Content & Communications World
OVERALL TOP 25 RANK: 22

Organizer: JD Events
Location: Jacob Javits Center, New York City

2010 Exhibit Hall Square Footage: 40,600
Rank: 15
Growth from 2009: 16 percent
Rank: 14

2010 Attendance: 5,537
Rank: 15
Growth from 2009: 11 percent
Rank: 25

2010 Exhibitors: 238
Rank: 14
Growth from 2009: 20 percent
Rank: 12

Attendees Per Square Foot of Exhibit-Hall Space: .136
Rank: 9

Revenue Growth from 2009: 17 percent
Rank: 17

The keys to a 10.8 percent jump in attendees and a 17 percent spike in overall revenue for Content & Communications World in 2010? Renewed faith in old-school marketing techniques to get people to the show, and cutting edge social media tools to help them interact at the show and beyond. 

While many event producers cut back on direct mail to promote their shows, JD Events actually invested more heavily in promotion for CCW. “With e-mail deliverability constantly in question and less mail overall in people’s mailboxes, we felt strongly that direct mail would make a stronger impression than in years past,” says JD Events CEO Joel Davis. “We also worked with our exhibitors to allow them access (through a third party) to our direct mail list, to promote themselves via our social media pages, and we provided them with complimentary access to exhibitor education e-courses to aid them in making the most of their participation.”

JD Events worked in tandem with its Web developer to customize an online event planner embedded in its Web sites that allowed attendees and exhibitors alike to build agendas for the event, post alerts, and search for prospective customers. While the system soft-launched in Fall of 2009, upgrades and enhancements led to 30-35 percent of attendees using the service (up from 18 percent in 2009). All exhibitors used the planner to build their company profiles.

The most significant enhancement to CCW in 2010 was the launch of 3D World, which included a keynote presentation unveiling new 3D content from ESPN and Discovery Communications. JD Events also built the “SocialSphere,” where exhibitors and attendees could talk with a media relations specialist about maximizing social media opportunities, sign up for event updates via text message and tweet, post and blog from the CCW floor. “This paired with sessions that addressed the social media necessity in television, ensured that CCW, our attendees and exhibitors were consistently engaged in conversation,” Davis says.

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