[EN draft] Lippert
Sell-out strategy through distributors and trade show capitalization
Quick highlights
- 741 contacts generated at Caravan Salon Düsseldorf, with no pre-show promotion.
- Less developed distributors supported and guided; advanced partners activated as a marketing lever.
Starting point
Lippert manufactures components for the caravan, marine, and automotive markets without a direct sales force. Distribution runs through OEMs and distributors, who in turn reach local retailers. New product launches happen at Caravan Salon Düsseldorf, but post-show there had always been a lack of structured follow-through and a push on sales. It's the question many industrial companies with a distribution model face: how do you influence a market you can't see directly?
How do you truly capitalize on a B2B industry trade show, and how do you support distributors without disrupting their model or bypassing them?
What we did together
For the trade show, we structured a before, during, and after approach. On the stand, we created two interactive formats: a 'what kind of camper traveler are you' observatory (with stickers that kept generating visibility even after the event) and a spinning wheel used as a lead generation tool, not a gimmick. On the distributor side, we guided less developed partners and built genuine marketing partnerships with more mature ones: roadshows, webinars, dedicated sell-out mailings, and initiatives designed to help retailers discover and promote the new products. We also began building a database of end customers and retailers, and activating digital campaigns aligned with the distribution model.
Frameworks, managed services and training involved
- Buyer Persona & Buyer Journey Alignment
- Evoluzione dell'Offerta Commerciale
- Sales & Marketing Alignment
- Performance & Demand Activation
- Content Ecosystem
- CRM, Marketing Automation & Lifecycle
What changed
741 contacts collected at Caravan Salon — seven times the historical average — with no pre-show promotion; consents gathered in a structured, digitized way that saved significant time. Over the medium term, the company began actively managing sell-out through digital campaigns, roadshows, webinars, and mailings, gaining visibility and control over purchase process levers that had previously been entirely out of reach.
Voices from the client
“We attend Caravan Salon Düsseldorf every year, but we had never collected as many contacts as we did this time. Having a queue at our stand gave us an incredible sense of satisfaction.”
“We thought it was enough to attend the most important trade shows and communicate to consumers. With Bryan we connected all the dots, and now we know which levers to pull in the purchase process to drive sales.”
What makes this case interesting
Lippert shows how a trade show — typically a cost concentrated into three days — can become an asset that generates value before and after the event. It's also a strong example of evolving the distribution offering: not bypassing partners, but making them more effective.
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