BDI | LiveEcho Marketing

Social Media Hits a High Point for BDI

The High Point International Home Furnishings Market is the largest trade show in the furniture industry. More than 2,000 exhibitors and 75,000 visitors from all over the world convene in High Point, North Carolina for a five-day period to tout their latest wares—and drive sales.

BDI, the world’s largest producer of home entertainment systems, wanted to do something to draw attention over and above the relentless competition every exhibitor faces at High Point. And that’s just what we did.

Our team created a social media campaign called the “Bink-a-Day Giveway.” BDI’s Bink is a portable laptop table built for easy mobility and convenient access when users need a handy platform for their laptops.

We promoted the campaign across all major social channels and key media outlets, and developed daily ads targeting interior designers and buyers via the show’s hashtag.

Results included coverage in the industry’s leading trade magazine and interest by several shelter magazine editors. In addition, the social campaign drove more than 4,800 impressions, 225 link clicks, 44 retweets and 158 likes over Twitter. The hashtag ad campaign also fueled 108,000 impressions and 555 engagements over the five-day promotion.

Social media was just the showstopper BDI needed to be heard above all the crowd at High Point. And to drive awareness and engagement to a higher point than ever before.

Concepting

BDI wanted to develop a social media campaign that would bring them above the noise at High Point Market. Through the agency’s brainstorming process, the “Bink-a-Day Giveaway” was born.

Content Development

Agency developed social posts and content that would consistently promote the giveaway ahead of and during Market. A paid campaign was also set up to maximize social media viewership and engagement.

Media Relations

The social media campaign was supported by media relations efforts to spread awareness of the giveaway in the industry trade press as well as in the show daily publications.

Campaign Execution

The campaign kicked off in the weeks leading up to the show and increased in frequency just before and during the event. Media relations activities provided additional coverage on highly read news sites, building additional interest.

Campaign Success

The social campaign was a success, resulting in more than 4,800 impressions, 225 link clicks, 44 retweets and 158 likes over Twitter. The social ad campaign also fueled 108,000 impressions and 555 engagements over the five-day promotion.