Perfect time Perfect place One unique opportunity

Transcription

1 Perfect time Perfect place One unique opportunity

2 Ipex World Marketing Tour Ricoh Italia, Milan, Italy 23 September

3 Trevor Crawford Event Director Ipex 2010

4 236 Days to go..

5 Itinerary Ipex update International marketing campaign overview Local market overview Lorenzo Villa, Publishing Director, Italia Publishers How to get your news in the press Ruggero Zuliani, Editorial Director, II Poligrafico Italiano Co-Marketing and how to make the most on-line Ricoh presentation on trade shows Graham Moore, Director, Production Printing Business Group Destination UK Recession buster initiative

6 Ipex Marketing World Tour March April May June July Sept Sept Oct - Komori, Utrecht, The Netherlands - Océ, Poing, Germany - Chinaprint, Beijing - Xerox, Paris, France - JPMA,Tokyo, Japan - NEC, Birmingham, UK - Ricoh, Milan, Italy - Ipex South Asia, Mumbai, India

7 Informa Exhibitions Informa plc largest publicly owned global conference owner Launched Informa Exhibitions Bringing together its 90 exhibitions under one business Rapid expansion plans through JV s new shows and geo cloning Informa aims to be the primary source of all vertical markets Positioned across 18 market sectors Watch this space..

8 Ipex 2006 overview The largest English speaking printing event in the world Unquestionable international credentials Record 40% non-uk attendance Visitors travelling from 159 countries 52,000 visitors / gross 100,000 46% visitors were new to Ipex Half of all exhibitors came from outside UK 31% new exhibitors to Ipex

9 Ipex international attendance Countries % non UK % 36% 40% 50%

10 Perfect timing Avoid Easter public holidays May in between two May bank holidays Fully sanity checked against the global event calendar As well as global public holiday calendar Improved economic climate? Technology becoming commercially available Printer investment?

