I read with interest Trevor Foley’s article supporting the wonders of F2F marketing (MW January 19). If only exhibition organisers knew what above and below-the-line marketing was and where to use it, they might stand a chance of wiping the floor.
Sadly almost all exhibitions are run by ex-media sales reps who have switched job titles to marketing. They haven’t got a clue – the communication is awful. Just think of the Boat Show and the Ideal Home Show efforts at trying to communicate the excitement and atmosphere of their shows, they don’t do them justice.
Perhaps it’s because the creative strategy they run is nowhere near the line, never mind above or below it. As a result, their media spend and contra deals turn to wallpaper, ie “other”. So, if your own communication is so poor, how can your exhibition be so good? This isn’t “A Field of Dreams”.
Why should client hand over thousands of pounds to an exhibition organiser who often just sits in the way of the brand. Suddenly conventional boring above-the-line advertising looks quite attractive. At least you’re in control of your message and where you put it.
A “through-the-line” practitioner
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