Contents
Introduction
3
Forensics Europe Expo Team List
4
Pre-Event
The Exhibitor Zone
5
Exhibitor Marketing Checklist
6
Creating your own pre-show marketing campaign
7
Setting Event Objectives
8
Official Event Guide
9
Increase your PR Opportunities
10
Send an E-invite
11
Visitor Printed Invites
12
Nominate your Top 20 Clients as VIP Guests
13
Downloads – Logos & Web Banners
14
Social Media
15
At The Event
Stand Design
17
Do’s and Don’ts
17
Post Event
Measuring Success
18
Follow-up
18
Marketing Plan Guide for Forensics Europe Expo 2016
18
1. Introduction
Welcome to the Forensics Europe Expo Marketing Manual. This document has been designed to provide you with all the necessary information needed in the run up to, during, and after the event. This manual lists a series of required
To maximise your investment, we have put together a series of best-practise tips on how you can use some simple pre-show marketing techniques to generate a serious return of investment. Whilst we strive to promote the event to as many people as we can, with exhibitor support we can target more potential visitors, creating a busier exhibition and getting you a better return of investment.
Research has shown that visitors are 70% more likely to visit
your stand if you have personally invited them.
2. Forensics Europe Expo Team
Event Manager Marketing Manager
Rob Lozowski t. +44 (0) 20 7384 7835 e. rob.lozowski@clarionevents.com Peter Orford t: +44 (0) 20 7384 7776 e: peter.orford@clarionevents.com Conference and Seminar Manager Marketing Executive
Suminh Tham t: +44 (0) 207 384 7789 e: suminh.tham@clarionevents.com Joseph Smith t: +44 (0) 207 384 7749 e: joseph.smith@clarionevents.com Exhibitor Operations (Event Shaper) Exhibitor Operations (Event Shaper) Penny Law t: +44 (0) 1444 811411 e: penny@eventshaper.uk Daniela Riberio t: +44 (0) 1444 811411 e: Daniela@eventshaper.uk
Please feel free to contact us at any time if you have any queries regarding your marketing, or the Exhibition.
3. i The Exhibitor Zone
The Exhibitor Zone is a unique area of the website where exhibitors can login using a username and password provided and upload a company profile (including logo), contact information, product groups and your latest news for prospective visitors to see.
The Exhibitor list is one of the most viewed pages of the website, so it is important that you complete your E-Zone checklist.
How to Login to the Exhibitor Zone:
In your internet browser, please go to www.forensicseuropeexpo/ezone or follow the menu from the Homepage > Exhibiting > EZone.
Enter your Username (usually your email address) and your Password (this will have been emailed out to you already, although if you have forgotten your password, you can reset through the online system).
Follow the Checklist to complete all the necessary areas to complete your exhibitor listing. The ‘tick’ symbol () shows which areas have been successfully filled in or completed. You can edit
If you have any difficulty logging into the Ezone, please contact Joseph Smith (tel. 020 7384 7749).
3. ii Exhibitor Marketing Checklist
Exhibitor Zone Activity
Deadline
Completed?
Received login details, username and password
Select the product/services that your organisation offers. This section is compulsory and you cannot move forward into the zone until you complete this
Mandatory upon login Upload your company profile
Upload your company logo to the website (low res, JPEG)
Prepare and upload a press release about your presence at the show.
Invite your clients and prospects by sending them an Evite. These are provided free of charge and are easy to send out to your customers.
Add/Edit social media links to your profile
Invite your clients and prospects by sending them hard copy visitor Postcard. Please let us know how many you require.
Tell us about your top 20 clients or prospects so we can invite them to the show as VIP’s
Download our event logo and banner to use on your own promotional materials, visit our download section of the website at www.forensicseuropeexpo.com/marketing Submit your Official Event Guide Entry
Nominate your sharing companies
Contact us with any new product launches, special offers or anything special you are doing at the show
Include copy about your stand number and participation at
the event on all advertising you carry out until the event. Order data capture devices via our registration supplier CircDataExhibitor Badges:
Order exhibitor name badges for the show
Don’t forget: The sooner you start implementing your marketing campaign the more leads
3. iii Creating your own pre-show marketing campaign
Our responsibility as event organisers is to market the event as a whole – however, as with all exhibitions, you as an exhibitor have the ability to create a great deal of awareness about your participation at the event with minimal effort.
Your own marketing campaign and promotional plan should include the following:
Customise your own E-invite and send to your clients (low cost! No postage!)
