Art of the Show Competition Winners Circle: Attendee/Booth Interaction

The IAEE Art of the Show Competition’s Attendee/Booth Interaction category evaluates any entertainment/activity offered at a show booth to engage attendee interaction. Judging criteria includes: creativity and overall appeal of the activity; effectiveness in drawing attendee participation into the activity; and resulting lead generation from booth visits.

In today’s IAEE Blog, we highlight the winners of last year’s Attendee/Booth Interaction category:

Under 75,000 nsf
Meeting Expectations
COLLABORATE 16: Technology and Applications Forum for the Oracle Community

COLLABORATE 16: Technology and Applications Forum for the Oracle Community is where Oracle power users and IT decision makers find practical solutions for today, and strategies for tomorrow. This conference empowers users of Oracle business applications and database software to gain greater value from their Oracle investments through real-world education and networking. Created by and for users, COLLABORATE provides a personalized experience alongside functional and technical insight from peer professionals. Participants can expand their community and gain direct access to Oracle. COLLABORATE is jointly presented by the Independent Oracle Users Group (IOUG), the Oracle Applications Users Group (OAUG) and Quest International Users Group (Quest). More than 5,500 members of this community engage in over 1,000 educational sessions and special interest group meetings and engage with over 200 partners in the Exhibitor Showcase.

Meeting Expectations, the full-service association management team supporting the OAUG, set out to create an innovative contribution to the show experience at the Exhibitor Showcase. The Exhibitor Showcase is a bustling marketplace packed with over 200 companies offering products and solutions to accelerate Oracle applications. The three independent user groups hosting the conference are also present in the showcase to engage with members, thus the Membership Booth is a gathering place where board members, volunteers and staff interact with conference participants to share the value of membership.

The primary goals of the activity were to attract and engage attendees to the Membership Booth over the course of three days using drones, drone simulations and attendee/exhibitor relations. Additionally, THEgame of Drones set out to attract attendees to key event sponsors who then encouraged participants to visit the Membership booth. The OAUG mission is to enhance members’ use of their technology investments, so to bring a cutting-edge consumer technology into the booth experience gave the OAUG brand a forward-thinking appeal.

The outcome yielded over 800 booth visits from COLLABORATE attendees (members and nonmembers of OAUG) who were able to hear about OAUG membership benefits, network, watch a drone demo or try out the drone simulations. In addition:

  • THEgame of Drones generated $24,000 in sponsorship revenues
  • Partners benefited from increased traffic to their booths
  • The goals of over 800 scanned booth visits and 9 new paid OAUG memberships were met
  • 33 nonmember attendees activated a free 6-month introductory membership, an 83% increase over the previous year

“Our client, the OAUG, was thrilled with the results – both financial and engagement,” said Meeting Expectations Vice President Christine Hilgert, CMP. “We freshened the program for 2017 and have adapted the general concept for other events.”

Between 75,001 and 200,000 nsf
National Association for College Admission Counseling
NACAC 2016

NACAC’s Annual Conference brings together over 6,500 attendees each year for education, exhibits and networking. The majority of NACAC’s attendees split between two groups: secondary members working in high schools with students on their college search, and post-secondary representatives who review the applications for their individual schools and decide who makes up the freshman class. Additionally, NACAC’s Annual Conference hosts 225 exhibiting companies who support the industry with products and services, community-based organizations, and independent school consultants.

The goal for NACAC’s attendee/booth interaction activity is to create networking opportunities throughout the conference. Upon registration, each individual received a card with a numbered button with instructions to add the button to their lanyard. Each numbered button had 99 duplicates, so each attendee had 99 matches to make at the conference. Upon meeting their match, attendees were directed into the exhibit hall to either the NACAC booth or the sponsor’s booth to enter in grand prize drawings. The benefit of the random number assignment is that attendees, exhibitors and board members all receive the numbers, making the conference more approachable for everyone. The exhibitors also have an easy conversation starter with, “Are we matches?”

While conference networking typically happens within groups of acquaintances, NACAC sees the benefit of its match-up program by the number of attendees who meet people they would not have otherwise. Each year, the number of connections has grown in larger increments than the conference’s registration numbers. In 2010, 2,500 matches were entered from 4,800 attendees versus 9,000 matches entered from 7,500 attendees in 2015. Survey results also reflect positive responses to the program.

