When CSG Creative proposed the tagline “Big Starts Here” for IAAPA Attractions Expo 2014, we had no idea just HOW BIG the show would end up being.
An estimated 30,500 amusement park and attractions industry professionals from 116 nations crowded the Orange County Convention Center making it the largest in more than 17 years and third largest in Expo history.
What led to this tremendous success?
A lot of hard work, combined with careful strategy and a stellar team.
Together with the IAAPA staff, CSG Creative developed a multi-channel campaign that really propelled us to these great results. Here are a few highlights:
- E-mail: We went with a “less is more approach.” We cut back on the quantity of e-mails and targeted our messages to reach specific audiences.
- Messaging: We made sure our value proposition was clearly defined on each and every piece we developed.
- Direct Mail: For the IAAPA audience, direct mail really works, so we had fun with our efforts. In addition to mailing targeted postcards and brochures, we also added a clear plastic postcard to the mix and created a mailer with a voice chip imbedded within the piece. These high-visibility pieces got members talking about the show and provided key bumps to registration numbers at key points in the marketing process.
- Website: We also developed an online Justification Toolkit for middle-managers to get their boss’ permission to attend. It spoke to the value of show’s offering, including education, the trade show, and networking and how each of these items will provide value back to each facility.
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Networking events were promoted and well attended. Heavily Promoted New Networking Opportunities: IAAPA was able to plan some really cool, new events for attendees. These included behind-the-scenes networking events at the New Fantasyland™ at Disney’s Magic Kingdom® Park and Universal Orlando® Resort. These events drew in thousands of attendees, and were a huge hit! While not every trade show or event can plan to have events at these world-class attractions, you can think about adding fresh, new opportunities that will make attendees have a reason to return each year.
We’re already planning, strategizing and working hard on next year’s event and can’t wait to share what’s in store.
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