The 2020 UFI Marketing Award

It’s no easy task but the exhibition industry must cut through the communication “noise” that our customers are faced with – reaching them with the right message at the right time. This is where multi­channel marketing comes in: an approach that allows event professionals to seamlessly communicate with consumers across multiple touch points, both online and offline.


Today, there is an additional challenge: thanks to technological and medical advances, there are as many as five generations that need to be addressed by our marketing activities: the Depression Generation, the Baby Boomers, Generation X, Generation Y, and Generation Z. What’s more, each generation is different when it comes to communication preferences, whether that’s a specific medium, frequency or speed. Each generation has unique expectations, experiences, lifestyles, values, and demographics that influence the decision-making process. Cross-generational marketing appeals to the unique needs of individuals within more than one specific generation group. Marketers need to respond to the trend of cross-generational marketing and branding by adjusting their marketing mixes and strategies accordingly.

The biggest challenge with this is to identify and implement the right mix of channels and targeted messages to reach the relevant generations and to establish contact with them – while maintaining the overall brand identity.

Submissions for the award must describe how a successful multi-channel, cross-generational marketing campaign has led to measurable marketing success.

Your entry must:
· describe how your campaign has evolved over the past 12 months;
· describe how you identified and used a relevant multi-channel campaign for cross-generational marketing;
· explain how you have integrated multi-channel, cross-generational marketing successfully into your overall marketing campaigns;
· describe what has made your multi-channel, cross-generational marketing campaign successful and why you are proud of it
· include clearly defined and measurable objectives; and
· highlight the substantial results that have made it a marketing success and the lessons you’ve learnt.

By 4 April 2020
Please provide a summary (maximum 4 pages) in English of your activity to:
Please structure your entry as follows:
1) Objectives and background of the initiative
2) Challenges of implementing the initiative
3) Actions: scope, time, target group
4) Detailed results of your initiative and take aways

The winner of the 2020 UFI Marketing Award will then be selected by members of the UFI Marketing Working Group (the jury).
The jury will select three finalists from all entries received by the application deadline. The three finalists will then be asked to provide an in-depth presentation of their entry at the UFI Marketing Working Group meeting on 3 June 2020 in Gothenburg, Sweden. No justification will be provided for the selection of the finalists or the winner.

• Enhanced brand exposure through UFI’s global reach
• Recognition across the global exhibition industry for providing innovative solutions
• Exposure to significant international press coverage
• Complimentary registration to join and present the winning entry at the UFI Global Congress 2020.

This competition is open to UFI members and non-members (exhibition organisers, operators of exhibition centres, and service providers), on the condition that entries are exhibition-related. All information regarding the entries submitted will be treated confidentially and will only be used for award selection purposes.

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