"At its core, an exhibit promotion is like a billboard. Even though people are whizzing by en route to countless destinations and they're likely concentrating on the hubbub around them as opposed to roadside peripherals, both billboards and promotions must capture attention and deliver a concise message within a sideways glance. As such, anything other than a single succinct idea or image distracts, rather than attracts, its already overtaxed audience."

These words of wisdom, handed down by the judges of EXHIBITOR Magazine's 16th Annual Sizzle Awards, are actually a preview of this year's five winners. Chosen by a jury of six marketing experts, the 2013 Sizzle Award winners understand a thing or two about messages.

Take Hill's Pet Nutrition Inc. The company needed an integrated program to launch its new Metabolic Advanced Weight Solution pet food, which has an 88-percent success rate in the home, compared to other products that work well in labs, but perhaps not as well in real life. Thus, Hill's offered a housewarming party of sorts within its house-shaped exhibit, and focused its message on the 88-percent stat. As a result, 97 percent of exhibit visitors remembered the key message, and Hill's nearly doubled the amount of orders taken at the show compared to the previous year.

Arizant Healthcare Inc., a 3M Company, was also using its exhibit program to launch a new product, the 3M SpotOn temperature-monitoring system. Arizant selected a thermographic image, an eye-catching element comprising a rainbow of vibrant can't-miss colors, as the unifying concept for its program. Appearing on everything from direct mailers and mobile billboards to custom-painted body suits worn by models during the show, the image forced attendees to stop and stare while it immediately opened the door for staff to explain the system. What's more, the campaign drove a 700-percent increase in Arizant's website activity.

So please join us in congratulating the 2013 Sizzle Award winners. Featuring clever promotional techniques, distinctive concepts, and spot-on execution, the following exhibit-marketing strategies prove that sometimes the best way to promote your exhibit is to harness the power of succinct simplicity.

2013 Judges
Chip Besio, senior lecturer, Cox School of Business, Southern Methodist University, Dallas; Mike Guillory, manager of worldwide brand and communications, Texas Instruments Inc., Dallas; Amanda Helgemoe, founder, Nuvista Event Management Services, Dallas; Andrea Lamarsaude, vice president of marketing, The Maker Group, Dallas; Susan Shuttleworth, director of corporate marketing communications, TransCore, Carrollton, TX; Jeannine K. Swan, president and owner, Global Exhibit Management, Fort Worth, TX