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.
Left to right: Katharina Hamma, Chair of the UFI Marketing Committee; Rob Nathan, Marketing Director (Media 10 Ltd); Manfred Wutzlhofer, UFI President 2010
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”.
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