Showing real attendees at IMTS talk about how this show helps make their businesses more successful was smart. It was a great way to promote this show, and it helped the IMTS marketing team win a Gold Tower Award from the Business Marketing Association.
Like any product, a trade show has to be promoted to exhibitors and attendees. Just as end-user testimonials are an effective way to convince buyers of a product’s value, having “end user” attendees at IMTS—The International Manufacturing Technology Show share their profitable experiences proved to be an excellent way to “sell” this premier trade event.
In fact, IMTS received the Business Marketing Association Gold Tower Award for its IMTS 2010 trade show marketing program. The Tower Award, bestowed by the BMA Chicago Chapter, recognizes excellence in strategy, creativity and results for business-to-business marketing programs.
According to IMTS show management, this marketing approach was a drastic departure from the standard trade show promotional tactic of highlighting photos of a crowded show floor. These end-user success stories were deployed through print and electronic advertising, the IMTS website, public relations as well as throughout the exhibit halls.
According to an IMTS news release, more than 300 Tower Award entries from around the country were judged by chief marketing officers from companies including Kodak, FedEx, Emerson, Motorola and Dow Chemical, to name a few.
