Fashion Footwear Association of New York Poster – An Alouette Case Study
We are delighted to share this poster, created for one of our longstanding clients, the Fashion Footwear Association of New York (FFANY), depicting the covers of the past 22 trade-show directories we created over the past six years.
The story of FFANY and Alouette speaks to our collaborative approach to working with clients to meet and exceed their needs.
FFANY capably produced black and white directories in-house, but as shows increased from two to four per year, with over 800 brands exhibiting, this was no longer feasible. We proposed a larger, full-color format, that would facilitate selling ads, which now defray some 65% of the directories’ production cost, make the book come alive for buyers and better promote exhibitors’ brands – everyone wins!
Of course, it didn’t stop there. Why not coordinate the directory cover themes with ad campaigns in trade magazines, such as Condé Nast’s Footwear News and Symphony Publishing’s Footwear Plus, among others?
Repurposing the creative for email blasts, party invites, postcards, stationery, logos and other collateral came next. When FFANY celebrated its 30th anniversary in June 2010, we created a special anniversary booklet.
Video. We then produced promotional videos, featuring exhibitors and buyers, for the FFANY website to help promote its shows.
The iPad – the next big thing. Working with our partner MazDigital, we developed an iPad app version of the directory with live links to websites and emails, increasing ad value for sponsors.
