In a multi-year partnership with UBM (and later Informa Markets via acquisition), LACED Agency was engaged to aid both the sales & marketing teams by driving attendance for the annual Licensing Show. LACED Agency focused on creating original content for ongoing Video & Social Media Campaigns; engaging key buyer & brand attendee personas. We created interest among these groups by designing new content marketing each year to highlight both big and emerging brands, as well as retailers & buyers through promotional posts, contests, educational content, fun facts, and 1st hand testimonial posts. Video Marketing focused on Countdown Videos, Sizzle/Buzz Videos, What to Expect Videos, Why Attend Videos, Testimonial Videos, Vertical Specific Value Videos, as well as Edutainment Videos for new attendees.

One edutainment video was designed to promote a show application called “Matchmaking App” helping attendees meet the right decisions makers to drive business. The video helped drive downloads pre-show & at the show. The second edutainment video was designed to explain the basics & value of “licensing” to new attendees worldwide.

The Digital Campaigns were distributed via a strategic game-plan that deployed on both social media and digital media channels. LACED implemented pre-show campaigns, during the show campaigns, and post-show campaigns – all designed to drive attendee leads up to the annual show, engage show interest, and lock in future attendees for next year’s show.