The UFI Marketing Award 2022 invited the most innovative and successful strategies for exhibition organisers to sustain, grow and remain successful in this ‘changing world of events’ to step forward. The award recognises the strategy that best demonstrates, in a comprehensible and measurable way, how the company’s marketing objectives, campaigns and activities have been tailored to meet the new demands of their target audiences in a post-COVID-19 world.
Exhibition, event and congress organisers can once again host events and face-to-face meetings, albeit under hygiene restrictions. And while on-site, person-to-person connections and experiences are favoured by most customers, the MICE industry is now having to operate in a vastly different landscape since the onset of the COVID-19 pandemic, for example:
– Hybrid event formats have become the industry standard
Digital and hybrid event formats offer numerous advantages, from a wider reach to a higher appeal amongst younger target groups. These formats offer digital access to content, training, customer contacts and products for those who are unable to travel or who simply prefer participating digitally.
– Events are becoming more local
A higher degree of ‘regionalisation’ of major events seems to be another significant trend in the event landscape. Due to differences in health regulations, vaccination levels and travel restrictions between different regions, ‘on-site’ events could now take on a more regional format.
In response to these new trends, the key is to maximise customer satisfaction and provide the best possible outcome for organisers, by combining the most successful approaches in a vastly changing environment. The UFI Marketing Working Group invites all industry professionals to share the most effective marketing strategy for responding to this changing landscape by entering the UFI Marketing Award 2022.
Entries will be evaluated based on the following elements:
• How the market strategy meets the new demands imposed by the COVID-19 pandemic.
• The key challenges faced during the delivery of the strategy (timings, location, authority regulations, budget implications, etc.).
• The process used to develop the marketing strategy.
• The key elements of the marketing strategy (target groups, value propositions, key selling points, clearly defined and measurable objectives and communication channels).
• Sales support provided by the marketing team.
• Results and lessons learnt.
APPLICATION AND PROCEDURE
Entries are currently being reviewed by the UFI Marketing Working Group.
BENEFITS FOR 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
• One complimentary registration to join and present the winning entry at the UFI Global Congress 2022