The International Manufacturing Technology Show is the largest manufacturing event in the US and one of the largest in the world. Every two years in the summer, the show draws thousands of exhibitors and over 100,000 attendees. As the media sponsor, our role was to promote the sponsorship opportunities to exhibitors. I developed a plan around a training event for exhibitors that happens in the winter before the show. The kernel of the campaign was an idea on how to stand out in a crowd that large. To be successful, you had to “Make Some Noise.”
