With each passing year and each of its annual conferences, the MFV strives to outdo itself – both in attendance numbers and in overall value for exhibitors and attendees alike. Unfortunately, recent economic factors have made this goal exceptionally difficult to accomplish. This year’s IFE in Washington, D.C. poised a unique opportunity to join forces with industry experts, Greenbaum Marketing and Fishman PR.

Months prior to the event, Greenbaum Marketing worked diligently with Tom Portesy (President) and Joel Goldstein (Marketing Manager) of MFV Expositions to discuss the goals of the show and review the existing marketing strategy. Our task was to serve as the creative agency and lend our marketing expertise to enhance strategy and improve the impact of all media and collateral related to promoting the show to prospective attendee and exhibitors. We leveraged the recognition and credibility of attending franchisors, implementing their logos in email and direct marketing campaigns. We created consistent messaging and imagery, showcasing the IFE as the premier expo of the year. We also re-designed the home page of the expo (www.ifeinfo.com) to improve online registrations and ensure we would gain the biggest benefit from MFV’s advertising and marketing efforts.

These enhanced advertising, marketing and online strategies netted the intended results and more: significantly increased exposure, higher attendance and better overall results than last year. We are proud to be involved with such a quality event and look forward to making the 2011 IFE even more successful.