New Owner Helps Event Marketing Firm Stay on the Cutting Edge

Posted by Maggie Gallagher on Fri, Mar 23, 2018 @ 02:26 PM

Trade shows and conferences can be great opportunities for businesses to meet prospects—but they can also be crowded places where exhibitors find themselves in competition with hundreds or even thousands of other companies to catch the eye of attendees.

That’s why many exhibitors hire experts like Live Marketing, a U.S. firm that specializes in creating memorable experiences. For example, a food ingredient developer enlisted them when it sought to create a buzz around its newest solutions at an important industry event. Live Marketing’s answer: RFID sensors to trigger an interactive, multi-screen display when guests “pick and place” various food items, a novel approach that helped the client exceed its lead-generation goal.

Live Marketing pic.jpgFor a medical device maker, the team created a unique conference display featuring a glass-encased laboratory dotted with scannable hotspots that let the visitor experience its products firsthand. Each interaction prompted a brief video or augmented reality sequence, resulting in an immersive tour through the lab.

Underpinning those examples, and many other projects, is a reliance on technology to push the boundaries of what a live corporate event can be. It’s an approach that Anne Trompeter, then a 10-year veteran of the Chicago-area firm, brought to the forefront when she bought Live Marketing in 2014.

The organization has long had a prominent position within the world of corporate events. Launched in the 1970s, the agency was a pioneer in the experiential marketing industry. It was the brain trust that helped introduce the Intel Pentium processor and the world’s first flip phone to the marketplace.

When she took the reins four years ago, Trompeter’s goal was to make sure the firm didn’t grow stale. “I bought Live Marketing from its original founder with a clear vision to reinvigorate and refresh the company to be relevant for today’s sophisticated experiential marketing and technology-activated approaches,” she says.

In a short period of time, she’s helped make that vision a reality. The company has won numerous industry awards for its innovative, tech-based exhibits, and Trompeter recently garnered the Silver Stevie® award for Female Entrepreneur of the Year in The 2017 American Business Awards.

A Team Effort

Breathing new life into the agency hasn’t been a solo task, something Trompeter readily acknowledges.

One of the changes she made early on was to get the most out of what she saw as untapped potential within the staff. “I’ve shifted our creative process so we are all challenged to bring in new engagement ideas on a regular basis,” she explains.

She’s also put a premium on helping employees grow, either within their role or in new positions. In one instance, a member of the marketing team expressed an interest in being a producer, a job with which she had little experience. Not wanting to lose one of her valued employees, Trompeter helped ease her into the new role over a period of 18 months. “By mid-2017, she was full-time producer and is very happy and productive,” the executive says.

In another instance, the executive leveraged an employee’s degree in theater management by moving him up into a production role. Once an assistant to Trompeter, he’s now a full-time creative director with a roster of his own clients for which he writes and develops concepts.

“I consider it an achievement to cultivate the very best team who feels appreciated and able to do their finest work at all times,” she says. “The way I do that is listening to my team members and making adjustments based on what I’m hearing.”

As if running a top-tier events marketing firm isn’t challenging enough, Trompeter does it while juggling a litany of other roles. Among them: parent, church choir member, and triathlete.

Rather than detracting from her business responsibilities, she says those outside endeavors help keep her energized. “Training for races and triathlons plus my overall commitment to fitness keeps me physically and mentally healthy,” she says. “I apply that same focus and drive to my business. But I recognize the importance of a healthy work-life balance, not just for me, but for everyone on my team.”

A breast cancer survivor, Trompeter uses her professional success to support cancer research and other philanthropic causes and encourages her employees to perform charitable work as well. “Several employees suggested giving back more specifically to the communities where our offices are located,” she says. “So beginning last year, each office identifies and does two hands-on charitable give-backs, like serving in local soup kitchens and doing food distribution.”

“In 2018, our theme is ‘Get Engaged’,” says Trompeter. “I feel strongly that now more than ever we have a responsibility to be civic-minded. Getting more involved in our communities’ neediest populations is an immediate and personalized way to get engaged.”

