Aggressive Marketing Increases TS 2 Pre-Registration

LISA GOELL SINICKI, SENIOR EDITOR
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Alexandria, VA – Since purchasing TS 2 from the Trade Show Exhibitors Association (TSEA) in October, National Trade Productions (NTP) has been working hard to revitalize the show. Based on figures that show a 43% increase in the number of conference attendees pre-registered one week before the show, NTP is well on its way to achieving success.  As of July 5th, 461 have registered for the conference compared to  323 in 2004. How did they do it?

“Our first initiative has been to boost attendance by reaching new audiences,” says Tamara Christian, President of National Trade Productions, the show’s owner and management. The strategy hinged on key partnerships—with other trade shows, other associations and publications. Key elements included:

  • Installation of a Preferred Partner Program. This program was designed to reach exhibiting corporations not currently involved with TSEA. NTP partnered with 94 different trade shows, each of which shared its exhibitor list with NTP and promoted TS2 to its exhibitors. “These shows believe in exhibitor education, so the partnership was a natural fit,” says Christian. In many cases, NTP created a special URL to be used by the exhibitors at these specific shows. This enabled NTP to track the source of registrants.
  •  Offering Meeting Space for Exhibitor Meetings. NTP offered free meeting space to organizations holding any sort of meeting which would encourage more exhibitors to attend TS 2. Participants in this program include Reed Exhibitions which will hold a session of its Reed University exhibitor education program at TS 2; J Spargo, which will hold an exhibitor meeting during the show; and the International Consumer Electronics Show (CES) which will hold its exhibit advisory committee meeting.
  • Partnership with Other Associations. NTP invited the Washington DC chapter of the American Marketing Association (AMA) to hold its July meeting and lunch at TS 2. After the lunch, attendees will be encouraged to walk the show floor. The Washington, DC chapter of IAEM  will also hold its July meeting and lunch at TS 2.
  • Partnership with Publications. NTP worked with Inc. magazine to reach its readers. The communications comprising this program included a series of e-mails and banner ads.

Reach Tamara Christian, President, National Trade Productions at (703) 683-8500 or tchristian@ntpshow.com.