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My Process Expo Blog

April 15, 2014
Posted By GES

(Source: http://defyingconvention.ges.com/marketing/email-marketing-how...)

No matter your budget, footprint or even booth staff capabilities, the marketing that happens surrounding your exhibit experience pre-, at- and post-show is extremely important to its success.

At the 2013 American Academy of Dermatology (AAD) convention in Miami, Dermablend™ Professional, the #1 Dermatologist Recommended Camouflage Brand, hosted a special event within the trade show, inviting dermatologists and medical practitioners to a wedding. The event itself was an opportunity to experience the benefits of Dermablend, but with an edgy and fashion forward vibe to enhance the qualities of Dermablend products. The experience gave attendees more opportunities to interact with the Dermablend brand through photos with the newlyweds, hospitality features and hands-on product demonstrations. Visitors also received samples of Dermablend products.

The creative strategy was unique and engaging. Zombie Boy, a performance artist whose body is his canvas, was the star. His face is covered in distinctive, artistic, and some might even say creepy, tattoos. To emphasize the beauty of everyone looking different and unique in their own way, our team introduced a very beautiful woman into the mix inviting dermatologists and medical practitioners attending the AAD Convention to the “wedding” of Zombie Boy and the girl of his dreams. But there was an added surprise, the bride revealed her beautiful complexion to be a Dermablend creation, too! Like Zombie Boy, only half her face was covered with Dermablend. But unlike his tattoo artistry, her skin showed patchy areas of depigmentation – a serious skin condition known as Vitiligo.

Apart from Zombie Boy and his bride, the most astonishing aspect of this Dermablend marketing program is that it was communicated through only two emails. The first invited attendees to the event–a wedding invitation. The second was a ‘thank you’ email after the event to drive further communication and advocacy between Dermablend and its audience. The post-show email included a coupon for $10 off Dermablend products. With minimal but strong communication, the program was the most successful trade show program in Dermablend’s 30-year history.

How did this become such a success? Through a very compelling, engaging concept platform that captured the target audience’s imagination, communicated entirely with two highly-engaging emails and was marketed directly to attendees.

The record breaking results spoke to the powerful creative strategy. The pre-show email was sent to 1,689 attendees and there was a 40% open rate. The post-show email was sent to 1,366 attendees, who were scanned within the exhibit and it had a 30% open rate. As further testament to its success, last week the EXPO Digital Awards were presented and Dermablend – Zombie Boy Wedding won the top award for E-Mail Marketing Campaign.

An achievement such as this is only possible through teamwork and close collaboration between Dermablend Professional and GES’ designers and marketers. Together, the teams proved what the power of a well-executed email marketing campaign has on trade show results and how you don’t need a big budget to create an engaging experience.

Frank Laudo is Executive Creative Director at GES


March 6, 2014
Posted By Grace Cular Yee

"Succeeding in business is all about making connections."  ~Richard Branson

It’s less than four weeks until the FPSA Annual Conference kicks off in Orlando, FL, March 26-28. Are you ready to learn and network? Networking at events is a great way to make new connections and cultivate relationships that may help you professionally and personally. Here are five tips to help you prepare beforehand so that you can have an enjoyable and successful time while you’re at the event.

  • Before the event, identify your goals. Research the event agenda and speakers. Determine which sessions you’ll be attending. If you’re interested in meeting a speaker, reach out to him or her ahead of time. Schedule appointments.
  • Read up on the latest industry news by checking out relevant publications – print, web site, social media. Pick out topics for conversation starters.
  • Come up with 2-3 meaningful questions to ask people who you’re meeting for the first time. Get them to open up about themselves. Don’t start off with your elevator pitch. People can tell if you have an agenda. During sessions, introduce yourself to the people next to you!
  • Bring a lot of business cards. Collect cards. If possible, use your badge holder to hold your business cards. Don’t forget to utilize their business cards to make notes for later follow-up.
  • Don’t miss networking opportunities by checking your smartphone or powering up your laptop during the breaks. Now is the time to make face-to-face connections.

Preparing is important, but don’t think about it too much. If you’re fully committed to networking, you will be successful. With the right attitude, you’ll be able to enjoy a valuable opportunity to make new connections, learn something new, and also teach others.


October 18, 2013
Posted By Grace Cular Yee

Defeat Hunger is part of FPSA's Giving Back initiative. In conjunction with the Greater Chicago Food Depository (GCFD), FPSA will be holding a food drive at PROCESS EXPO 2013, with all donations and proceeds going to the GCFD to help fight hunger in the greater Chicago area. In addition to donating $75,000 and accepting donations from others to give to GCFD, we’re holding an on-site food drive at McCormick Place during PROCESS EXPO. Feel free to join us by bringing your canned goods to the show.

Many exhibitors have responded to this campaign. At Marlen International, employees collected a total of 600 canned goods

Wire Belt Company of America donated over $500 worth of food – 120 cans EACH of Beef Stew, Pinto Beans, Ravioli, Chili, Spinach, Peas and Peaches. This donation alone helped serve over 2,000 people!

And FPSA staff is also conducting their own canned food drive too. (pig-ture)

Take a look at the current list of companies who are participating in Defeat Hunger.  If you’d like to learn more about the Defeat Hunger campaign and ways to help (including virtual and financial donations), please check out the FPSA site.  

Any contribution will help make a difference. Thank You!


August 22, 2013
Posted By Grace Cular Yee

Thanks to everyone who participated in last month’s Trade Show Operations Conference hosted by FPSA and IDFA. Here are some of the highlights from the 1.5 day event for PROCESS EXPO and International Dairy Show exhibitors:

Choose Chicago hosted the Welcome Networking Reception at Untitled, one of Chicago’s newest and hottest restaurants. It’s a unique and fun venue for your staff or customer dinner. It has a speakeasy theme and it’s worth checking out!

Our Official Show GES presented the Expedited Move-Out Timeline for the South Hall and answered questions. If you’re a South Hall Exhibitor, make sure you review the move-out schedule with your EACs. Now is the time to make preparations.

McCormick Place continues to become exhibitor friendly. Please review the expanded exhibitor rights to see how you can save time and money during move-in and move-out. One example: Exhibitors can bring in their own ladders and their own hand tools to set-up the booth.

GES has reduced the electrical rates for PROCESS EXPO 2013. Please review the electrical form for lower rates!

8 out of 10 show attendees have an agenda before they arrive at a show. Make sure you’re on their agenda by taking advantage of the PROCESS EXPO Marketing Tools available. Send your complimentary code out to your customers and invite them to PROCESS EXPO.

Did you attend the Show Operations Conference?  We’d love to hear what you thought about it.  See you in Chicago this Fall!


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