Portfolio Detail: Event Management for SMM – Gina Bley: Marketing Expert & Change Specialist

SMM

The biggest Maritime Exhibition Globally

What I did

Event Management

SMM Hamburg stands as the world’s biggest maritime exhibition, attracting over 2,00 exhibitors and approximately 40,000 visitors from over 100 countries. I led Sperry Marine’s participation, developing an event strategy that showcased innovation and strengthened their industry presence.

Over 6 months, I planned the exhibition at SMM Hamburg. Collaborating with a great full-service company, WhiteGhost, we designed and constructed a stand that highlighted Sperry Marine’s navigation solutions and showcased Sperry’s commitment to sustainability. Reflected in the choice of materials and overall design.

My role was to coordinate with various stakeholders, including Business Unit Directors, C-Level executives, and Team Leaders within Sperry Marine. Regular meetings ensured alignment on objectives, facilitated discussions on options, and helped prioritise tasks to meet strategic goals.

Event Marketing

I developed and executed a targeted marketing campaign to maximise Sperry’s impact at SMM. This included managing ticket allocations, crafting announcements, and organising on-stand presentations to introduce Sperry’s latest advancements in maritime technology.

Brand visibility is important and what better way to do a little brand campaign than to use sustainable merchandise? Sperry Marine’s tote bags, infinity pencils, magnets, and infamous rubber ducks were a hit and quickly overtook the exhibition. The ducks became more than just a giveaway – they served as engaging storytellers and quickly became a memorable element of SMM.

Pre-Exhibition Conference & Dinner

Using the presence of industry leaders in Hamburg, I organised a day conference followed by an exclusive dinner for our partners. Everyone needs a drink at some point, right? This event provided a platform to present Sperry Marine’s strategic vision, discuss initiatives, and inspire partners to succeed.

The feedback for both the conference and the exhibition was positive throughout. Sperry Marine generated leads, strengthened partnerships, and connected with new industry players. The presentations on the stand further solidified Sperry’s reputation as a leader in maritime innovation.

All of it was just possible due to strategic planning, effective collaboration, and well-executed marketing campaigns.

Industry:

Company Size:

Market:

Company Revenue:

Maritime

401 – 500

International

$ 140 Mio