Heavy Duty Aftermarket Week (HDAW) is the largest North American gathering of the independent heavy-duty industry. It was created by the industry’s leading trade associations and marketing groups with a long-term goal of consolidating the many annual events on the industry calendar and to create the most valuable event for the heavy duty aftermarket.

The 2019 Heavy Duty Aftermarket Week saw a record-breaking number of attendees and exhibitors, generating positive momentum for the 2020 event and move to a new venue.

Upon performing a strategic analysis of the event, mdg learned that attendees come to the event for two primary reasons: to fulfill orders on-site with new or existing suppliers at favorable pricing, and to see the technical advances in the industry’s expo hall. mdg developed a multi-channel attendee acquisition campaign aimed directly at increasing distributor participation by clearly communicating the comprehensive value of the show and drilling down to the tangible ROI in attending. Additionally, mdg made several strategic recommendations towards improving the website’s user experience and leveraged an extensive media barter program to reach and engage new audiences and introduce the unique value HDAW can provide their business.