“The increase in matches has grown the program and drawn sponsors interest,” said Shannon Burke, CMP, Director of Conference and Meetings for NACAC. “In addition, many member institutions have selected the program to add to their admissions and welcome events on campus. As they say, imitation is the sincerest form of flattery!”

The 2017 IAEE Art of the Show Competition is now underway – you have until 31 August 2017 to submit your entries! You can also view all of last year’s winners and honorable mentions here.

Art of the Show Competition Winners Circle: Attendance Promotion Campaign

The IAEE Art of the Show Competition’s Attendance Promotion Campaign category evaluates a series of pieces used in a marketing campaign to promote attendance at a show (attendance promotion brochure, printed/digital ads, website, mobile app, etc.). Judging criteria includes overall presentation, visual appeal and creativity of the campaign; clarity of information, overall message and content usefulness; how each piece plays into the “big picture” (how it suits its intended role in the campaign); how the campaign relates to the overall “theme” of the event; and how well the campaign met its intended goals.

In today’s IAEE Blog, we highlight the winners of last year’s Attendance Promotion Campaign category:

Under 75,000 nsf
Frank Strategic Marketing
TRANSACT 16

TRANSACT 16 is the event for payments technology. It is produced by the Electronic Transactions Association (ETA), the world’s largest payments industry trade group. TRANSACT 16 is where attendees make connections, secure partners and funding, and leverage emerging technologies. At TRANSACT 16, there were more than 4,000 attendees including ISOs, VARs, ISVs and Tech Startups that are driving innovation and responding to consumer demand at the POS. TRANSACT focuses on the payments technology industry, and It is where everyone in payments – all the big players and the latest tech companies – come together to meet, partner and drive innovation.

ETA positions the event as one for the leaders, titans, innovators, and the newest players changing the game; it is the one event where its target audience can see and meet everyone they need to in order to make things happen and move their company forward. The goal for TRANSACT 16 was to communicate the idea that this is where the “old/new” and “slow/fast” come together to create mutually beneficial partnerships. The campaign intended to help stalwarts understand that technology is nothing to fear or be intimidated by; and for start-ups/tech community to see that there is value in partnering with those experienced in the field. To that end, the tagline for TRANSACT 16 was “Connecting the Payments Technology World” – as it is the one place where the global payments and transactions ecosystem come together. In more than 60 sessions and five keynote presentations, speakers dug into big topics such as mobile payments, omni-channel commerce, security and fraud prevention and much more.

“This is a tremendous time of growth and change in our industry,” said ETA CEO Jason Oxman. “TRANSACT 16 brought together thousands of payments game-changers from traditional payment leaders and investors to innovators to chart the future of commerce.”

Between 75,001 and 200,000 nsf
Texas Nursery & Landscape Association
2016 Nursery/Landscape EXPO

For more than 60 years, the Nursery/Landscape EXPO has annually been produced by the Texas Nursery & Landscape Association (TNLA). Over 6,000 participants attend EXPO’s annual B2B trade show covering 150,000 nsf and featuring the latest products the industry has to offer. Participants include buyers representing various segments of the “Green” industry: retail garden centers; landscape and irrigation professionals; growers; arborists; and suppliers, brokers and distributors of nursery and landscape products.

The goal for this campaign was to brand the show throughout the year in order to reach current and new attendees. The western theme of “Saddle Up” encouraged the nursery and landscaping industry to get ready to build their business at EXPO. As the theme evolved and with the city of Houston as the destination, creative inspiration was derived from vintage rodeo imagery, incorporation of industrialism in Houston, the oil boom and skylines.

“Each year, TNLA brainstorms and develops a new theme and marketing campaign to brand EXPO to returning and potential attendees,” said Sarah Riggins, CEM, Director, TNLA & EXPO Marketing/Communications. “We review previous years of data and set benchmarks based on different aspects of the campaign to raise attendee’s EXPO brand awareness. To help further brand EXPO, the team utilizes a variety of marketing vehicles and tracks impressions from email open rates, website content click-throughs, social media ‘likes’ and EXPO’s mobile app downloads. One of the most important things we continue to place high value on throughout the entire marketing process is strong content, making sure that we are providing messaging to answer the question, ‘What is in it for the Attendee?’”

