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.

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

 

What Makes a Good Entry – Art of the Show Insider Tip #7

THERE ARE LESS THAN 10 DAYS REMAINING TO ENTER IAEE’s ART OF THE SHOW! HURRY, SUBMIT TODAY!

IAEE’s Art of the Show Competition celebrates outstanding promotion of exhibitions and events in 15 categories, including Signage/Decoration and Sponsorship Development Program. These elements comprise a well-rounded marketing plan, but what makes them so effective? IAEE asked its competition judges this question and offers these pointers:

Signage/Decoration
The general look and/or feel of an entire event, exhibit hall or booth. A photograph, montage, portfolio or drawing of creative use of space at an exhibition. Judges take into consideration creativity, design, layout of space, attendee attractiveness and overall presentation.

A few things to keep in mind:

  • Think BIG. You have your universal design principles (ie., no more than 2 fonts) and then you have your design principles for signage. Keep in mind the distances from which your signage will be viewed and design accordingly.
  • Images must be high resolution. You cannot make a respectable sign using a 10kb image file downloaded from your website – you need a high resolution, preferably vector, file. There is no such thing as “up res”-ing a low resolution image. Please don’t ask your graphic designer to try. Not. Possible. (Not yet, anyway).
  • Milk your brand. This is the time to incorporate your event’s brand/theme, whether it be through the color scheme, the tagline, the imagery or all of the above. Signage should incorporate the branding gracefully, but there should be no doubt about whose sign it is!

This slideshow requires JavaScript.

Sponsorship Development Program
A visual of a sponsorship development/management program and the effect that it had on an event. Measurements must be provided as well. Judges take into consideration overall development and outcome measurement.

A few things to keep in mind:

  • What’s in it for you? Be clear about your goals and strategies for the program, and define how the sponsorship meets those needs.
  • What’s in it for them? In order for a sponsor to be interested in the program, you must show them the value proposition you bring into the agreement.
  • Show me the money! Track your results. A full report will not only show the success of the program, but will give you something to build on as you develop future opportunities.

This slideshow requires JavaScript.

Do you have great marketing collateral the world should see? Show off your Art of the Show by entering IAEE’s Art of the Show Competition! Click here to get started. See last year’s winners here.

Oh no, I missed Tips #1-6! No worries, click here.

What Makes a Good Entry – Art of the Show Insider Tip #6

Submissions to IAEE’s Art of the Show Competition are due 30 September! Don’t wait, enter today!

IAEE’s Art of the Show Competition celebrates outstanding promotion of exhibitions and events in 15 categories, including Show Daily, Show Photography and Show Promotion –Website. These elements comprise a well-rounded marketing plan, but what makes them so effective? IAEE asked its competition judges this question and offers these pointers:

Show Photography
Any single photograph taken in color or black and white at an exhibition. Judges take into consideration creativity, quality of photo and ability of photo to deliver a message.

A few things to keep in mind:

  • Gotcha! First and foremost, the image must capture the viewer’s attention immediately. Regardless of what it is about the photo that makes the viewer want to stop and look, a riveting image needs no introduction.
  • Tell a story. An outstanding show photo will illustrate the feel and energy of the event, giving the viewer a taste of the exhibition.
  • Elicit an emotional response. A powerful image will stir up emotion and/or allow the viewer to interpret and relate to it in his or her own way. Again, it transmits energy through the visual receptors.

2014 Show Photography Winners

This slideshow requires JavaScript.

Show Promotion – Website
Any website used to market an exhibition. Judges take into consideration overall presentation, ease of navigation, value of information presented and user friendliness.

A few things to keep in mind:

  • Make it appealing. The exhibition website is the gateway to securing attendees and exhibitors, so it needs to look attractive, organized and useful from beginning to end. Clean fonts and high quality imagery add polish.
  • Make it easy to navigate. The user should be able to find information quickly and easily, not just via the arrangement of the content but also with a fully functional site. Broken links and buttons frustrate users, as do bread crumbs that lead to rabbit holes…
  • Pay attention to content. Now that you’ve addressed the “look” of the site, don’t forget to be equally diligent about the content. Proofread content for typos and fact check so that your site exudes professionalism on all levels.

