The challenge
A trade expo has three audiences to win at once. Retailers need a reason to spend a day away from their shops. Brands need to believe those retailers will turn up before they book a stall. And sponsors need to see real value, not just a logo on a banner. If any one of them hesitates, the others follow.
What we did
- Retailer campaigns: targeted digital campaigns that reached supermarket and retail owners directly, with clear reasons to attend.
- Stall sales marketing: marketing aimed at FMCG brands, distributors and exporters to fill the exhibition floor.
- Sponsorship packages: a sponsorship story and packages that gave sponsors measurable digital reach.
- Content beyond the event: marketing for the expo’s Retail Insight magazine and the SIRE Awards, keeping the expo in conversation all year.
The result
- 15,000+retailers in 2026, up from 5,000+ in 2022
- 300+brand stalls in 2026, up from 200+
- 120%+of expo costs covered by sponsors
- 10M+digital reach for sponsors
These results earned ZainCo recognition as Best Marketing Agency in Kerala, and many of the brands we met at the expo went on to become ZainCo clients.