The Atlanta Shoe Market
Positioning: As a regional show named the North American Shoe & Accessory Market, the Atlanta-based shoe industry trade show was perceived as less important than better-known markets in Las Vegas and New York, despite its half-century history of being the best show for the conduct of business between manufacturer and retailer.

Projects: By rebranding the show as The Atlanta Shoe Market and marketing more aggressively to retailers through magazine advertising and direct mail, the show’s value proposition as the industry’s most productive for retailers and vendors became widely known and accepted. It is now one of the top 10 shoe markets in the world, according to industry magazine Footwear News, replacing the New York-based program as the primary show in the Eastern U.S. and challenging the Las Vegas show as the industry’s most important event.