Exhibition organiser Media 10 has been awarded UFI’S 2010 Marketing Trophy for its campaign for the Ideal Home Show.
UFI, the Global Association of the Exhibition Industry, recognises programmes supporting the marketing objectives of the exhibition media. It says: “Media 10’s entry encompassed a highly convincing marketing strategy, which successfully rebranded the 2010 Ideal Home Show”.
Media 10 took the 100-year-old Ideal Home show brand, it acquired from DMG World Media, and succeeded in repositioning it into an exhibition, which broke the all-time UK record for advance tickets sales. Despite a marketing budget pared by 60 per cent from the previous event, Media 10 successfully developed a fresh campaign, which attracted an audience composed of 40 per cent first-time visitors.
The re-branded Ideal Home Show successfully attracted 270,000 visitors across a new 17-day consumer show format combining eight exhibitions under its umbrella. The visitor experience and dwell times were also significantly improved, leading to increased demand for exhibitor space in 2011.
Media 10’s marketing director, Rob Nathan, says: “The Ideal Home Show is probably the most iconic exhibition in the UK yet had deteriorated into a show with poor visitor numbers, poor content and a lack of support from exhibitors and sponsors.
“Our aim, in a very short space of time, was to bring visitors back. The marketing programme addressed issues such as poor quality data, uninspiring creative,a fragmented team and a lack of celebrity endorsement. We also bought media more effectively, targeted the most relevant groups and did all of this after shedding 60 per cent from the previous year’s marketing budget,” he adds.
UFI’s marketing committee chair, Katharina Hamma, says: “The entries from Ahoy Rotterdam (the Netherlands), MEPLAN (Germany) and decorex (South Africa) and our 2010 UFI Marketing Award winner Media 10, prove that even in these challenging economic times, creativity and focussed management are a winning combination.”