Collaborative Marketing Efforts Across Divisions Strike New Tradeshow Approach

With some 200-plus worldwide tradeshows and association meetings each year, Tyco Fire & Security (TFS) business units see potentially millions of attendees annually. But for all that investment of our business segment’s time, effort and money, do all those people see – and remember – us?

That question was not left to the odds-makers of Las Vegas, where five of Tyco’s fire protection units from TFS and Tyco Engineered Products & Services (TEPS) teamed up to make the biggest splash possible at the 2005 World Safety Conference and Expo, sponsored by the National Fire Protection Association early last June.

Taking part were the Tyco Fire Suppression Group, SimplexGrinnell, Tyco Fire and Building Products, Electrical and Metal Products, and Tyco Thermal Controls.

In addition to showcasing a wide variety of market-leading products, Team Tyco highlighted its ongoing dedication to educating the fire protection industry to new regulations, technologies and best practices.

According to Peter Ferris, Tyco International’s vice president of Strategic Marketing, “While other organizations can claim a commitment to education and innovation, few organizations in this market have the breadth, global reach and resources of Tyco.”

To drive traffic across the centrally located business unit booths, a pre-show promotional mailer featured a “Beat the Chief” contest that invited participants to beat the Las Vegas fire chief’s six-second time to put out a fire using the ANSUL® Fire Simulator. Prizes included iPod music players, two sessions at the ANSUL Fire School and an antique slot machine. The simulator and contest drew the attention of the local press, both print and TV. Even Elvis showed up to learn more.

In addition, Tyco issued a combined press release to nearly 200 media contacts; ran more than 100 TV spots locally during the show; and held a hospitality event attended by more than 400 people. Leading these collaborative efforts were Ann Marie Roy of Simplex-Grinnell, Jim Cox of the Tyco Fire Suppression Group, Tom Prymak of Tyco Fire & Building Products, Anna Sau of Tyco Thermal Controls, and Arlene Hoffman of TFS.

With all this combined promotion, the team agreed that TFS Tyco’s overall fire prevention leadership was definitely seen and will be remembered by our booth visitors – over the noise of the show and beyond the glitz of Las Vegas. There are great pockets of opportunities to leverage the Tyco presence at other large trade shows either behind the scenes or through collaborative efforts where they can be beneficial to all divisions.