What's new for ICE USA 2017?

Posted 22nd July 2016 by Melissa Magestro

As a show organizer, it can be a challenge to keep an event fresh and exciting year after year.  There can be an “if it ain’t broke, why fix it” attitude sometimes, especially when the exhibition continues to be successful.  Anyone here at ICE USA Show Management can tell you this is not our attitude.  In fact, we just completed an analysis of our brand strength in the industry and based on the results of in-depth discussions with ICE USA attendees and exhibitors, I think we have a good understanding of what you like about ICE and what you would like to see improved.  So I’m really pleased now to give you a sneak peek at what will be new at ICE USA 2017.

Co-Location with InPrint USA:  One of the most exciting additions to the show floor in Orlando will be the launch of InPrint USA.  InPrint is an exhibition for the industrial print market and really incredible innovations for direct to shape printing will be on display.  Mack Brooks Exhibitions has been running this show in Europe since 2014 and are now bringing it to the US with support from key exhibitors such as Heidelberg, Fujifilm, Mimaki, Marabu, INX Inkjet and many more. 

Targeted US and International Marketing Strategy:  I have worked on tradeshows that attracted over 100,000 attendees and the number one comment that comes back from exhibitors is ‘we need more people’.  So it is not surprising that ICE exhibitors want to see more visitors!  Our marketing strategy includes print and digital tactics, an increased social media presence and a telemarketing campaign, all designed to grow our attendance, including the Latin American market, which we have attracted in the past but we intend to grow for 2017.

Strong Industry Support:  This isn’t necessarily new, because ICE USA has been supported since our 2011 launch by key industry partners.  However, 2017 will be the first time that we are hosting the AIMCAL annual conference and awards ceremony.  We have currently more than 12 association and media partners who recognize ICE USA’s value to the converting industry and that support continues to grow.  

Exhibitor Success Strategies:  The number one way attendees hear about ICE USA is word of mouth.  We want our exhibitors to get so much value from the show that they tell everyone about it.  So we are designing several webinars and an in-person Business Development Academy to help exhibitors be as successful as possible at ICE USA.  The number one reason attendees come to ICE USA is to see equipment.  We have partnered with Shepard Exposition Services to set flat drayage rates for equipment to help exhibitors manage their budget.  There are so many cool ways for exhibitors to be engaged with ICE USA this year, many of which are FREE and provide real value.  

2017 is going to be a great year for ICE USA and I look forward to sharing our progress with you over the coming months.  But this blog is not just about the show, it is about the converting industry.  So you can look forward to future blogs from your industry peers and technical experts, many of whom you can meet in person at ICE USA 2017!  Be sure to sign up to be notified when our blog is updated!

Melissa Magestro, Executive Vice President, Mack Brooks Exhibitions – Owner and Organizer of ICE USA

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