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.

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!

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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.

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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

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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

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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

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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

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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