2014 Show Promotion – Website Winners

This slideshow requires JavaScript.

Do you have great marketing collateral the world should see? Show off your Art of the Show by entering IAEE’s Art of the Show Competition! Click here to get started. See last year’s winners here.

Stay tuned for Insider Tip #7: Signage/Decoration and Sponsorship Development Program

 Oh no, I missed Tips #1-5! No worries, click here.

What Makes a Good Entry – Art of the Show Insider Tip #5

IAEE’s Art of the Show Competition celebrates outstanding promotion of exhibitions and events in 15 categories, including Print Advertising and Show Daily. These elements comprise a well-rounded marketing plan, but what makes them so effective? IAEE asked its competition judges this question and offers these pointers:

Print Advertising
An advertisement used by an organization to promote an exhibition to either exhibitors or attendees. Must have appeared in a publication. Brochures are not included in this category. Judges take into consideration creativity, clarity of message, graphic design, layout and copy.

A few things to keep in mind:

  • Connect with your audience. If the reader cannot relate to the imagery and/or headline in the ad, they won’t move on to the copy. It goes beyond show branding; advertising offers a unique opportunity to draw in potential exhibitors/attendees.
  • Does it make sense? The competition to grab a reader’s attention is fierce, and no one is saying that originality and creativity should be set aside. However, you want to make sure that the message – your very clear and concise message – doesn’t get lost in the POW! WHAM! ZAP! action of advertising.
  • Include a call to action. Ever see a cool ad but can’t remember what the actual product or service was? Don’t be that ad.

2014 Print Advertising Winners

This slideshow requires JavaScript.

Show Daily
Any publication updating attendees about the event, and distributed on show site each day of the event. Judges take into consideration graphic design, layout, copy and whether or not the publications contribute to an overall exhibition experience.

A few things to keep in mind:

  • Balance, grasshopper. It’s so basic yet so easy to miss the mark when it comes to layout, but the rule never changes: the right amount of text versus imagery will engage and inform the reader so that your show daily becomes just that – a vital part of the attendee’s daily routine at the event.
  • Form a bond with the reader. Regardless of whether the publication focuses strictly on the show or incorporates the show into a broader format, helpful information such as a schedule-at-a-glance of that day’s top events or reminders of must-see activities/displays gives readers that warm fuzzy feeling that you are experiencing the event with
  • People love seeing themselves! Including photos of attendees enjoying the previous day’s activities is a great way to enhance the overall exhibition experience and, once again, connect with readers at the event.

2014 Show Daily Winners

This slideshow requires JavaScript.

Do you have great marketing collateral the world should see? Show off your Art of the Show by entering IAEE’s Art of the Show Competition! Click here to get started. See last year’s winners here.

Stay tuned for Insider Tip #6: Show Photography and Show Promotion –Website

 Oh no, I missed Tips #1-4! No worries, click here.

What Makes a Good Entry – Art of the Show Insider Tip #4

IAEE’s Art of the Show Competition celebrates outstanding promotion of exhibitions and events in 15 categories, including Green Collateral Printed Piece, Industry Promotion and Most Innovative Use of Technology. These elements comprise a well-rounded marketing plan, but what makes them so effective? IAEE asked its competition judges this question and offers these pointers:

Green Collateral Printed Piece
A single sales piece used as a printed piece that is printed on at least 20% recycled material using vegetable‐based inks. Printed promotional collateral must mention the “reduce/reuse/recycle” method.

A few things to keep in mind:

  • More folds, less paper. Reduce waste by using folds to create the brochure “look” while using less actual paper to create the illusion of a booklet.
  • Use design elements wisely. Separate blocks of content with design elements such as boxes, lines and callouts to make the most of the space on each page rather than assigning a new page to each content block.
  • Get touchy-feely. Recycled paper comes in a wide variety of colors, textures and brightness that can be applied in infinite combinations. Mix and match to create a piece that your readers will not want to put down (literally)!

