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Big Turn-On for Techtv at NCTA

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Big Turn-On for Techtv at NCTA Program Execution: Big Turn-on for TechTV at NCTA Company: TechTV – A cable television channel covering technology information, news, and entertainment from a consumer, industry, and market perspective, 24 hours a day. Show: NCTA (National Cable Television Association) 2001 Show Attendance: Over 30,000 attendees Attendee Profile: Includes multiple cable system operators, independent operators, programmers, equipment man- ufacturers, investment and financial institutions, telephone providers, interactive service providers. Exhibitor Profile: Over 400 exhibitors in industries related to cable television Tech TV Purpose of Reinforce the validity, value and relevance of TechTV to a wide range of viewers and enhance Participation: awareness of the Tech TV brand and positioning in the cable industry in order to increase interest in the company. Measurable Objectives: Attract 2,000 attendees to the booth, out of which 50% participate in the promotional activity. Booth Size/Show Hours: 16 hours Situation Analysis TechTV wanted to make a big splash at NCTA 2001, but making a splash at this show was not easily accomplished. The cable conference exhibitors are known for their lavish expenditures on celebrities and marketing events both on and off the show floor. In order to cut through the noise, TechTV decided to add a unique promotional area to their exhibit to attract attention to the exhibit, create excitement about TechTV, and enhance the audience’s knowledge of the company so they left the booth with an improved understanding of network programming. After brainstorming internally, TechTV approached their exhibit house PPI and TradeShows Plus to assist in developing and executing a promotional strategy that was informative, entertaining and different than anything else at NCTA. Objectives TechTV’s primary objective for NCTA 2001 was to create an exhibit image and promotional strategy that reinforced the validity, value, and relevance of TechTV to a wide range of viewers, thus enhancing awareness of the TechTV brand and positioning in the cable industry. TechTV wanted to utilize the booth and promotional activities to facilitate desirable traffic flow and prolong the attendee’s stay in order to capture mind share. This would enhance the attendee’s post-show recall of TechTV’s messages and their visit to the exhibit. Strategies A promotional strategy was added to one area of the exhibit to showcase AudioFile, a weekly program on TechTV that focused on the music industry. TechTV felt that the content of AudioFile represented the unique nature of their programming and favorable demographics it attracted. Trade Shows Plus, 1830 E. Carson St. Pittsburgh, PA • Telephone: 412.431.2525 • Fax: 412.431.2554 • [email protected] • www.tradeshows-plus.com NCTA 2001 – Planning and Execution Approach To effectively execute the goals for the promotional strategies, TradeShows Plus worked closely with TechTV and PPI to clearly define the creative concepts and objectives. Once completed, TradeShows Plus was able to develop a strategic plan with recommendations to effectively execute the strategies. Because of TradeShows Plus in depth experience in the cable market, they were able to create a promotional road map for successful implementation of the creative concept, including defining the components, creating a realistic schedule, project managing execution and detailing the step by step execution of the process at showsite. TechTV was able to capitalize on the TradeShows Plus and PPI's marketing expertise to maximize the return on their investment. Creative Solution The unique activity involved installing an area in the booth where attendees could visit and learn to burn their own musical CD’s. Their reward in the end was to take home a customized music CD as well as a second TechTV CD that included a selection of popular pop tunes the audience was likely to enjoy. To make this area more appealing and competitive with other exhibitors, it was designed to resemble a 50’s style diner complete with counter, appropriate bar stools, 50’s style signage and accessories. The area was named the “Learn to Burn” Diner. To create a unique identity, the title was designed into an appropriate 50’s era visual carrier. The presenter that hosted the area was the emcee and star of TechTV’s AudioFile program, Leo Laporte, who interacted with the audience while they got hands on experience burning CD’s of their favorite songs. He was assisted by a technical representative to be sure there were no glitches. Computers were arranged on the counter linked to TechTV’s website, reinforcing the brand image. Promotional signage strategically arranged throughout the booth promoted the in-booth activities, prizes, and the on-air celebrity. TradeShows Plus was responsible for making sure this area functioned seamlessly. This included identifying pertinent information, such as how many attendee’s could be accommodated by the activity if no restrictions were placed on the hands-on exercise and making recommendations for exactly how the activity should be run to achieve optimum performance. TSP was also instrumental in specifying booth communications for the promotion, copywriting, copy editing, art direction and overseeing the implementation of the promotional elements. TradeShows Plus & PPI supervisors were also present for the run of the show directing the rollout of the promotion and helping the sales staff in using the area effectively. TradeShows Plus hired and trained the hostesses used in the booth to attract an audience and ensured efficient traffic flow through the exhibit and promotional area. Gifts were carefully selected to tie into the promotional theme. Pre-burned CDs with a mix of music and messages about TechTV and CD openers were given away at the lunch counter. Attendees were also able to keep any CDs they burned. In addition, three grand prize drawings were held for a Sony CD burner. Trade Shows Plus, 1830 E. Carson St. Pittsburgh, PA • Telephone: 412.431.2525 • Fax: 412.431.2554 • [email protected] • www.tradeshows-plus.com Tactics Other critical elements of the strategic plan included: Interactive, touch screens were used in the booth to demonstrate the history of alternative music in the United States, reinforcing the promotional theme. Advertisements in the convention program, side ads on the shuttle buses, an insertion in the show daily, as well as other advertisements in industry publications promoted TechTV’s participation in the show. A 6-minute segment of TechTV content was showcased during NCTA in the Cable Channel Room. A post-show report was created with recommendations for improvements to the program for future shows. Results The audience rated TechTV’s unique approach and attention to detail tops. Attendees were very interested in learning how to burn CDs. In fact, the popularity of the activity caught everyone by surprise. The crowds waiting for bar stools were often three-deep, and Leo Laporte’s “star turn’ demonstrating the process and helping the audience was exceptionally well received. In fact, Leo’s star ‘burned’ bright during the entire conference since a small but exceptionally loyal cult of followers brought other avid Leo fans to the exhibit, increasing the number of qualified attendees who visited the booth. In all, TechTV was able to accommodate well over 1,000 attendees in the area, an outstanding average when you consider that each spent at least five minutes at a bar stool working the computers and listening to Leo. His pitch about TechTV’s accessible, hands- on programming, Tech Touchable, was on display first-hand in the diner. In the final analysis, understanding the difference between good ideas and good execution was the approach that allowed TechTV to leverage this concept and optimize performance. Trade Shows Plus, 1830 E. Carson St. Pittsburgh, PA • Telephone: 412.431.2525 • Fax: 412.431.2554 • [email protected] • www.tradeshows-plus.com.
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