Experiential Marketing & Racing
Tradeshows and Events
For much of my career, I have been responsible for roughly 30 tradeshows annually supporting a wide range of exhibits and objectives. In large-scale exhibits, we leveraged interactive technologies, such as RFID based lift-and-learn technology and augmented reality, to introduce the latest innovations and create an immersive brand experience.
The Precast Show
Brand building is multidimensional process. The experiential marketing examples you see here go beyond the physical event itself. We created a powerful and lasting brand experience by delivering relevant content before, during, and after each event.
​As the NPCA's primary source of revenue, The Precast Show attracted approximately 4,000 attendees in good economic times. However, the pandemic significantly impacted attendance. We needed to recapture attendees and grow the show. So we rebranded and relaunched the show in 2023, setting records each subsequent year and growing attendance by more than 30%.
North American Commercial Vehicle Show
Wabash made a significant investment in the NACV show to reposition the company as a full-line commercial vehicle solutions provider - promoting its Final Mile business and new truck body lines, as well a full range of high-performance composite sidewalls.
Racing Sponsorship Activation
Wabash and Team Penske
I am passionate about racing because it enables unlimited creativity to develop programs and experiences that build brands and generate business. I've managed successful sponsorship programs in the NASCAR Cup Series and NASCAR Truck Series.
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While at Wabash, I established a strategic partnership with Team Penske, sponsoring Ryan Blaney #12 and
Brad Keselowski #2 in the NASCAR Cup Series. Through VIP race experiences, we were able to increase brand awareness while generating new business revenue for Wabash and its authorized dealers. We also drove employee engagement and created a "one team" culture across the organization through plant driver appearances, social media promotions, and contests for race tickets and branded merchandise.
Con-way Freight and Roush Fenway
I was introduced to the power of racing sponsorship at Con-way Freight. We partnered with Roush Fenway Racing, picking up rookie Colin Braun to drive the Con-way Freight #6 Ford F-150 (full season). In addition to customer VIP experiences, we developed an incentive program for the 20,000+ Con-way Freight driver sales representatives (DSRs). Drivers could earn points for securing additional shipments which could be used to win race experiences and merchandise. The sponsorship program generated significant revenue and brand awareness for the company.
