mdg’s unique brand of marketing has garnered awards, industry praise and, most importantly, results for our clients. Our creative team consists of passionate, talented copywriters, designers, production artists and digital media specialists who understand the importance of producing strategically-based creative that grabs attention, speaks to the target audience in their own tone of voice (and visual vocabulary) and compels action.
Solar Power Events is presented by the Solar Energy Industries Association (SEIA) and the Smart Electric Power Alliance (SEPA). The flagship event, Solar Power International, is North America’s largest solar trade show.
The Car Wash Show is the premier gathering of owners, managers, and decision-makers from the car wash, quick lube and detailing segments.
The Hearth, Patio & Barbecue Expo is North America’s largest indoor-outdoor living showcase. Every year, over 400 leading hearth, patio, and barbecue manufacturers and suppliers exhibit and demonstrate their latest home heating solutions; grills, grilling accessories, and fully equipped outdoor kitchens; casual patio furniture and outdoor accents; water and landscape features; all-weather entertainment products; and more.
The International Baking Industry Exposition is held triennially and produced by the American Bakers Association, the Bakery Equipment Manufacturers and Allieds and the Retail Bakers of America. It is the largest trade show in the country for the grain-based foods industry.
mdg was instrumental in leading the update of our RV consumer event brand. I was extremely impressed by the work their team did researching our industry and sifting through many internal opinions to land on a design and message direction that modernized our brand while fitting the RV lifestyle.
CALIFORNIA RV SHOW
RVIA engaged mdg to develop a brand and brand story that better reflected the changing demographics of its audience. Specifically, the brand needed to be younger, more sophisticated, and better aligned with the emotional appeals of RV ownership (freedom, family, fun).
Situation: Produced by the RV Industry Association, the California RV Show is one of the largest of its kind, attracting more than 35,000 visitors annually. After analyzing attendee data and consumer trends, RVIA engaged mdg to develop a brand and brand story that better reflected the changing demographics of its audience. Specifically, the brand needed to be younger (less than half of RV owners are over 55), more sophisticated (40% of attendees are millennials earning more than $100K annually), and better aligned with the emotional appeals of RV ownership (freedom, family, fun). Furthermore, we learned that attendees come to the show for two things: RV deals and a fun experience. It was imperative that our brand, messaging and campaign communicated all of this in order to increase ticket sales by the stated goal: 7% to 10%.
Approach: To attract new audiences without alienating traditional RV consumers, mdg created a brand that romanticized the RV lifestyle and capitalized on the show’s Southern California location. The theme was developed around the idea of a “Happy Camper,” a term that’s relatable, familiar and even comforting, yet subtly aspirational. That happy camper feeling — one part joy, one part carefree spirit — is what moves people to seek out the RV lifestyle, and it’s what moved them to attend the California RV Show.
Solution: In lieu of a traditional “creative concept,” mdg developed a unique visual identity system, including:
- New logo
- Corresponding typography
- Distinct color palette
- Associated imagery
- Sample executions (print, online, signage, broadcast, etc.)
This identity system provided a foundation from which the brand story could evolve across multiple mediums. mdg also developed and executed a comprehensive promotional campaign, including emails, organic and paid social media, along with a completely new website aimed at providing a better experience for prospective attendees.
Results: The 2018 California RV Show saw a record number of attendees, drawing more than 40,191 visitors to the Los Angeles Fairplex in Pomona, and was 10% ahead in revenue goals compared to the 2017 event.