Most of America may have been watching election results last Tuesday night, but our eyes were on Nashville. That’s because our client, NAMA, held its ninth – and most successful – Coffee Tea & Water (CTW) at The Gaylord Opryland Resort & Convention Center.

CTW is the largest event dedicated to the $4.25 billion U.S. coffee services industry. After the 2015 show 85% of attendees said they planned to attend in 2016, and they most definitely did – plus they brought their friends. This year’s registered attendance was up 33% over 2015 and a record number of exhibitors participated. By all counts CTW 2016 was a huge success.

We’d love to attribute all of the show’s success to a stellar marketing campaign on a small budget, but it’s always a collaborative effort. Here’s a little bit about our contributions:

We worked with the NAMA team to develop a marketing strategy and messaging that resonated with their coffee services channel in order to get the right people to the show. This year the campaign included fun, illustrated emails carrying the key selling features of the show; a direct mail piece; targeted social media advertising, a user experience-focused (UI/UX is very important to us) website and finished with Nashville-focused telemarketing.

This year’s show also highlighted a growing trend for the industry, the workplace café. NAMA chose to showcase that trend with a special full day look on the final day of the program.

This was Frost Miller’s second year working with NAMA on CTW; which made it that much more exciting to help NAMA exceed its attendance goal by 27%.

CTW’s 10th anniversary show will take place next November in Grapevine, Texas. We look forward to our continued work with NAMA. Thanks, Music City!


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