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Florida Restaurant Show
Florida Restaurant Show
Situation:The Florida Restaurant Show is one of the largest food and beverage events in the world. With more than 23,000 attendees, the show attracts visitors from all 50 states and 48 foreign countries. Before it was sold to Reed Expositions, the event composed the majority of the Florida Restaurant and Lodging Association’s operating budget. One year, a scheduling conflict resulted in 30% fewer exhibitors. Traditionally, trade shows only grow by 3 to 7% per year, and the prospect of reaching budget goals seemed impossible.
Solution:Quantified Marketing Group’s Founder and CEO Aaron Allen recognized that the show lacked full representation from the adult beverage segment of the industry and spearheaded an initiative to gain back lost booth sales through this untapped market. A Beverage Task Force was developed to give the show credibility as a marketplace for top buyers. Among the representatives were senior executives from some of the
world’s top suppliers, manufacturers, distributors and retailers of adult beverages.
The newly created Beverage Task Force was promoted in marketing materials and resulted in fueled booth sales.
Result:The show outpaced the previous year’s figures despite the obstacles and challenges of the date conflict. The show gained national recognition, and now many competing shows have modeled their strategies after those developed for the Florida Restaurant Show.
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