Mesa Laboratories, Inc.
This case study is called Facelift, because of the complete transformation we helped create. The marketing director knew we were a perfect fit. She was confident in us from our reputation and experience in the industry and recognized that our team would provide excellent service, and was timely and responsive. She was able to delegate, and we were able to get it done.
The Story of Mesa Laboratories, Inc.
Mesa Laboratories develops, manufactures, and markets, high-quality process validation and monitoring instruments and consumables. Mesa Labs’ products are used to assure product quality, control manufacturing processes and to solve problems in niche markets in healthcare, industrial, pharmaceutical, medical and food processing applications. Mesa Labs’ products are characterized by technical excellence and superior industry reputations. The culture follows the Mesa Way, measure what matters for their customers, empower teams, steadily improve and always learn.
The Challenge/ Opportunity the Customer Faced
Mesa Labs, a well-known and established name in the industry was looking to revamp a tired, undeveloped, and lackluster trade show program that brought little results to the company. Mesa Labs had rebranded and needed to update their trade show and marketing materials. The challenges we faced included a marketing team that was small for a global company, outdated exhibiting materials and underrepresentation, and untapped opportunities at trade show events.
How We Responded
Harrod Consulting was hired to be an extension of the 2-person marketing team for the 8-10 conferences and trade show schedule per year. Our role included many pieces to the marketing director’s strategic plan. We started with an assessment of the current trade show assets and provided recommendations. As the plan evolved we provided a custom modular design and build to align with the new brand and new messaging. Our team worked hand and hand with the director to provide logistics and exhibit management services, booth staff support and show site support. We carried out event planning activities and experiential booth activities. Sherri Harrod acted as the booth manager for their international show, providing coordination and implementation of all booth logistics and show site support.
The Results
Once we started working with Mesa Labs, the trade show program developed into an effective and strong marketing machine. The trade shows were organized and operated smoothly with the implemented processes. The company’s brand image was elevated, along with an increased sense of pride with staff. There was an immediate and continual increase in booth traffic-show after show-resulting in more leads and customer retention.
