Micromine is an international mining software company that provides intuitive software solutions within the mining and exploration industry. Their data mining software is aimed at helping, streamlining, and innovating how mining companies’ function.

To prepare for its attendance at the PDAC, Micromine wanted an innovative tradeshow marketing strategy to stand out at events. The exposure at these tradeshows would improve brand awareness and gain the interest of prospects and maintain relationships with current customers.

Pace Creative worked with Micromine to create a tradeshow marketing strategy that promotes Micromine’s tradeshow attendance, drives attendance at the booth during the tradeshow, creates a memorable booth experience with contests and giveaways, and generates a lasting impression through booth giveaways and follow-ups.


attendees each day


increase in leads per tradeshow


increase in website traffic


Micromine wanted to find a way to stand out at tradeshows and events to help building brand awareness in the Americas and getting prospects to recognize the new logo and brand.

  • How to wield tradeshow marketing strategies to make Micromine standout?
  • How to integrate innovative technology to drive attendees to the booth?
  • How to engage with attendees before, during and after the event?


Tradeshow Marketing

The Art of Mining is the concept that resonated most with the Chief Operating Officer! To make the concept stand out, we suggested using innovative technologies to replicate an art exhibition environment with the use of Hologram technology. We also recommended integrating AR/VR to showcase the different software and features.

Activation Plan

Pace Creative put together an activation plan to organize all the projects, assets, and deliverables required to bring the concept to reality. The priorities consisted of ensuring the booth hardware was set up in terms of design, environment design, tv screens, art images, animated art files, written content, and QR codes.

Tradeshow Content Marketing and Design

Pace Creative planned its initiatives for the tradeshow design and content. Both aspects would help establish the positioning and key messaging to build brand awareness, stand out from companies, and draw attendees to the booth.

The design entailed booth hardware and printing, floor stickers and decals, as well as branded animated slides with cohesive and unique content that would align with the concept. We also planned to craft content with a unified message in line with the concept and design the emailer.

Microsite to Host Tradeshow Assets

Based on the recommended site map, our team created the wireframe and content marketing strategy. We also designed an SEO-driven, user-centric microsite to host all the assets for the tradeshow. The design was then integrated into Eloqua.

Social Media Strategy

To promote each tradeshow, Pace Creative created an event editorial calendar to plan a series of social media posts before, during, and after the event. Utilizing Micromine’s social media reach, we increased brand exposure via all the social media channels.


  • North America received the most leads out of all the regions
  • The North American team met their yearly KPIs
  • 360 new leads in a single event
  • 16 demos booked

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