For the first time, the Specialty Coffee Association (SCA) enlisted an external agency to strengthen its attendee, exhibitor, and sponsor acquisition strategy for the 2024 Specialty Coffee Expo. With rising competition in the coffee trade show landscape, SCA needed to elevate branding, sharpen messaging, and expand its audience beyond traditional coffee professionals to HORECA (hotels, restaurants, catering) buyers. With no established agency playbook and ambitious growth targets, CSG was tasked with building an integrated marketing campaign capable of generating awareness, sales, and registrations.

CSG developed a comprehensive, data-driven strategy spanning digital advertising, email marketing, direct mail, geotargeted campaigns, and social activation. Messaging was tailored to distinct audience segments and supported by refreshed creative that reinforced the Expo’s position as North America’s leading B2B specialty coffee event. Geo-targeted ads and lead-gen tactics maximized efficiency, while retargeting, cart abandonment, and email campaigns improved conversions across the funnel.

The campaign delivered record-breaking results, earning recognition in Trade Show Executive’s 2024 Fastest 50 for Growth in Total Attendance. Stats: 15,896 attendees (+33.57%), 94 countries represented (+38%), and 595 exhibitors (+3.65%). Digital ads generated 7.2M impressions, 93,551 clicks, and 1,788 conversions, equating to $144K–$713K in revenue. Feathr initiatives drove 228 registrations. HORECA outreach added 20+ new resorts and restaurants, and competitive-event geofencing further expanded reach. Overall, the campaign elevated the Expo’s profile and diversified its audience.