Expo! Expo! Sneak Peak

Originally published by Trade Show Executive August 2017 Edition

I always enjoy writing this month’s article because I get to officially tell you about all the great new things we have planned for attendees at this year’s Expo! Expo! IAEE’s Annual Meeting & Exhibition. I can confidently say that IAEE is in a unique position to provide attendees what no other organization can, and that is the “show for shows.” But if we step back for a moment, isn’t that what we’re all trying to do? To create that definitive “something” that makes our organizations and, ultimately, our shows THE event to attend in your specific industry? Planning for each year’s Expo! Expo! starts more than a year out from show date and I am truly grateful for the awesome staff that not only puts on the “show for shows,” but brings you, the exhibitions and events community, year-round content and programming that is timely and relevant.

It’s All About Connections at this year’s Expo! Expo! on 28-30 November in San Antonio, Texas. This theme has given us plenty to think about, and we have taken the opportunity to focus on the feedback we have received from members on the areas of interest that are at the top of most people’s “meeting wish list” right now.

One of the accomplishments we are most proud of is the reputation Expo! Expo! has built on its exceptional education programming and networking opportunities, making it the “show for shows.” Our Education Committee received more than 130 session proposals this year! The vast expanse of information presented helped us hone in on the following three areas of development: research informed; data guided; and experience design, all infused with technology and innovation in mind.

Expo! Expo! continues its strong commitment to providing the most diverse product mix marketplace in the industry and as the leading industry platform for innovative solutions. The Tech Start Up Program, now in its third year, will design greater experiences for attendees to interact and engage with emerging technologies. The attendee and exhibitor mobile app and beacon tech will provide a brand-new user experience that will enhance connections with peers and give greater insight and interaction with show content. New show technology partners have come into the mix, further emphasizing Expo! Expo! as the tech laboratory for the industry.

Other new initiatives created to enhance the Connections made at Expo! Expo! include the Women’s Leadership Experience, sponsored by Experient, which will include a panel discussion with a life-hack gathering activity; a unique, communal learning and networking experience that will include six rounds of 15-minute discussions on various topics such as Ask the Expert, Leadership and Personal Development, Technology Use Cases and Personal Style Inspiration; and special programming for university/college students and faculty.

View the Expo! Expo! Schedule at a Glance!

In the coming months, I will be delving further into the new ideas and concepts we are exploring at Expo! Expo! IAEE’s Annual Meeting & Exhibition 2017. In the meantime, visit the Expo! Expo! website at www.myexpoexpo.com.

I look forward to connecting with you in San Antonio this November!

David DuBois, CMP, CAE, FASAE, CTA
President & CEO
IAEE

Chapter Leaders Council Spotlight… An Interview with Mary Ellen Chapdelaine, CEM, Vice President of Sales, Edlen Electrical Exhibition Services

Mary Ellen Chapdelaine, CEM, is Vice President of Sales at Edlen Electrical Exhibition Services and a member of IAEE’s Chapter Leaders Council. Mary Ellen has been an IAEE member for 20 years. She recently shared with IAEE her perspective on the importance of connecting with her peers and the benefits she gains from her chapter leadership activities.

How did you get involved in leadership within your chapter?

I was recruited by Anna Roa in 1997 to serve on a committee for the Northern California Chapter. She was the Chapter Chair and encouraged me to get involved. Anna was my mentor, inspiration and became a dear friend. She passed away in December after a 31-year career with the Santa Clara CVB. I have been on a committee and/or the Board of Directors since that first volunteer committee position.

Connect with your IAEE Chapter

What chapter committees do you serve on currently and/or have served on in the past?

I have served on Program and Membership Committees and am currently Chair of the Northern California Chapter.

What have you gotten out of volunteering for your chapter?

I have made many great friends, enjoyed networking opportunities and valuable education. I am passionate about making connections. Connecting people together who will benefit from meeting  – that’s what I love to do.

How are you fostering future volunteer leaders?

