XINYI (LEXIE) LIU
LUXE PACK Los Angeles Marketing Internship：
Using Integrated Marketing Strategies to Drive Event Registrations While Elevating Brand Identity
Role
Marketing Assistant
Timeline
Jan 2026 - March 2026
Team
Marketing Team
Tool
Excel, Event Maker, Hubspot, Canva, Klipso, Adobe Suite
01
Internship
Overview
CONTEXT
LUXE PACK is a leading B2B trade show for luxury packaging innovation, connecting global brands, suppliers, and designers to explore new materials, sustainability, and creative technologies. LUXE PACK LA brings leaders and newcomers on the West Coast together to shape a collaborative, forward-looking packaging community. As one of two U.S.-based marketing team members, I partnered closely with my mentor to drive registration growth for LUXE PACK Los Angeles 2026.
CURRENT CHALLENGE
After 7 editions, LUXE PACK Los Angeles remains a leading packaging event faced declining attendance (-17% YoY) and an over-concentration in the beauty sector (96%), limiting its broader market appeal. The core challenge was to reposition the event and improve attendee acquisition through more targeted and effective marketing strategies. As part of the marketing team, I led social media and content strategy, focusing on audience expansion, content optimization, and performance-driven campaign execution.
02
Event Overview
PERFORMANCE vs 2025
+
24.7%
Pre-registration Growth
7,063 → 8,805
+
19.5%
Attendance Growth
3,706 → 4,429
~
50%
Conversion maintained
Steady efficiency
8805
Pre-registration
8898
Total registration
93
Walk-ins
4429
Attendance
Compare to the 2025 edition, the pre-registrations for the 2026 edition increased by 24.7% (7,063 → 8,805), and the total attendance rate rose by 19.5% (3,706 → 4,429), while maintaining a ~50% conversion rate.
Registrations in 2026 showed a more consistent growth pattern across the campaign period, suggesting stronger early engagement and more effective pre-event marketing.
AUDIENCE QUALITY
Decision
Makers
60%
(Founder, VP’s Directors,C&S Level Suite Industry Contacts)
Different Companies Represented
1,141
Top Countries
3
> United States 45.6%
> Canada 27.7%
> Mexico 25%
We segmented attendees by job title and industry, and measured the proportion of first-time visitors.
First-timer growth +19.0% registrations · +5.9% attendance
-
The show is broadening into the full beauty ecosystem — Skincare entered as the #1 category (29%), and Haircare at 9%.
-
There is a balance between product-focused roles (26% Product Development, 12% R&D) and commercial-focus roles (18% Marketing, 17% Sales)
-
Visitors are arriving with stronger purchasing intent.
03
Analyze 2025’s Performance to Identify Customer Pain Points and Growth Opportunities
EXTERNAL & INTERNAL, SWOT ANALYSIS
External Analysis
U.S. packaging market by 2030
$254B
from ~$180B today
Indie beauty growth YoY
+15.7%
outpacing broader beauty sector at 9.9%
L.A. packaging sector 2021–2023
+28%
$8.2B revenue · 1,500+ active companies
Consumers prioritising eco packaging
42%
recyclable & compostable preferred
Consumers prioritising eco packaging
42%
recyclable & compostable preferred
Internal Analysis
Brand conversion rate
≈51%
870 attended of 1,718 registered
Different LP companies
1,153
1,213 in 2024 ↓
SME & startups
75.5%
vs 24.5% legacy brands
Visitor NPS
29.5
52.2 in 2024 ↓↓
Cosmetics focus
90%
Exhibitor market — beauty-heavy
POST-SHOW SURVEY
Besides doing analysis, we also made surveys to evaluate visitors' and exhibitors' satisfiction towards the show and likelihood to return.
Visitor NPS halved (52 → 30) ↓↓
↓
↓
Visitor Survey Comments
Visitor NPS Summary
KEY INSIGHTS
Brand & Positioning — The promise doesn't match the reality
Positioned as global premium B2B across all industries, delievrs 96% beauty, 94% US, 77% California.
Marketing & Communication — Audience moved, offer didn't
75% of registrants are indie / SME founders, but exhibitor mix and messaging still target legacy beauty. Adjacent sectors (NA beverages, wellness, sustainability) are present in the audience but absent on the floor.
Experience — Show floor, not community platform
Competitors (Cosmoprof, MD&M West, Pack Expo) now offer matchmaking, content, and community, with 84.9% first-timers needing orientation. Engagement gaps are the main brake on exhibitor ROI and visitor retention.
