Urgency Can Be Your Sharpest Weapon
Challenge.
Moving racks still felt like 1987!
When it comes to reconfiguring warehouse space, most logistics managers default to the same painful process that feels like you’re in the 80s: hire a crew, disassemble pallet racking one bay at a time, move it, reassemble it, and lose time and money in the process.
Enter Gondola Skate.
Their product—Rhino II—does something deceptively simple: it lets warehouse teams move fully-assembled pallet racking without tearing it down first. No crews. No downtime. Just wheel it, place it, done.
The problem?
No one in the market knew it existed. And their debut was just six weeks away—at ProMat, one of the largest material handling conferences in the industry.
Solution.
Urgency can be your sharpest weapon.
With only six weeks from project inception to exhibition, we developed a new trade show display that visually expressed the power and simplicity of both the brand and the product, Rhino II.
We built a trade show presence that did one thing well: show the product’s power in motion. No complicated message. No jargon.
Then we created a campaign that hit three channels hard:
- A landing page packed with real-world buyer tools
- Paid search and email messaging informed by actual customer frustrations
- Testimonial videos, re-cut and tightened, that made the benefits obvious
We also offered a compelling incentive: download a ticket and get a free drink during the live demo. Why? Because at a trade show, attention is limited and fatigue is high. We used that reality to our advantage.
Results.
Drop the mic.
By the time the show wrapped, Gondola Skate had captured 1,001 qualified leads—a new record, according to exhibit hall staff.
Total opportunity value? More than $3 million. But maybe more telling was this from our client contact:
“It was the most excitement I’ve seen surrounding my brand in 22 years.”
Most brands show up at trade shows hoping a flashy booth or a clever gimmick will be enough. They chase attention without addressing what actually matters: the buyer’s pain. It becomes a performance, not a strategy.
Gondola Skate proved them all wrong.
Instead of putting on a show, they made the buyer the point. They understood the real frustration—the hours wasted, the crews called in, the process nobody questioned. And won.
1,001 leads
and $3M in pipeline