We have recently made new connections with professors from San Jose University and University of San Francisco. We are working on connecting their students with show organizers to create volunteer opportunities as well as a chance to see a trade show and/or event in progress. We anticipate this will increase their interest levels towards pursuing careers in our industry and foster a new group of future leaders.

What do you find most satisfying about having stepped into a leadership role within your chapter?

Bringing people together – working with our Board of Directors and outreach to our membership. We are committed to providing relevant education and networking opportunities.

What is your favorite chapter activity?

Hosting CEM Learning Program courses. Our chapter has hosted a CEM course in San Francisco since 2011. We felt that bringing a CEM course to San Francisco would provide an opportunity for local members who may not be attending Expo! Expo! IAEE’s Annual Meeting & Exhibition to experience the value of this program and continue towards their certification.

The Voice of the Industry on Capitol Hill

Originally published by Trade Show Executive July 2017 Edition

For the past several months, I have been talking about the importance of advocating for the exhibitions and events industry at the grass roots and national levels. Last month, members of the industry came together for the fourth annual Exhibitions Day where we present our key interests to representatives of the U.S. Congress. On 6-7 June, 112 Exhibitions Day attendees made their voices heard on Capitol Hill with 84 meetings, 12 of which were at the member level. The overarching message of Exhibitions Day was the promotion of free and fair trade.

Promoting Free and Fair Trade

This call to action emphasizes the importance of business travel: its role in generating economic growth and job creation through Brand USA, a federally supported organization that promotes the U.S. overseas as a business and tourist destination. President Trump’s FY2018 budget proposal calls for the elimination of funding for the program, which was responsible for adding $8.9 billion to the U.S. economy in 2016. Our call to action was to urge Congress to oppose any measures to defund Brand USA and recognize reduced funding as a measure that would hurt the health of our economy.

Another goal was to show our support for Investing in America: Rebuilding America’s Airport Infrastructure Act – H.R. 1265. According to the World Economic Forum’s annual competitiveness report, the U.S. ranks 11th in the world in infrastructure quality. Without proper travel, housing and dining infrastructure, it is impossible to attract trade shows. H.R. 1265 presents an action that could deliver an immediate and positive impact on infrastructure by generating billions of dollars in much-needed revenue through the removal of an outdated cap on the passenger facility charge (PFC), a fee that has not been changed since 2000 and does not reflect today’s inflation rates or capacity needs.

Ensuring Safety and Security at Exhibitions and Events

As an industry, we fully support the idea of enhancing safety and security measures to protect the U.S. from potential threats. We believe this requires active dialogue and participation from all parties, not just Congress. As I mentioned in April, IAEE and its membership have aligned with the Department of Homeland Security (DHS) Safety Act Office to develop the Exhibitions and Meetings Safety and Security Initiative (EMSSI). This initiative will produce a comprehensive security benchmark that aligns with the Department of Homeland Security’s SAFETY Act, helping create safer and more secure large-scale events, such as trade shows and exhibitions.

EMSSI is in its final iteration with a targeted completion date of early October. Once completed, we will have hundreds of convention centers requesting certification from the DHS SAFETY Act Office – a significant undertaking that would require immense time and resources. Our proposal to members of Congress was to consider the necessary resource needs of the DHS SAFETY Act Office to effectively foster the development and deployment of new anti-terrorism technologies as it begins budget talks for FY 2018.

Stopping Online Booking Scams

Upwards of 15 million fraudulent bookings are caused by these scams, resulting in more than $1.3 billion in lost revenue for hotels and money from consumers. The House and Senate have introduced H.R. 2495 and S. 1164 – Stop Online Booking Scams Act, which would prohibit websites from pretending to be the hotel and allow state attorneys general to pursue restitution and refunds on behalf of the victims. We urged lawmakers to co-sponsor and support H.R. 2495 and S. 1164, and empower the FTC to investigate this growing issue.

