"I'M NOT BLOWING SMOKE."
Robert Laarhoven has many interests – they range from the hit movie "Top Gun" to the renowned explorers Lewis and Clark. But besides cinematic and historical passions, beMatrix© USA's president also has a guilty pleasure. "Cigars," he admits. "But they're my last vice."
But what isn't a bad habit are the results he gets rom advertising in EXHIBITOR magazine and appearing at EXHIBITORLIVE. In fact, the magazine and the training conference for trade show exhibit and event managers and marketers helped beMatrix© make Inc. magazine's prestigious annual list of the 5,000 fastest-growing privately held companies for the last three years running. "None of that success would be possible without our ads in EXHIBITOR magazine or booths at EXHIBITORLIVE," says Laarhoven, "and I'm not blowing smoke."
"when pigs fly"
Amy Sondrup, the president of Access TCA Inc., likes her company to go the whole hog. Like the time the Whitinsville, MA-headquartered business supported a pig race for an exhibit at an animal health show, resulting in a multi-swine pile-up and a porcine "Ocean's 11"-type theft of Oreo cookies. "Our team lives for the moment a show opens, the lights go on, attendees flood the floor, and find something from us they haven't seen before," says Sondrup.
The company goes hog wild when it comes to marketing, too. Advertising in EXHIBITOR Magazine's print and online versions, appearing at EXHIBITORLIVE, and sponsoring CTSM program activities and EXHIBITORFastTrak Providence resulted in a recent 72-percent surge of traffic to Access TCA's website. "We'll stop marketing with EXHIBITOR," says Sondrup, "when pigs fly."
"WE ARE THE CHAMPIONS"
For 38 years, Champion Logistics Group has transported everything over the country's asphalt streets and concrete highways from luxuriou classic cars to life-sized replicas of velociraptors. So when the Northlake, IL company does its marketing, it looks for promotional vehicles that are equally kings of the road: EXHIBITOR Magazine. "We receive so much traction from advertising in EXHIBITOR," says C.J. Berg, the company's director of sales and marketing, "that we allocate more of our annual budget to it each year."
In fact, the family-owned business also exhibits annually at EXHIBITORLIVE, earning an average of more than 100 qualified leads with a conversion rate that pays for its appearance by more than 500 percent. "We are the champions," says Berg, "and EXHIBITOR helps us stay that way."
"ONE TIMES SIX
No, Cheryl Wood isn't bad at math. In fact, when the director of business development for ADEX International, which creates nearly 2,300 exhibits and events annually, totaled the figures after running one ad six times in EXHIBITOR Magazine, she found new client leads had rocketed by 20 percent. "EXHIBITOR helped us share our strengths and capabilities with more customers than ever," says Wood.
For Wood, it all added up. By advertising in EXHIBITOR Magazine, the Cincinnati-based company found a way to tell its story, which ranges from New Orleans to New Delhi, and encompasses everything from a statuesque riff on the Venus de Milo to a life-size foam replica of Stonehenge. "It's an advertising formula we'll gladly repeat again," says Wood. "One times six equals twenty."