04
From insights to strategies to LPLA's go-to-market actions
INSIGHTS
2
Experience
First-timers struggle to navigate the show.
Limited networking beyond the exhibition floor.
Exhibitors report quality dilution concerns. Need to enhance exhibitor ROI to retain loyalty.
3
STRATEGIES
Target non-beauty sectors and align exhibitor communication with actual offering.
Position LPLA as sustainability-first through expanded circularity showcases and educational content.
Create networking opportunities beyond the show floor.
Monetise new features to enhance exhibitor visibility and improve their ROI.
ACTIONS
05
Implement marketing actions aligned with strategy to improve marketing performance
INSIGHT 1
Misleading brand positioning and diluted identity
STRATEGY 1
Increase alignment between perceived value and actual offering
Action 1. Develop a strong brand positioning messaging that reflects LPLA’s unique purpose.
Current Value Proposition: • Too broad, lacking the specificity and business outcomes
LUXE PACK is the globally renowned business-to-business trade show destination for packaging innovation, design, and trends across all premium industries. The newest addition, LUXE PACK Los Angeles, brings together the top primary and secondary packaging suppliers with today's growing and leading brands and retailers to facilitate all packaging projects. Supercharge your packaging development projects and forge invaluable connections at the highly anticipated West Coast industry event.
Current Mission: • Prioritize aspiration and exposure over actionable outcomes
LUXE PACK Los Angeles’s mission is to unite brands and innovative packaging manufacturers, igniting creativity, advancing sustainable practices, and providing a prestigious global stage for the industry’s most cutting-edge solutions. The event aims to facilitate packaging development projects, foster invaluable connections, and drive transformative change within the packaging industry.
Current Vision: • Design-led , inspiration-focused, while overpromising cross-industry
The vision is to serve as the premier business-to-business destination for packaging innovation, design, and trends across all industries—including beauty, skincare, wine & spirits, fine foods, and fashion—by inspiring distinctive packaging design, sustainability, and digital innovation. LUXE PACK Los Angeles aspires to be the leading platform where emerging and established brands can source creative, sustainable, and trend-setting packaging solutions that help them stand out in an evolving consumer landscape.
Current VP
New VP
New Value Proposition: • Clear, solution-driven value and business outcomes
LUXE PACK Los Angeles is the West Coast’s premier platform for creative brands to discover, customize, and source creative, sustainable packaging solutions. We connect forward-thinking makers with agile suppliers, foster a vibrant community that amplifies brand stories, and accelerate growth.Through a vibrant mix of exhibition, storytelling, and community experiences, the event empowers brands to stand out, scale responsibly, and connect with the people shaping tomorrow’s consumer landscape.
New Mission: • Specify brands + respond to suppliers' pain point (flexibility)
To empower both legacy and emerging brands by providing unparalleled access to flexible, sustainable, and creative packaging solutions. LUXE PACK Los Angeles fosters a collaborative community where discovery meets business, enabling iconic leaders and new visionaries alike to drive the future of packaging innovation on the West Coast and beyond.
New Vision: • From event to growth engine + full value chain delivery
To be the leading catalyst for brand growth—supporting both legacy icons and emerging disruptors—by reimagining how packaging inspires, connects, and sustains. LUXE PACK Los Angeles sets the standard for agility, eco-consciousness, and authentic storytelling in the global packaging industry.
Key Elements to Highlight in Messaging
• Flexibility: Low MOQs, rapid prototyping, and customizable solutions for brands of all sizes.
• Sustainability: Access to the latest in eco-friendly, refillable, and circular packaging.
• Creativity & Storytelling: A showcase for bold design, tactile experiences, and packaging that tells a brand’s unique story.
• Community: Events, workshops, and networking that unite indie founders, makers, and suppliers.
STRATEGY 2
Unify LPLA’s visual identity and improve team's posting efficiency
Action 1. Redesigned the social media visuals based on brand guidelines to reflect a "premium" positioning
LPLA Brand Guideline
1. Event Invitation
I transformed the plain static text into an invitation card with a celebratory feel. I also used the logo as a repeatitive pattern to showcase the brand. Lastly, I improved hierarchy and layout to make the event details and call-to-action clearer.
Before
After
2. Showcasing the brands
Instead of only using text and logos, I want to showcase each brand with its most iconic product to instantly communicate identity and quality. I also introduced the LPLA's color system to unify the visual style and create a cleaner, more premium look.
Before
After
Action 2: Develop visual templates for recurring event posts
In order to ensure the visual unity in subsequent revisions and improve the work efficiency of our team, I created templates for some of the recurring events.
