrated event marketing approach with just three months to transform their entire trade show strategy. This required integrated thinking—not simply better booth design, but a cohesive physical and digital experience.
We leveraged strategic creative (branded experiences) and multichannel activation (event campaigns) to ensure every touchpoint reinforced positioning while driving measurable results. Sophisticated event marketers understand: booth design without strategic campaigns can generate traffic, but integrated approaches generate revenue.
We developed the “Defined by the Details” concept, building strategically on Stant’s existing “Best to Market” positioning. This messaging reinforced Stant’s quality-first approach while creating visual differentiation in a crowded trade show environment.
The campaign strategy extended the booth experience through targeted digital touchpoints:
- Pre-show promotion building anticipation and driving qualified traffic to the booth
- During-show engagement maximizing booth interactions and lead capture efficiency
- Post-show follow-up converting interest into business opportunities through systematic nurturing
The results demonstrated that successful events must accomplish two things: create memorable experiences for a critical audience and maximize the financial return from those experiences. Everything else—booth design, campaigns, digital touchpoints—serves these two outcomes.
THE RESULTS
Validating a more strategic event approach
This new approach delivered measurable transformation across multiple dimensions:
Immediate impact
- Generated over 450 qualified leads in a key market segment
- Achieved standout presence among major industry competitors
- Elevated brand perception to match product quality
Strategic positioning
- Established foundation for ongoing trade show success
- Demonstrated competitive viability against larger industry players
- Created a replicable framework for future B2B2X event marketing
Long-term value
Stant’s renewed confidence in their brand presentation, combined with measurable lead generation, validated the integrated methodology for complex B2B2X business environments.
From conception to completion, Element Three has exceeded our expectations. The team was professional, innovative, and able to adapt in the constantly changing automotive environment. We look forward to working with them on many of our future marketing and branding endeavors.
STRATEGIC IMPACT
Building on the success of the event
The foundation of AAPEX positioned Stant for sustained trade show success, with proven methodologies for future events and a strategic partner who understands the complexities of B2B2X market dynamics.
This project validates the strategic principle that sophisticated manufacturers don’t just attend events—they create strategic event experiences that multiply their investment impact.
AAPEX created other new opportunities for sophisticated event marketing:
- Event Layering: VIP dealer experiences during consumer shows that strengthen relationships while driving sales
- Product Launch Integration: Using major events as centerpiece moments for new model reveals that generate industry buzz
- Lead Management Systems: Converting qualified leads into predictable revenue through advanced qualification and nurturing workflows
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