Stone World

STONEXPO EXPANDS ATTENDEE MARKETING TO ENHANCE EXHIBITOR RETURN

September 1, 2003
Citing the need to provide enhanced customer satisfaction, StonExpo has announced dramatic increases to its marketing efforts for this year's show in Atlanta and for the future. Since its inception, StonExpo has served as the leading business forum for the stone industry. "StonExpo has long served the needs of the entire stone industry," said Pennie Sabel, show director. "Exhibitors have consistently been complimentary of the quality and quantity of attendees and this is reflected in our market research as well as feedback we get after every show. However, despite strong market activity, it's obvious that trade shows have to deliver more return for exhibitors and attendees if they are to remain effective marketing and business forums. That's why we're committed to making a good thing even better."

This year's show has seen significant increases in marketing and promotional activity. "We're pulling out all the stops to insure that StonExpo 2003 is the most successful show we've ever produced," said Sabel. Among the many enhancements to this year's marketing and promotional campaign is a new graphic look that gives the entire event a "richer and more polished feel." The use of stone in building and design always provides a highly appealing visual attraction. Now our visible show image matches the enhanced look of stone as it appears as an end product.

Other key elements of the new marketing strategy are the addition of new promotional pieces, higher frequency and an expanded target audience. StonExpo has more than tripled the number of promotional mailings. In addition to more brochures, the show is mailing focused pieces to key elements of the industry. Targeted e-mails and stronger industry association support are part of the new program as well. The campaign includes a direct focus on attracting more architects and designers, multiple mailings to fabricators, and a wider use of advertising in more industry publications. The show Web site has also been enhanced and features the introduction of a new product section that attendees can view to see new innovations being introduced at the show. "We are 100% committed to giving this industry the best possible return on its marketing investment. StonExpo is produced by a non-profit, industry-based organization, and our increased investment in the show is a tangible reflection of our industry mission," said Sabel.

StonExpo will be held December 4 to 6, 2003 in Atlanta's Georgia World Congress Center. For more information, contact StonExpo Federation, Inc., 70 North Market Street, Mount Sterling, OH 43143, phone: 740-869-9990, fax: 740-869-9991, e-mail: info@stonexpo.com.