Count Down Template
Speakers Template (different no. of speakers)
Conference Slides Template
INSIGHT 2
Social media lacks targeted messaging for LPLA's evolving audience.
STRATEGY 1
Reposition social content to reflect LPLA's expanding identity.
Action 1. Build a content calendar with pillar themes: founder stories, sustainability, cross-sector innovation, supplier spotlights.
Social Media Content
Platforms
Instagram, Facebook
Linkedin (company page + profile)
Tools
Canva, Adobe Suite, Hubspot
MY TASKs
1. Caption writing for Instagram and LinkedIn posts
2. Visual design for social media templates and content assets
3. Publishing & scheduling posts through HubSpot
GOAL
Increase awareness and drive event registrations
TARGET AUDIENCE
B2B professionals primarily in product development (26%), marketing (18%), and sales (17%), followed by R&D, operations, and design roles
PUBLISHING WORKFLOW
Posts were scheduled during peak professional browsing hours (9:00–9:30 AM or 4:00–6:00 PM) in the event’s local time zone to reach B2B audiences when they are most active.
Caption writing highlighting the value of the event (eg. industry insights)
1
Design post visuals (caousel etc.) make sure the information aligns with caption
2
Put the canva link and captions into a shared worksheet. Retouch the content based on the feedback
3
Publishing via HubSpot, with manual tagging of speakers and partners to expand reach
4
CONTENT STRATEGY
Instead of posting randomly, I structured content around the event timeline to guide users from awareness to registration and post-event retention.
Early Awareness
Registration open Event invitation.
1
Collaboration
Highlight broad industry reach
Partnership with Dieline
2
Education Program
Conference Sessions, speakers, packsprint tour
3
Anticipation
Count down (1 month, 1 week, 1 day, live)
4
Retention
Thank you letter
5
1. Earily Awareness
Goal: Anounce the launch of LPLA and invite visitors to register
Version 1
Version 2
LPLA invitation (Jan 8th, 2026)
2. Collaboration
Goal: Highlight LPLA's broad brand reach. Partner with Dieline to grow the Sustainable Showcase
Brands (Jan 13rd, 2026)
Caption Strategy
Developed 3 variations, each focused on a different storytelling angle.
• Brand Cohesion
• Scenario
• Cross-Sector Inspiration ✅
To expand audience reach beyond the beauty sector, I shifted the content strategy to highlight cross-industry innovation and reposition the event as a broader packaging platform.
Sustainable Showcase (Jan 26th, 2026)
3. Education Program
Goal: Conference programme for new/indie brands across sectors.
Education Program (over a month)
The Packsprint Tour curated by Sheri Koetiting
4. Countdown
Goal: Create sense of urgency and push registration as the event approached.
Count Down Posts
5. Post-Event Engagement
Goal: Maintain engagement and relationship with the community after the event.
Thank You Letter
Social Media Performance
ALL ACCOUNTS (instagram, facebook, linkedin)
During the campaign period (Jan 5 – Mar 5, 2026), a total of 46 posts were published across Instagram, LinkedIn, and Facebook, reaching 33K audiences.
Among the platforms, Instagram delivered the highest reach with 18,051 impressions.
INSTAGRAM Performance
• Audience reached 18,051 (+3.42%)
• Interactions grew by 63%
• Impressions grew to 13,979 (+88.55%).
Linkedin Performance
• Audience size grew to 14K (+22.4%).
• Interactions rose to 132 (+169.4%).
• Company page impressions more than doubled, increasing by +212%
STRATEGY 2
Improve email marketing efficiency to drive awareness and registrations
Action 1. Help built a structured email automation workflow to guide customers from awareness to conversion
Email 1
Awareness: The Evolving Packaging Landscape
Content: Market Insights + Push to
https://app.hubspot.com/email/6175528/edit/197256752729/content
Branch C
Registered
Branch A
Opened + or clicked (not registered)
Delay 7 Days
Branch B
No Reaction
Audience
Old visitors 2023 + 2024+ 2025 + Leads
(Excluding: already registered)
Email 1B
Deep Dive Content
Case Studies + Premium solutions
No reaction send to Email 2
Email 2
Experience Next Gen Innovation
LUXE PACK world + dates
https://app.hubspot.com/email/6175528/edit/197262355629/content
Delay 7 Days
Delay 7 Days
Branch A2
Clicked again ->High Intent
Branch B2
Still no reaction
7 days prior to show dates
Branch B3
Light CTA + reminder of event value + Power Hour
7 days prior to show dates
Branch A3
CTA: Register Now
VIP Messaging + Stronger CTA (Last Chance) + Power Hour
Instead of overwhelming users with repetitive messaging, this strategy tailors communication based on user behavior:
• Strong interest → more in-depth information
• Slight interest → light reminders
• Converted users → excluded from further promotional emails
Action 2. To improve conversion across different funnel stages, I segmented audiences and tailored messaging based on their registration status.