Over 200,001 nsf
Tarsus Group
Labelexpo Europe 2015

Founded in 1980, Labelexpo Europe is one of Tarsus’ flagship shows and a leading exhibition

brand. Held biennially in Brussels, it is widely acknowledged as the label industry’s leading and largest dedicated event. With a global audience, its exhibitors are machinery/material suppliers and visitors label printers who produce labels and packaging for the food, drink and pharmaceutical markets. The show is pretty unusual with its large scale, complex and technical exhibits of live working print machinery and high level buying audience. Dominating a niche market, it has no direct competition within the label sector, but does share a target audience/purchasing opportunities with general print industry shows like Drupa.

Despite many print shows suffering over the past few years, Labelexpo set the following key objectives:

  • Increase visitor numbers
  • Promote creative printing technologies
  • Expand the show by targeting other groups (e.g. flexible packaging)

The theme was intensively drilled down to every possible and conceivable touch point for the show visitor. From marketing collateral to registration, venue signage and ultimately the show floor, every aspect of the show echoed the fairy tale creative. It was because of this attention to detail and the very high quality of the printed materials, that Labelexpo Europe 2015 broke all previous records. Exhibitor, visitor and even press feedback all resonated around the quality of the show and how eye catching and imaginative the campaign and show look had been.

It was hugely influential in 2015’s show being the most successful in its 35-year history:

  • Highest visitor attendance ever: 35,739 (up 12.4% on 2013)
  • Increase in proportion of visitors from the flexible packaging sector (up 9.4%)
  • Highest number of exhibitors ever – 650 (600 in 2013)

“Creative, challenging and engaging, this particular campaign pushed our team to new limits and delivered excellent results,” noted Michael Hatton, Director of Marketing at Labelexpo. “It achieved more than the budget would suggest, because it caught the imagination of the Labelexpo community and wider printing world. It made people smile, talk about it and most importantly attend the show to find out how to improve their own business. We set out to separate our brand from the pack and we succeeded.”

The 2017 IAEE Art of the Show Competition is now underway – you have until 31 August 2017 to submit your entries! You can also view all of last year’s winners and honorable mentions here.

Art of the Show Competition Winners Circle: Attendance Promotion Brochure

The IAEE Art of the Show Competition’s Attendance Promotion Brochure category evaluates a single brochure (printed or digital) used to promote attendance at a show. Judging criteria includes overall presentation, visual appeal and creativity; organization of the information presented (ease to follow/find information); clarity of information, overall message and content usefulness; how the presentation relates to the overall “theme” of the event; and how well the piece met its intended goals.

In today’s IAEE Blog, we highlight the winners of last year’s Attendance Promotion Brochure category:

Under 75,000 nsf
CSG Creative
AAJ Winter Convention

The AAJ Winter Convention is the American Association for Justice’s annual event that features four days of learning and networking for the nation’s most accomplished trial lawyers and experts. The latest developments in trial advocacy and many specialized topics are covered in a variety of cutting-edge CLE programs designed to help attorneys better represent their clients. The convention attracts more than 1,400 attendees and 70 legal service exhibitors.

CSG Creative’s goal for the brochure was to drive awareness and registrations for the AAJ Winter Convention. The convention is not only a draw for attorneys, but also as a winter getaway for families. As such, one of the marketing objectives each year is to make sure that the brochure appeals to both audiences.

“This bold and engaging design reflected the sophistication of the venue as well as the target audience,” said Megan Hall, Vice President, Creative. “Its clean look, white space and strong typography was a winning combination and highly effective in achieving the client’s objectives.”

Between 75,001 and 200,000 nsf
CSG Creative
DEMA Show 2015

The DEMA Show is held annually by the Diving Equipment & Marketing Association. The largest trade-only event in the world for companies doing business in the scuba diving, ocean water sports and adventure/dive travel industries, it attracts hundreds of exhibitors and thousands of dive and travel industry professionals from around the world. In addition to providing an arena in which to conduct business and network, DEMA Show offers participants the most extensive education curriculum in the industry including DEMA-sponsored seminars and exhibitor-sponsored seminars from participating manufacturers, travel destinations and dive certification organizations.