2014 Green Collateral Printed Piece Winner

#20
Natural Products Expo West Show Brochure Under 50,000 nsf

Industry Promotion
An advertisement or campaign (downloaded from IAEE with either ready-made or with original graphics inserted) used by an organization to promote the exhibition and event industry as a whole. Must have appeared in an industry trade publication, onsite guide, Web site, signage or other marketing collateral for an exhibition or event. Brochures may be included in this category, if they are a part of the overall industry campaign. Example: Big City Convention Center used the generic ad from IAEE with their own photo and displayed it in the advertisement areas of the center. Judges take into consideration relevant audience, creativity, clarity of message, graphic design, layout and copy.

A few things to keep in mind:

  • We are all on the same team. Emphasize how your exhibition/event/organization contributes to the overall success of the exhibitions and events industry.
  • Location, location, location. Display your industry promotion piece in a prominent place for maximum exposure and audience reach.
  • Mix it up. Add variety to your industry promotion campaign through the differing ad size options available.

AOS Testimonial_Josh Vetere 600x425

Most Innovative Use of Technology
This is an open-ended and broad category. We want you to tell us how you used technology to promote, improve or enhance your exhibition. Judges take into consideration creativity, clarity of message, graphic design and innovation.

A few things to keep in mind:

  • The sky’s the limit. When we say this is a broad category, we are not kidding. This category includes, but is not limited to, website design, social media use, technology on the show floor… anything tech-y goes.
  • How did the technology enhance your exhibition? Provide ample detail about how you integrated the technology into your overall exhibition experience and the effect it had on helping you accomplish your goals.
  • Innovation is in the eye of the beholder. Was there a special challenge that you used the technology to overcome? Did it help you reach a specific goal or marker? What made you decide to use this particular medium? Explain what makes it innovative.

2014 Most Innovative Use of Technology Winner -Global Experience Specialists (GES) -Expresso

Do you have great marketing collateral the world should see? Show off your Art of the Show by entering IAEE’s Art of the Show Competition! Click here to get started. See the full gallery of last year’s winners here.

Stay tuned for Insider Tip #5: Print Advertising and Show Daily

What Makes a Good Entry – Art of the Show Insider Tip #3

IAEE’s Art of the Show Competition celebrates outstanding promotion of exhibitions and events in 15 categories, including Email Promotion and Exhibit Sales Brochure/Prospectus.

AOS Testimonial_Justin Childs 600x393

These elements comprise a well-rounded marketing plan, but what makes them so effective? IAEE asked its competition judges this question and offers these pointers:

Email Promotion
Any .html-based promotion disseminated to an audience in hopes of gaining attention for an exhibition. Judges take into consideration creativity, effectiveness of message, design aspect, copy and overall presentation.

A few things to keep in mind:

  • The Subject line may sabotage your delivery. The subject line should not only catch the reader’s attention and entice them to continue, but certain words can sidetrack your email directly to the spam filter. Beware of words such as “free,” which typically trigger spam programs.
  • The From line is almost as important as the subject line. These two pieces of information constitute your email’s “first impression,” so you want them to work together to inspire the reader to open your message. Establish a reputation for communicating effectively and watch your open rates increase as people come to know your emails are not junk.
  • Quality vs. Quantity. Don’t you just love sifting through tons of content to find the key message? Yeah, no one does. You may be using graphics, short and punchy text, or a combination of both to deliver your key message. Whichever route you take, show your readers you are respectful of their time and that your messages are worth reading!

2014 Email Promotion Winners

This slideshow requires JavaScript.

Exhibit Sales Brochure/Prospectus (single piece)
A single sales piece targeting potential exhibitors. This does not include any print advertising. Judges take into consideration creativity, clarity of message, design, layout and copy.

