Lippert
Sell-out strategy through distributors and trade show capitalisation
Quick highlights
- 741 contacts generated at the Caravan Salon in Düsseldorf, with no pre-show promotion.
- Less mature distributors guided and supported; advanced partners activated as a marketing lever.
Starting point
Lippert manufactures components for the caravan, marine and automotive sectors, without a direct sales force. Distribution runs through OEMs and distributors, who in turn reach local retailers. New product launches take place at the Caravan Salon in Düsseldorf, but post-show there had always been a lack of structured follow-through and a concrete push on sales. The challenge is one shared by many industrial companies with a distribution model: how do you influence a market you can't see directly?
How do you truly capitalise on a B2B 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 activities across pre, during and post. On the stand, we created two interactive formats: an "what kind of camper traveller are you" observatory (with stickers that continued generating visibility even after the event) and a prize wheel used as a lead generation tool, not a gimmick. On the distributor side, we guided the less mature ones and built genuine marketing partnerships with the more advanced: roadshows, webinars, dedicated sell-out mailings, and initiatives designed to help retailers discover and promote 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 the Caravan Salon — seven times the historical average — with no pre-show promotion; consent collected in a structured way and digitalised, saving significant time. Over the medium term, the company began managing sell-out activity through digital campaigns, roadshows, webinars and mailings, gaining visibility over the purchase process levers that had previously been entirely out of reach.
Voices from the client
“We attend the Caravan Salon in Düsseldorf every year, but we had never collected as many contacts as we did this year. Having a queue at our stand was something that gave us an incredible sense of satisfaction.”
“We thought it was enough to attend the most important trade shows and communicate with 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 delivers value before and after the event. It is also an example of how to evolve the distribution offering: not by bypassing partners, but by making them more effective.
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