NAMA’s OneShow was held in Las Vegas again this April, smashing records and delivering a valuable on-site networking and educational tradeshow experience for attendees and exhibitors alike.

The show hosted the largest number of exhibitors ever, with over 300 booths spread across the show floor. Attendees totaled more than 4,400. The final numbers prove that more people took the opportunity to ‘meet with more convenience’—this year’s show theme. As its marketing partner, Frost Miller helped NAMA establish the theme, which showcases the event’s value proposition to prospective attendees, as well as develop a comprehensive marketing strategy and campaign execution that delivered within budget.

Organizational goals achieved through mix of marketing tactics

NAMA sought to increase participation in its pre-conference schedule. We featured the pre-conference education sessions in a direct mail piece that supported dedicated emails promoting these sessions. The tactics resulted in a spike in registrations for these half-day sessions which take an in-depth look at industry topics.

It also wanted to increase attendance of mid-career attendees (ages 28-44). To extend the organization’s reach and find new prospects within this category, we ran ads on Facebook. The ads promoted key benefits of the show, including pre-conference sessions; which offered foundational industry courses perfect for this demographic.

A primary marketing tool, the strong email marketing campaign promoted key show highlights to prospects and notified registered attendees of important show announcements. We worked with NAMA to use data and focus emails on attendee’s indicated interests (i.e. coffee products, snacks, cold beverages). Additional direct mail, telemarketing and social media pushes contributed to the show’s increase in attendance and exhibitor growth.

The big reveal

Things started off with business as usual, but the opening general session provided a big reveal…and we’re not just talking about keynote speaker, Former First Lady Laura Bush. NAMA announced that it has rebranded the OneShow which will be called The NAMA Show beginning in 2018—a project we’ve been working with them on for the past two years. It ties the show’s name to the association and aligns with how many show-goers already referred to it.

There’s more to the story than just a simple rename. Last year, NAMA announced the association’s new brand, look and focus on the convenience services industry. The evolution of the association’s main tradeshow to further align with the convenience services industry, and thus its membership base, was the next step. It strengthens the association’s brand and its commitment to the industry as it expands and bring convenience to life.

Bringing convenience to life

The thread of convenience, convenience services and the convenience services industry is not just a new buzz word or phrase. Bringing convenience into our lives is what NAMA and its members do on a daily basis and what drives this changing industry as it pushes into new markets and revolutionizes what it means to provide convenience.

The NAMA Show will remain in Vegas for 2018 and 2019 and continue to be the meeting place of the convenience services industry. We’re excited to partner with NAMA as it continues to evolve its show and the industry it brings together.

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