Global Exhibitions Day

On 7 June, the exhibitions industry also promoted Global Exhibitions Day – an industry wide collaboration that spans the globe. Exhibitions mean business in every country, as reflected in the growth of the industry around the world. Our international partners in this initiative have done a great job in spreading this message and we are very proud to play an integral part in the success of this initiative.

Next year’s Exhibitions Day will be held on June 5-6. I congratulate all who attended Exhibitions Day and urge everyone to continue spreading the message that Exhibitions Mean Business.

David DuBois, CMP, CAE, FASAE, CTA
President & CEO
IAEE

Choose the Perfect Promotional Bluetooth® Speakers and Headphones

Originally published by 4imprint 3 July 2017

As video chats replace conference calls, Bluetooth audio is replacing headphone jacks. In fact, more and more cell phone makers are dropping the old 3.5mm plug, creating a spike in wireless adoption. While headphone sales are growing at a rate of 18 percent per year, Bluetooth headphones growth is double that. Promotional Bluetooth speakers and headphones are becoming timely business gifts as customers and employees look for new tech options.

How do you figure out which Bluetooth speakers and headphones are right for your customers and employees? This guide will help you choose wireless audio options they will love.

Finding branded Bluetooth headphones for your promotion.

Bluetooth headphones come in all shapes and sizes, from moisture-resistant sport earbuds to over-the-ear cans. Many Bluetooth headphones have built-in microphones so they can answer phone calls or use personal digital assistants. Some also have volume and playback controls on the headphones so they can pause and play music and podcasts without having to pull out a phone. And they all have built-in rechargeable batteries. To find the right branded Bluetooth headphones for your promotion, first you need to understand your audience.

Nab these on-ear and over-ear headphones.

If your employees or customers prioritize sound quality or they love the look of classic headphones, consider on-ear or over-ear headphones. Perfect for the workplace or a home office, these custom Bluetooth headphones tend to be bulkier than earbuds, but deliver rich, full sound. Some styles fold for easier portability.

For the constant traveller, pick up Wireless Bluetooth Headphones. The comfort fit headband is a feature they won’t want to live without. Plus, a full charge provides up to 10 hours of music or 11 hours of talk time.

For dependability with a modern look, the folding Adina Wireless Headphones look sweet walking down the street. Switch between talking and tunes without ever touching your smartphone.

Audiophiles will love the Jam Transit Wireless Headphones. On-headphone controls allow users to adjust volume and pause, play or skip tracks with ease. The integrated speakerphone makes answering calls from a smartphone effortless.

Select the perfect earbuds.

If your customers or employees prefer something smaller, go for custom Bluetooth earbuds.

Start with Brax Bluetooth Ear Buds. These lightweight earbuds feature built-in music controls and a mic that enables users to switch between playing tunes and taking calls.

If your customers or team members are into fitness, choose earbuds with hooks, such as the Sporty Bluetooth Ear Buds. These rechargeable earbuds stay comfortably attached when working out or walking.

There are no wires to get in the way with the Tonic True Wireless Ear Buds. These buds can be used up to 33 feet away from your device, and when fully charged, they offer 90 minutes of rockin’ playback at full volume.

Choose the right promotional Bluetooth speakers.

Sharing sound with others, without the need for a cord, is what makes Bluetooth speakers the perfect business promo.

In the office or working from home, the Bluetooth Speaker Media Stand provides impressive sound and up to six hours of play. Bonus—this powerful promo doubles as a stand for a tablet or smartphone.

If your team or customers are on the go, choose a Bluetooth speaker to match. Clip the ultra-portable Response Wireless Carabiner Speaker to bring audio to any location.

For something fun when work is done, employees and customers will appreciate the Disco Wireless Speaker. It has groovy multicolour lights and includes a built-in FM radio.

Make your choice.

No matter what Bluetooth gifts you’re looking for, from branded Bluetooth headphones and custom Bluetooth earbuds to promotional Bluetooth speakers, the options are endless. Knowing your audience and what will appeal to them most will help you make a “sound” choice.

