The U.P. Builders Show was experiencing a continual decline in attendance numbers. They felt their marketing was in need of a fresh perspective and new look and feel, and was seeking creative guidance and an analysis of previous years marketing plans. Their goal was to increase both exhibitor booth sales as well as general attendance by 10%.
Our first step was to analyze the television media sponsorship and measure its value. We found that by changing the media sponsor and utilizing our local leader in news, we were able to provide more value and triple their exposure for the same budget. The second change we implemented was targeted digital marketing, focusing on the primary demographic associated with results for exhibitors to the show.
The first year the show reached their exhibitor goals, and sold out all vendor space. The exhibitors reported an increase in the number of qualified attendees and leads they generated from the show. The second year the show reached their 10% increase in general attendance of the show without increasing marketing budgets.