The Expo Group’s RETHINK marketing campaign captured Honorable Mention at the E.X.C.I.T.E. Awards hosted by EXPO magazine and presented at the opening luncheon at ExpoNext 2014 in Baltimore last month. 
The campaign was created completely in-house and debuted as a build up to IAEE’s Expo! Expo! 2013 show encouraging prospects to “RETHINK” their options for their show, their experience, and their contractor.
The strategy involved three touch points for two different target markets utilizing direct mail and email as well as supporting social media content developed specifically for the campaign including videos and informational landing pages.
The direct mail portion of the campaign was especially effective in engaging the client with an actual CD case and corresponding cover that showcased either a CD, a record, a cassette with the question asking the question, “If this was how they were listening to music the last time their show went out to bid?” Each CD case contained a redeemable iTunes gift card with a note reminding them that “A lot has changed since then.”
A follow up email featured a series of questions designed to create real engagement on various topics from web conferencing, social media guidance, personal improvement apps to new show design techniques. The hashtag #rethink101 was included in all correspondence to reinforce the booth number at the show (101).
By the time our prospects came to the show, they had a clear understanding and a reason to stop by our booth.
And what a booth it was! Recognized as one of the first #BOOTHLOVE entries in IAEE’s BoothLove contest, The Expo Group exhibit utilized the “fortress” concept with extended large mesh banners- spot lit with a matching color scheme of white, gray and gold-tying into the marketing collateral.
Success of the campaign came through in many different forms including increased activity on our social media channels, increased traffic on the show floor and at least 5 RFPs procured within 1 week of our Expo! Expo! appearance.
The RETHINK campaign continues in 2014 on our website and marketing materials with variations to continue throughout the year.