Impressions Start From the Outside In for AMD at The Consumer Electronics Show 2007
By: Gayden Day

Advanced Micro Devices (AMD), a leading provider of innovative processing solutions in the computing, graphics and consumer electronics markets, wanted to use CES 2007 as the breakout event for revealing their new brand, exhibit and story to the world. In the fall of 2006, AMD joined forces with a company called ATI to create a processing powerhouse with technological leadership in microprocessors, graphics, chipsets and consumer electronics.

Knowing that CES is the largest consumer trade show in the world, with over 140,000 attendees hitting the halls, hotels and educational sessions, the new AMD needed an integrated event plan to ensure maximum exposure. AMD worked with Rocket Red, Constellation Communications and Freeman to create an integrated plan to reach attendees in unique ways.
Reviewing the company's objectives and conservative budget, the decision was made to carefully review sponsorship opportunities, leverage pre-show marketing tools and raise the awareness of AMD's messaging from the outside in at show site. The impression effort began with an oversized pre-show mailer enticing targets to go online and register to see if they were an instant winner. The targeted piece worked well with a 3% response rate and a list yielding 99 VIPs who were then targeted with a "Smarter Choice @ CES" program entitling them to special treatment while at the venue. Once at show site, nomadic greeters bearing video messaging and promotional handouts shared the AMD story and encouraged visitors to know more by visiting the booth inside. Thousands responded to the outside prompt and joined in the interactive educational theatre game, toured the home theatre settings and viewed a variety of technology demos featured within the 60'x100' exhibit space. Branding continued with graphics applied to AMD's "Smart Ride" which provided transportation to and from the hotels and convention center. Sponsorship investments were carefully negotiated and enabled AMD to have an exclusive exterior greeter program, a "Choice Lounge" for VIPs in the Concierge Tent, branded badge holder pick-up and greeters welcoming attendees at the Registration Center.
The integrated event marketing plan paid off with better results than AMD had ever had before. A record number of impressions and business meetings were booked during the show.
Gayden Day is president of Rocket Red.

Rocket Red is a holistic (we do it all) advertising and marketing services agency headquartered in Dallas, TX. At Rocket Red, we understand what it takes. We are willing to be truthful (even if it hurts). We are willing to deliver the unexpected. In doing so, we create client experiences to drive awareness, sales and lasting relationships. www.gorocketred.com

Making Your Exhibit Live Up to Your Brand
By Dan Curtis, Account Director, Square One Advertising

When designing an environment, you consider the size and the venue. You think about things like sales flow and build materials. Cost is a big consideration. As is audio visual integration, shipping and travel arrangements. At what point should you think about what your environment says about your brand?

Think of "big" brands and what they mean to the consumer. Nike. Disney. Starbucks. They're strong brands - all of them - and as strong brands they all convey emotional benefits, rational benefits and specific personality traits that are unique to them. Many companies sell coffee but only Starbucks offers up a warm, inviting yet efficient environment that serves as a middle place between your home and your office. Many companies sell athletic shoes, apparel and equipment but only Nike sells the feeling that anyone can bike like Lance or play like Mike with enough hard work and the desire to do so. What do these brands have over all the other brands out there? Why are they so different than 99% of what you see when you walk the aisles of a trade show or turn the channel on your television or surf to the next web site? It's all in the promise of their brands.

A brand is a promise made and kept.

A brand is a promise that is conveyed by everything people can see, hear, touch, taste or smell about your brand¿ the name and logo, size and shape or color of your signage, your exhibit presence, the people who work your space, your pre-show mailers and your advertising. People look to your brand image and expect it to live up to what they see. In the exhibit world this is particularly important because it is such an interactive environment. Face-to-Face designs can be either the strongest reinforcement of a brand or the biggest disconnect between the brand and its customers. It's all in understanding the brand's personality.
To a customer, your brand is just like a person. It has a certain character that predicts what you can expect. When you know a person's reputation, what does it tell you? It lets you know what that person is likely to do or say (or not) in any given situation. Customers will define your brand based on what they hear and how they experience it. They will join those brands that act like them and support those brands that represent aspirations that are important or relevant to their lives.

