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UFI Marketing Committee has organized the “UFI Marketing Award” competition since 2001. Its main purpose is to reward the best marketing initiatives undertaken by exhibition professionals.

Marketing audiences are becoming increasingly critical and increasingly picky. They see through pompous advertising phrases. They are well-informed and knowledgeable when it comes to comparing offers, and they are sick and tired of blunt and dull mass marketing messages.

To capture their hearts and minds, you need to understand their needs and expectations and to adjust your offer accordingly. Your target group consists not only of Very Important Persons but of Very Individual Persons, and they want to be treated accordingly. This is true whether your target group is consumers show visitors, trade fair visitors, exhibitors or organizers.

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Personalized marketing refers to targeting an individual customer (or small group of customers) with tailormade marketing activities designed to suit that very individual. It can be achieved only by collecting data and information about these particular customers, and then creating products and/or advertisements of special interest to those individuals.

The 2015 UFI Marketing Award will be given to the best initiatives undertaken by exhibition professionals which utilizes personalized marketing to achieve their marketing goals.

Your entry must relate to these activities used within an exhibition environment. Entries submitted must describe how personalized marketing has been successfully used.

Evaluations will be based on quantitative and qualitative results. Your entry must include the project´s objectives, the actions undertaken to reach those objectives and the qualitative and quantitative results obtained.

More specifically, the following elements should be addressed:

Objectives:
What were the objectives for implementing personalized marketing?
Which target group did you address?
Did your approach replace an existing activity or was it a newly applied solution?
What added value did your personalization activity seek to provide?

Actions:
What measures did you take to reach your objectives?
What were the specific challenges faced when implementing personalized marketing?
How were these overcome?
Was your initiative developed in-house or with an outside partner?

Results:
Were your objectives reached?
What were the benefits for your customers and for your company?
Did you increase your revenues?
What were the quantitative and/or qualitative effects of your personalized marketing activity?

The deadline for entries is Feb. 27, 2015. To enter, e-mail a short summary in English, (no longer than four pages), to award@ufi.org.

The UFI Marketing Committee will evaluate all the entries and select the three finalists based on the summaries received. No justification will be provided for the selection of the finalists or the winner.

The finalists will then be asked to prepare a detailed PowerPoint presentation providing an in-depth description of their entry, which they will be invited to present during the meeting of the UFI Marketing Committee on June 18, 2015, in Istanbul. This meeting is linked to the UFI Open Seminar in Europe. The Committee members will choose the winner of the UFI Marketing Award 2015 based on the delivered presentations.
This competition is open to both UFI members and non-members (exhibition organizers, operators of exhibition centers, service providers), on the condition that entries are exhibition-related. Participation in this competition is free-of-charge for UFI members and incurs a 100 € charge for non-members.

Award Objectives
To reward the best initiatives related to marketing within the exhibition community corresponding to this year’s UFI Marketing competition theme;
To give the exhibition industry the opportunity to share innovative ideas on personalized marketing in the exhibition industry; and
To honor professionals who have developed and implemented creative, results-oriented initiatives.

The winner will:
Receive a complimentary participation for two to attend an UFI Focus Meeting of his choice or a complimentary participation for one person at one of the UFI Open Seminars in 2016;
Have a permanent hyperlink to their website from the UFI website;
Gain significant press coverage in major international tradeshow publications, including UFI Info.

For additional questions, contact award@ufi.org.

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