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Events, PR &


Woodland Group Ireland x

The Hardware Show 2022

Supporting a brand in post-COVID event activation

Planning, designing and delivering a trade show for maximal exposure, lead generation and ROI.

The Challenge

As Ireland began to reemerge from lockdown in early 2022, the long-awaited move away from on-screen conferences saw a resurgence in in-person events.


Looking to capitalise on its dedicated industry solutions and in-house experts that successfully guided clients through the last 2 years of trading turmoil, Woodland Group Ireland, part of global supply chain management company Woodland Group, asked ROOTS. to forge and activate relationships with Irish trade associations, grow brand awareness through events and strategic communications and grow a targeted prospect list.


Following research and meetings with various Irish trade associations and in line with the company’s specialist solution offering, the Hardware Association Ireland (HAI)’s Hardware Show was chosen as the event to kick off Woodland Group Ireland’s industry marketing strategy. ROOTS. executed a full events marketing service, from planning, to onsite support, exhibition design & branding, PR, content production, ambassador relationships and lead strategy to maximise Woodland Ireland’s attendance at the Hardware Show, taking place in Dublin’s Citywest Events Centre.

The solutions delivered by ROOTS. grouped into 4 activities:

  • Event management and design

  • B2B thought leadership

  • Media activation

  • Brand ambassador relationship

The Solution


The Results

HAI News Mockups.png

Event Management and Design

This saw ROOTS. liaise with event organisers to secure the best exhibition space, whilst also completing all administrative aspects of the event and securing all promotional opportunities available to best gain exposure in the run up to, during, and post event. Furthermore, the ROOTS. creative team created stand graphics, on-stand print and promotional collateral, and a short video edit to be played on stand screens.

B2B Thought Leadership
As part of the marketing plan devised to support Woodland Group Ireland’s goals, an industry thought leadership event was put together to provide added value to companies attending the show and deliver media exposure. 

On the back of a successful series of industry communications and webinars, it was decided that an in-person seminar at the event would be a great chance to create a touch point between Woodland and their target audience, opening up the opportunity for an impactful 2-way dialogue between the expert panel and potential clients whilst covering timely and topical subjects in an informative yet easy to digest format.

ROOTS. coordinated the “Disruption, trends and the future of successful supply chain management” seminar, utilising a strong network of Irish trade experts to form a panel including Kevin Brady, MD Woodland Group Ireland, Brian Murphy, Global Customs and Trade Advisor, Aidan Flynn, GM Freight Transport Association Ireland and hosted by none other than Bernard Brogan, with ROOTS.’ Nini Mikolajski also speaking on sustainability in the supply chain.

Media Activation

Not only were contacts from the trade and mainstream media invited as special guests to the event to meet with Woodland Group and sit in on the seminar, we also worked alongside our media contacts to coordinate and implement a comms plan in the build up to the HAI event, over the event weekend, and following the event.


Pre-event, a comms schedule was agreed with HAI which would promote both Woodland Group and the in-person seminar in their newsletters, social media channels and email communications.

Furthermore, demand for Woodland Group was created by securing numerous mainstream media articles in the lead up to the event, with a supply chain commentary published in both The Sunday Independent and The Irish Times on the day of the talk itself, which provided a reference point for the panellists to build the discussion from.

Topics that arose from the discussion later featured

in a follow up piece in the Sunday Independent,

which further cemented Woodland Group’s position

as thought leaders in Irish business.

Media placements:

  • 2 x articles in The Sunday Independent

  • 1 x article in The Irish Times

  • All articles both in print and digital media










Leveraging a Brand Ambassador

The panel discussion was MC’d by Dublin GAA legend, Bernard Brogan. Bernard is both a respected public figure in Ireland and a fantastic public speaker. His presence at the Hardware Show was a draw to the Woodland Group stand itself, supporting on-site lead generation. Beyond this, a campaign was run to win one of three signed Dublin GAA jerseys, which proved to be a successful and effective lead generation method which also served as follow-up social media and email content.


Overall Advertising Value Equivalent


Mainstream print & digital media reach

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