Art of the Show Competition Winners Circle: Show Brand Design/Development

The IAEE Art of the Show Competition’s Show Brand Design/Development category evaluates visual and messaging components used to build a new show’s brand or rebrand a show that was already in existence. Judges take into consideration all the separate elements of the marketing campaign to determine how well they leave a lasting impression on the target audience, and if they are effective in creating a brand association with the show.

Judging criteria includes: originality, visual appeal and creativity of the show logo and/or “theme” material; how effectively the individual marketing elements connect with the overall show brand; ease with which the audience correlates the branding back to the show; how well the branding speaks to the experiential value attendees can expect from the show; and how well each branding effort meets its marketing objectives.

In today’s IAEE Blog, we highlight the winners of last year’s Show Brand Design/Development category:

Under 75,000 nsf
Ontario Hospital Association
HealthAchieve

The signature conference and exhibition of the Ontario Hospital Association (OHA) 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.

The 2015 HealthAchieve brand focused on the key elements/reasons for attending the event: to “learn” from peers, “share” ideas and “evolve” perspectives. As an annual event, the HealthAchieve brand needs to differentiate itself from the previous year. To do this, OHA developed a different look and feel of the event through the use of subtly different color palettes. Building off the 2014 event, HealthAchieve 2015 introduced an array of lighter, more pastel versions of the 2014 color palette.

To ensure brand consistently over the years, HealthAchieve repeats graphic elements – most notably its “learn”, “share” and “evolve” icons – keeping with its theme and message that HealthAchieve exists to inspire ideas and innovation. The goal of HealthAchieve’s brand design and development campaign was to secure returning and new attendees. Its objective was to develop a collection of marketing materials that resonated with previous attendees familiar with the event and HealthAchieve brand, and capture the attention of new attendees who may not have heard of HealthAchieve. The show’s brand consistency and recognition with attendees helped it secure returning and new attendees.

Over 200,001 nsf
InfoComm 2016
InfoComm International & Works

InfoComm is the largest, most exciting event in the United States focused on the pro-AV industry, with nearly 1,000 exhibitors, thousands of products, and 40,000 attendees from 110+ countries. InfoComm offers attendees a once-a-year opportunity to see the latest audiovisual technology, learn the skills that will advance their careers, and grow their professional network.

The branding designed for the 2016 show was created to convey anticipation and excitement, since InfoComm is an event filled with innovative technology. Since attendees truly don’t know what they might see there, the branding campaign focused on the theme, “Press Play. Once you press play, you never know what lies ahead.”

The overall goal was to lay the groundwork for an exceptional experience; one that would set the proper tone for a tech conference of this scale and quality. Additionally, the goal was to create a branding system that could be utilized by the team that would be building the on-site dimensional materials.

With the potential for information overload, the team chose to simplify and then amplify – by drawing inspiration from the iconic “play” button and the universal primary colors found in A/V cables. They let the simplicity of the icon, and the boldness of colors and patterns build the story. By creating the “ic16” icon (an abbreviation for InfoComm16), they created intrigue around the brand for new comers, and a feeling of being “in the know” for long-time fans. A modular set of branding elements and patterns was also created to assist the team building the on-site materials. A system was designed to give them both the creative inspiration, and the rules to maintain consistency and a cohesive experience, without getting repetitive.

“We strive every year to be creative and present a fresh and fun approach to our show brand that captures the energy, excitement and exceptional experience of the professional audiovisual industry on display at our event,” said Jason McGraw, CTS®, CAE, Senior Vice President of Expositions, InfoComm International. “From the concept development with Works Progress Design to on-site implementation with Freeman and our terrific in-house marketing team, it’s rewarding to be recognized for everyone’s hard work.”

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.

Free and Open Trade is Valuable: Exhibitions and Events Mean Business

Originally published by Trade Show Executive June 2017

As I noted in last month’s column, the latest findings from the Center for Exhibition Industry Research (CEIR) report that the exhibitions and events industry generated $80 billion toward the U.S. GDP in 2016. According to the latest CEIR Census, more than 9,400 Business-to-Business (B2B) events were held in the U.S., drawing 33.2 million attendees to these B2B events.

