Established in 1998, the Sizzle Awards competition is judged by marketing experts in a variety of disciplines. Winners are featured in the October issue of EXHIBITOR magazine and will be honored at EXHIBITOR2012, the national conference and exhibition for exhibit and event marketers.
The Integrated Program award highlights a promotional marketing program incorporating the same theme or message in multiple promotion components, such as direct mail, giveaways, presentations, traffic builders, advertising, etc.
MG Design’s recognition is awarded on its integrated marketing concept “Mansion of Mystery,” which premiered at the 2011 EXHIBITOR Show. This Sizzle Award marks the third time in four years that MG Design has received the award for integrated marketing excellence.
“We don’t just build exhibits, we build experiences,” said John Patten, president, MG Design. “To build the best possible experience, the process requires an integrated marketing campaign. It means so much to the entire MG Design team to be acknowledged for the sizzle we bring to each project.”
MG Design Associates was determined to create an experience that would resonate with the exhibit managers who attended EXHIBITOR2011 and clearly differentiate MG Design. They wanted to create a one-of-a-kind experience customized to each attendee’s hot buttons that also spoke to the overall issue of how to effectively integrate emerging technology into a tradeshow program. It also had to be fun.
Reminiscent of a popular mystery board game, the MG Design Mansion of Mystery was based on the premise that technology is often a mystery to exhibit managers. The exhibit was a fresh look at how technology could be used to enhance lead and data capture; tailor and target content for attendees; and provide enhanced brand experiences. The exhibit provided a clear look at new and existing technology options and the benefits of using these technologies while illustrating how to integrate them into a powerful exhibit experience.
“We wanted each exhibit manager to have a personalized journey based on the issues facing their exhibit program,” said Ben Olson, director of marketing, MG Design. “The Mansion of Mystery characters helped them with their challenges while taking the mystery out of exhibit technology and demonstrating MG Design’s capabilities. And, because we know many exhibit programs have more than one challenge, we saw several exhibit managers coming back through The Mansion to experience a different hot-button.”
Derse, who is celebrating their 7th Sizzle Award, won within the integrated marketing category for the program, “Step Outside Your Comfort Zone,” which also debuted at EXHIBITOR2011.
Derse’s goals with the “Step Outside Your Comfort Zone” Seed Idea was to inform EXHIBITOR2011 attendees how Derse helps guide clients in delivering results for the new level of accountability that marketers are being held to within their face-to-face marketing programs. This campaign highlighted the hidden dangers of settling into a low-anxiety, low-risk pattern (a Comfort Zone).
Derse staffers then led attendees Outside of their Comfort Zone to convey how Derse provides clients with innovative and seemingly uncomfortable solutions that can actually drive great results for program investments.
“We are thrilled to have been honored by EXHIBITOR for our 2011 marketing campaign,” said Heather Rosenow, VP of marketing for Derse. “Following the recent economic downturn, Derse recognized that while face-to-face marketing budgets are starting to return, our client’s marketing teams are being held to a new level of accountability for their program investment. We used “Step Outside Your Comfort Zone‟ to illustrate how Derse can help drive smarter solutions that trim unnecessary expenditures and use those cost savings to deliver enhanced engagements, meaningful, measurable results and increased sales.”