In semiconductor and related industries, seals and o-rings are traditionally viewed as a commodity. Applied Seals North America (ANSA) was looking to educate the market on the importance of seal quality and how it impacts cost-effective semiconductor fabrication.
Semicon West, the most prominent tradeshow for the semiconductor industry, offered a perfect forum for reaching their target audience. But as a relative newcomer to the industry, Applied Seals was faced with the challenge of getting attention.
To attract attention, ANSA needed a “hook” beyond the typical tradeshow outreach . Zone 5 created “Save the Seals,” a tongue-in-cheek fundraiser to create a playful hospitality event, or, “education with a sense of humor,” in order to generate interest in a rather dry topic. All décor and materials for the evening included the “official” Save the Seals logo and information on why ASNA offers a better product. A series of “save-the-date and RSVP email blasts were sent to build awareness. Additionally, a VIP invitation was personally delivered to a select invitee list during Semicon West. This unique invitation included a Save the Seals wristband for event entry and to show support for the “cause.”
Key industry leaders attended the Save the Seals hospitality event providing positive networking for the ASNA team. Over the course of the evening more than 100 industry professionals enjoyed the festivities.