These figures reflect the importance of our industry in the overall business market, which means that the current administration and Congress have a lot of decisions to make regarding our position on international trade in terms of how it affects the business of exhibitions and events. As they review U.S. international trade policies, their deliberations will influence trade shows that depend on inbound and outbound travel for international attendees and exhibitors.

One of the models that our industry strongly supports is the U.S. Department of Commerce’s International Buyer Program (IBP). The IBP is a joint government-industry effort that brings thousands of international buyers to the United States for business-to-business matchmaking with U.S. firms exhibiting at major industry trade shows. As noted on the IBP website at www.export.gov, the program pre-screens potential buyers, representatives and distributors for increased compatibility. Participants in the program are also able to list their products and services in the Export Interest Directory, which is distributed to all international visitors.

The IBP also offers customized services such as:

  • “Plan and Assess” to develop an international business strategy;
  • “Promote and Expand” to increase your brand awareness and market exposure; and
  • “Export Successes” to learn how to achieve export sales.

Many of IAEE’s members have used this program to apply for grants and receive aid in funding pavilions for U.S. companies exhibiting abroad, for example, and working with U.S. embassies in foreign countries to drive promotions for upcoming events. The collaborative relationship that our industry has built with the U.S. government allows us to continue improving upon successes we have achieved through initiatives such as Exhibitions Day and the Exhibitions Mean Business Campaign.

The important thing to remember is that this is a relationship – meaning it depends on continued participation from our industry. We must, as an industry, continue to contribute our collective knowledge and voice so that programs such as the IBP can continue to support the key understandings that free and fair trade is vital to our economy and that exhibitions and events mean business. I strongly recommend visiting www.export.gov to find out more about the IBP, including how to apply.

Speaking of Exhibitions Day, I will have an update for you on this year’s event in next month’s column. I can tell you that some of the issues being addressed on Capitol Hill this year include safety and security, and improvements to travel infrastructure. Once again, IAEE and this year’s 20 participating industry organizations worked with our Advocacy Committee and Voices of Advocacy® Founder Roger Rickard to represent the interests of our thriving industry. This initiative is growing stronger each year, and I look forward to giving you the details of what we accomplished.

David DuBois, CMP, CAE, FASAE, CTA
President & CEO
IAEE

Chapter Leaders Council Spotlight… An Interview with Peter Abraham, CEM, Sr. Business Development Manager, Freeman

By Mary Tucker, IAEE Sr. PR/Communications Manager

Peter Abraham, CEM, is Sr. Business Development Manager with Freeman and a member of IAEE’s Chapter Leaders Council. Peter has been an IAEE member for 10 years. He recently shared with IAEE his perspective on the advantages of being an IAEE member and what prompted him to take on a leadership role in his local chapter.

How did you get involved in leadership within your chapter?

The company for whom I worked at the time was interested in having a greater presence locally, and sought volunteers to attend IAEE events in the greater Boston area. At the end of one of the presentations, the then-chapter chair made an announcement that they were seeking volunteers to join the board, and it piqued my interest. After learning more about how I could contribute, it was a no-brainer. I’ve loved every minute of being part of IAEE.

What chapter committees do you serve on currently and/or have served on in the past?

I have been part of the Events Committee, Community Service Committee, and have served as Treasurer, Vice Chair and Chair.

What have you gotten out of volunteering for your chapter?

Where do I begin? The industry connections and the friends that I have made in these past 10 years are amazing. And in doing so, it’s put me in the position to introduce so many people. I also love the idea of bringing the younger generation in, showing them the ropes and helping to get them started.

How are you fostering future volunteer leaders?

The most important “recruiting tool,” I believe, is in hosting successful events. It entices others to participate. I also love to see the younger generation, who may not initially understand the value of face-to-face, overcome this – and often become our biggest supporters.

What do you find most satisfying about having stepped into a leadership role within your chapter?

