Commodity Classic staff was invited to make a 75-minute presentation this week at the Professional Convention Management Association (PMCA) Education Conference. Commodity Classic staff members Dave Buchholz and Peggy Findley presented on improving the brand experience throughout all aspects of a trade show or convention—using the evolution of the Commodity Classic brand experience and brand messaging as a case study.

They discussed how Commodity Classic adopted a strategic plan focused on long-term growth; how the show engages proactively with its various audiences to gain continual feedback; and how the event’s brand messaging and marketing have changed and evolved over the past few years.

They encouraged attendees to focus on what each of their audience segments wants out of the event/conference—and how to use that information to build value for the event that results in long-term growth in attendance and quality.

Staff shared statistics on total attendance, first-time attendees, grower attendance, exhibitor numbers and media representatives to illustrate how the marketing and brand experience have had a direct and positive effect on growing the show.

Findley spoke at length about the importance of having collaborative partners including registration/trade show management, design/exhibit services, marketing/communication, event planning/branding services, audio/visual companies, advisory committees, grower leadership and others who need to understand the brand, understand the audience and work together to achieve the objectives and delivery of an outstanding brand experience for everyone who comes to the show.

“We had great questions and conversations with the audience at the end of the presentation—and both Peggy and I were approached by audience members for several hours later that afternoon,” Buchholz said. “Both of us felt that putting together this presentation was a great exercise for us too—as we were able to see and appreciate the progress and success Commodity Classic has enjoyed—and truly value the partnership of everyone involved on the team.”

Attendees at this annual conference are convention managers and meeting industry professionals from all over the country.