Categories
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Attendance Promotion Brochure (IAEE Member)
A single brochure (printed or digital) used to promote attendance at a show. Judging criteria includes:
- Overall presentation, visual appeal and creativity.
- Organization of the information presented (ease to follow/find information).
- Clarity of information, overall message and content usefulness.
- How the presentation relates to the overall “theme” of the event.
- How well the piece met its intended goals.
Attendance Promotion Campaign (IAEE Member)
A series of pieces used in a marketing campaign to promote attendance at a show (attendance promotion brochure, printed/digital ads, website, mobile app, etc.). Judging criteria includes:
- Overall presentation, visual appeal and creativity of the campaign.
- Clarity of information, overall message and content usefulness.
- How each piece plays into the “big picture” (how it suits its intended role in the campaign).
- How the campaign relates to the overall “theme” of the event.
- How well the campaign met its intended goals.
Attendee/Booth Interaction (IAEE Member)
Any entertainment/activity offered at a show booth to engage attendee interaction. Judging criteria includes:
- Creativity and overall appeal of the activity.
- Effectiveness in drawing attendee participation into the activity.
- Resulting lead generation from booth visits.
Convention Center Promotion (IAEE Member)
(SPECIAL NOTE: Size categories do not apply.)
Promotion of a convention center using any marketing channel. Judges take into consideration all marketing components used and how effectively they correlate as a promotion campaign on behalf of the convention center. Judging criteria includes:
- Overall presentation, visual appeal and creativity of the campaign.
- Whether the information presented effectively communicates the convention center’s offerings.
- How each marketing component contributes to the overall campaign and how skillfully it was applied in its individual context.
- How user-friendly the component is to an interested party.
- How well the campaign met its intended goals.
Email Promotion Campaign (IAEE Member)
A series of email messages disseminated to distinct target audiences in order to promote and/or inform interested parties about a show. Judging criteria includes:
- Overall presentation, visual appeal and creativity.
- How well each individual email applies to its target audience.
- Clarity of pertinent information, overall message and content usefulness.
- How well the email met its intended goals.
- Effectiveness of the email in terms of audience response.
Exhibit Sales Brochure/Prospectus (IAEE Member)
A single sales piece targeting potential exhibitors for a show. This does not include any print advertising. Judging criteria includes:
- Overall presentation, visual appeal and creativity.
- Clarity of information and content usefulness.
- How well the piece met its intended goals.
Most Innovative Use of Technology (IAEE Member)
This is an open-ended and broad category. We want you to tell us how you used technology to promote, improve and enhance your show. Judging criteria includes:
- Innovation of the technology component used and/or how it is applied.
- Creativity in terms of how the component adds to the overall experience for show participants.
- Response from show participants to the component.
Print Advertising Campaign (IAEE Member)
One or more print advertisements used by an organization to promote a show. Ad(s) must have appeared in a publication. Brochures are not included in this category. Judging criteria includes:
- Overall presentation, visual appeal and creativity.
- Clarity of information and content usefulness.
- For multiple ads, how well each ad ties into the overall ad campaign.
- How well the ad promotes/integrates the overall “theme” of the event.
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How well the ad campaign met its intended goals.
Show Brand Design/Development (IAEE Member)
Visual and messaging components used to build a new show’s brand or rebrand a show that was already in existence. Judges take into consideration all the separate elements of the marketing campaign to determine how well they leave a lasting impression on the target audience, and if they are effective in creating a brand association with the show. Judging criteria includes:
- Originality, visual appeal and creativity of the show logo and/or “theme” material.
- How effectively the individual marketing elements connect with the overall show brand.
- Ease with which the audience correlates the branding back to the show.
- How well the branding speaks to the experiential value attendees can expect from the show.
- How well each branding effort meets its marketing objectives.
Show Daily (IAEE Member)
Any communication (print or digital) updating attendees about the show and distributed each day of the event. Judging criteria includes:
- Overall presentation, visual appeal and creativity.
- Content usefulness and appeal to the audience – what makes the information in the show daily interesting to participants of this particular show?
- How the show daily contributed to the overall show experience for participants.
- Effectiveness of distribution and access to the show daily throughout the show.
Show Promotion Web site (IAEE Member)
Any web site used to promote attendance at a show. Judging criteria includes:
- Overall presentation, visual appeal and creativity.
- Organization of the information presented and ease of navigation/user-friendliness.
- Clarity of pertinent information, value of information presented and content usefulness.
- Performance metrics such as average monthly visits, Google analytics, etc.
- How the website contributed to the overall success of the exhibition and/or event.
Signage/Decor (IAEE Member)
Printed and/or digital signage and decor used throughout the show. Judging criteria includes:
- Overall presentation, visual appeal and creativity.
- Usefulness of the signage and its content.
- How the signage/decor contributes to the overall “theme” of the event.
- Effectiveness of signage placement and decor throughout the show.
Social Media Campaign (IAEE Member)
Collective use of social media channels to effectively promote a show before, during and after the event. Judging criteria includes:
- Content appeal and usefulness.
- Effectiveness of distribution and target audience engagement.
- Target audience response.
- How well the campaign correlates with the overall “theme” of the show.
- How well the social media campaign met its intended goals.
- How well the social media drove attendance, general show awareness and overall brand awareness.
Sponsorship Program (IAEE Member)
Evaluation of a show’s sponsorship development/management program and the effect the program had on the show. Judging criteria includes:
- Creativity in program offerings and elements that attract potential sponsors.
- Overall development of the program and deliverables to sponsors.
- Clarity of information, overall message and content usefulness in the marketing pieces used to promote the program.
- How well the marketing elements used to promote the program relate to the “theme” of the event in terms of overall presentation and visual appeal.
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How well the program met its intended goals.