Solar Energy Trade Shows

Solar Energy Trade Shows, LLC (SETS) is the management company formed in October 2009 by Solar Energy Industries Association (SEIA) and Solar Electric Power Association (SEPA) to raise the bar for solar energy trade events. Through its commitment to delivering leading-edge, global trade events, SETS promotes leadership, education and economic growth in the marketplace, and lasting value for customers and stakeholders. SETS’ trade shows Solar Power International and PV America are growing and expanding, reflecting the rapid expansion of the solar energy industry itself. Fixation first worked with SETS to design a logo and brand identity for the LLC. We then joined forces with the marketing team to help develop and execute attendance and exhibitor marketing strategies for the events.

Solar Power International

show size: 340,000 net sq ft
attendance: 21,000+ total attendance, 80 nations represented 
exhibitors: 1,200 exhibiting companies

PV America, SPI Regional Events

exhibitors: 160

challenge:

How do you develop unique core creative concepts for two events in the same industry yet still manage to give both a distinct “SETS branding” touch? And then repeat the exercise the next year—and so on? Solar Power International is North America’s premier business-to-business event for professionals in solar energy and related fields, attracting more than 21,000 professionals from over 125 countries (one in five come from outside the U.S.). All vertical markets in the solar power spectrum are represented on the exhibit floor and in the conference program. PV America, on the other hand, is a regional event with 3,000+ attendees and a focus on photovoltaic (PV) solar technology solutions, products and services.

obsession:

This is a challenge right up our alley—coming up with fresh designs and approaches from one year to the next, across events and within one family. Calling all creatives! This requires a true collective effort of talent, understanding and collaboration. Fortunately, our well is deep. And we couple that with strategic marketing plans to ensure the right messaging and marketing vehicles get to the right audiences at just the right time. Right on budget, of course.

Campaign elements have included logo design and landing page for SETS; websites, direct mail, print and interactive ads, emails, digital brochures and on-site signage for both Solar Power International and PV America events.

results:

Solar Power International 2011 won an Art of the Show award for best show promotion webiste. We just completed our second PV America campaign, are in the middle of our second Solar Power International campaign, and have begun working on PV America 2013—which has now expanded to two events (East and West) within the same calendar year. The industry is growing, SETS’ events are expanding and we’re continuing to have a blast serving as an extension of the SETS marketing team.