By the Numbers
574K+
Social impressions during event
1,017
Leads generated
958K
Trade Media Impressions
Overview
For most companies, industry events are the biggest windows of the year to connect with their niche demographic in one place. Golden Arrow provides full-service onsite support that makes those days count, capturing content, activating Key Experts, running live social coverage, and developing/executing a strategic media relations program so the client’s presence reaches far beyond the show floor.
Representing Ormco at the AAO Annual Session, the premier orthodontic event of the year in Orlando, this integrated approach delivered more than 574,000 social impressions, 1,017 leads, and press briefings with premier trade publications, along with a content library and editorial pipeline for our client that continued to produce well after the event closed.
The Challenge
Trade shows demand significant investment for a short window, and while these are typically considered heavy sales-focused events, without dedicated onsite marketing support, the moment ends when the event does.
Internal teams are stretched across booth duty, customer conversations, and logistics, leaving your team short-staffed to capture content, coordinate press meetings with executives, or post on social channels in real time, while assuring everything meets compliance standards.
Strategy and Solution
Pre-event momentum:
Promotional teaser content published on social channels ahead of the show to build anticipation and drive booth traffic before doors opened.
Live social posting:
Assets, templates, and copy built and approved in advance, so onsite execution meant dropping in fresh visuals and publishing in real time: recaps, reels, and timelapses across the event's full run.
Onsite media support:
Media outreach conducted under embargo to secure executive press briefings with premier health and medical trade publications spanning the client's portfolio and broader industry topics, including follow-up editorial opportunities managed after the show.
Content capture:
Golden Arrow interviewed and captured sound bites, demos, b-roll, and still images across the event, producing daily recap videos, and a post-event sizzle reel that fuel content well beyond the show.
Industry expert activation:
Captured additional onsite content using the brand’s Key Experts conducting demos and peer-to-peer conversations and adding trusted, credible voices to booth engagement and testimonial content.
Post-event amplification:
Recap content and an editorial pipeline of clinician interviews, feature placements, and journal opportunities, extending the event's value for months.
Results
At AAO 2026, just 14 pre-event and live posts generated 574,577 impressions and 11,292 engagements, with attendees tagging the brand on their personal social accounts, organically extending reach across the show floor. Onsite, the booth drew thousands of visitors and generated 1,017 new sales leads with 586+ hands-on product demos across the portfolio.
The media program delivered beyond the show dates: executive briefings with premier trade publications opened a documented pipeline of post-event opportunities, including editorial features, clinician interviews and case studies, journal placements, and an industry awards strategy.
Elaine Klimek
Sr. Event Planner
Trade shows are one of our biggest annual investments, and the return exponentially increases if someone is capturing content and posting in real time, providing on-site media support, interviewing and capturing Key Expert content on site, and Golden Arrow makes sure every dollar we put into our events works harder, whether before the show, during, or for months after. They turn three days on a show floor into pre-show buzz, live coverage, qualified leads, and an editorial pipeline that keeps paying off well past the event. That’s the difference between showing up and actually showing results.
