PROCESS EXPO is the nation’s largest trade show for the food and beverage processing and packaging industry, but it has long carried the perception of being primarily a meat-processing event. While the show has evolved to represent the full spectrum of food and beverage categories, many attendees and exhibitors still viewed it as “the meat show,” creating a barrier to growth in other key sectors.

CSG developed a campaign to reposition PROCESS EXPO as a horizontal, industry-wide event. The 2019 theme—PROCESS[it], PACKAGE[it], [PROFit]—offered the flexibility to build targeted micro-campaigns for segments such as prepared foods, bakery, dairy, beverage, pet food, and cannabis manufacturing. Messaging highlighted crossover solutions, relevant education, and sector-specific show floor activities.

The website featured dedicated content pages for each segment. CSG partnered with 57 media outlets to reach prospects through targeted banner ads, print placements, newsletters, eblasts, webinars, and social media. A cannabis-focused webinar series drew more than 1,000 attendees and generated the third-highest conversion rate across all segments.

Attendance from key non-meat sectors rose 20%–30% compared to 2017. Pet food campaigns saw a 197% increase. A VIP buyer initiative targeting the top 100 food processors produced a 112% attendance increase.