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 Show Daily category, which evaluates any communication (print or digital) updating attendees about the show and distributed on show site each day of the event. Judging criteria includes: overall presentation, visual appeal and creativity; content usefulness and appeal to the audience (what makes the information in the show daily interesting to participants of this particular show); how the show daily contributed to the overall show experience for participants; and effectiveness of distribution and access to the show daily throughout the show.
Under 75,000 nsf
American Payroll Association
37th Annual Congress
The American Payroll Association’s (APA) Annual Congress and Expo is the premier educational event each year for payroll and accounts payable professionals. The annual event attracts 1,500-2,500 attendees to network with industry leaders, find solutions to their biggest challenges, and receive the latest information to keep their company in compliance with local, state and federal laws. The conference offers more than 200 workshops over 4.5 days, 26.5 recertification credits (1/4 of the entire total needed to recertify), and the world’s largest payroll, accounts payable, and finance Expo Hall featuring more than 100 exhibitors.
Congress Today provides highlights, photos and previews of important Annual Congress events for its attendees, association members and exhibitors. This news is captured via a printed show daily paired with a daily online version. This two-prong approach allows APA to reach a target audience it wasn’t before – non-attendees – thus greatly expanding its reach.
In prior years, the printed show daily reached only the attendees of the show, which was about 2,000 or 10 percent of the overall association membership. Now, having both a printed show daily married with an online show daily, APA has been able to reach a target audience well beyond those who simply attend the show. The association’s membership is currently at approximately 20,500 members, and now it is able to reach every member regardless of whether they attended our show or not.
The Congress Today printed show daily had a circulation of approximately 1,500 per issue. With approximately two readers per copy, about 3,000 people read each issue on site. Attendees are also offered the electronic means as an additional medium for viewing their printed Congress Today via PDFs posted to the show app as well as on the APA website, www.APACongress.org. These additional platforms for viewing Congress Today increased its overall circulation to approximately 123,000 per issue.
The approach of having both a printed and an electronic show daily has been met with much success. The Congress Today online magazine had 32,363 subscribers, an increase of 16 percent over the previous year and a 59 percent jump from its first year in this dual format. There were 82 online articles posted in the six days the blog was live, which then garnered more than 8,100 views during the week of Congress. This represents an increase of 49 percent over the previous year! An additional 2,854 more views is more than double the previous year’s views, directly reflecting that the online magazine is engaging with members and potential future attendees well after the event is over.
Between 75,001 and 200,000 nsf
International Carwash Association
The Car Wash Show™ 2019
The Car Wash Show™, produced by the International Car Wash Association, gathers together car wash operators and vendors for collaboration, networking and educational opportunities. The Car Wash Show™ 2019 drew more than 9,500 attendees and 400 exhibiting companies to Nashville for its largest show ever. Attendees discovered innovative new products, connected with peers, and got inspired to build a business from the inside out. The target audience of Car Wash News included attendees and exhibitors, though it was also sent to members to keep them apprised of the happenings at the show.
The goal of Car Wash News is to provide a comprehensive yet concise overview of the show’s daily agenda in a fun, colorful way that encourages attendee participation and camaraderie. It provides coverage of select events at the show, touching on subjects that might encourage readers to delve deeper or be inspired, as well as information about the presenters and the venue that can be used as a quick resource. Most importantly, it contains all of this information in a concise email with handy links for further investigation.
Car Wash News debuted at the 2019 show, providing the show and its key players a personality: one that is approachable and embraceable. This show has been added to the list of the top 25 fastest growing shows in net square footage by TSNN, but the addition of this show daily helped the show keeps its sense of being a close- knit community filled with like-minded car wash enthusiasts. It had an average 24 percent open rate, and the rate went up each day of the show as the news of the show daily spread. The email delivery list was around 28,000 and the link popularity charts show that coverage of the events was well-received.
Over 200,001 nsf
Consumer Technology Association (CTA)®
CES 2019
CES® is the world’s gathering place for all who thrive on the business of consumer technologies. Each January, hundreds of thousands of the world’s biggest tech companies meet in Las Vegas to reveal their latest products, and pursue the sales and partnerships that will impact the rest of their year. It has served as the proving ground for innovators and breakthrough technologies for 50 years, becoming known as the global stage where next-generation innovations are introduced to the marketplace. As the largest hands-on event of its kind, CES features all aspects of the industry, attracting the world’s business leaders and pioneering thinkers to a forum where the industry’s most relevant issues are addressed.
CES welcomes attendees, media personnel and exhibitors from all aspects of the consumer technology industry and all corners of the world. In 2019, CES brought 175,212 total attendees from 161 countries. The show featured 4,551 exhibiting companies – including 1,200+ startups – that spanned 30+ product categories. CES also hosts its own conference program each year, where esteemed speakers tout disruptive technology and envision new trends and markets. CES is owned and produced by the Consumer Technology Association (CTA)® – the technology trade association representing the $398 billion U.S. consumer technology industry, which supports more than 18 million U.S. jobs.
CES Daily is published each day of the show, for a total of four issues per show. The publication is created for and read by CES attendees, and acts as a guide featuring content for exhibitors, attendees and media members, ranging from columns about the biggest tech trends and profiles on exciting companies to general information about navigating the show. In 2019 CTA distributed at least 20,000 copies of each issue of the CES Daily.
CES Daily aims to increase buzz and excitement for experiences on the CES show floor and other not-to-miss show highlights. The publication covers the prominent marketplaces and product categories at CES: Self- Driving Technology, Drones, Wearables, Eureka Park (CES’ startup area) and more. In 2019’s CES Show Daily, readers found information and profiles on the products and companies that made up these marketplaces. Finally, the CES Daily served as a general guide to the show and solicited advertising from exhibitors as well.
CTA distributed CES Daily to all attendees for each day of CES 2019 providing highlights of each day, as well as showcasing the many different aspects of the show floor, key exhibits and speakers available. Representing all participants in the consumer technology industry, the CES Daily allowed attendees to get an insider’s perspective on the who’s who and what’s what of the show in order to help attendees maximize their experience. Attendees used the daily as a constant guide on what to add to their agenda, to provide an overview of what happened on each day of the show, and as a nice souvenir to take home.
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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