Use your Personalised registration link to track your prospects registrations
Send FREE visitor tickets with all correspondence which leaves your office
Insert an advertisement flash e.g. ‘Come and visit us at stand A1, at Forensics Europe Expo 2016 on all advertising carried out in the run up to the event.
Publish details of your attendance at the event, including stand number and a link to the event website registration page, on your company website.
Organise a launch / an attraction at the exhibition - perhaps a lunch or drinks reception and invite VIP’s and key clients
Demonstrating products on your stand is a good way of attracting visitors
Add the show dates to your email signature or download the show banner
Hold press conferences or briefings to benefit from free PR
Arrange appointments with prospective clients to take place at the event
3. iv Setting Event Objectives
We advise exhibitors to take a moment before the show to analyse what their objectives are and the reasons why they have chosen to exhibit at Forensics Europe Expo. Having a set of clear goals will help you in your pre-show marketing and give you a target to work towards during the event. Objectives could include:
To launch or demonstrate a new product or service
To remind the visitors of your existing products or services
To highlight any improvements or your competitive advantages
To show a less well-known feature of your range or organisation
To strengthen existing customer relationships
To meet/entertain new/potential customers
To build your database of potential clients
To improve your brand/profile
Being clear about what you would like to achieve will help you considerably during event
preparations, as it will dictate who manages the stand, what you will exhibit and what you wish to emphasise.
3. v Official Event Guide
We are delighted to introduce Event Guides Limited, our Official Event Guide publisher.
The Official Event Guide is a vital publication for
visitors which will be distributed FREE of charge at the show and is the only on-site publication specifically designed to connect every visitor with every exhibitor. And, it will carry on connecting buyers and sellers long after the show has finished.
• It is UNIQUELY designed to drive more visitors to your stand.
• It WORKS for you after the show when buyers use it as an invaluable sourcing guide for products and services.
Visitors use it on the day to identify exhibitors they would like to talk to. Visitors also refer back to it after the show when they use the Official Event Guide to reflect upon the show and make decisions about products, services and suppliers.
All exhibitors will be contacted directly by Event Guides Limited, Official Event Guide publisher concerning their complimentary entry. However, to discuss additional marketing opportunities, including advertising, enhancing your standard text profile or creating a bespoke marketing solution, email jennie.skinner@eventguides.co.uk for more information or call 44 (0)1228 541200 to
guarantee that you get yourself noticed.
Entry guidelines:
Give a brief description of what your company is exhibiting, i.e. products and services that will be on your stand.
Please mention any new products or services being launched at this year’s show.
Do not include your stand number or company contact details in your 50 word text as these will automatically appear with your entry.Don’t forget to complete your Event Guide entry
online via the Exhibitor Zone.
3. vi Increase your PR Opportunities
Public relations are an essential element of the marketing campaign and are an extremely effective method of promoting your presence at the show and bringing visitors to your stand.
The opportunity for editorial coverage in industry and business publications is one of many benefits of exhibiting at Forensics Europe Expo. With over 15 industry Media Partners supporting the show, as well as a dedicated press team, ensure that your company benefits from the free publicity opportunities by:
Informing trade publications of any special events taking place on your stand including: Signing of contracts
New product launches Press conferences VIP guest visits
Uploading your latest press releases to your online profile. This will increase your exposure and provide your company with another promotional vehicle. Any news received might also be included in one of our emails or press releases.
Upload your press releases via the exhibitor zone
3. vii Send an E-invite
The simplest, most effective and cost efficient way of inviting your customers and prospects
to visit your stand is via email. You can either create your own email or use our specially
created E-ivite template.
The Forensics Europe Expo E-ivite is an electronic visitor ticket, a HTML invite which is sent
via email and can be customised to include:
your company name
your stand number
your company logo with a click through to your website
information about your product/service
You can either send the E-ivite out yourself (we will supply you with the HTML file) or we
will be happy to send out on your behalf – simply send us the contacts you wish to send it
out to and specify a date or time for delivery.
Top tips for email:
By simply integrating your personalised registration URL within your marketing
e-mails, newsletters and web site, you can begin the process of capturing sales leads
even before the event opens. (see page 14 for more details).
Your subject line is by far the most important part of your email. Whether or not it
gets opened or clicked on, everyone will see your subject line in their inbox so make
it snappy!
Save time and outsource email design. Focus on your copy and subject lines instead.
Remember: Once the Evite is designed you then need to be email it to your database. If you
do not have facilities to send out large numbers of HTML emails then this is something we
can do for you using a 3rd party mailing house. Please just ask.