Stepping into a leadership role has shown me that I have the ability to impact change. By working with such a diverse, talented board, our educational and networking events, as well as our community service has such a significant impact on not only our membership, but to the community at large.

What is your favorite chapter activity?

My favorite chapter activities are the networking events! I love seeing people of so many different facets of the industry come together and share. I love to see the energy they bring to our events. And I love to see people relax and make those same connections that can only enhance both their personal and professional lives.

What other IAEE Councils, Committees and task forces are you currently involved in aside from your chapter activities?

I’m currently involved in the Member Meet-Up Committee.

More Career Advice Nobody Talks About: Everybody Bombs

Originally posted 9 May 2017 by Lindsey Pollak

Lately I’ve been watching a lot of documentaries – in March, it was  backup singers in 20 Feet from Stardom, and this month it’s stand-up comedians in Dying Laughing. (Please send me recommendations of what to stream next!) I love finding career advice in movies, and this doc did not disappoint.

The documentary features a who’s who of famous comics — Jamie Foxx, Kevin Hart, Chris Rock, Amy Schumer, Jerry Seinfeld, the late Garry Shandling, Sarah Silverman and many, many more – sharing raw tales of what it takes to succeed.

What I found most fascinating and impressive was that these entertainers who are at the very top of their field were so willing to talk openly about their failures. And while I certainly didn’t think it was easy, I had never fully appreciated the angst and pressure that goes into the career of a stand-up. Comedy is no laughing matter.

Here were some of my favorite career advice takeaways from the film.

Everyone pays their dues

Sure, everyone wants to be the unknown comic who dazzles their first audience and immediately ends up on SNL with no looking back, just as many young professionals yearn for a fast track to the CEO suite. But this rarely happens in any realm.

Garry Shandling tells a story in the film about a newbie comic approaching him to ask “the secret” to bypassing the years of telling mediocre jokes in crappy small town clubs. “I know there’s got to be one,” he says. Shandling shakes his head with a knowing smile and says simply, “There is no shortcut.”

No one is immune from a bad day

The stories the comedians told about bombing were the most powerful, even tear jerking. They talked about bad performances and bad audiences. Material that sounded awesome in front of their mirrors and painfully unfunny when it came out of their mouths onstage. Even Jerry Seinfeld explained how easy it can be to fail: “When you first go on, you start from a dead quiet room full of unhappy people.”

Their tales reminded me that absolutely no one is perfect, and no one is always winning: One day we have an audience or a client who loves us, and the next day we are smacked down. I get it because my experiences as a speaker have also run the gamut. I’ve gotten criticism from some audiences and standing ovations from others. When you first walk into a room, you don’t always know which way the night will end.

The bombs are when you grow

The comedians in Dying Laughing reinforced that bombing has some upside. Every time it happens to you, you get a little better at figuring out what caused the bomb and how to avoid it — or better deal with it — in the future.

The career equivalents of bombing (getting reprimanded, demoted or fired, for example) can occur at any and every stage of your career; what changes over time is how you react and how you recover. “If you come back from the worst bomb of your life, you’ll make it,” notes Keenen Ivory Wayans.

You need your tribe

One of the the film’s most powerful moments comes when comedian Royale Watkins tearfully tells the story of the worst night of his career (the short version of the story is that he bombed in front of basketball star Michael Jordan), and how it all turned around when the late Bernie Mac supported him through it.

A bad day yields the tendency to hide in our shell and eat ice cream, but this film is a good reminder that you should do the exact opposite and reach out to someone who knows your pain. No matter what your career field, it’s critical to have mentors, friends and colleagues. You can benefit from a friend’s tale of a similar woe or even just a listening ear and reminder that you’re not alone — even if your career involves standing by yourself on a stage in front of thousands of people.

Hearing these luminaries share their bombs underscored another truth: Sharing stories of the tough times becomes a strength; it makes you more approachable and authentic. So next time I bomb at a speaking gig, I think I’ll give Jerry Seinfeld a call…

What have been some takeaways you’ve had about bombing? Remember what I said about the importance of sharing with others, and let us all know in the comments below!

