A leading Canadian paper products company, Cascades wanted to break into the U.S. market with the launch of its new antibacterial towel-dispenser combo for the away-from-home market—the Tandem+. With a clear competitive advantage and flu season on its way, the goal was to get people talking at the janitorial/sanitation industry’s annual ISSA tradeshow to raise awareness among distributors and get them excited about a fresh new offering for their customers from Cascades.
Our strategy? Tell distributors “the dirty truth” about handwashing and its effect on key market segments, including education, food service, industrial/manufacturing and more. With a 50’x60’ booth, we got down and dirty with distributors, arming them with stunning statistics about the spread of germs and the costs of illness to schools and businesses alike, and the benefits of a proactive, germ-killing antibacterial towel and dispenser solution—ultimately inviting them to help their customers “come clean” with the Tandem+.
Even in a year that saw overall show attendance drop significantly, Cascades garnered more than 80 qualified leads, including decision makers from the industry’s top distributors. The Tandem+ enjoyed center stage at the Cascades booth and the show was deemed a successful launch for the exciting new germ-fighting system.