Entries Deadline: 31 August 2017
There is very little permanence when it comes to marketing – alas, it is part of the beauty and bane of this wonderfully diverse field. But every rule has its exception, and the categories below may just be it when it comes to marketing a show. The one constant you have (Want! Want! Want!) with your event is an instant recognition with the advertising and branding. Do we really need to talk about the Nike “swoosh” example? Didn’t think so.
Print Advertising Campaign This category evaluates one or more print advertisements used by an organization to promote a show. A few things to keep in mind:
You only get one chance to make a first impression. Your ad has something like 5 seconds to get the reader’s attention, so your graphics really need to do the heavy lifting here. It may be the toughest decision you make, but the greatest copy in the world doesn’t matter if it doesn’t get read.
Does it make sense? The competition to grab a reader’s attention is fierce, and no one is saying that originality and creativity should be set aside. However, you want to make sure that the message – your very clear and concise message – doesn’t get lost in the POW! WHAM! ZAP! action of advertising.
Stay on target. Ever see a cool ad but aren’t entirely sure what the actual product or service was? Don’t be that ad. And since you have so much more to say than is going to fit in that teeny tiny space, take full advantage to promote your other channels (website, social media, etc.) for the details.
Learn what inspired last year’s winning Print Advertising Campaigns here!Show Brand Design/Development This category evaluates the visual and messaging components used to build a new show’s brand or rebrand a show that was already in existence. A few things to keep in mind:
What’s your hook? When building your show’s brand, consider all the ways in which it will be applied and how the different elements correlate. Is the brand all-encompassing or can it be broken apart for the different elements of the campaign? Let the creative process begin…
Know your drills…But don’t lose the message to the creative process. Remember that each marketing channel holds its own benefit – customize your message and adapt your branding accordingly to create a well-oiled marketing machine.
Float like a butterfly, sting like a bee. Aim for smooth transitions from one deliverable to the next. A seamless campaign that feels natural to your audience will draw them in, in a way they will never see coming.
How did last year’s winners get their Show Brands to stand out? Find out here.Got great marketing? Show off your #ArtoftheShow by entering IAEE’s Art of the Show Competition!
You have until 31 August 2017 to submit entries. Click here to get started.