Frost Miller Helps Philippines’ Export Trade Show Attract International Buyers

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Agency implements new digital marketing strategy and helps organizers reposition event

Wholesalers, importers and distributors of furniture, housewares and fashion accessories have been sourcing original, high quality products from the Philippines for many years. Now, with Frost Miller’s (FM) marketing support, buyers around the world will know about the primary event where a wide variety of these products are on display, the Philippine’s semi-annual export industry trade show called Manila FAME.

Manila FAME organizers hired FM to help them expand their global footprint and attract more international buyers to the event. FM will identify target audiences and execute a digital strategy to expand awareness of the show and the overall quality of Philippine made products, which are often beautifully designed, based on natural materials and support small villages within the Philippines. It will also help organizers reposition the show to match attendees’ and exhibitors’ expectations and encourage repeat attendance.

The comprehensive digital strategy will include content marketing and social media, pay-per-click and mobile advertising campaigns as well as more traditional means of digital communication such as email, public relations and online advertising. The goal is to reach industry buyers in more than two dozen countries.

“Manila FAME competes with a lot of the furniture and housewares shows held in Asia for importers’ and distributors’ attention, but its content is unique,” said Kevin Miller, president and chief strategist at Frost Miller. “Our job is to reach the right buyers and tell that story so that distributors understand that and add Manila FAME to their schedules.”

The FM team has promoted more than 60 trade shows and events with over six million net square feet of exhibit space in a variety of industries and countries. It worked with Manila FAME to rebrand the event almost ten years ago.

“It’s wonderful to be working with the Manila FAME team again,” said Miller. “At the time we did the rebrand, the large majority of digital tactics didn’t exist so we’re thrilled they thought of us to help them navigate the current digital marketing landscape.”

Frost Miller offers advanced support in marketing strategy, branding, digital marketing, social media and content marketing to a global client list. Visit to learn more.

About Frost Miller
Founded in 1992, Bethesda, MD-based integrated marketing agency Frost Miller provides strategy, branding, digital marketing content marketing and social media marketing, to its regional, national and international clients. Among its clients are Electrical Alliance, National Mining Association’s MINExpo INTERNATIONAL®, Air Traffic Control Association, NAMA, and National Venture Capital Association. Frost Miller is listed on the Washington Business Journal’s List of the region’s Top Advertising Agencies. More information is available at or on Twitter @frostmiller.


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Elizabeth Johnson
Frost Miller Group
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