Topics: marketing awards, American business awards, women awards, best marketing team, business developement, event marketing

Marketing Awards Opportunities

Posted by Michael Gallagher on Thu, Dec 01, 2016 @ 11:22 AM

The 15th annual American Business Awards, the premier business awards competition in the U.S.A. which attracts more than 3,000 nominations from organizations nationwide each year, is accepting nominations for the 2017 program. 

The American Business Awards recognize achievement in every facet of the workplace. Entry details are available at http://www.stevieawards.com/aba

REVIEW THE ENTRY KIT.

ABA female winners accepting.jpgAll organizations operating in the U.S.A. are eligible to submit nominations -- public and private, for-profit and non-profit, large and small. The last early-bird entry deadline is December 14 – with discounted entry fees. The final entry deadline is February 16 and late entries will be accepted through March 15. 

One of the larger category groups in The 2017 American Business Awards is the Marketing Awards categories. 

The Marketing Awards categories are divided into three groups:

Categories Include:

Marketing Campaign of the Year - Industry Categories

E01. Agricultural / Industrial / Building: for all related products, materials, tools and services.
E02. Automotive - Aftermarket: gasoline, motor oil, tires, batteries, paint, quick-lube, oil change, muffler, transmission, windshield wipers, enhancements, etc.
E03. Automotive - Vehicles: cars, trucks, motorcycles, both brand and model advertising.
E04. Beauty: cosmetics, fragrances, hair products, nail products, beauty services such as salons, spas, etc.
E05. Beverages - Alcohol: beer, champagne, liquor, wine, wine coolers, after dinner drinks, etc.
E06. Beverages - Non-Alcohol: diet and non-diet soda, coffee, tea, juices, milk, milk substitutes, bottled water, sparkling water, etc.
E07. Breakfast Foods: cereals and other foods intended primarily for breakfast consumption.
E08. Corporate Reputation/Professional Services: includes sponsorships, image & identity, communications to promote corporations, not exclusively their products. Includes business/professional services such as consulting, accounting, legal, employments, etc.
E09. Culture & The Arts: plays, museums, music organizations, concert series, cultural festivals, theater festivals, etc.
E10. Electronics: audio and/or video devices such as TVs, radios, mobile devices, home entertainment (DVD/Blu-ray players), cameras, computer hardware, game consoles, laptops, tablets, sound systems, etc.
E11. Energy/Nutrition Products & Services: products and services aimed at the energy, sports, wellness lifestyle. Vitamins, energy bars, drinks, etc.; weight loss and fitness programs/camps, training camps and facilities, etc.
E12. Entertainment & Sports: includes entertainment and sporting events. Sporting events such as the Super Bowl, sports teams, etc. All forms of entertainment including specific films, books, DVDs, videogames, games (online, mobile, social, board, card, etc.), entertainment apps, greeting cards, online, radio and TV programming, etc.
E13. Fashion & Style: brands of clothing, eyewear, footwear, hosiery, jewelry, accessories, etc.
E14. Financial Cards: credit, charge, debit, reward, phone and other cards.
E15. Financial Products & Services: communications promoting overall image and capabilities of a financial institution and specific products or services including home banking, loans, mortgage, mutual funds, traveler's checks, etc.
E16. Government / Institutional / Recruitment: municipal or state economic development, lotteries, utilities (i.e. electricity conservation messages), membership drives, armed forces marketing communications. Includes political messages and special interest/trade group communications.
E17. Healthcare - Disease Education & Awareness: communications to educate and/or spread awareness about a certain disease or health issue, whether to healthcare professionals, patients, and/or consumers.
E18. Healthcare - OTC: communications efforts for products that may be purchased without a subscription that address a specific illness, disease, or health issue, whether to healthcare professionals, patients, and/or consumers.
E19. Healthcare - Rx: communications efforts for products that may be purchased with a subscription that address a specific illness, disease, or health issue, whether to healthcare professionals, patients, and/or consumers.
E20. Healthcare - Services: marketing communications efforts that were developed for hospitals, HMOs, referral services, dental and medical care services, or chronic care facilities, whether to healthcare professionals, patients, and/or consumers.
E21. Home Furnishings & Appliances: kitchen appliances, air conditioners, carpeting, furniture, decorator's supplies, paint, wallpaper, etc.
E22. Home Supplies & Services: cleaning products, waxes, detergents, floor-care products, fabric softeners, paper products, domestic services, mowers, fertilizers, lawn care, gardening services, etc.
E23. Insurance: communications promoting specific products or services related to insurance and the capabilities of financial institutions offering these services. All types of insurance are eligible (home, auto, financial, health, life, travel, business, etc.).
E24. Internet / Telecom: wireless/cellular providers, high speed Internet access services, online services, portals, search engines and related Internet products & services (including SaaS/IaaS and Cloud-based services), bundled communications (Internet, telephone, and cable TV).
E25. Leisure Products & Services: recreational, sporting, and camping goods/services and other items/services intended for leisure activity.
E26. Media & Entertainment Companies: broadcasters, magazines, newspapers, web sites, consumer or trade media, radio and television stations, including networks.
E27. Office & Delivery Products & Services: delivery - overnight delivery, packagetracking, international service, etc. Office - printers, physical servers, fax machines, copiers, supplies, office furniture, etc.
E28. Packaged Food: packaged and frozen foods both regular and diet/light.
E29. Personal Care: soap, dental products, face & body lotions and cleansers, cotton swabs, deodorants, feminine hygiene products, razors, shaving cream, etc.
E30. Pet Care: animal care products and services of all types, including food, toys, veterinary and boarding services, training, and breeders.
E31. Real Estate: homes, real estate brokers, malls, etc.
E32. Restaurants: quick service, casual dining, mid-scale, white table cloth and other restaurants.
E33. Retail: general -- stores and/or web sites that provides a multiple range of non-related or generally related merchandise, which include department stores, food retailers, and discount/bulk retailers, craft stores, etc. Specialized -- stores and/or web sites that specialize in one particular line of products (e.g. clothing, fashion, jewelry, health food, shoes, pet care, toys, greeting cards, etc.).
E34. Snacks / Desserts / Confections: ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
E35. Software & Apps: software, groupware, operating systems, or software stored locally on a computer, tablet, or mobile device. (See category E24 for Saas/IaaS or Cloud-based services, and category E12 for online and mobile games.)
E36. Transportation: air, train, bus/trolley, taxi, subway systems, bike shares, car rentals, leasing not including automobile sales/leasing, ferries, etc.
E37. Travel / Tourism / Destination: cruises, hotels, resorts, amusement parks, travel websites and booking services, travel tours, tourism campaigns, etc.

