Frost Miller Group recently developed a marketing and rebranding plan for Manila F.A.M.E. International, designed to help the semi-annual expo recapture its position as a leader in its industry. The expo showcases high quality home and fashion lifestyle products produced in the Philippines. It was the first of its kind in Southeast Asia, but had lost market share to high-volume producing countries like China and Viet Nam.

Most of the hands-on research was actually feet-on research - I spent a significant amount of time on the show floors talking to exhibitors and buyers. I also visited competing shows in Thailand, Hong Kong and mainland China and of course at the benchmark home products show, Maison & Objet, in Paris.

We developed a detailed plan for rebranding the show to focus on its core strengths of creativity and ingenuity, and a marketing plan that maximized exposure to buyers from around the world.  

We recommended adding new exhibitor categories, integrating exhibitor groups who had splintered off to form their own shows, and inviting compatible shows to co-locate. We suggested adding public relations, search engine marketing and improving the direct mail/email mix; and even operational improvements of interior design, location and quality of venues and integrating native entertainment to make the show more fun.

And our plan was well received - Manila F.A.M.E. mentioned our study in a recent article.

My experience confirmed that tradeshows everywhere struggle with the same issues - how to differentiate themselves in crowded marketplaces, maintain market share in challenging economic times, reach more qualified prospects with diminishing resources, and help exhibitors make the most of their tradeshow experience.

I also learned some valuable personal lessons.

All of the people I met in the Philippines were absolutely lovely and treated me with incredible kindness and respect. And for that matter, so did the people from the "competing" countries of Thailand, China and France - despite my English-as-an-only-language handicap.

Most importantly, I recognized the vital importance tradeshows have, not only to certain industries, but to entire countries. In places like the Philippines, where poverty is a serious issue, the success or failure of an expo affects an exhibiting furniture manufacturer from, say, Cebu Island, which in turn has a profound impact on its rattan weavers and wood workers. It means the difference between earning a satisfactory wage (which, according to a 2005 study, averaged approximately US $146 a month) and barely surviving. Meeting these hard working people gave me added incentive to develop the absolute best plans we could, and I am reminded of that experience every time we develop a marketing plan, exhibitor prospectus or tradeshow Web site today.

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