DEMA Show has been dedicated to providing an engaging environment, modeling and fostering an inclusive culture, and providing relevant professional development to further innovation within the diving industry. Those objectives, tied with last year’s campaign, “Expand Your World,” allowed CSG Creative to create a cohesive campaign that shows attendees that this is more than a show – it’s career changing, it’s business-changing and it changes the way they see opportunity. The primary goal of this piece was to drive that concept home. As the piece is unfolded, the story also unfolds with it – laying out the narrative for the attendee that this is a “cannot miss” event.

“DEMA Show’s diverse audience is comprised of small dive shop owners as well as sophisticated tour operators,” noted Megan Hall, Vice President, Creative. “The breadth of exhibitors and attendees that come to DEMA Show each year have the chance to expose themselves to business-building retail concepts as well as partnerships with destinations and travel specialists. The infographics in this piece, along with the strong messaging, truly communicate the powerful business opportunity uniquely available at DEMA Show.”

Over 200,001 nsf
Tarsus Group
Labelexpo Europe 2015

Founded in 1980, Labelexpo Europe is a mature show in a mature market. Held biennially in Brussels, it is the largest event for the label and package printing industry. With a global audience, its exhibitors are machinery/material suppliers and visitors printers who produce labels and packaging for the food, drink and pharmaceutical markets. The show is unusual with its large scale, complex and technical exhibits of live working print machinery.

Tarsus Group set the following key objectives for this campaign: increase visitor numbers; promote creative printing technologies; and expand the show by targeting other groups (e.g. flexible packaging). In order to meet them, Tarsus Group threw the conventional rule book out the window by putting a spin on the freedom innovation can allow. The chosen theme broke new ground and subverted the fairy tale genre by showing how technology can solve any problem in the business world. By adopting the strapline – ‘Technology saves the day! The End.’ –  Tarsus Group dared its audience to start the next chapter in their business and find the solutions to take them to new heights. The results could only be limited by their imagination.

“This theme challenged and pushed the Labelexpo marketing team like never before,” said Michael Hatton, Director of Marketing at Labelexpo. “Taking a potentially ‘off the wall’ and risky creative approach meant the campaign had to really work on multiple levels, be ultra well-honed and strategically viable. To deliver this the various departments such as marketing, design, data and our print suppliers worked essentially as one to ensure the campaign would work as effectively and as efficiently as possible.”

The 2017 IAEE Art of the Show Competition is now underway – you have until 31 August 2017 to submit your entries! You can also view all of last year’s winners and honorable mentions here.

Art of the Show Competition Winners Circle: Ontario Hospital Association

2016 Best of Show Winner for HealthAchieve

Each year, an overall “Best of Show” winner is selected from the winners of the IAEE Art of the Show Competition’s 15 categories. Last year, the Ontario Hospital Association (OHA) took this honor with its entry in the Social Media Campaign: Under 75,000 nsf category for its HealthAchieve conference and exhibition held on 2-4 November 2015.

The signature conference and exhibition of the Ontario Hospital Association for over 90 years, HealthAchieve is an award-winning event that has long been one of the largest and most respected health care events in North America – the preeminent gathering place for health care and business leaders. HealthAchieve continues to inspire ideas and innovation by providing global health care and business leaders with an unparalleled opportunity to learn from each other, share their ideas and evolve their perspectives.

The event targets two distinct audiences: prospective attendees and potential exhibitors. The prospective attendees are made up of international health care and business leaders. The potential exhibitors are made up of medical suppliers and commercial vendors from across the globe. HealthAchieve provides the platform for unlimited networking opportunities between the two distinct audiences, and would not be the distinguished event that it is without ample participation from both.

Here, OHA shares with IAEE some of the marketing strategies it employed in its award-winning social media campaign.

“We continually strive to enhance both the HealthAchieve online and on-site experiences” said Craig Swatuk, Director, Brand Strategy and Marketing, Ontario Hospital Association. “And social media plays a key role in our ability to add more value for delegates, exhibitors and sponsors.”

Set Clear Goals and Objectives

The goal of HealthAchieve’s social media campaign was to increase awareness and registrations pre-event; to encourage dialogue and online interaction during the event; and to keep the inspiration and momentum going post-event. The objective was to deploy various tactics targeting the event’s two target audiences: prospective attendees and potential exhibitors.

