The total attendance, including both attendees and exhibitors, for the 2003 exhibition reached 5,085. This represented a 20% increase over StonExpo 2002, according to show management. “StonExpo has been the stone industry's leading show for 15 years, and the level of support for this event proves that StonExpo is still regarded as the best place to learn about new developments and to conduct business with major suppliers of all types,†stated Pennie Sabel, Executive Director, adding that the show's growth can be attributed to aggressive marketing and promotion, new attendees and updated conference topics introduced by the MIA. “A success like this is no accident. We not only took steps to upgrade our event marketing, but we also made sure our program content was updated to deliver the best information possible to help our attendees keep ahead of industry trends and build their business.â€
This year's improved marketing and promotional campaign included a new graphic look that added a richer and more polished feel to the exhibition, reported show management. Additionally, there were new promotional pieces and a higher frequency and expanded target audience for the campaign. The show also mailed focused pieces to key elements of the industry. Targeted e-mails and stronger industry association support were also part of the new program.