BtoB Media Business - November 2007 - (Page 31) Events Heli Expo trade show a hit Bell Helicopter Textron debuts new product successfully at annual association event BY CAROL KROL B ell Helicopter Textron, a helicopter manufacturer, wanted to introduce a new aircraft, the Bell 417, with a splash at last year’s Heli Expo, a big trade show produced by Helicopter Association International that attracts 30,000 people. “Heli Expo is the helicopter show in the world for the year,” said Mike Cox, VPcommunications for Bell Helicopter. “All your competition is there as well, and they are all trying to outdo you.” Bell also was competing with itself. The year before, it introduced a completely new aircraft at the same trade show and it was such a success that the benchmark was set high. “[We] wanted to match or surpass the success we had with the show the year before,” Cox said. “We were concerned that this would be a big ‘so what.’ ” The manufacturer also wanted to target the right audience: CEOs, helicopter owners and helicopter operators, the final decisionmakers with the authority to purchase aircraft, paying particular attention to highvalue existing customers. Immersing these target customers in the Bell brand at all touch points, with a showstopping event to unveil the helicopter, was the strategy behind an event marketing plan created by Bell, its event marketing partner, Exhibitgroup/Giltspur, and its Irving, Texas-based agency, TM Advertising. Campaign elements included preshow direct mail and print ads, and items distributed to hotel guests at the show. Bell did its own PR in-house. Bell Helicopter Textron unveiled its Bell 417 model at last year’s Heli Expo in Dallas. John Jastrem, president-CEO of Exhibitgroup/Giltspur, said Bell, the ad agency and his company worked closely together throughout the process. “Rather than just trying to execute with limited understanding of the strategy our team went in and sat down and consulted with the client and its ad agency on the front end of the project,” he said. Bell gave Exhibitgroup access to its Bell’s CRM system, and Exhibitgroup was able to tie into that system to help Bell profile the marketing manager for Interbike, a division of Nielsen Business Media. “The nonexhibiting attendees alone totaled more than 11,000, which was the highest number we’ve ever had. …There was also a great buzz on the show floor this year.” Exhibitor comment: “It’s the ultimate gathering for North American retailers in the bike industry,” said An Le, global marketing director for Giant Bicycles. “The one thing about the show is it is very consistent in terms of attendance. It’s always been consistent in its ability to attract 10,000-plus retailers. … For us, the show is about building relationships and connecting with retailers on a one-on one level.” Breakdown: Besides being the premier right targets in its database. “That’s actually fairly unusual,” said Tom Merrill, Exhibitgroup VP-aerospace and defense. Print advertising began 60 days before the show with teaser messages. “Look up. See Bell” was the tagline. Thirty days before the show, invitations were sent by direct mail to a targeted list of 1,800 customers and prospects, inviting them to Bell’s CEO reception and its unveiling event in the exhibit hall. All campaign materials maintained the “Look up. See Bell” theme and were designed to prompt the question “What will I see when I look up?” Attendees received a room key card with Bell messaging printed on it at check-in. Additional room drops occurred during the show and included a branded neck pillow, sunglasses and Do Not Disturb signs. The actual event included a series of videos, a Cirque Productions aerial act and a Japanese taiko drum ensemble accompanied by electric guitar and violin, special lighting, fog and the fabric-shrouded helicopter. CEO Mike Redenbaugh made remarks as the program built to a crescendo. With music playing and the aerialists performing, Bell unveiled the helicopter. Attendance—1,500—far exceeded expectations. Media coverage was favorable, with stories in the show daily and aviation trades. Perhaps most important for Bell, though, sales exceeded goals. The company walked away with 100 orders for the new helicopter the day the show ended. EVENTS SHOW SPOTLIGHT Interbike OutDoor Demo and Interbike Expo Owner/Producer: Nielsen Business Media What: Bicycle industry business-tobusiness event Where: Sands Expo and Convention Center, Las Vegas Date 2007: Sept. 24-28, 2007 Date 2008: Sept. 22-26, 2008 Floor space this year: 378,000 sq. ft. Floor space last year: 305,000 sq. ft. No. of attendees this year: 23,000 No. of attendees last year: 22,000 No. of exhibitors this year: 750 No. of exhibitors last year: 735 Producer comment: “From the measurable metrics side, it was pretty close to our largest show,” said Rich Kelly, event for cycling retailers, the Interbike show also managed to rally attendees beyond the walls of the convention center with outdoor competitive cycling events to experience the sport. Those included the Interbike OutDoor Demo, the Excel Sports CrossVegas cyclo-cross race and the WCSN USA Crits Finals. mediabusinessonline.com | November 2007 | Media Business | 31 http://mediabusinessonline.com
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