Salon du Chocolat is a Reed Exhibitions licensed property. It was/is a truly delicious project. We infused a NYC personality into the messaging and the graphics, whilst honoring the EU brand guidelines. Our target audience was both B2B (exhibitors) and consumers (attendees). 

OUR ASSIGNMENT

We focused on tactics that worked within the parameters of a stringent budget, giving the client more shares/views/visibility for the brand.

Phase 1: 

• We conducted a topline social media audience analysis, gathering attitudes not only towards a food-centric expo, but profiling our ideal attendee

• Using multiple online channels, we collected data about the food show scene in the tristate area, isolating key competitors, and identifying an unmet need

• We held a brand workshop to define our brand platform with the wider client team

• We created a tactical/editorial calendar, identifying key milestones for an aggressive social media and tactical push

Step 2:

• We developed both a messaging and a visual style guide for the client to use when deploying tactics:

  • Messaging: positioning statement, value proposition, and messaging platforms for the overarching show as well as each show component/event.

  • Visual: We extended the existing EU brand graphics to a graphic style menu, which included templates for email blasts, newsletters, invitations, posters, photo library and social media posts.

We truly can’t wait until November and the show and hope to see you all there!