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Monday, September 29, 2008

Awards for SEMICONs

We are thrilled to see that SEMICON trade shows have been recognized as the leading global brand by the publishers of Trade Show Executive at the magazine's inaugural 'Gold 100' Awards ceremony.

This is a big deal.

As the first year for the show, they could have chosen the CES show, CeBit, auto shows in Detroit or Tokyo, etc. but they chose SEMICON. The reasons are because no other global event brand has been so successful over time, or in so many markets. Many trade shows have tried to extend into different markets—Nepcon comes to mind in our industry—but they’ve failed miserably. SEMICONs are unique in the world of expositions in that every serious person in the world of semiconductor equipment and materials is deeply familiar and loyal to their regional SEMICON.

Obviously, credit goes to Stan Myers and his predecessors at SEMI, and also to Dan Martin and Vicki Hadfield, who have managed the brand through the difficult post dot-com period. The folks who came before them and the anchor exhibitors who have developed and supported the brand are also fundamental to SEMICONs’ success.

Understanding this strong heritage, the current team at SEMI is doing our best to sustain the value of the brand and the SEMICON shows. We were recently awarded first place in Brand Design/Development (for large events) by the International Association of Exhibitions and Events (IAEE) in their annual Art of the Show Competition for the SEMICON and FPD brand identity system. The Art of the Show Competition recognizes excellence in promotional materials for the exhibitions and events industry. It includes 13 different categories of competition, spanning three show sizes.

While IAEE has many awards for marketing and design, we consider this award the premier recognition for marketing excellence because it encompasses all the elements of effective brand management--from creative execution of brochures, e-marketing, onsite decoration, and other design elements, to messaging and positioning of our value proposition. What is especially noteworthy in our brand system is the complex and collaborative execution across all SEMI expositions throughout the world, involving all our regional offices. It leverages world class design from a Best-of-Breed agency, while cost effectively implemented across thousands of projects through in-house creative staff, multiple vendors in show decoration and project design, and local teams in all our regional offices.

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