A Corporate Blog Case Study: NYIGF

NYIGFWhen the New York International Gift Fair® (NYIGF), one of the nation’s largest trade shows for the gift, home and lifestyle industry, wanted to establish its preeminence as a sourcing destination for design-driven products, it launched a blog. And asked me to write it. For the past year, I’ve contributed weekly posts on 100 Days of Design, and I’ve completely enjoyed it!

Each week, the blog focuses on a different product category, such as handmade craft, home décor, juvenile resources, and personal accessories. Three superlative products offered by NYIGF exhibiting companies are highlighted with copy and images.

Attention is also given to New York City attractions, restaurants, and stores which fit these categories, because the city is part of the appeal which draws 35,000 buyers from across the globe to this trade show.

This blog is promoted through email to all registered and prospective NYIGF attendees, as well as on the show’s facebook page and Twitter feed. It serves as a weekly marketing tool to sell the show, build attendance, promote its exhibitors, and encourage conversation. And yes, in addition to all that, it does what it intended to do: support the event’s standing as a design-driven market.

Some of my favorite posts include:

Making a Case for “Made in the USA”

On-Trend Textiles

Seeing Green

If you are thinking about how a blog can set your business apart, let me help you craft your message.

John Robshaw
Abaca Pillows by NYIGF exhibitor John Robshaw