Creating a Buzz Even though the NRA Show is the restaurant industry’s biggest trade show, you can’t assume people will come for that reason alone, said NRA’s Mary Pat Heftman. “We believe in a strategy that provides as many reasons as possible to say, ‘Yes, I will register, book a flight and hotel, spend time [away from] my business.’” To that end, NRA added more networking events this

year, plus new social events and after-show parties. “It’s all in the combination of providing the attendees and exhibitors with the very best options for networking, see- ing/sampling products, entertainment, and a destination that will trigger them to not only attend, but stay engaged with the brand,” Heftman said. A walk through the show floor at McCormick Place

established that exhibitors weren’t passively displaying their products or services, but were looking for similar levels of engagement. “The key is to not just show up, but do something to create a buzz,” said Scott DeShetler, director of marketing for Ice-O-Matic, whose strategy for the 2012 show was a guerrilla marketing campaign that targeted show-goers at hotels and shuttle stops. Marketing staff carried placards and passed out pins with political-style slogans, such as “Demand More Ice for the Price” and “Just Say Yes to Productivity.” The guerrilla campaign was the kick-off to the com-

‘There’s a pent-up demand and excitement now to get back out and see what’s new.’

pany’s new advertising campaign, “The Ice Cold Truth,” and Ice-O-Matic invited attendees to “Join the Move- ment” for campaign updates and product information. “We’re number four in an industry of four, so we need to approach things a little differently,” DeShetler said. “Our goal was to create a buzz, but also generate some serious leads.” Another exhibitor looking to stand out was uniform

and culinary apparel company Chef Works. Rather than displaying its apparel on mannequins, Chef Works pro- duced an in-booth fashion show, complete with a glossy white runway, DJ, thumping music, emcee, and profes- sional models. “You have to have an edge,” said Marcee Katz-Coons, vice president of national accounts. “This year, everyone’s talking about the fashion show. It’s hard not to notice us.” While Chef Works provided a New York City–style fash-

ion-runway experience, Community Coffee invited attend- ees to head south. The Louisiana-based company’s tagline is “the genuine flavor of New Orleans,” and its booth deliv- ered on that promise by recreating a New Orleans street corner, complete with faux cobblestone floor, streetlights, and classic New Orleans streetcar. It wasn’t named Desire — but attendees seemed to get the picture.

PCMA.ORG JULY 2012 PCMA CONVENE 63