Since 2001, the
UFI Marketing Committee organizes the "UFI Marketing Award", whose main purpose is to reward the best marketing initiatives undertaken by exhibition professionals.
Since 2006 this competition is open to UFI members and non-members alike.
The 2010 UFI Marketing Trophy has been awarded to the UK’s Media 10
for their outstanding 2010 campaign for the Ideal Home Show. UFI, the
Global Association of the Exhibition Industry, recognizes exceptional
programmes supporting the marketing objectives of the exhibition media.
The Media 10 entry encompassed a highly convincing marketing strategy
which successfully rebranded the 2010 Ideal Home Show.
Media 10 took a 100 year old trade show brand it had recently
acquired and succeeded in repositioning it into an exhibition which
broke the all-time UK record for advance tickets sales. In just six
months the streamlined Media 10 team managed to turn the Ideal Home Show
around completely. Despite a marketing budget pared by 60% from the
previous event, Media 10 successfully developed a fresh campaign which
attracted an audience composed of 40% first-time visitors. By focussing
its marketing efforts on the affluent audience it was targeting, the
re-branded Ideal Home Show successfully attracted 270,000 visitors
across a new 17-day consumer show format combining eight exhibitions
under its umbrella. The visitor experience and dwell times were also
significantly improved, leading to increased demand for exhibitor space
in 2011.
Media 10 Marketing Director Rob Nathan summarized the reasons for the
programme’s marketing success saying, “The Ideal Home Show is probably
the most iconic exhibition in the UK yet had deteriorated into a show
with poor visitor numbers, poor content and a lack of support from
exhibitors and sponsors. Our aim – in a very short space of time – was
simple; to bring visitors back. The marketing programme addressed issues
such as poor quality data, uninspiring creative, a fragmented team and a
lack of celebrity endorsement. We also bought media more effectively,
targeted the most relevant groups and did all of this after shedding 60%
from the previous year’s marketing budget. The results the short
history of Media 10 were overwhelming and we feel that that the success
of the show was not only significant for Media 10 but for the industry
as a whole as it made visitors and exhibitors believe in live events
again during difficult economic conditions. To win this award is a huge
accolade for the team and the company. We were extremely proud to be
shortlisted for the award but actually to win – and become the first
British company to do so – is one of the biggest achievements in the
short history of Media 10.”
Katharina Hamma, Chair of the UFI Marketing Committee, congratulated
the finalists saying, “the entries from Ahoy Rotterdam (the
Netherlands), MEPLAN (Germany) and decorex (South Africa) and our 2010
UFI Marketing Award winner Media 10, prove that even in these
challenging economic times, creativity and focussed management are a
winning combination. UFI is pleased to recognize the continuing efforts
of our marketing competition participants as we work together to ensure
that exhibitions remain a strong media serving the interests of both
exhibitors and visitors”.
Left to right:
Katharina Hamma, Chair of the UFI Marketing Committee
Rob Nathan, Marketing Director (Media 10 Ltd)
Manfred Wutzlhofer, UFI President 2010
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