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| Make your show refresh really count |
Sure, you refresh your show or reposition a couple of elements every year. But how often do attendees or exhibitors notice and, more importantly, is it driving attendance or exhibit sales? If not, it could be because the changes you make are too marginal to make an impact. But it also could be that the strategy — and your promotional effort surrounding it — just isn't hitting the mark. When Pack Expo show organizers wanted to attract more brand marketers to its annual Las Vegas show (the event's audience consists largely of managers, engineers, manufacturers and purchasers at large packaged consumer goods companies), they decided a little, well, repackaging was in order. This year, the event (which is owned and produced by the Packaging Machinery Manufacturers Institute) launched the Brand Zone — a new take on the show's “materials and containers” pavilion, repositioned with brand marketers in mind.
The Pack Expo refresh made a splash. The result: The 65,000-square-foot pavilion sold out well in advance of the show. Organizers are still tabulating the percentage of brand marketers that attended the event (the show took place Oct. 5-7), but anecdotal evidence is strong. Matt Croson, Vice President of Membership and Communications for PMMI, says several companies, including Sara Lee, Procter & Gamble and ConAgra specifically brought brand managers because of the repositioning. “We think it spoke to the brand manager,” he says.
To learn more, see the extended write-up in our October issue.
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