Art of the Show Competition Winners Circle: Exhibit Sales Brochure/Prospectus

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 Blog, we highlight the winners of last year’s Exhibit Sales Brochure/Prospectus category:

Between 75,001 and 200,000 nsf
Frank Strategic Marketing
HPBExpo 2016

 

The Hearth, Patio & Barbecue Expo is North America’s largest indoor-outdoor living showcase. Every year, over 350 leading hearth, patio and barbecue manufacturers and suppliers exhibit and demonstrate their latest home heating solutions; grills, grilling accessories and fully-equipped outdoor kitchens; casual patio furniture and outdoor accents; water and landscape features; all-weather entertainment products and more. It’s also a one-stop-shop for retailers nationwide to find not only the latest products for their showrooms, but also the latest services and technologies for their companies.

HPBExpo was seeking to position not only the show itself, but also the location (Atlanta) as vibrant and exciting. The goal was to create a highly non-traditional and dramatic campaign by making a bold statement that the show is not to be missed. All of the brand imagery was contemporary and cutting-edge to dovetail with the increasing sophistication of the outdoor living marketplace itself.

The brochure centered on the theme, “Your Products. Their Dreams.” It was specifically designed to be visually stunning (including the paper stock), as it was one of just a handful of print marketing pieces for the show, compared to the vast majority of the campaign being digital. The goal was to push the boundaries as much as possible to achieve maximum impact.

Over 200,001 nsf
Fixation Marketing
2016 NAHB International Builders’ Show

The International Builders’ Show (IBS) is the world’s largest annual residential and light construction show, attracting 60,000+ building industry professionals from 100 and featuring 1,400 manufacturers and suppliers in more than 300 product categories. IBS showcases the latest products, materials and technologies involved in all types of buildings – including wood, concrete, stone and brick.

The show features The New American Home (NAHB’s show home) which highlights new products and techniques. IBS also offers innovative education with 130+ sessions in eight tracks, taught by renowned building industry experts from across the country. The show has plenty of networking opportunities including the House Party, Spike Concert and The Centrals – hubs for programs, demonstrations and hands-on workshops.

An aggressive goal of 500,000 net square feet of exhibit space was set for the 2016 International Builders’ Show® (IBS) exhibit sales team. To meet this number, the exhibit sales prospectus had to accomplish the following: entice former exhibitors to return to IBS; convince those prospects that had yet to commit to IBS that 2016 is the year to do so; and encourage loyal customers to take bigger space. NAHB needed to illustrate that IBS is a dynamic, exciting place to get business done – a “can’t be missed” event – and the theme “Raise the Roof” helped to tell that story well.

As a result, the IBS exhibit sales team reached its goal of 500,000 net square feet, filling in the space with exhibitors from all tree targets: former exhibitors; prospects that had yet to commit; and loyal customers with bigger space.

“Our key objective was to speak to the growing optimism within the industry after a challenging stretch of time and convey that the show was bursting with opportunities for exhibitors to boost leads, sales and brand awareness,” said Megan Campbell, Vice President of Client Services & Strategy. “We worked to design a visually arresting concept that had flexibility and a spirited tone.”

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: Email Promotion Campaign

The IAEE Art of the Show Competition’s Email Promotion Campaign category evaluates a series of email messages disseminated to distinct target audiences in order to promote and/or inform interested parties about a show. Judging criteria includes: overall presentation, visual appeal and creativity; how well each individual email applies to its target audience; clarity of pertinent information, overall message and content usefulness; how well the email met its intended goals; and effectiveness of the email in terms of audience response.

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

Under 75,000 nsf
Ontario Hospital Association
HealthAchieve

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.

