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| Client Case Studies |
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Re-branding a Convention
International Carwash Association (ICA)
Car Care World Expo, held annually, is a convention and expo serving the car wash, detail, fast lube, petroleum marketing, auto glass replacement and convenience store industries. The Expo is a blend of educational seminars and approximately 140,000 net square feet of exhibit space. More than 9,800 attendees utilize over 12,000 hotel room nights. Business owners, manufacturers, vendors and other industry professionals attend more than 40 sessions at this event.
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| Challenge: |
When SmithBucklin took over management of the ICA Professional Car Washing and Detailing Convention and Exposition we realized the industry was changing but the show was not reflecting the changes. Exhibitors were leaving or downsizing their booth space. |
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| Solution: |
SmithBucklin recommended special pavilions that would attract these new vertical segments within the industry, as well as changing the name to appeal to an expanding industry. SmithBucklin created customized sales letters which focused on key unique aspects for the show and the pavilions to attract these new exhibitors. We created new prospect list and targeted key companies to anchor the pavilions. The pavilions allowed the show to capture these new exhibitors and created a more horizontal show for attendees. |
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| Results: |
The Car Care World Expo doubled in size from 1994 to 2002. It grew from 60,000 net square feet in space to more than 140,000 net square feet in 2002. The show has also included track sessions that compliment the product and services displayed on the show floor within the pavilions. The Car Care World Expo is ranked as one of the largest 200 shows in the United States. |
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