Marketing Campaign of the Year - Specialty Categories

E40. Brand Experience of the Year - Business-to-Business: recognizing work that reaches out to business audiences to establish meaningful relationships, memorable, engaging experiences, and unique connections with their brands.
E41. Brand Experience of the Year - Consumer: recognizing work that reaches out to consumer audiences to establish meaningful relationships, memorable, engaging experiences, and unique connections with their brands.
E42. Branded Utility of the Year: recognizing products and services created to address a marketing or business challenge, not to be sold, as part of a marketing program itself.  Entrants must explain the product or service created in response to the challenge, its roles and objectives, and how it was communicated to its audience, and the results achieved.  (New category for 2017)
E43. Mobile Marketing Campaign of the Year: for campaigns targeted to consumers' mobile devices.
E44. Branded Content Campaign of the Year: recognizing work that has used branded content - original or sponsored - to reach out to audiences to establish meaningful relationships, memorable, engaging experiences, and unique connections with their brands.
E45. Online Marketing Campaign of the Year: for campaigns that were conducted in their entirety online.
E46. New Product or Service Introduction of the Year: for campaigns conducted to introduce a new product or service to the U.S. market.
E47. Small-Budget Marketing Campaign of the Year (<$3 million)
E48. Viral Marketing Campaign of the Year: for campaigns that used word-of-mouth, video stunts, and other viral tactics as their primary means of communication.
E49. Youth Marketing Campaign of the Year: for campaigns that targeted the youth market (up to age 24).

Marketing Professional Categories

E50. Marketing or Advertising Agency of the Year
E51. Marketing Department of the Year
E52. Marketing Team of the Year
E53. Marketing Executive of the Year
E54. Marketer of the Year: recognizing non-executive marketing professionals.  There is no entry fee for this category

Topics: marketing awards, American business awards, best marketing, best marketing campaign, best marketing team, Marketing