PMMI, THE ASSOCATION FOR PACKAGING AND PROCESSING TECHNOLOGIES

PACK EXPO Portfolio of Trade Shows

Case Study

PACK EXPO Trade Shows
ProFood Tech

When you’re the established leader in producing trade events, you create high expectations among all audiences—exhibitors, attendees, the media and even the competition. PMMI, with its PACK EXPO portfolio of trade shows, works tirelessly to set and maintain the gold standard in the processing and packaging industry shows. They approach any new venture strategically, with the right mix of experience, intuition, research and—of course—a strong marketing team to support it.

Challenge:
PMMI recognized that its industry was evolving and growing and its members—packaging and processing machinery manufacturers—needed to reach new customers, especially within the food and beverage processing sector. Most important, the trade association’s goal was to fill a need for its members by expanding its reach without compromising or cannibalizing its existing events.

Approach:
First, develop clear messaging and branding for a new targeted event for food and beverage processing—ProFood Tech—and, at the same time, work to refine branding for the other PMMI shows that focus more on packaging technologies across 40 vertical markets. Then, carry out integrated, multimedia exhibitor and attendee marketing campaigns to reach both loyal customers as well as new professionals. By strategically timing the marketing messages and differentiating the core creative looks, we avoid brand confusion without overwhelming prospective audiences with too many offers.

Results:
ProFood Tech launches April 4-6, 2017, in Chicago at McCormick Place. Four months prior to show time, this new biennial event could boast it would feature more food and beverage exhibitors than any other North American event in 2017.