Produced by the Packaging Machinery Manufacturers Institute, PACK EXPO is the definitive show for the packaging, processing and support industries. The show takes place annually, alternating between Las Vegas and Chicago. PACK EXPO has been a Fixation client since 2009. Creative to the left is for PACK EXPO International 2012 in Chicago. Stats cited below are for PACK EXPO 2011 in Las Vegas.
show size: 627,000 net sq ft
We’re advocates for strong, highly recognizable brands, but occasionally that iron-clad brand can make it challenging to broaden perceptions. PACK EXPO—universally known as the leading packaging machinery event in the U.S. — is rapidly evolving into the country’s leading packaging and processing technology show. This is a reflection of its industry, which is integrating packaging and processing machinery into one streamlined process. The evolution of PACK EXPO impacts everything: the composition of the expo floor, an expanding mix of attendees, education and events to meet all those needs. Obviously, a thoughtful marketing strategy was essential.
It began with an understanding that the more specific the target audience, the more personal the marketing could be. So our strategy included a vertical marketing approach, with specific messages and executions targeting prospects in 9 unique industries and in 8 different languages.
Then, by obsessing over the business needs and challenges of each audience, we were able to reach them where and when they would most likely be open to considering PACK EXPO. And we reached each target with customer-centric creative that delivered the benefits of PACK EXPO that best addressed their needs.
Campaign elements included website, print ads, e-mail, direct mail, banner ads and video.
While the marketing can’t take all the credit, a solid client-agency collaboration helped turn PACK EXPO Las Vegas 2011 into a record-breaking success, including a 15% increase in attendance and 36% increase in exhibitors. And PACK EXPO International 2012 in October already promises to be an even larger success.