11 All the leading names... Acco Brands * Accuratech Machine Industries Inc * Addressing & Mailing Solutions Ltd * Advanced Dynamics Limited * Agfa Graphics NV * Airtec A/S * Albo System AB * Alpha-Cure Ltd * Alphasonics * AN Corporation UK * Apex Digital Graphics Ltd * Ashgate Automation Ltd * Atlantic Zeiser Ltd * Atlas Machinery (UK) Ltd * ATS-Tanner Banding Systems AG * Audion Elektro * Autobond Ltd * Axode * Baldwin Technology Company, Inc * BAO-DER Enterprise Corp. * Baumer hhs Ltd. * Beck Packautomaten GmbH & Co * Becker UK Ltd * BFS Pressroom Solutions Ltd * BIND Technologie GmbH * Blackware BV * Blanc Canvas * Blumer * Bluprint UK Ltd * Bodoni Systems Ltd * Bograma * Bottcher UK Ltd * BÖWE SYSTEC AG * Buhrs * Burcas Ltd * Busch Graphisch Maschinery * Buskro * C&P Microsystems * C. P. Bourg * Canon Europe * Care Graphic Machinery * Caslon Ltd * CCI System+ * Chemline India Ltd * Chen's Asia International Corp * Cheng Tien International Corp. * Cito UK Ltd * Clinical Print Finishers (UK) Ltd * CMC S.p.A * CNI Youlong Ruber * ColorMatic AS * Compose Systems Europe * Consensus Guillotine Engineering * Contitech * Crestwood Trading Ab * Crimsonwing Ltd * Cruse GmbH * Cusbor SL * D & K (Europe) Ltd * Data Design Services Ltd * Dawson-Koti Ltd * Deluxe Stitcher Company Inc * Deyang Litong Printing Machinery Co., Ltd (PEIAC) * DGT Dutch Graphic Trade BV * Digital Information Ltd (AG) * Dimuken (GB) Ltd * Domino Printing Sciences plc * DPM UK LTD * Drahtwerk Friedr. Lötters GmbH & Co. KG * Du Pont De Nemours (Deutschland) GmbH * Duplo International Ltd * Durrer Spezialmaschinen AG * Durselen Gmbh * E.C.H. Will GmbH * ECRM Imaging Systems * ECS Nottingham / Hammonds * Edelmann Graphics GmbH * EHRET Control * Elettra Srl * Eltex Elektrostatik GmbH * Encore Machinery Ltd * Enfocus * Epson * Eraysan * Esatec SA * Esko Artwork * ESS Graphic A/S * EXCARD Corporation Sdn Bhd * EZ Turner * Falk GmbH * Ferag AG * FFEI Ltd * Filton Limited * First Graphic Machinery Ltd * Flexo Wash Aps * Foiltone * Folex Gmbh * Foliant EU s.r.o * Foshan Eko Film Manufacture Co., Ltd * FotoWare a.s * Friedheim International Ltd * Frimpeks Ltd * Fujifilm * Futuregrafic Services Ltd * G.I.C.- OMEGHER * GAE (Graphic Arts Equipment) * Gammerler AG * Gateway Bookbinding Systems Ltd * GBC Films * GEW (EC) Ltd * Global Graphic Equipment * Global Graphics Software * Glunz & Jensen A/S * GMC Software Technology Ltd * GMG GmbH & Co. KG * GMP Co Ltd * Goodstrong Machinery Co. Ltd * Goss International * Grafibind Holland B.V. * Grafikontrol SpA * Grafitec Group * Grafix GmbH * Graphic Web Systems * Great Wall Machinery * GTI Graphic Technology Inc * Halm Industries International Co Inc * Hammonds * Hang * Hatten Corporation * Heiber & Schröder GmbH * Heidelberg Graphic Equipment Ltd (Heidelberg UK) * Heights (UK) Ltd * Heraeus Amba Ltd * Herzog & Heymann * Hewlett Packard * Honle UV * Horizon * HR International * HSM GmbH & Co. KG * Hunkeler * Hunkeler Systeme * IBF Industria Brasiliera De Filmes * Ideal * IMPIKA * Imprint Business Systems * Infoprint * Inspectron Ltd * IPAGSA Industrial, S.L. * IST (UK) Ltd * Itec Graphic Machinery Ltd * James Burn International * Jenton International Ltd * Jinda Company Limited * JMD Machinery Corporation Ltd (PEIAC) * Joto Ltd * Just Normlicht GmbH * K B A Group * K G T Kool Graphic Trade B V * KAS Paper Systems * Kennedy Grinding Ltd * Kern AG * Kersten Elektrostatik GmbH * King General Machinery Inc * Kodak SA/NV * Kolbus UK Limited * Komori UK Ltd * Kongskilde UK Ltd * Konica Minolta Business Solutions Europe * Konik * Krause-Biagosch GmbH * Kugler-Womako GmbH * Kurz, Leonhard Kurz (UK) Ltd * Lake Image Systems * Lamina System AB * Lasermax Roll Systems AB * Leopold Professional Imaging * Line O Matic Graphic Industries * Litho Supplies (UK) Limited * Logitrans UK * Longma Aluminium Group * Lüscher AG Maschinenbau * MagnetNotes, Ltd * Mamo Srl * Maping Co * Marlowe Graphic Services Ltd * Masterwork Graphic Equipment (UK) Ltd * MBO/Hohner * Meccanotecnica SpA * Media Graphic Services * Mellow Colour * Metamation Ltd * MGI * Mimaki Engineering Co., Ltd * Miruna Ltda * Mitsubishi Heavy Industries Europe Ltd (MHIE) * Mitsubishi International * Mitsubishi Paper Mills Ltd. * Morgana Systems Ltd * Mosca Direct Ltd * Muller Martini Ltd * Multigraf * Muro Digital * NBG * NELA Brueder Neumeister GmbH * Neryos * New Era Industrial Co., Ltd. * Nipson SAS * Nordson UV Ltd * Novurania SpA * Nyland Graphics Ltd * O.M.G. S.r.l. * Océ Printing Systems GmbH * Officine Meccaniche * OKI Printing Solutions * Olympus Corporation * Omnitek * OneVision Software AG * Optigraf * Optimus * Opus Sp. Z O. O. * OVIT SRL * Palamides * Peleman Industries NV * Pemco Inc. * Perfecta * Petratto Srl * Pfankuch Maschinen * PGM Paper Converting & Graphic Machines B.V. * Pitney Bowes * Planatol System GmbH * PNE Print Technology Co., Ltd * Pre Press Boulevard * Press Parts Ltd. * Presstek Europe Limited * PRI Super Blue Technologies * Prime UV * Prime Wire Ltd * Print Week * Print-O-Graph Machinery Industries * Printcost Ltd * Printers Superstore * Printflow * Printing & Graphic Machinery * PRINTPACK T.Kahale & Co sal * Printsoft Systems * Prism Europe Ltd * Pulse Printing Products * Punch Graphix NV * QuadTech, Inc. * Quite Software * R.E.C.M.I. * Red Tie Ltd * Renz (UK) Limited * Ricoh Europe PLC * Rigo Kft. * Rima System * Riso (UK) Ltd * Robatech UK Ltd * Roberts Graphics Ltd * ROEPA - EDB * Roland DG (UK) Ltd * Rollem Patent Products Ltd * Rossini UK Ltd * Rotadyne Roll Group * Rotek * Royal Sovereign International Inc. * RW Coatings Ltd * Ryobi * S R International * Sakurai Graphic Systems Corporation * Sandvik Diecutting Products * Satori Software * Savatech,d.o.o. * SBL Machinery (UK) Ltd * Schmid Rhyner AG * SCODIX * Screen Europe * SCS Automaberg srl * Sefas Innovation * Senator Technology * Shanghai Dragon Machinery (PEIAC) * Shanghai Electric Group Printing & Packaging * Shanghai Euereka Machinery CO., Ltd. * Shanghai Hongjing Printing and Packaging Machinery Co., Ltd.(PEIAC) * Shanghai Major International Trading (PEIAC) * Shanghai Printyoung International Industry Co. Ltd (PEIAC) * Shantou Jinhuang Industry Trade Co., Ltd * Shenzhen QUPA Office Equpment Co., Ltd * Shinohara * SHS-CAS Graphische Maschinen GmbH * Shuttleworth Business Systems Ltd * SITMA Machinery SpA * Solna Offset AB * SPEFA Druckmaschinenbau GmbH * Stera-Tape Ltd * Suzhou Kingswood Printing Ink Co., Ltd (PEIAC) * Swedev Uk * Tauler * Tech-Ni-Fold Ltd * TECHKON Electronik GmbH * Techniweb * Technotrans Graphics Ltd * Tecnau * Tharstern Ltd * The Challenge Machinery Company * The Digital People * The Exel Group of Companies * The Pinheiros Corporation * The Printers House (P) Ltd * The Second Film Factory of Lucky Group - PEIAC * Toray Industries Inc * Toyo Ink MFG Japan * Transeo Media Limited * Trelleborg Engineered Systems Italy Spa * Trend Graphic Services BV * Tresu A/S * TyreF s.r.l. * Uchida Yoko Co Ltd * Ultrachem Ltd * UNION ENVELOPES FACTORY * Univacco Technology Inc. * UP Group * UPEX * UV- Technik International Ltd * Vacuumatic Ltd * Van der Wekken Grafische Machines BV * Van Son Printing Inks * VeriVide Ltd * Vits Technology GmbH * Vivid Laminating Technologies Ltd * Watkiss Automation Ltd * Weko (UK) Ltd * West Park Graphic Equipment Ltd * WH Leary Ltd * White Horse Machinery * Wity Machinery Group Ltd * X-Rite / Pantone * Xchange International * Xennia Technology Limited * Xerox Corporation * Xingraphics Chengdu * Zacares Numeradores S.A. * Zechni * Zhejiang Konita New Materials Co. Ltd (PEIAC) * Zhejiang Zhengrun Machinery (PEIAC)

