Some 15,000 people recently packed the historic Park Avenue Armory for Encore client, TEFAF New York, including CNN’s Anderson Cooper who purchased a painting from the 18th century for $275,000. The global art fair is an expansion of the 28-year old TEFAF brand, which brings together 270 dealers and 75,000 visitors from 60+ countries at its annual exhibition in the Netherlands, and the … Read the...

During our visit last month to Cannes 2016, the annual 12-day event in the South of France, it was hard to miss the marketing campaign for The Harmonist. There were 17 two-story high banners for The Harmonist (see full size photo) posted across the front of the historic InterContinental Carlton Cannes on The Promenade de la Croisette, the busiest street in the city during … Read the...

When we were in London last week, we saw a “station domination” in the London Underground (the Tube) promoting the RHS Chelsea Flower Show, which attracted more than 165,000 visitors and 500 exhibitors, by its exclusive sponsor, M&G Investments. The station domination, also referred to as an “advertising takeover”, was executed at Sloane Square, the closest station to the show venue on the Tube, … Read the...

Encore client, The Original Miami Beach Antique Show, used a multi-layer targeting strategy to focus the millions of online display ads it ran to drive attendance for its 55th edition, which wrapped up last Monday with nearly 1,000 dealers participating from 30 countries. We want to highlight one specific targeting layer of the campaign because we believe it is underemployed by event marketers. The … Read the...

Collaborative marketing with your exhibitors is a great way to stretch your marketing budget and drive attendance. We like the multi-faceted collaborative marketing program for the recent London Boat Show 2016 (LBS) so we share three of the tactics this organizer employed to help exhibitors promote their participation in the show to their audiences. (1) LBS offered exhibitors a robust package of online creative assets … Read the...

Event marketers face a growing challenge as their target audiences are spending more and more time with mobile, and engaging across multiple devices, for example, opening an email on their smartphone, and then switching to desktop to get more info and/or make a purchase. The challenge stems from the fact that cookies don’t work well on mobile, which limits your ability to target and track … Read the...