Building on HealthAchieve’s theme of inspiring ideas and innovation, the goal of one of the campaign’s email was to showcase the show’s four keynote speakers to inspire prospective attendees with their stories to secure registrations. With such a broad audience of health care and business professionals, the objective was to capture the attention of each unique individual by differentiating the genre of the speakers as thought leaders, visionaries and creative minds. This email had a 26% open rate and received 271 clicks, representing a 5% click-to-open rate. A total of 50 contacts registered from this email, which helped secure a total registration of 6,364 attendees.

Another email was targeted to potential exhibitors, with the goal of securing more exhibitor contracts. The objective and design intent of this email was for potential exhibitors to understand that their most profitable return on investment would be realized if they attended HealthAchieve. This email garnered a 27% open rate, with over half as unique opens. The email drew 10 new exhibitors, helping secure a total of 231 exhibitor contracts.

“HealthAchieve offers a diverse range of health care professionals an opportunity to step out of their daily work environment,” said Craig Swatuk, Director, Brand Strategy and Marketing. “And we’re continually seeking new ways to express that experience, offering unique perspectives on health care.”

Between 75,001 and 200,000 nsf
Frank Strategic Marketing
HPBExpo 2016

The Hearth, Patio & Barbecue Expo is North America’s largest indoor-outdoor living showcase. Every year, over 350 leading hearth, patio and barbecue manufacturers and suppliers exhibit and demonstrate their latest home heating solutions; grills, grilling accessories and fully-equipped outdoor kitchens; casual patio furniture and outdoor accents; water and landscape features; all-weather entertainment products and more. It’s also a one-stop-shop for retailers nationwide to find not only the latest products for their showrooms, but also the latest services and technologies for their companies.

The show’s email promotion campaign was created to build attendance by combining the appeal of New Orleans as a top destination city with event-centric brand messaging. Specifically, the creative branding features New Orleans typography and iconography, intertwined with hard-hitting benefit-driven messaging.

As a result, HPBExpo was named as one of TSNN’s 2016 top 25 fastest-growing shows in the United States in attendance. Aside from the prior year’s show in Nashville, attendance beat all other HPBExpo shows in the past five years.

Over 200,001 nsf
mdg
CTIA Super Mobility 2016

Powered by CTIA, Super Mobility is North America’s largest and most influential forum for mobile innovation. A convergence of the leading authorities in the connected life all under one roof, CTIA provides professionals from across the mobile landscape (retail, enterprise IT, connected life, etc.) with unparalleled opportunities to hear the latest developments from top executives and entrepreneurs; see first-hand the next generation of technology shaping the future wireless such as 5G, IoT and security/privacy; and to network with fellow thought leaders. Unlike other events, CTIA is the backbone of the mobile industry – where the new technology and innovation emerges, before they are even translated into consumer products. It’s also perfectly timed for planning next year’s strategic roadmap and to jumpstart planning for the coming year.

The email campaign promoted the theme “Everything Wireless” by telling the story that CTIA Super Mobility 2016 did not just represent a piece of the wireless industry; rather it encompassed EVERYTHING from start to finish. Messaging focused on the content around the show floor, conference and keynote programming. At the peak of the campaign, an email called “Technology Starts Here” tied it all together by taking the reader on a journey through the show floor from where technology STARTS (research, discovery, mobile innovation) to where technology ends (a consumer product on retail shelves). The campaign averaged an open rate of 18 percent and clicks averaged 6 percent.

“We are so fortunate to work with clients like Heather Lee Landers, formerly of CTIA and now the Executive Vice President of AUVSI, who trust us with their brands and have challenged us to take their event campaigns to the next level,” said mdg President Kimberly Hardcastle-Geddes. “I’m also grateful to our collaborative team of designers, copywriters and digital marketers who are creating the kind of attention-grabbing, design-forward, emotionally-appealing work that was once reserved for consumer marketing.”

Co-owner and Live Events Specialist Vinnie Polito echoed those sentiments, adding, “I take great pride in these awards and even greater pride in the results that the work has helped our clients achieve. Thank you, IAEE, for recognizing marketing and design excellence in our industry.”

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.