Variety is Key

Keeping with HealthAchieve’s theme of inspiring ideas and innovation, OHA maximized social media with diverse offerings across various channels:

  • Delegates were encouraged to share their key takeaways for a chance to win “most notable tweet” contests from different sessions.

  • A content calendar was developed to share inspirational snippets of event information.
  • An online scavenger hunt game for a chance to win encouraged exhibit floor traffic.
  • A ‘best photo of the day’ contest was promoted on Instagram.

  • A social media destination on the exhibit floor was developed that featured a live social media wall for attendees to see their posts on the screen; a photo booth for attendees to instantly upload fun event photos to their social media channels to see live on the screen; and a lounge area with charging stations for mobile devices.

Be Sure to Track Results

The results were quite remarkable:

  • On Twitter, OHA saw a 39% increase in followers.
  • Facebook likes increased by 5%; and Instagram followers increased by 111% from the previous year.
  • The #HealthAchieve hashtag received over 11.2 million impressions – which was a 70% increase from the previous year – and it achieved its first-ever 1st place trending hashtag ranking in Canada on the Monday of the event, and moved between 3rd and 4th place rankings on the Tuesday and Wednesday.

“We’re very proud of these results and it’s an honor to be recognized by IAEE,” said Mr. Swatuk. “HealthAchieve’s digital engagement has realized terrific growth over the past few years, and we recognize the need to continually evolve our social media practices.”

The 2017 IAEE Art of the Show Competition is now underway – you have until 31 August 2017 to submit your entries!

IAEE Art of the Show Competition Winners Circle Spotlight FreemanXP: 2015 Best of Show Winner

FreemanXP took last year’s Best of Show prize in the IAEE Art of the Show Competition, as well as winning the Signage/Decoration: Over 200,001 nsf category for its Autodesk 2014 entry. Here, FreemanXP discusses how it met its mission to enhance attendee engagement through the creation of its Autodesk 2014 solution.

“Winning Best of Show for Autodesk University’s design in IAEE’s Art of the Show is a tremendous honor for FreemanXP,” said John Santangelo, the designer of Autodesk University. “Not merely for the fact that our tireless efforts to elevate the impact and effectiveness of our clients’ event presence were officially recognized by a respected organization, but also because the exposure gained from this award is also helping to solidify Freeman’s stance as a world-class provider of face-to-face marketing and as creative thought leader in the industry.”

THE CHALLENGE

Autodesk is a leader in 3-D design software for architecture, engineering, manufacturing, and more. For people serious about creating, the annual Autodesk University event is an opportunity to train on Autodesk software, learn about industry trends, and share knowledge with peers. But could FreemanXP create even deeper attendee engagement?

RE-IMAGINING THE EXPERIENCE

As we sought innovative ways to build connections with the brand while also adding an important touch of drama, we drew significant inspiration from the Autodesk Gallery in San Francisco. This stunning collection brings together stories from across the globe that highlight how exceptional design—aided by Autodesk technology – shapes the world around us, from the buildings we live and work in to the machines that propel us forward and the products that enrich our lives.

With this vision in mind, and through close collaboration with the client and a preferred vendor whose products are 100 percent sustainable, we applied a scalable, user-centric and evidence-based design methodology to create an event environment filled with surprise and delight.

2016.07.19 FreemanXP Experience

A crucial standout area was named “Central Park.” Heroically beautiful fabric structures created with an origami-inspired vibe led to unique, intimate spaces that showcased incredible examples of how Autodesk software is helping to change the world … exemplifying the possibilities of what dreams can do.

CONNECTIONS AND CONSISTENCY

With so much to engage them, attendees spent significantly more time on the show floor conversing with peers, vendors, and subject matter experts – which thrilled our client. What’s more, the event captured the essence of the Autodesk brand so well that, although the Central Park structures were intended to be rented, Autodesk asked to purchase them to bring additional brand consistency to its other events!

2016.07.19 FreemanXP Connections

Click here to view FreemanXP’s complete Autodesk presentation, and gather your marketing materials for the IAEE Art of the Show Competition which is now open! Think you have what it takes to be a part of the IAEE Art of the Show Competition Winners Circle? There are 15 categories addressing marketing activities directly related to successfully organizing and executing an exhibition and/or event. Read all about them here and start gathering your entries today! The deadline to submit your Art of the Show is 30 September 2016.

2016 AOS Competition Logo Horiz 960x453