EXHIBITIONS: Effective rewards

Industry sponsors are fighting for publicity space at the first Marketing Exhibition Effectiveness Awards, aimed at driving home the benefits of exhibitions as a medium to marketing directors

Industry sponsors are fighting for publicity space at the first

Marketing Exhibition Effectiveness Awards, aimed at driving home the

benefits of exhibitions as a medium to marketing directors



The announcement of the first Marketing Exhibition Effectiveness Awards

has been greeted with enthusiasm by the pounds 1bn industry. Enquiries

for entry packs are still flooding in and, even though the awards

banquet is still four months away, sponsorship has been agreed for two-

thirds of the categories.



The headline sponsor is DMG Exhibitions, organiser of the Daily Mail

Ideal Home Exhibition. Michael Franks, managing director of DMG, says he

is delighted to be associated with the new venture, which will highlight

the benefits of exhibitions as a medium to marketing directors and

managers. DMG’s role as principal sponsor reflects the company’s growth

and status in the industry, he adds.

John Cole, marketing director for the National Exhibition Centre in

Birmingham, which will sponsor the category for the best trade show,

points out that many competing media were successful in promoting

themselves generically. ‘We welcome this initiative as a high-profile

platform to sing the praises of exhibitions as an effective medium,’ he

says.



A key feature of the competition is that there will be categories

intended for successful exhibitors making particularly effective use of

the space they buy. Other categories will be aimed at show organisers

and presenters, in recognition of the central role they play in the

constant development of the medium.



Entries are invited from exhibition organisers, and from exhibitors and

their designers, contractors, and other agencies involved.



The closing date is July 31, and the awards banquet will be held at

Grosvenor House, London, in October.



There will be a Grand Prix for the overall Marketing Exhibition

Champion, as well as three gold awards, sponsored by Nomadic Display,

for the best entries in each of the effectiveness, exhibitors’, and

organisers’ sectors.



See the tables for the full list of categories in the competition.



For entry packs contact Nici Brooks at Haymarket Events (0171 413 4161,

fax 0171 413 4331). For sponsorship information contact Jo Edwards (0171

413 4383, fax 0171 413 4189)



Effectiveness Awards



Most effective first use of exhibitions (sponsored by Academy Expo)

Most effective use of exhibitions for marketing (sponsored by Show Expo

’97)

Most effective use of exhibitions to generate new business leads

(sponsored by Blenheim Exhibitions)

Most effective use of exhibitions to create a new channel to market

(sponsored by Academy Expo)

Most effective use of exhibitions to increase sales (sponsored by Emap

Business Communications)

Most effective marketing campaign for an exhibition



Exhibitors’ Awards



Best individual stand design (sponsored by Exhibitgroup)

Best use of portable or modular stands (sponsored by Nomadic Display)

Best use of exhibition techniques - business- to-business (sponsored by

Blenheim Exhibitions)

Best use of exhibition techniques - fashion, beauty, cosmetics

Best use of exhibition techniques - food, drink and FMCG

Best use of exhibition techniques - financial services

Best use of exhibition techniques - healthcare

Best use of exhibition techniques - consumer durables (sponsored by

Trade Promotion Services)

Best use of exhibition techniques - IT (sponsored by Independent

Exhibitions)

Best use of exhibition techniques - motor

Best use of exhibition techniques - travel and leisure



Organisers’ Awards



Best new exhibition (sponsored by INM)

Best trade exhibition (sponsored by the National Exhibition Centre)

Best consumer exhibition (sponsored by the Scottish Exhibition and

Conference Centre)

Best use of design by an organiser

Best use of new technology by an organiser



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