‘The best trade show launch I’ve seen in 25 years’ (Austen Hawkins, CEO of exhibition industry experts F2F Events Ltd) Just one of the many plaudits given at last month’s Fabricator Installer Trade (FIT) Show; theorised, launched and marketed by full service digital creative agency Motionlab. A total of 5,810 visitors passed through the doors […]
‘The best trade show launch I’ve seen in 25 years’
(Austen Hawkins, CEO of exhibition industry experts F2F Events Ltd)
Just one of the many plaudits given at last month’s Fabricator Installer Trade (FIT) Show; theorised, launched and marketed by full service digital creative agency Motionlab.
A total of 5,810 visitors passed through the doors of the International Centre, Telford, over three days, to view the industry’s latest innovations and developments; a figure that exceeded the initial expectations of the event’s co-organisers.
Scheduled to be the first event of its kind for five years, the team at Motionlab were fully aware that they had their work cut out to convince those associated within glass and glazing of the relevancy of an exhibition in the present day. Many believed that it simply couldn’t be done, turns out they were wrong.
The FIT Show proved to be one of the biggest projects Motionlab has taken on in its eight-year history; an undertaking that every individual member of the 24 person team has had some involvement in.
Since being awarded the brief over 18 months ago, Motionlab has worked tirelessly; utilising multiple forms of offline and online communications, particularly social media, and producing various concepts such as the bold statement ‘everyone’s going’ to attract exhibiting companies and ‘I’m going’ to lure visitors to the venue. It undoubtedly had the desired effect.
Companies from all walks of the industry, at home and abroad, embraced the show right from the very beginning, resulting in over 170 exhibitors, including Motionlab, filling the UK’s 6th largest exhibition centre to capacity.
Visitor recruitment was intense, with key-decision makers i.e. directors/owners purposely being targeted, eventually accounting for 60% of those who attended; an impressive stat for an existing trade show, let alone one enjoying its inaugural year.
At its conclusion, exhibitors collectively expressed delight at the high volume of quality leads received throughout the event’s duration; the average number of leads captured per exhibitor being 147.
Mark Hanson, Marketing Manager at Ultraframe commented:
“It’s been a fantastic showcase and a real shot in the arm for the industry. You only have to look around to see the vibrancy and you can feel the buzz which has energised everybody involved. The glass and glazing industry has a certain reputation about it. It’s great to show people just how professional an industry it is.”
Co-organiser of The FIT Show, Paul Godwin, was equally pleased:
“However well an organiser of an event such as The FIT Show believes they may have done things, it is only when the doors open and visitors turn up that we learn if we have done our job properly. From Wednesday on it was clear that our belief that the window, door and conservatory industry wanted – needed – its own standalone event was justified.
”I am particularly delighted with and proud of the marketing campaign devised by Motionlab. Not only was it entirely original but it was also thoroughly executed and fulfilled. It continues to be a thoroughly enjoyable and rewarding relationship.”
Such was its success, that 43% of exhibition space for FIT Show 2014 has already been occupied, with several exhibitors rebooking their stands before the final day. Several new companies have also signed up for next year’s event.
Coincidentally, Motionlab has been retained as creative partners, with plans already afoot to make next June’s event an even bigger and better affair.