International Housewares Association: Attendee Info on CD-ROM

The IHA manages the annual International Housewares Show which draws 60,000+ people to McCormick place every year. One of the benefits that IHA provides exhibitors, post-Show, are attendee databases for their follow-up marketing efforts. For years, IHA distributed this information in hard-to-read (and expensive to produce) print format. The mailing costs alone for the thickly-bound documents were tremendous.

IHA called on Seneca to help them save money and to make the data easier for the exhibitor to use. We took their files and created a hybrid CD-ROM that satisfied them on both counts.

The PDF-based home page (top) gave users the choice of opening the attendee data in Excel, text, or PDF format. Two other links open a Marketing Tips and a Code key PDF document, both designed by Seneca (not pictured). To complete the package, we designed the CD insert (front side shown in second screen shot) and the art for the CD itself (bottom).

Exhibitor reaction has been "overwhelmingly positive," according to Perry Reynolds, IHA's VP of Marketing. Assumably, the association's financial staff had the same reaction, in view of the huge cost savings gained by not having to print and mail the paper version.