Make it consistent with the philosophy and the mission of your organization. Commit time, money and energy. And combine the good work with letting people know about it. Advertising in the trade press or local media can also be part of the visibility campaign. These may be image ads that run year-round to enhance the image of the show or the show producer.
Advertising is especially important for a show that only takes place every three years.
SPI used image ads to raise the visibility of NPE 1997, its triennial international trade show. This is the premiere exhibition for the plastics industry in 1997 and that's the image that we want to project. Measuring results Assessing the value of a visibility campaign can be difficult since many of the results are intangible. Counting news clips, tallying Web page hits, or tracking attendance at workshops you lead or events you sponsor are all important measures, but they don't tell the whole story. As an example, we ran image ads in numerous magazines this past year.