A few things to keep in mind:

  • Where’s the beef? You are selling to salespeople, so let’s get down to business shall we? Have your event audit, show stats, floor plan, booth specs, cost breakdowns, provider info – anything and everything your exhibitor wants to know, and then some – ready and available. Depending on how extensive you want this piece to be, you may or may not include all this information. But you definitely want to have it ready to send to anyone who requests it.
  • Welcome new exhibitors with open arms. Unless you are launching a new exhibition, you most likely have a fairly large group of repeat exhibitors who know the drill. However, you want new exhibitors as well, right? Make sure you look at this piece through their eyes and address their concerns effectively. You may even find you need one piece for returning exhibitors and one for potential first-timers.
  • Design principles still apply. This target audience may be more bottom line-driven than most, but a long list of information is unappealing to anyone – and unappealing does not sell. Remember that the brain uses visual cues to process data so use your show branding, organize your information, hone your messaging and yes, make it all nice to look at.

2014 Exhibit Sales Brochure/Prospectus Winners

This slideshow requires JavaScript.

Do you have great marketing collateral the world should see? Show off your Art of the Show by entering IAEE’s Art of the Show Competition! Click here to get started. See the full gallery of last year’s winners here.

Stay tuned for Insider Tip #4: Green Collateral Printed Piece and Industry Promotion

What Makes a Good Entry – Art of the Show Insider Tip #2

IAEE’s Art of the Show Competition celebrates outstanding promotion of exhibitions and events in 15 categories, including Brand Design/Development and Convention Center Promotion. These elements comprise a well-rounded marketing plan, but what makes them so effective? IAEE asked its competition judges this question and offers these pointers:

Brand Design/Development (multiple pieces)

The whole promotion – a series of pieces such as promotional brochures, advertising, show website, social media and booth design – that helped to build a new show’s brand or rebrand a show that was already in existence. Judges take into consideration all of the promotional items to determine if the message and creativity leaves a lasting impression on the target audience and if it was effective in creating a brand association with the exhibition.

A few things to keep in mind:

  • What’s your hook? When building your show’s brand, consider all the ways in which it will be applied and how the different elements correlate. Is the brand all-encompassing or can it be broken apart for the different elements of the campaign? Let the creative process begin…
  • Know your drills… But don’t lose the message to the creative process. Remember that each marketing channel holds its own benefit – customize your message and adapt your branding accordingly to stay on track.
  • Float like a butterfly, sting like a bee. Aim for smooth transitions from one deliverable to the next. A seamless campaign that feels natural to your audience will draw them in, in a way they will never see coming.

2014 Brand Design/Development Winners

This slideshow requires JavaScript.

Convention Center Promotion (size categories do not apply)
Promotion of a convention center using any medium. Judges take into consideration creativity, effectiveness of message, design aspect and overall presentation.

A few things to keep in mind:

  • A picture is worth a thousand words. Marketing a convention center typically involves broad strokes that (when done properly) apply to most folks. Your target audience shouldn’t have any problems visualizing their event at your venue when looking at your promotional material.
  • Aim to educate and inspire. Obviously you want to provide show organizers the nitty-gritty as to what makes your convention center the ideal place for their exhibition and/or event, but you also want to spark the creative process in their minds.
  • OCD is A-OK. There is no substitute for clearly presented, easily accessible information. You will be the organizer’s Rock of Gibraltar during the hustle and bustle of the event, right? Well, you have to land the gig first. Well-organized marketing collateral sets the tone for your potential client.

2014 Convention Center Promotion Winner

Orange County Convention Center
Orange County Convention Center

Do you have great marketing collateral the world should see? Show off your Art of the Show by entering IAEE’s Art of the Show Competition! Click here to get started. See the full gallery of last year’s winners here.

