CHICAGO – World events and a sagging economy didn’t keep marketers from coming out in force to share ideas, hear about the latest trends, get a peek at the latest products and services, and network with their peers at PROMO Expo.
More than 3,000 attendees registered for the annual event — held at Chicago’s Navy Pier — which began Monday and ends today.
“For myself and others I’ve spoken to here, this is the first business trip since the Sept. 11 tragedy,” commented one attendee, who flew in from New York City. “This is a great event because there’s so much creative energy here, so many interesting suppliers in the exhibit hall, and such a feeling of unity and togetherness. It’s been very uplifting being here.”
Some highlights:
-The PROMO Expo Mobile Marketing Showcase featured 14 mobile vehicles on display outside Navy Pier. Chicago agency Marketing Werks brought together these brand vehicles from around the country — including the Hershey’s Kissmobile, the Spammobile, and others — to provide a real-world backdrop to several packed sessions on the subject of mobile marketing. The spectacle not only attracted the attention of Expo attendees, but also extensive TV coverage on Fox and NBC morning shows.
-By far the most popular conference session was Experiential Marketing, which drew a standing- room-only crowd of more than 150 people out to hear from top marketing executives from Anheuser-Busch and Lincoln Mercury about how they bring their brand messages to life in memorable ways and wrap their brand around the consumers.
– The keynote presentation by top marketing execs from McDonald’s and The Walt Disney Co., who (for the first time anywhere) co-presented details and a status report on their historic 10-year marketing alliance. One measure of the success of the relationship: The two McDonalds restaurants at Disney’s theme parks are the highest grossing stores of the 29,000 restaurants in the worldwide McDonalds chain. Also, the executives announced that they will likely renew their alliance when the current arrangement ends in 5 years.
The 11th PRO Awards was a resounding success, with close to 400 people attending the evening gala. Ryan Partnership and GE Financial captured top honors at last night’s PRO Awards ceremony, winning Best Overall Campaign award for an innovative promotion that entailed dropping wallets on busy streets and driving traffic (and business) to the client’s new Web site.
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