Although the event landscape has changed significantly since these pieces were created, some things prove to be timeless. Specifically, the roles that creativity, innovation and a strategic approach to marketing play in driving results. IAEE’s Art of the Show Competition recognizes outstanding marketing activities directly related to successfully organizing and executing an exhibition and/or event. As such, it is the only marketing competition tailored specifically to our industry. Each year, event organizers submit the work they did to promote their show experience across 14 categories and an independent panel of marketing and graphic design experts selects the winners.
In today’s IAEE Art of the Show Competition Winners Circle, we highlight the winners of last year’s Attendance Promotion Brochure category, which evaluates a single brochure (printed or digital) used to promote attendance at a show. Judging criteria includes overall presentation, visual appeal and creativity; organization of the information presented (ease to follow/find information); clarity of information, overall message and content usefulness; how the presentation relates to the overall “theme” of the event; and how well the piece met its intended goals.
Under 75,000 nsf
Fixation Marketing for ASHP
2019 ASHP Summer Meetings & Exhibition
The American Society of Hospital Pharmacists (ASHP) holds its ASHP Summer Meetings and Exhibition each year in June, which offers attendees the opportunity to attend one of four specialized boutique meetings that take place concurrently. Attendees can stay in their primary community or sample any of the sessions or events happening across all four meetings. ASHP governance is also conducted during the Summer Meetings. The core audience is members who are health-system pharmacists, but an inter-professional audience of nurses and physicians are also encouraged to attend.
The Summer Meetings of 2019 included:
- Ambulatory Care Conference
- Medication Safety Collaborative
- Influencers and Innovators
- Specialty Pharmacy
The goal of this brochure was to provide a clear way for a prospective attendee to find information and a schedule of events for their targeted meeting and area of interest, while also being able to browse the full content and scope of programming offered. The solution was to break down each meeting’s content by using individual folds for the four boutique meetings. When displayed together, the brochure had a simple and clear tabbed look.
As a key component of the Summer Meetings campaign, the brochure was instrumental and effective in many ways. The piece dropped to nearly 15,000 prospects on March 26, which was an important time leading up to the early bird deadline and price increase. As a result of this mailing, paired with digital ads and emails, ASHP exceeded its registration revenue goal by 18.5% and its attendee goal by 30%. Overall, the 2019 ASHP Summer Meetings & Exhibition was the highest attended Summer Meetings in 15 years.
Between 75,001 and 200,000 nsf
CSG Creative in partnership with NTP Events
DEMA Show
The annual DEMA Show is the largest trade-only event in the world for companies doing business in the scuba diving, ocean water sports and adventure/dive travel industries. DEMA Show attracts hundreds of exhibitors and thousands of dive and travel industry professionals from around the world. In addition to providing an arena in which to conduct business and network, DEMA Show offers participants the most extensive education curriculum in the industry, including DEMA-sponsored seminars and exhibitor-sponsored seminars from participating manufacturers, travel destinations and dive certification organizations.
The DEMA Show Conference Brochure plays an integral role in the events attendee promotion campaign. The most robust mailer of the show cycle, the brochure provides attendees with pertinent conference and expo information, including a list of current exhibitors, DEMA-sponsored education sessions, exhibitor-sponsored seminars and key event highlights. The 2018 conference brochure design was updated to maintain a new and fresh approach from the previous year, with the goal of grabbing attention and increasing registration numbers.
The brochure met its goals and objectives from both a design and information standpoint. It included critical show features in a visually appealing manner, incorporated the core creative and drove registration numbers in an overall 2% increase over the 2017 show.
Over 200,001 nsf
CSG Creative for International Sign Association
ISA Sign Expo 2019
ISA Sign Expo® is the largest gathering of professionals in the sign, graphics, print and visual communications industry. More than 20,000 people come to network and form partnerships during receptions, education sessions, on-floor demonstrations and more. The 600+ exhibitors demonstrate innovative technology and equipment as well as accessories that help national and local sign companies, printers, and end users expand their market share.
This brochure was designed in an editorial format, telling the stories of people who attended previous International Sign Expos and how it had a positive effect on their businesses and professional growth. The storytelling approach was a unique and effective way to promote the event by surrounding the traditional conference brochure information with the stories of readers’ peers. It piqued the interest of the viewer and delivered all the information needed to make the decision to attend the event.
The conference brochure is one of the primary registration drivers in the campaign, generating interest and excitement within the industry and driving traffic to the website to convert prospects to registrants. Attendees and potential attendees were able to read real stories about their colleagues and how attending ISA Sign Expo empowered their careers and fueled their businesses, making this a must-attend event for the sign and visual communications industry. The conference brochure appeals to this highly visual industry and was a critical component of the multi-channel marketing campaign for the show.
The 2020 IAEE Art of the Show Competition is now open! Take advantage of discounted entry fees by submitting your entries before the early bird deadline on 31 August! You can also check out all the winners from the 2019 competition here.
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