Challenge:
The leading trade show serving the $40 billion heating and air conditioning industry wanted to attract several new segments of the expanding HVACR marketplace by working closely with associations and organizations that serve those niche segments. At the same time, the Show had a 75-year relationship with the original association sponsor which they did not want to jeopardize.

Solution:
Working closely with show management, we created a strategic alliance program for endorsing associations in various market segments. In just a four-year period, we formed partnerships with 24 leading associations in a variety of key marketplace segments that provide a variety of valuable benefits to the Show and the associations at little or no cost to Show Management including:

• Gaining year-around promotion of the Show via the associations' promotion it on their websites, in their magazines and newsletters and through e-mail blasts and direct mail
• Gaining a third-person endorsement of the Show to thousands of prospective new attendees and exhibitors from the most credible source their own associations
• Promoting the associations to several thousands of industry professionals worldwide by including their logos on direct mail, advertising in trade magazines and through electronic marketing
• Having the support and presence of the industry's leading associations on the show floor in 24 new booths (2,500 additional square feet) that the show did not previously have
• Providing valuable new educational sessions sponsored by the associations
• Demonstrating that the show works with and supports the entire industry
• Staying at the cutting edge of industry trends and technologies

Results:
The Show is now being promoted year-round in a variety of highly effective ways by 24 industry leading partners to thousands of their members worldwide. If we had to pay for all the free promotion we now receive, it would cost thousands of dollars. Most importantly, the Show continues to grow and set new records in 2006 with more than 60,000 attendees, nearly 2000 exhibitors and more than 400,000 square feet of exhibit space.

© H+A International, Inc. 2006