Inconsistency: The commonality of weaker brands

Evidence indicates that inconsistency is in fact, the biggest reason for failure in building a strong brand. Why then is inconsistency such a prevalent problem? Because conviction is absent. Why?
There are many, many reasons to explain inconsistency. Sometimes the decision-makers lack consensus. Sometimes there is a naiveté about what it takes to build a strong brand. Sometimes there is a failure to comprehend that "branding strategies" should be applied to and reinforced by the entire company, not just marketing. With weaker brands, inconsistency often results from frequent changes in management or frequent changes in campaigns or designs.
Because a brand is a commitment, each contact with your brand either keeps or breaks the commitment. Therefore, each contact either enhances or denigrates your brand, hence the absolute requirement for consistency in all points of contact.
Environmental design is just one point of contact for your client's brand. Most brands, in fact, have over 200 of these points of contact and each has its own opportunity to express the brand's strategy. Think of each environment as a strategic brand challenge. Practice promise. Practice delivery. Practice consistency. These are the things that turn an innocuous trade show booth into an expression of a brand.

Building Qualified Booth Traffic Through Targeted Pre-Show Marketing
By: Jefferson Davis, Competitive Edge

Successful exhibitors know that the competition for the attendee's limited time on the exhibit floor is fierce. To get their fair share of booth traffic they do not just rent space, show up and hope people find them. They use targeted pre-show marketing to get on attendees' agendas before the show opens.

Consider these exhibition industry facts:

• The average trade show attendee will visit approximately 26 exhibitors
• 76% of attendees arrive with an agenda of exhibitors they plan to visit
• As many as 3 out of 4 exhibit visits are pre-planned
• Only 18% of exhibitors utilize targeted pre-show marketing campaigns

So how do you get on the attendees' "must see" list? It's easier than you think. Here are four steps to help you fill your booth with qualified, interested attendees at your next show:
Step One: Invest 15% or more of your total show budget toward pre-show marketing.
The average exhibitor allocates just 6% of their show budget toward pre-show marketing. Don't do what the average is doing - most aren't getting results. Of all the things you will spend money on, pre-show marketing is one of the most important. It's often the difference between a busy exhibit or standing around watching people pass by in the aisles.
Step Two: Identify who you want to visit your exhibit and then build targeted visitor lists.
Start in-house with your sales team and your distribution channels. Build a list of customers and current prospects who you would like to visit your exhibit. Include anyone who has inquired about your products or services over the last 12 months. Ask yourself, "What types of companies and what job functions/titles do we want to visit our exhibit?" Then, look at the show's exhibitor prospectus and attendee registration form to see what data they have available. Talk to show management about renting lists for previous show attendees, pre-registered attendees and association member lists. Check with the key trade publications that serve the industry for lists.
Step Three: Give attendees a compelling reason to visit your exhibit.
Don't just pitch products and services - focus on solving problems, creating opportunities and gaining meaningful value from a visit to your exhibit. Analyze your company, products and services carefully. What is your value proposition? What problems do you solve? What opportunities do you create? What do you do better than your competition?
Use powerful visual images and captivate attendee's interest with provocative benefit and solution focused headlines like: "Slash your employee benefits costs by 15% without reducing coverage," or "Increase voluntary benefit program participation by 20% without increasing your costs." Everyone is interested in solving problems, reducing costs, improving results and getting more value. Tell them specifically how you can help and they will come running to your exhibit.
Step Four: Use a combination of media to execute an integrated pre-show marketing campaign.
An effective pre-show marketing campaign integrates multiple media to touch prospective visitors at least three times before the show opens. Start with mass media like print advertising and publicity in industry trade publications and show publications such as the show directory. Then add one-to-one media like mailing personal letters of invitation, postcards or formal invitations. Be sure to include an exhibit pass, when available. Put the finishing touch on with more personal media like email or personal phone calls. To increase response, offer a reward for responding like entry into a contest or better yet - invite them to your booth to pick-up a free gift.
With a little creative thought, some basic planning and focused execution you can have a booth full of interested and qualified visitors at your next show. All it takes is some targeted pre-show marketing.

Jefferson Davis, president of Competitive Edge, is known as "the trade show turnaround artist". Since 1991, he has helped companies improve trade show performance and results. His clients have written over $450M in sales from their trade show investment. You may reach him at 800-700-6174 or www.compedgetraining.com

For this issue of Face2Face Travels we are speaking with Claudia Stephenson, national sales manager for Corporate Accounts at Freeman. Claudia lived in Chicago for more than 12 years before moving to Dallas. She still refers to Chicago as home.

We asked Claudia some questions about Chicago that may help new exhibitors and visitors as they plan their visits to the Windy City.

Here is what Claudia had to say:

Beef up your integrated marketing plan before your next trade show
By: Tequia Burt, B-to-B Magazine

Robyn Sachs is president of RMR & Associates (www.rmr.com), a B-to-B marketing services agency based in Rockville, MD. B-to-B recently spoke with Sachs about how to prepare for the next big exhibition.
The study was based on an online survey of 299 B-to-B marketing professionals, conducted in July and August of 2006.