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Case Studies / Southern Women's Show
2006 Southern Women's Show – Media Relations
THE SITUATION
In 2006, the Southern Women's Show was in its 16th year in the Memphis market. The show had always taken place at the Cook Convention Center in Downtown Memphis. In recent years, the show's attendance had dropped at this location. The show's producers decided to move the show to the Agricenter Expo, further east, in 2006, to take advantage of its traditionally suburban audience.
Thompson & Berry was hired to handle all aspects of media relations surrounding the show, including promoting the new location, promoting show activities and promoting awareness of the show in general.
In addition to general media relations, Thompson & Berry was hired to book personal appearances in local media for show guests, distribute timely and strategic information about the show, and provide local market intelligence and research to the show's managers, who were based out of Charlotte, NC.
THE RESULTS
Results for the 2006 Memphis Southern Women's Show exceeded expectations. More than 22,000 attended the show. The average attendance for the show in the past several years had been 20,000.
Other Results Highlights:
- More than $40,000 ad value from Thompson & Berry's media relations
- TV, print, radio and web coverage before, during and after the show
- Positive angle on location change covered in The Commercial Appeal and The Memphis Business Journal
- Thompson & Berry hired again to promote 2007 Southern Women's Show
