The IAEE Art of the Show Competition’s Exhibit Sales Brochure/Prospectus category evaluates a single sales piece targeting potential exhibitors for a show. It is important to note this category does not include any print advertising, which has its own category. Judging criteria includes: overall presentation, visual appeal and creativity; clarity of information and content usefulness; and how well the piece met its intended goals.

In today’s IAEE Art of the Show Competition Winners Circle, we highlight the winners of last year’s Exhibit Sales Brochure/Prospectus category:

Under 75,000 nsf
BAR 2017

IAEE AOS Exhibit Sales Brochure-Prospectus

The exhibitor prospectus for BAR ‘17 intended to communicate the show’s new positioning in 2017 as a separate, valuable event for the bar industry rather than a mere section of the National Restaurant Association Show® exhibit floor. The piece was designed to showcase the quality of BAR ‘17 attendees and encourage beverage industry suppliers to invest in a booth at the show.

“The BAR ’17 exhibitor prospectus used an eye-popping cover image with a strong headline,” noted mdg Vice President Caitlin Fox. “Clean graphics clearly conveyed new event features, while a ribbon strip running throughout the brochure highlighted key buyer statistics.”

BAR ’17’s exhibit floor was packed with satisfied exhibitors busy networking with attendees and demonstrating their products. Thousands of key buyers in the bar business converged on the newly reimagined BAR ‘17, connecting with customers, driving sales and capitalizing on the buzz surrounding in-demand products and services.

This year’s reinvented show experience made the bar industry’s premier event more attractive than ever, drawing an even larger audience of buyers and influencers looking to source new trends and products for their establishment.

Between 75,001 and 200,000 nsf
2017 BOMA International Annual Conference & Expo

IAEE AOS Exhibit Sales Brochure-Prospectus 2


The Building Owners and Managers Association (BOMA) International is a federation of 90 BOMA U.S. associations and 18 international affiliates. Founded in 1907, BOMA represents the owners and managers of all commercial property types including nearly 10.5 billion square feet of U.S. office space that supports 1.7 million jobs and contributes $234.9 billion to the U.S. GDP. Its mission is to advance a vibrant commercial real estate industry through advocacy, influence and knowledge.

BOMA International is a primary source of information on building management and operations, development, leasing, building operating costs, energy consumption patterns, local and national building codes, legislation, occupancy statistics, technological developments and other industry trends.

“It was important to the mdg marketing team that BOMA 2017’s exhibitor prospectus clearly present information pertinent to making a sales decision,” said mdg Vice President Caitlin Fox.

Therefore, the team chose to use infographics, eye-catching icons and testimonial callouts to ensure that this information would be front and center. The 2017 BOMA International Annual Expo sold out its show floor for the first time ever and had the highest exhibit sales to date.

Over 200,001 nsf
NTP Events and Frank. Strategic Marketing

IAEE AOS Exhibit Sales Brochure-Prospectus 3

Held every three years in conjunction with the American Public Transportation Association’s (APTA) annual meeting, APTA EXPO is public transit’s premier showcase of technology, products and services. APTA EXPO is the only event where innovation and technology converge to accelerate every mode of public transportation and every aspect of related organizations.

The exhibitor prospectus aimed to drive prospective exhibitors to reserve an exhibit space at APTA EXPO 2017. The main goal of the prospectus was to highlight attendee profiles for exhibitors and drive exhibitor registration. Other goals included generating interest and positioning the show as a “must exhibit” event to prospective exhibitors.

The piece summarized the benefits of exhibiting at APTA EXPO, included compelling stats and testimonials from past exhibitors, and provided potential exhibitors with key information on next steps. It also communicated the value of APTA EXPO and provided prospective exhibitors with everything they needed to make their decision to participate.

The exhibitor prospectus also provided information about the host city of Atlanta with important, eye-catching show stats and a prominent tagline. The brochure communicated the products and services attendees would be looking for, summarized the types of attendees at APTA EXPO and outlined special opportunities for exhibitors in a clean and easy-to-read layout.

“The visually impactful APTA EXPO exhibitor prospectus helped relay the story of the event,” said NTP Events Marketing Coordinator Timothy Jarocha. “It conveyed critical statistical information as well as laid the foundation for what exhibitors could expect to accomplish at the event.”

The use of this piece during the sales and marketing campaigns assisted the sales team in achieving an 8.5% increase in exhibit space sold over the previous show cycle. In addition, from the period of the exhibitor prospectus’ release in January 2017 until August 2017, the number of registered exhibitors increased by 1,902.

The 2018 IAEE Art of the Show Competition is now underway – you have until 14 September 2018 to submit your entries! Check out all the winners from the 2017 competition.

Posted by Editorial Staff

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