Selmarq

Case Study

• The Challenge

  ASSESSMENT
  Material Handling Industry of America (MHIA) is an association of material handling equipment manufacturers and service companies. ProMat is their premier trade exhibition held in Chicago. This is a horizontal show, and was being promoted during a slump in both the economy and trade show attendance in general. In addition, the show, normally in early February, was moved to early January.

• The Solution

  STRATEGY
  Promote ProMat as the one show to find more solutions for productivity improvement in all industries involving warehousing, manufacturing and distribution logistics. Emphasize the technology-specific areas of the show floor
  to optimize the attendees’ time value and the exhibitors’ prospect qualification.
  
  IMPLEMENTATION
  Agency created a general exhibitor brochure plus technology-specific brochures to be mailed to target exhibitor companies. Free attendee brochures (both general and technology specific) were provided to exhibitors for distribution plus mailed to prospective attendees. Trade ads and postcard inserts were placed in both horizontal and vertical trade publications. A special “holiday” mailer was produced and mailed to all pre-registered attendees to remind them of the earlier show date. Agency also managed all exhibitor listings and advertising online throughout the year and produced the show directory of exhibits as well as show hall graphics design.

• The Results

  RESULTS
  Client reported a four percent increase in exhibitors and attendance was approximately equal to the previous show.
  
  Campaign Elements Include:
  • Logo and stationery design
  • Brochures and pamphlets
  • Ad design
  • Posters
  • Postcards
  • Message on hold
  • Newsletters
  • Show graphics design
  • Directory of exhibits (6 languages)