The FIT Show’s creative and digital partnership with Motionlab continued to bear fruit for the event’s organisers after this year’s national glazing showcase drew its largest audience yet and a record volume of leads for its 300+ exhibiting companies.
Our creative demonstrated that Motionlab could drive the right audience across the three days with a positive increase in overall visitor numbers for both unique and repeat visits. Our intelligent multi-channel marketing also reached over four million contacts.
We have acted as creative and digital partner to FIT Show since its inception in 2013 when we catapulted it into the consciousness of those involved in the window, door, flat glass, and components market with our award-winning ‘Everyone’s Going’ theme.
This campaign centred around the ‘stars’ of the industry, the people on the very frontline within the industry, and it has set a benchmark for all subsequent campaigns. Featuring people has become a brand element that we believe has a strong identity, however, for the 2019 campaign we needed to be more inclusive, with a broader landscape.
Underpinned with the overarching message ‘Where everyone connects’, we paid respect to the initial campaign by giving subtle hints to the wording and sentiment – with more animation, more interaction, more relevance and more focus on the target audience.
A number of sub messages were also initiated by the team to run concurrently with the main campaign theme:
Executed on and offline, our creative activity incorporated Photoshoots, Copywriting, Direct Mail, Press Ads, Social Ads, Web Creative, Remarketing/Digital Ads and NEC Stand Graphics.
The tone throughout the campaign needed to not only be consistent but provide a persuasive delivery to elevate FIT Show to its 2019 status (bigger, better, more products) at the same time as reassuring previous exhibitors that the event has not forgotten its origins.
It was about ‘driving the right audience’ – showcasing how we understand the grassroots of FIT Show – the people on the tools. We adapted our messaging and distribution channels to ensure that we engaged this audience.
To suppress any possible reticence exhibitors had about taking up stand space in the current tough political and economic climate, we communicated the value and competitive advantages of exhibiting (benefits of the NEC, broader / bigger appeal).
We also reinforced to the audience (past and new) that exhibiting at FIT Show would remain a trusty platform for generating leads and connections in these uncertain times, publicising the array of innovations and services that would be present to reinforce this messaging, and using brands and products to illustrate the need for them to be there from a competitor perspective.
Key figures within recruited companies were put at the centre of the promotional campaign in a suite of videos where they each proclaimed “I’m Going” to encourage their industry peers to exhibit too.
FIT Show Event Director, Nickie West, said: “Motionlab have been a key partner in the success of the FIT Show from the concept back in 2013 to the most successful event in 2019.
“Their ability to understand the demands of an exhibition organiser from finding exhibitors to visitors is unparalleled. They have the skills to create a campaign and creative execution that disrupts the usual exhibition narrative and engages exhibitors and visitors. The comfort in having an agency that can sort every element of creative and marketing across the entire ecosystem of a show is a very unique thing!”
Having drawn a record number of visitors and exhibitors in 2019, the bi-annual event will revert to an annual proposition from May 2020.
Motionlab is extremely proud to have once again been a part of this most recent chapter in six years’ worth of growth and success for FIT Show Chairman, Matthew Glover, and his team.
Copywriter
