Bread & Butter Show Surfaces Value Through Segmentation

Next week’s international textile trade show, Bread & Butter Summer 2012, in Berlin, has divided its exhibitor floor into 10 different areas that sync with attendees’ buying interests.

This type of segmentation helps “current attendees” optimize their on-site experiences, but it will only benefit attendee acquisition, i.e. “potential attendees,” to the extent it is leveraged in pre-show marketing. Bread & Butter certainly is leveraging this segmentation well. Here is some of what it is doing: 

- Instead of just using generic terms, it has branded each section with interesting names and logos: Denim Base, Fashion Now, L.O.C.K., Sport & Street + D.O.C.K., Street Fashion, Style Society, Temple of Denim, Treasury, Urban Superior Men, and Urban Superior Women.

- It has created a visually appealing piece of interactive flash creative on the show’s website, which maps out the 10 sections, showing exhibitors/brands in each section.

- It is separately promoting the sections with unique creative assets and messaging across multiple channels. For example, Bread & Butter launched a video on Vimeo, cross-posted to Facebook along with the following copy “TREASURY: It’s all about Accessories!” and “Review of the new B&B Area: TREASURY." For another section of the show, Bread & Butter staff tweeted about one of the exhibitors who will be driving to the show in a tour bus, and included a hashtag in the tweet keyed to the name of the section, i.e., “#STREETFASHION.”

Marketing specific facets of a show, as Bread & Butter is doing here, enables event marketers to surface more value than just promoting the show as a whole by tailoring value props and messages to different target sets.

Cristopher Levy is managing partner of Encore Media Partners. Encore is an audience strategy, marketing and media buying agency covering traditional, digital and mobile platforms, which specializes in local, national and global trade and consumer shows, exhibitions and conferences. Reach him at clevy@encoremediapartners.com.