Contact:
Joseph Smith
t. +44 (0) 20 7384 7749
3. viii Visitor Printed Invites
With a significant number of clients and contacts that you will want to invite to meet you at
the exhibition, we can supply you with printed visitor invites, free-of-charge to send out to
your clients. We will supply each exhibitor with 50 printed visitor invites – more are
available on request.
Research has shown that visitors are 70% more likely to visit your stand if you have
personally invited them.
The printed visitor invite is an essential tool in marketing Forensics Europe Expo and is
valuable in promoting your presence at the event. It is often under-utilised, so if you are
wondering how to use the visitor invite to your best advantage, here are a few suggestions:
Insertion into your usual mail
When sending your usual letters to your clients, include a visitor postcard to remind
them of your participation.
Send a personalised letter with the ticket
Let existing and potential clients know that you are exhibiting Forensics Europe Expo.
Write a personalised covering letter inviting individuals to visit your stand (and don’t
forget to include your stand number!), try and keep the letter to one page.
Distribution points
Leave some visitor postcard invites in your company’s reception area so that clients
will see them when they visit you.
Sales team visits
Make sure that your sales team take visitor postcards to client meetings to inform
them of your participation.
Databases
If you lack a ‘potential’ client database, lists in various formats can be purchased
from a list broker
Mailing Success
After the exhibition, evaluate how successful your mailing has been and add the
names of visitors to your stand to your database. Analyse what type of mailings were
most successful, keep the collected data and ensure you use it to promote your next
event.
To request more tickets, complete the online form at
WWW.FORENSICSEUROPEEXPO.COM/INVITES
3. ix Nominate your Top 20 Clients at VIP Guests
Make sure your top clients are invited to visit you at the show. Nominate your top
customers and prospects to participate at the event, as VIP visitors.
As a VIP they will benefit from:
20% discount on Conference Delegate Passes
Fast-Track entrance into the exhibition
Access to the onsite VIP Lounge
Event Guide and Exhibition pack emailed to them in advance of the show opening
Invitation to the exclusive VIP Reception
Discounted hotel room rates
Peer-to-peer networking service, before during and after the event
Access to secure meeting rooms at the show
Free Wifi Pass
.
2. x Downloads Logos and Web Banners
Ensure you use our logos on any of your marketing
materials. Logos and banners can be found at
www.forensicseuropeexpo.com/banners
If you require any of the banners or logos in
different sizes or formats please contact
2. xi Social Media
Customer interaction through live events and social media can create ever-increasing circles of influence and engagement. During the weeks and months leading up to your next live event, use your social channels to create a growing ‘buzz’ about the show and your involvement.
If you haven’t done so already, follow us on Twitter – as soon as you start Tweeting to us, our followers will pick up on your involvement with the show.
Use the event hash tag #FEE16 on your Twitter account Tweet about your latest news andyour involvement to @forensicseurope with the show using the hash tag #FEE16. For best practice, try to add a picture and a shortened URL so that people can interact and click though.
Cross-promote announcements, website links, photos, and videos from the event organiser by sharing and re-tweeting.
To really get people engaged with your brand, and to drive visitors to you during the event itself, offer special incentives to your social media audience.
Free tickets, prize draws, and exclusive discounts always work well, but use your imagination and make sure the incentive is ‘trackable’ and linked directly to making contact with your business during the event.2. xii Exhibitor Marketing Reward Scheme
Not only does Forensics Europe Expo provide exhibitors with marketing tools to maximise your exposure at Forensics Europe Expo, you'll also earn valuable rewards for your organisation.
Action Item Deadline to Earn
Reward Reward How to Redeem
Bring in 20 Visitor Registrations Using Your co-branded registration page 3rd April 2016 1 Free Conference Pass Use co-branded registration form - all
registrations are traceable
Place a Banner Ad on
Your Website 16th Feb 2016
468 x 60 Banner ad rotating on event website for 2 weeks
Send URL to Marketing Team
Send a Dedicated Email or E-invite to Your
Database
3rd April 2016 1 Free Conference Pass
Send copy of email to Marketing Team
3 Tweets about the show using the hash
tag #FEE2016
27th March 2016
468 x 60 Banner ad rotating on Forensics Europe Expo website
for 1 week
Copy in @forensicseurope to
the tweet and email Marketing Team Promote Your
Presence on LinkedIn 27th March 201 6
1 Free Conference Pass
Send URL to Event Marketing Team
Bring 30 confirmed visitors to the show via
co-branded registration page 12th May 2016 (post-show) Dedicated HTML e-shot to opted in visitors post show
This will be confirmed when all post show
data has been reviewed and visitors are linked back to your
co-branded registration form Bring in 50 Visitor Registrations Using Your co-branded registration page
13th April 2016 Sponsored e-shot to pre-registered visitors
Use co-branded registration form - all
registrations are traceable
4. At the Event: Stand Design Dos and Don’ts
Stand Design
Whether you use a stand designer or set up your stand yourself, there are very easy, tried and tested ways to give the stand more impact:
Traffic Flow: Assess the likely traffic flow and establish points of interest on your stand which will attract the visitors in the aisle.
