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 Print Advertising Campaign category, which evaluates one or more print advertisements used by an organization to promote a show. Ad(s) must have appeared in a publication. Brochures are not included in this category. Judging criteria includes: overall presentation, visual appeal and creativity; clarity of information and content usefulness; for multiple ads, how well each ad ties into the overall ad campaign; how well the ad promotes/integrates the overall “theme” of the event; and how well the ad campaign met its intended goals.
Under 75,000 nsf
mdg for World Pet Association
Atlanta Pet Fair & Conference
Atlanta Pet Fair & Conference is the largest trade show and conference for groomers in the Southeast. The conference hosts education about the latest trends and safety regulations, while the trade show features products from shampoos to tubs to shears so groomers can update their equipment and featured product lines.
World Pet Association teamed with mdg to create an ad campaign that consisted of three print ads featuring the Atlanta Pet Fair & Conference in top grooming magazines and publications that reached groomers in the Southeast. These advertisements were designed to generate awareness with new audiences via media partnerships. Using a targeted approach in design and copy allowed the print ads to appeal to each segment and their unique benefits of attending.
Overall attendance at Atlanta Pet Fair & Conference grew by 7 percent during the campaign period, in part because of the eight print ads featured across five publications in the four months leading up to the event. The exposure from these media partnerships allowed the show to reach new audiences that directly aligned with the target attendee groups.
Between 75,001 and 200,000 nsf
CSG Creative for FPSA
PROCESS EXPO 2019
Produced by Food Processing Suppliers Association (FPSA), PROCESS EXPO is dedicated to bringing the latest technology and integrated solutions to all segments of the food and beverage industry. The industry sectors served include beverage, bakery, dairy (cheese, yogurt, milk, and ice cream), meat, poultry, and seafood, prepared foods (fruits and vegetables), pet food, and confectionery.
At PROCESS EXPO, processors partner with 500 suppliers who demonstrate innovative food processing and packaging technology, machines, and products on the show floor. Both veterans and those new to food and beverage processing get training on food safety, trends, leadership and more. In addition, there are numerous networking events, an Innovations Showcase awards program, an Augmented Reality Showroom, and unique to PROCESS EXPO, five full working production line demonstrations. The exhibit hall in McCormick Place, Chicago is over 190,000 square feet and hosts 15,000 industry professionals.
FPSA teamed with CSG Creative to create a print advertising campaign highlighting the horizontal nature of the show. PROCESS EXPO offers education, networking, show floor activities and, of course, innovation from the exhibitors across seven unique industry sectors. It’s a differentiating point from other food processing shows that might just focus on meat/poultry/seafood, or dairy, or bakery, for example. Attendees at PROCESS EXPO find everything. With that in mind, the advertisements served to provide a consistent brand but deliver unique messaging that drove home that benefit to attending PROCESS EXPO. For exhibitors, the ad campaign served to reinforce the idea of setting up their exhibits in such a way that conveyed which sectors of the industry they serve.
Over 200,001 nsf
mdg for World Pet Association
SuperZoo 2019
SuperZoo is North America’s premier pet industry trade show and conference, equipping attendees with the best new pet products, education and trends to give them a competitive edge. SuperZoo’s target audience consists primarily of small to mid-sized independent pet retailers and service operators. Attendees include pet store owners and buyers, grooming professionals and pet daycare owners.
World Pet Association teamed with mdg to create a print advertising campaign that would generate awareness about SuperZoo and encourage prospects and returning attendees/exhibitors to register for the upcoming show. The campaign not only met these goals, but helped to increase overall attendance at 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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