ASD Marketweek Shows Significant Growth in Buyer Attendance Numbers
Emerald Expositions’ASD Marketweek not only scored 14-percent growth in buyer attendance, compared with last year, but also VIP attendance surged 23 percent throughout the four-day show.
The increase was attributed to a number of different strategic marketing and internal restructuring initiatives, according to show organizers.
“We substantially enhanced our marketing budget this year to invest in a rebranding campaign, increase outreach campaigns including print and digital media buys, expanded engagement across all social media platforms, expanded our VIP buyer program, and launched a dedicated blog intended to keep buyers engaged throughout the year by continuously focusing on highlighting ASD Marketweek vendors,” said Karalynn Sprouse, Merchandise and Sourcing Group executive vice president.
She added, “Additionally, we tripled our internal Buyer Acquisition team dedicated to more regions across the United States and around the globe.”
In addition to expanded efforts in getting buyers through the doors, the show, held Aug. 2-5 in the Las Vegas Convention Center, also took steps to ensure that the buyers’ experience at the show was productive.
Onsite kiosks staffed with experts, as well as the launch of a dedicated mobile app, helped the discovery of new categories and new vendors.
In addition, both buyers and attendees had the opportunity to attend nearly 100 sessions presented by industry experts.
ASD Marketweeks’ Source Direct program continued to bring valuable resources to the exhibitors and importers in attendance, according to show organizers.
“We are thrilled with the final reported attendee numbers,” said Camille Candella, vice president of marketing.
She added, “We set very high expectations for success for this event, and while we knew there was no guarantee that we’d meet those expectations, we implemented a strategic plan, everyone on the team worked diligently on executing that plan, and the hard work paid off!”
ASD Marketweek also saw a significant increase in first time attendees.
“We’ve been attending shows for 32 years but this is the first time we’ve been to ASD,” said Curt Lambrecht, part of the Palmer Buying Group and owner of Lambrecht’s Gifts, in New Ulm, Minnesota.
He added, “I like it here, I find that ASD Marketweek is cheaper, but deeper.”