Tradeshow – Association of Woodworking & Furnishings Suppliers (AWFS)

Attendee Marketing: When AWFS took the management of their tradeshow inhouse, they hired Smith Asbury to plan and execute the attendee marketing for the 2003 AWFS Fair. Tactics included advertisements, direct mail and email, as well as contests to win a trip to the Fair. Following the theme of "Keep Your Edge," the show attracted more qualified buyers in spite of the suppressed economy at the time.

Media Relations: SAI created key relationships with trade publications, resulting in cover stories on the Association and the volunteer leadership that was the backbone of this successful trade show. The result was so powerful that people started calling the show by the Association name, “AWFS Fair” rather than its descriptive name, “The Woodworking & Furniture Supply Fair.” Smith Asbury has also hosted the onsite press room at each show.

See more in the Case Study.