We want to be the only MARCOM

Each year, Adformatie organizes a MARCOM fair for Marketing Communications professionals. By the third year, the competition was growing big time. Time for action.

Assignment
Please come with a better and stickier nam,e because there is a huge range of marketing fairs and events. How can Adformatie ensure that they organize the only marketing communications fair that matters?

Goals
Increase the number of registrations to 10,000.
Increase the number of visitors to more than 5,000 (No-show is around 50%)
Position the Adformatie MARCOM fair as the only one that matters.

Target group
Marketing and communications consultants on both clients’ and contractors’ side
Exhibitors

Strategy
Not being the only MARCOM does not mean you can not BE the only one people think of. It’s all a matter of claiming you are. Through communicating the fair in capitals, you make it the most important. Add a year number and you are the only annual Marketing Communications fair that matters. Sounds too simple? It still works perfectly.

Concept
Right in the middle of the recession, Adformatie organized MARCOM09. We responded to the prevailing zeitgeist; It’s Time for Heroes (tijd voor helden). There’s no time to relax, sit back and wait. It’s time to show some balls.

Media
Print
Online
Social media
DM
E-mail

Results
The number of registrations exceeded the goal by 25%; the number of visitors has increased by 15%.