Unlocking New Demand Through Trade Media Innovation

Challenge

Zebra maintained a strong internal team responsible for managing digital and performance marketing channels, including search and paid social. However, the brand saw an opportunity to expand beyond conventional digital tactics by leveraging trade media more creatively — reaching niche, high‑value audiences in environments where Zebra’s solutions could be contextualized and differentiated.

At the same time, the timing was complex. Trade media execution had to span a product launch, followed by a broader rebrand, all within tight timelines. This required flexibility, precision, and the ability to adapt messaging and assets quickly without disrupting live programs or missing commitments.

Luxid’s responsibility was to complement Zebra’s internal performance engine by bringing deeper trade media expertise and uncovering underutilized formats.

Solution

Luxid developed a trade media strategy designed to balance brand visibility and lead generation while deliberately pushing beyond Zebra’s past playbook. We identified and activated non‑traditional paid opportunities across relevant publications, including:

• Sponsored webinars and virtual events
• Podcast sponsorships and integrated audio placements
• Long‑form sponsored articles and thought‑leadership content
• Digital out‑of‑home activations, including mobile billboards at Zebra’s largest industry trade event

These programs allowed Zebra to test new formats and contexts that traditional digital channels couldn’t replicate, embedding the brand within editorial, experiential, and event‑driven environments where credibility and attention were higher.

Luxid worked closely with Zebra’s internal team to manage shifting brand requirements, ensuring creative assets, messaging, and calls to action stayed aligned through different phases. Despite compressed timelines and evolving inputs, all programs launched as planned, without missed placements or delays.