Stay tuned for Insider Tip #3: Email Promotion and Exhibit Sales Brochure/Prospectus

 

What Makes a Good Entry – Art of the Show Insider Tips #1

IAEE’s Art of the Show Competition celebrates outstanding promotion of exhibitions and events in 15 categories, including Attendance Promotion Brochure and Attendance Promotion Campaign. These elements comprise a well-rounded marketing plan, but what makes them so effective? IAEE asked its competition judges this question and offers these pointers:

Attendance Promotion Brochure (single piece)
A single brochure used to promote attendance at an exhibition. Judges take into consideration creativity, clarity of message, graphic design, layout and copy.

A few things to keep in mind:

  • Know your audience. From the imagery you choose to the content delivery, you want the reader to think, “Yes, this speaks to me!” Understanding what information your target audience needs and wants is key to capturing its attention. Ignoring this step is the marketing equivalent to “taking a knife to a gunfight.”
  • Less is more. Draw the reader’s attention by keeping your message clear and concise. Leave the powerful prose and artful alliteration to the poets – you are on a mission to draw attendees to your exhibition! Focus is fleeting these days, so choose your content wisely.
  • Include a call to action. You’ve hooked in your reader, now what? Give them a reason to act immediately and tell them exactly how to do it! Make it as easy as possible for your potential attendees to secure their spot at your exhibition because you know your audience and you know how to satisfy their follow up questions and needs.

2014 Attendance Promotion Brochure

This slideshow requires JavaScript.

Attendance Promotion Campaign (multiple pieces)
A series of collateral materials making up an advertising campaign and used to promote attendance at an exhibition. Judges take into consideration creativity, clarity of message, graphic design, layout and copy.

A few things to keep in mind:

  • Consistency is key. The branding for your exhibition should be undeniably clear throughout the campaign. It may take on several shapes and forms depending on the piece for which it’s being used, but there should never be any question as to who is producing it.
  • Determine the purpose of each piece. Registration brochure, website, target email, social media messaging… each component of your campaign has its own role in the process and its own level of effectiveness. Tailor your content accordingly to make the most of each opportunity.
  • Include a call to action in every Yes, it’s that important.

2014 Attendance Promotion Campaign Winners

This slideshow requires JavaScript.

Do you have great marketing collateral the world should see? Show off your Art of the Show by entering IAEE’s Art of the Show Competition! Click here to get started. See the full gallery of last year’s winners here.

Stay tuned for Insider Tip #2: Brand Design/Development and Convention Center Promotion

The World would be a Boring Place without Marketers

Nicole Bowman, MBA, VP of Marketing & Communications, IAEE

I love marketing and design. I have been doing this for upwards of 20 years and it never gets old. As my husband said to me once…“So you just want to go to work and color with your big marketing crayon?” Why yes! That’s exactly what I want to do. When you produce a stellar email campaign, catch the eye of potential attendees with an interesting marketing piece, or design an awesome user-friendly web site full of cool design nuggets, it makes you feel good. That’s what marketers do – we’re creative…we’re zany…we like to have fun! Why shouldn’t we celebrate our successes…AND our creative genius?

So indeed, as the title of this blog proclaims – the world would be a boring place without marketers!

With that being said, don’t you agree that we should be recognized for our great work? Industry recognition IS vital. One way that we at IAEE recognize marketers’ creative genius is through our Art of the Show competition. Started in 2005, the competition is geared towards event marketers across fifteen different categories. There’s really no better way to showcase your marketing prowess than this program. Go on…you know you’re intrigued. If you haven’t visited the site, check it out here. It’s super easy to enter – you can clone submissions, save them and come back later – we’ve thought of everything. We’ve also provided some “Insider Tips” to help you with your submissions.  Let’s take a look at last year’s winner gallery.

This slideshow requires JavaScript.

So what are you waiting for? Get those fantastically awesome marketing pieces entered into the Art of the Show Competition and celebrate your creative genius!

The winners in each category will be proudly displayed at Expo! Expo! IAEE’s Annual Meeting & Exhibition 1-3 December in Baltimore, MD. If you have any questions about the competition, please email me at nbowman@iaee.com.