Why 2022 was deemed a ‘no booth’ year for Object Edge

In Episode 16 of Sips with purple cork we sat down with Sarah Falcon, Object Edge’s VP of Marketing. Sarah joined the company in 2019 as the company’s first marketing leader. Little did Sarah know when she started her job that the global pandemic would soon be changing everything about her role.

During this short, fifteen minute chat, Sarah shares why she said ‘no’ to tradeshow booths in 2022 and why small and intimate events are where she is focusing her efforts.

About Object Edge and Sarah Falcon:

Object Edge is an award-winning consultancy, powered by exceptional individuals committed to driving extraordinary business results for its clients. Object Edge’s customers are innovators with complex digital challenges, requiring sophisticated solutions, and impeccable execution.

Sarah Falcon is a nimble and creative marketing leader with 15 years of experience in a mix of agencies, B2B, and B2C enterprises. She brings a background in building and driving impactful marketing practices and processes for growing businesses. Sarah has expertise in brand, content marketing, lead generation, and marketing operations. She’s a co-author of the 2019 book on B2B eCommerce Digital Branch Secrets: eCommerce Playbook for Distributors.

Here’s an overview of our chat:

Like many B2B marketers, Sarah found herself in brand new territory when the pandemic hit. Even though the company had been around since the 90’s, Sarah was the company’s first marketing leader and she was just starting to get her bearings when travel restrictions and health concerns made her rethink her marketing strategy, with virtual events now at the center.

Now that the world is returning to normal, today Sarah is finding the right events strategy that works for Object Edge. She declared 2022 the year of ‘no booth’. Teams will travel to events but instead of investing in expensive booths and the resources to staff them, they will host parties and dinners. 

And, of course, virtual events are a big part of Sarah’s marketing mix. She learned about purple cork as a customer. She was invited to attend a tasting with Phillipe Andre, a 40 under 40 tastemaker and the U.S. Brand Ambassador for Charles Heidsieck, the smallest production “Grand Marque” Champagne house. During that event, she was impressed with how well purple cork curated the experience, from sending out the champagne in advance, to facilitating the conversation.

The format works especially well for Object Edge because they help companies solve big, complex digital commerce challenges. With so much noise in the market, bringing a small group together to discuss trends and talk about technology struggles is a great sales opportunity. By networking over wine in an informal, laid-back setting, the Object Edge team can engage in conversation, share their acumen and build the relationships that drive sales. 

While the work they do is serious, the company recently updated its values and fun takes center stage in the new value, “Be friendly and have fun.” Sarah’s purple cork events reflect this value and ensure that all prospects and customers, wherever they’re located, can come together for an hour to discuss wine and technology in a fun, upbeat setting.

Looking for a unique way to tell your story and get to know your prospects? Consider hosting a tasting or celebrity event with purple cork.