1️⃣ Not Registered (conversion)
👉 CTA：Free Show Badge
Target: Non-registered users
Goal: Encourage immediate sign-up
Approach:
• Clear value proposition (“free”)
• Direct and action-oriented
2️⃣ Registered (referral)
👉 CTA：Bring a Colleague
Target: Registered users
Goal: Expand reach through referrals and peer influence
Approach:
• Leverage social and professional networks
3️⃣ US Base (facilitation)
👉 CTA：Confirm Your Free Show Pass
Target: Warm audience (partially engaged users)
Goal: Reduce friction and push users to complete registration
Approach:
• Reframe action from “register” → “confirm”
• Create a sense of progression and low effort
• Engagement increases significantly with user intent, with registered users showing 3x higher open rates and up to 10x higher click rates.
• Broad or loosely defined segments (e.g., US base) underperform due to diluted intent and lower relevance.
• Conversion-focused messaging alone is not sufficient for low-intent audiences; stronger personalization or targeting is required.
Action 3. I introduced controlled A/B testing to validate whether tone and messaging style could impact engagement.
Version A - formal tone
Version B - personal/holiday
Hypothesis：
A more casual and holiday messagaging will increase engagement compared to a regular formal closing.
Controlled:
-
Audience segmentation
-
Sending time
Test Variable:
-
Closing tone (formal vs. personal/holiday message)
AB Test Result
Treatment | Delivered | Open Rate | Click Rate |
|---|---|---|---|
Version A | 12,239 | 6.78% | 0.34% |
Version B | 12,239 | 7.77% | 0.79% |
The click rate more than doubled in relative terms, but the absolute difference was small. With open rates this low, I concluded that testing tone alone has limited upside, and prioritized testing structural changes that could have a larger impact on the overall funnel.
Future tests
-
Subject lines (urgency vs value-driven)
-
CTA wording (Register vs Confirm), placement
-
Email structure (short vs long format)
06
AI-Generated Floor Plan
FLOOR PLAN FOR NEWSLETTER
During the campaign period, I transformed a complex technical floor plan into a simplified 2.5D visual aligned with the event’s branding. The redesigned floor plan was used in the event newsletter to improve attendee navigation and communication clarity.
The colored area indicates the section that needed to be transformed. I cropped and pre-processed the original floor plan in Photoshop to remove unnecessary details and focus on the relevant exhibition layout.
PROMPT FOR AI
Create a 2.5D low-angle isometric 3D render of an exhibition floor plan.
IMPORTANT:
-
The layout, box positions, sizes, spacing, and proportions must EXACTLY match the provided bird’s-eye 2D floor plan reference.
-
Do NOT rearrange, reinterpret, simplify, or approximate any layout elements.
-
All pink architectural shapes must match the exact footprint and geometry of the reference image.
-
All purple booth blocks must match the exact positions, groupings, and relative sizes of the reference layout.
-
Do NOT include any blue grid lines or additional floor markings.
Camera & style requirements:
-
Low elevation 2.5D isometric perspective (~25° angle, not high bird’s-eye)
-
Orthographic-style lens (minimal perspective distortion)
-
Soft studio lighting from upper right
-
Soft, subtle shadows cast toward bottom-left
-
Clean matte material
-
Pastel pink architectural volumes
-
Lavender booth blocks
-
No labels, no text
-
Minimal white background
-
High resolution, crisp edges
Keep the rendering style soft, minimal, and consistent — similar to a modern pastel architectural visualization.
FINAL OUTCOME
07
Key learning takeaways from the internship
My internship at LUXEPACK is truly a precious journey filled with challenges and learnings. As my very first B2B marketing experience, I've gained valuable insights from the internship:
🧠 Always ask “why” before executing:
During the project, I learned to look beyond the initial request and think critically about why a task is needed and whether a better approach could improve the outcome.
🙋♀️ Never be scared to ask questions:
Asking questions is not a sign of weakness. Instead, it is the fastest way to learn and grow. Clarifying uncertainties early helps resolve issues quickly and keeps projects moving efficiently.
👑 Proactively seek for critique, but do take a stance:
Though being open to suggestions from different perspectives is significant, I learned to make informative decisions and advocate for them with strong reasonings.