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enjoys Chicago, but we knew they would want to experience it in the way they traditionally have, in terms of convenience and enjoyability.” And so with that — and the incentive of a city-provided financial package that media sources estimated at $2 million


— NRA announced its show would stay in Chicago, but move up by two weeks, to May 5–8. The association then unleashed a torrent of advertising and marketing communications to promote the new dates. The message was well received. Several weeks prior to the show, NRA announced that the 540,000-square-foot show floor — nearly six square miles of exhibit space — was completely sold out. Close to 2,000 companies, including 500 new exhibitors, had filled every available inch of McCormick Place and were ready for the show, new dates and all.


MAKING ITS CASE Changing the show weekend for the first time in 30 years was a significant shake-up, but Heftman and her team had more up their sleeves, including a rebranding effort and a new mar- keting campaign. “We update our on-site look every three years, [but] this was much more than a redesign,” Heftman said. “We developed an entirely new campaign concept and messaging, as well as a look and feel.” The new look was intended to energize attendees after a


Seasonal Mix New this year — a Chef Works fashion show (above) and the Operator Innovations Awards (left).


couple of hard years. According to consumer market research company NPD Group, the number of U.S. restaurant visits fell by more than two billion between 2008 and 2011. But now, after a slight rebound last year and a positive — if not ebul- lient — forecast for 2012, the industry is feeling a bit more sure-footed. According to NRA’s own 2012 Restaurant Indus- try Forecast, total restaurant sales are expected to reach a record high of $632 billion this year, a 3.5-percent increase over 2011. And according to NRA’s April 2012 performance index, restaurant operators’ outlook for capital spending is at its highest level since summer 2007. “There’s a pent-up demand and excitement now to get back


out and see what’s new,” Heftman said. “People are ready to not just stay the course, but step it up. They’re making commitments to capital spending, and they’re excited to get together again.” NRA wanted to be ready for that. So, starting more than a


year out, the association began exploring new branding and marketing paths for the show. Focus groups helped organizers capture attendees’ perceptions of the show, and they used that insight to develop a new theme and creative concept for 2012:


“Only here.” “The ‘Only here’ campaign is based on the idea that there are certain events, interactions, and learnings — both planned and serendipitous — that happen directly as a result of 61,000-plus industry professionals coming together in a single location,” Heftman said. “The only way to experience these things or to take part in them is to attend NRA Show.”


PCMA.ORG JULY 2012 PCMA CONVENE 61


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