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SEPTEMBER 2012

CENTRAL MARKETING BEST PRACTICES 1.


TABLE OF CONTENTS

MARKETING ARTICLE

Talkin’ About Tradeshows: Why They Matter in the Digital Age: Kevin Doyle .........................4

E-MAIL MARKETING

G2E - MYS-Mobile Email: Cassandra Lobo ...........................................................................6 Vision Expo - MYS/Mobile Pushes Email: Laura Blagys.........................................................7 Vision Expo - Don’t Miss Your Chance At An iPad Email: Laura Blagys ...................................8 PGA Expo - New Exhibitor Passport: Jul Sifers ....................................................................9

CREATIVE CONTRIBUTIONS

Vision Expo - Floor Decals: Johanna Moore ......................................................................11 Interphex PR - Direct Mail Tickets & Email: Kate Nellis ......................................................12

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CENTRAL MARKETING BEST PRACTICES


MARKETING ARTICLE CENTRAL MARKETING BEST PRACTICES 3.


4.

CENTRAL MARKETING BEST PRACTICES


EXHIBITOR MARKETING EFFORTS

E-MAIL MARKETING

CENTRAL MARKETING BEST PRACTICES 5. CENTRAL MARKETING BEST PRACTICES 5.


EXHIBITOR MARKETING EFFORTS E-MAIL MARKETING

G2E - MYS-MOBILE EMAIL: CASSANDRA LOBO

Goal: To drive attendees to sign up for MYS so they maximize their show experience. Audience: Pre Reg / Pre Registered Attendees Strategy: Made it a more visual email coming from our Marketing Director instead of the show email giving it a more personal touch. Results: 50 people signed up within 24 hours

6.

CENTRAL MARKETING BEST PRACTICES


E-MAIL MARKETING

VISION EXPO - MAP YOUR SHOW/MOBILE PUSHES EMAIL: LAURA BLAGYS

Goal: To promote the Map Your Show platform and mobile application for pre-registered attendees. Audience: Pre-registered attendees for Vision Expo West 2012 Strategy: Highlight the ease in which attendees can plan their time at Vision by utilizing Map Your Show and Mobile. Results: Open Rate: 34% Click-Through Rate: 6% Emails Delivered: 9,769 CENTRAL MARKETING BEST PRACTICES 7.


E-MAIL MARKETING

VISION VISIONEXPO EXPO-DON’T DON’TMISS MISSYOUR YOURCHANCE CHANCEAT ATAN ANIPAD IPADEMAIL: EMAIL:LAURA LAURABLAGYS BLAGYS

Goal: To promote the Map Your Show platform and mobile application for pre-registered attendees. Audience: Pre-registered attendees for Vision Expo West 2012 Strategy: Highlight the ease in which attendees can plan their time at Vision by utilizing Map Your Show and Mobile features. Results: Open Rate: 31% Click-Through Rate: 6.3% Emails Delivered: 11,551 8.

CENTRAL MARKETING BEST PRACTICES


E-MAIL MARKETING

E-MAIL MARKETING

PGA EXPO- NEW EXHIBITOR PASSPORT: JUL SIFERS

Goal: To encourage TAP Buyers to visit new exhibitors and discover new business opportunities. Audience: TAP Buyers Strategy: Create a ‘New Exhibitor Passport’ with all of the new exhibitors listed by category; have the TAP Buyers visit at least 10 of the new exhibitors, vote on their ‘Top Pick’ for that new exhibitor to win the ‘Top Buyers Choice Award.’ The TAP Buyers will be entered into a raffle to win prizes for participating in the program. Results: Onsite we had 15 participants and 4 overall winners in the contest. Also, we chose a Top Buyers Choice Winner for the best New Exhibitor and it was Kentwool. CENTRAL MARKETING BEST PRACTICES 9.


CREATIVE CONTRIBUTIONS

10.

CENTRAL MARKETING BEST PRACTICES


CREATIVE CONTRIBUTIONS

VISION EXPO - FLOOR DECALS: JOHANNA MOORE

Goal: To maximize signage for exhibitors on-site while using the budget and our show team’s resources efficiently. Audience: Exhibitors appreciated the cleaner looking floor decal while still showcasing their icons and attracting attendees. Strategy: By using the same icons in the floor decals as those in the show guide, Directories was able to put together a custom list based off of what Map Your Show collects from each exhibitor. The E-Kick Off meeting can be used to discuss whether or not to add icons unique to each show, which can then be printed in the directory and/or converted into floor decals or any type of signage. Then by working with the Print MA we were able to design a sticker for each variation of icons. Results: By combining the icons onto one floor decal (versus the three separate stickers last year) the team was able to save money in both production and labor. Having one floor decal per exhibitor also created a cleaner overall look on the show floor. CENTRAL MARKETING BEST PRACTICES 11.


SOCIAL MEDIA INITIATIVES

INTERPHEX PR - DIRECT MAIL TICKETS AND EMAIL: KATE NELLIS

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CENTRAL MARKETING BEST PRACTICES


OTHER MARKETING TIPS

INTERPHEX PR - DIRECT MAIL TICKETS AND EMAIL: KATE NELLIS (CONT.) Goal: DM1 - Sent to our attendee database and given to the sales team for store visits. Received 160 registrations DM3 – The last DM submission before the show that was sent to attendee database and additional rented lists. The mail drop occurred in the third week of September. Partner Emails – We have not received any registrations from this email yet, but we expect they will print the ticket for onsite registration Audience: Puerto Rico Attendees. Strategy: Promoted “FREE EXHIBIT HALL PASS” in an email and told them to “bring this ticket with them onsite” Results: We received 72 registrations with the expectation of even more registrations onsite.

CENTRAL MARKETING BEST PRACTICES 13.

Best Practices September  

Best Practices September

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