Connection Café @ Sweets and Snacks Expo June 7, 2010

SSE10_Cafe2_lowres.jpgSocial networking tools have gained traction among conference attendees providing innovative ways to expand an event's reach from attendees and exhibitors, to also include industry news bloggers and potential customers. This year the National Confectioners Association (NCA) changed the name of their show from the All Candy Expo to the Sweets and Snacks Expo to convey the event's expanded reach and scope. As the largest confectionary, cookie and snack trade show in North America--over 450 exhibitors and 14,000 attendees from 69 countries--NCA wanted to promote the new name and new programs to serve a $300 billion industry worldwide. Champion Exposition Services called on its sister company Immersa Marketing to develop a Connection Café located in the center of the trade show floor. A month prior to the show, Immersa provide training to NCA and its stakeholders on how to utilize the micro-blog service to engage attendees. NCA reached out to industry influencers and coordinated messages with its show daily about new features of the renamed show. NCA built buzz by asking attendees what they were most looking forward to see at the show, promoting keynote sessions and engaging attendees in new programs. The Connection Café offered a sleek comfortable space for attendees to email, blog and tweet about what they were seeing and tasting, as well as connect with each other. Internet access was sponsored by Mars Chocolate with signage including the Green M&Ms character inviting attendees to "Tweet Me" to learn about new product promotions. Two large plasma screens featured live Tweeter feed including the trade show daily highlighting such new programs as Gourmet Marketplace, Merchandising Solutions and New Product Showcase. Laptop computers were available for attendees to update their Twitter, Facebook or LinkedIn profiles will news from trade show floor to drive social networking onsite, and amplify awareness and excitement outward. How Sweet!
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