Kluwer's Adformatie organizes an annual MARCOM fair for marketing and communications professionals to set trends for the coming year. The 2012 fair theme is "It's Time for Sharing" (#ComeShare) to encourage attendees to share their knowledge through social media. The campaign aims to increase registrations to 15,000, visitors to 7,500, and exhibitors. Visual materials like leaflets, ads and banners promote MARCOM12 and the theme of sharing through the #komdelen hashtag. Results will be reported after the June 2012 event.

1. B2B+C Campaign Case
MARCOM12
#ComeShare
Client Personnel: Hessel Sutterland
Bohemia Personnel: Marco de Boer
Tom Lawrence
Bas Huissen
Silvia Celiberti

2. Situation
Kluwer’s Adformatie organizes each year a MARCOM fair for
Marketing Communications professionals. It’s one of the most
important because it sets the trend for the coming year.
What will be this years theme to prolong the leader position?

3. 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 exhibitors
Target group
• Marketing and communications consultants
on client & contractor side
• Exhibitors

4. Strategy
Not being the only MARCOM doesn’t mean you can’t be the
only one people think of. It’s all a matter of claiming you are
the only one. By writing the title in capitals, you make it
BIGGER, add a year number and you’re the only annual
Marketing Communications Fair that matters. Sounds too
simple? It still works perfectly.
Theme each year to be ahead of the headlines to make each
edition memorable.

5. Concept
This years theme responds to the prevailing zeitgeist; It’s the
Time of Sharing. Managers, lecturers and suppliers are willing
and anxious to share their know-how. More and more people
are looking for content they can past through all sorts of social
media.
So #ComeShare what you’d like to share at MARCOM12. Simply
by adding the #hash tag we hint the social element of this year.
No need to be too explicit about it.
MARCOM12: #KOMDELEN.

6. Visuals
MARCOM12: #KOMDELEN
Media
Leaflets
Moodboards
Ads
Banners
Signage

7. Leaflet annex Poster
for exhibitors at MARCOM12

8. Mood board
for potential exhibitors at
MARCOM12

9. Ad for exhibitors in
Adformatie Magazine.

10. Spread for exhibitors in
Adformatie Magazine.

11. Banners
on Creatie.nl.

12. Results
The campaign is still running. We’ll update this presentation the
week after MARCOM12.
#komdelen 13-14 juni Amsterdam RAI.

13. Be memorable.
For more information:
Hugo Kalf hugo@bohemiaamsterdam.com
Kyra Roest kyra@bohemiaamsterdam.com
Bohemia Amsterdam
Sint Pieterspoortsteeg 23a
1012HM Amsterdam, Netherlands
+31 [0]20 42 33 555
bohemiaamsterdam.com