B2B+C Campaign CaseMARCOM12#ComeShareClient Personnel: Hessel SutterlandBohemia Personnel: Marco de Boer Tom Lawrence Bas Huissen Silvia Celiberti
SituationKluwer’s Adformatie organizes each year a MARCOM fair forMarketing Communications professionals. It’s one of the mostimportant because it sets the trend for the coming year.What will be this years theme to prolong the leader position?
Target• Increase the number of registrants to 15,000.• Increase the number of visitors to 7,500 (No-show is around 50%).• Increase the number of exhibitorsTarget group• Marketing and communications consultants on client & contractor side• Exhibitors
StrategyNot being the only MARCOM doesn’t mean you can’t be theonly one people think of. It’s all a matter of claiming you arethe only one. By writing the title in capitals, you make itBIGGER, add a year number and you’re the only annualMarketing Communications Fair that matters. Sounds toosimple? It still works perfectly.Theme each year to be ahead of the headlines to make eachedition memorable.
ConceptThis years theme responds to the prevailing zeitgeist; It’s theTime of Sharing. Managers, lecturers and suppliers are willingand anxious to share their know-how. More and more peopleare looking for content they can past through all sorts of socialmedia.So #ComeShare what you’d like to share at MARCOM12. Simplyby adding the #hash tag we hint the social element of this year.No need to be too explicit about it.MARCOM12: #KOMDELEN.