The YGS Group

Success Stories

Archery Trade Association

Annual Meeting Marketing: Agency of Record

THE STRATEGY
The Archery Trade Association (ATA) needed to leverage their focus on expanding archery to new consumer segments at the 2016 ATA Trade Show, one of its largest and most visible sub-brands.

THE EXECUTION
As agency of record for the ATA’s Trade Show, YGS led strategic discussion sessions with organization leaders to glean key insights regarding goals for prospective attendees’ thoughts, feelings and reactions pre, during, and post show.

Combining those insights with established goals (promoting expanding archery consumer target segments), and event sub-brand best practices (elements that will entice return attendees – “there’s something new this year!”), a visual and written theme was developed.

In conjunction with YGS copywriters, art directors, and web developers, the theme was executed across all show materials for the 2016 Show, including collateral, show signage, and a storefront portal for securing sponsorship sales and custom printed materials.

THE RESULTS
The 2016 ATA Trade Show was considered a success in many ways, including the 10% increase in attendance for their key demographic—retailers. Everything from the first save the date postcard to the extensive show signage incorporated the show’s theme. Nothing at the show was left un-branded, and attendees walked away having been a part of a very unique trade show experience.

"The 2016 ATA Trade Show was a huge success, and the marketing collateral and show signage were well-received by the ATA and show attendees. YGS established an email template for our marketing efforts that was the most attractive and professional online outreach the ATA has ever done. We are excited to continue the partnership with YGS in preparation for our 2017 show, and we look forward to another successful year.”
—Kurt Weber, Director of Marketing
Archery Trade Association