ASD Marketweek Shows Significant Growth in Buyer Attendance Numbers
August 10, 2015
Emerald Expositions’ASD Marketweek not only scored 14-percent growth in buyer attendance, compared with last year, but also VIP attendance surged 23 percent throughout the four-day show.
The increase was attributed to a number of different strategic marketing and internal restructuring initiatives, according to show organizers.
“We substantially enhanced our marketing budget this year to invest in a rebranding campaign, increase outreach campaigns including print and digital media buys, expanded engagement across all social media platforms, expanded our VIP buyer program, and launched a dedicated blog intended to keep buyers engaged throughout the year by continuously focusing on highlighting ASD Marketweek vendors,” said Karalynn Sprouse, Merchandise and Sourcing Group executive vice president.
She added, “Additionally, we tripled our internal Buyer Acquisition team dedicated to more regions across the United States and around the globe.”
In addition to expanded efforts in getting buyers through the doors, the show, held Aug. 2-5 in the Las Vegas Convention Center, also took steps to ensure that the buyers’ experience at the show was productive.
Onsite kiosks staffed with experts, as well as the launch of a dedicated mobile app, helped the discovery of new categories and new vendors.
In addition, both buyers and attendees had the opportunity to attend nearly 100 sessions presented by industry experts.
ASD Marketweeks’ Source Direct program continued to bring valuable resources to the exhibitors and importers in attendance, according to show organizers.
“We are thrilled with the final reported attendee numbers,” said Camille Candella, vice president of marketing.
She added, “We set very high expectations for success for this event, and while we knew there was no guarantee that we’d meet those expectations, we implemented a strategic plan, everyone on the team worked diligently on executing that plan, and the hard work paid off!”
ASD Marketweek also saw a significant increase in first time attendees.
“We’ve been attending shows for 32 years but this is the first time we’ve been to ASD,” said Curt Lambrecht, part of the Palmer Buying Group and owner of Lambrecht’s Gifts, in New Ulm, Minnesota.
He added, “I like it here, I find that ASD Marketweek is cheaper, but deeper.”
Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.
Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.
Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.
The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.
MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.
MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.
Add new comment