Visitor Access: Think about access to enter your stand, setting up easy access for visitors to enter.
Product & Signage Visibility: Make sure visitors can see your products and signage over the heads of those in front.
Stand Message: Ensure that the message of your stand is clear so that someone striding past receives a strong and immediate message.
Eye-catching displays: Try to introduce movement into your display - audio visual, samples or product demonstrations.Dos and Don’ts
We have been asked by many exhibitors for do’s and don’ts on getting the most from their presence at the show.
Wear a badge to identify yourself as a member of the stand team.
Show enthusiasm for your products as well as for your potential customers.
Remember to record the visitors details and any required follow-ups. Collecting details via the exhibitor ‘Visit Connect’ app allows you to capture their full registration demographics as well as their contact details.
Practice all your demonstrations and presentations before opening hours.
Set out your literature so that visitors will not be afraid to take brochures
Make sure that your stand personnel include staff of the seniority you would like to see in a visitor.
Think about how you approach the visitors, don’t float around them or jump out and scare them and try to use open questions!
Smile and have positive body language
Use chairs and stools for your brochures, briefcases or jackets etc.
Sit reading a newspaper or catching up with office emails.
Acknowledge waiting visitors with a nod, smile or wave and direct them to an exhibit.
Stand with your arms folded5. Post Event and Follow Up Measuring Success
How will you measure the success of your participation? Whilst the impression gained by the stand personnel is very important, some concrete criteria for success could include the following:
Capturing the names of all visitors to your stand and adding them to your databases
Recording the number of new sales and deals closed at the event
Noting the volume of enquiries and sales in the months directly after the eventThis will enable stand staff to evaluate the performance of the exhibition, helping to achieve your company objectives.
Follow-up
For maximum effectiveness, follow up all the leads you obtained at the exhibition. It is also advisable to re-send your sales information and a personalised letter to all relevant contacts made.
This will ensure that your stand visitors have your brochure of products/services and are reminded of their meeting with you.
For any queries or advice on your marketing activities, please contact: Peter Orford
t: +44 (0) 20 7384 7776
e: peter.orford@clarionevents.com
6. Marketing Plan Guide for Forensics Europe Expo 2016
A multi-media, international campaign will ensure that Forensics Europe Expo receives the
optimum exposure to attract high quantity and more importantly high quality visitors to the
event.
1. Advertising and Editorial
Regular advertisements, feature articles and diary dates will feature in the leading regional
publications and worldwide, targeted at the relevant decision makers and business sectors,
ensuring that the event attracts the highest calibre of attendance.
Any relevant market sectors publications will be targeted through partnerships with other
high profile publications.
2. Direct Mail
Direct mail, straight to the desks of the world’s leading buyers – via the pre-qualified Clarion
Events database, including past event visitors and conference delegates as well as other
tried and tested mailing lists. Our dedicated database team are constantly working to keep
our databases clean and up-to-date.
3. Email Campaigns
The extensive email campaign will update the industry’s key players about the Forensics
Europe Expo event developments. Aimed at all participants, Forensics Europe Expo email
and Enewsletters will provide up-to-the-minute information on the event and the industry
as a whole, as well as exhibitor news and conference updates and encourage pre-registered
visitors.
We also conduct a separate email campaign to those visitors who have pre-registered to
encourage them to attend the event.
4. Inserts
The Forensics Europe Expo visitor invite will be inserted into major industry magazines and
journals throughout the local region and worldwide.
5. Website
www.forensicseuropeexpo.com is the official website for Forensics Europe Expo Exhibition
and Conference.
The site is regularly updated offering the latest event developments, online visitor
pre-registration, conference programme updates and online booking, exhibitor listings, press
releases, with links from/to relevant sites. In the run up to the event the site will receive
thousands of visits from around the world and is now our most important resource for
visitor registrations
6. Social Media
Latest show and industry news will be posted via our twitter account; followers will also be
invited to attend the event.
7. Official Supporting Partners and Suppliers
