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MG Design sizzles

Fresh Ideas

The MG Design Fresh Ideas Booth at Exhibitor 2010.

MG Design Associates has been selected to receive a prestigious Sizzle award in EXHIBITOR Magazine’s 13th annual Sizzle awards competition, which honors excellence in tradeshow exhibit promotions.

MG Design’s recognition is awarded on its integrated marketing concept Fresh Ideas premiering at the 2010 Exhibitor Show.
The competition is judged by promotions experts in a variety of disciplines. Winners are featured in the October issue of EXHIBITOR magazine and will be honored at EXHIBITOR2010.

The integrated program award highlights a promotional marketing program incorporating the same theme or message in multiple promotion components, such as direct mail, giveaways, presentations, traffic builders, advertising, etc.

The Fresh Ideas concept
For MG Design, Fresh Ideas was a great theme for bringing people together in a casual environment for conversation about their exhibit challenges and way to explain MG Design’s positioning.

At EXHIBITOR2010 in Las Vegas, the Fresh Ideas campaign to explain MG Design’s messaging. At TSEA in Texas, MG Design tested the Fresh Ideas marketplace concept with crates of fresh produce set on slat-back shelving made from painted palettes. The imagery and messaging was easy for attendees to understand as well as a great conversation starter.

Appetizing attendees for Fresh Ideas
MG Design promoted their presence at Exhibitor2010 with targeted marketing materials to pre-registered attendees beginning a month before the show. MG Design took advantage of e-marketing opportunities offered by the show producer including several e-mail invitations with complimentary passes to pre-registered attendees.

Plus, a three-dimensional mailer was sent to 70 VIP attendees to both pique their interest and also encourage their visit on the show floor. Attendees were sent a green apple in a small, square box and were told their free gift was a smoothie cookbook which would be waiting upon their arrival.

Sustainable and savory in-booth experience
Attendees were invited to shop the marketplace aisles while receive a consultation and enjoying a smoothie in a fresh market setting.

For 50 years clients have received organic ideas from MG Design’s local offices around the country and the Exhibitor2010 footprint on the show floor needed to be organic as well. MG Design creative teams worked to incorporate sustainable products into the custom build, demonstrating you can be green without overspending.

When attendees’ badges were scanned in the Fresh Ideas exhibit, they were introduced to RFID technology. Each smoothie cup was RFID enabled and upon placing the cup on the bar, a personalized welcome screen asked them to take a short survey demonstrating how easily measurement could integrate into the booth experience. Six questions were asked of each attendee to help MG Design better understand how the concept performed and their brand perception in the marketplace.

Well-scripted hostesses and a trained and incentivized sales team kept the MG Design team well stationed and speaking with visiting prospects.

MG Design planned three hosted client dinners during the Exhibitor show for select, VIP clients who received the VIP mailing. These were prospective clients with upcoming needs where more face-to-face conversation would be a benefit.

The campaign demanded seconds
The integrated marketing did not end as the show floor closed. An email blast was sent to all attendees thanking them for their time.
A landing page specific to the Fresh Ideas marketplace was created on the MG Design web site that included links to video tours, press coverage and a case study of the exhibit concept for anyone who could not visit the exhibit.

At the close of the show, it was clear the campaign had resonated with the audience and within a few months the fruits of MG Design’s labor were measured. MG Design was awarded the best of show at Exhibitor2010 based on the exhibit’s attractive design and clear message. The RFID survey demonstrated 90 percent of respondents indicated they would consider giving MG Design an RFP, after visiting their exhibit.



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