12 Perfect partners

13 2006 footprint

14 Perfect footprint

15 2006 footprint

16 NEC Campus overview The busiest exhibition centre in Europe, staging 160 exhibition and attracting over 4 million visitors annually. With 21 halls totalling 200,000m 2 of exhibition space on a 650-acre site, it s the biggest exhibition centre in the UK.

17 One unique opportunity

18 International Marketing Campaign Nick Craig Waller Marketing Director

19 Agenda Marketing Objectives Supporting Messages Marketing Tools International Campaign Innovations Visitor Attractions

20 Marketing Objectives To achieve a net attendance of 55,000 visitors To achieve a figure of 70,000 pre-registrations To achieve a pre-registration conversion rate of 65% To grow an international attendance to 50% To maintain quality of audience by attracting 40% director level and above, and 25% managers 70% involved in decision-making process

21 Supporting messages Top companies and SME entrepreneurs International printing exhibition New products and innovation New industry trends Learning/education Network Diversification Accessibility

22 VISITOR CREATIVE

23 Marketing Tools Database Global Associations Programme Direct Marketing Advertising/Inserts SMS Website/SEO Social Media PR and Ipex Media Summit Co-Marketing Attendance at other shows/own label events Working with the Global Media

24

25 Visitor Groups International Commercial & digital printers Specialist printers (wide format) & CRDs Distributors & agents UK Commercial & digital printers Large Printers SMEs Specialist printers (wide format) & CRDs End-users/Print buyers/brand owners Design & Creative

26 International Campaign Emerging markets Asia, Eastern Europe (Czech Republic, Poland, Croatia, Ukraine, Russia, Romania) China, SE Asia and India Mature markets France, Japan, Germany, Benelux regions, Italy, Scandinavia etc. English-speaking markets Australia N. America

27 International Reach Advertising, Inserts, Data, Sponsorship activities will be taking place in the following countries:

28 International Marketing Campaign Translated Content Key languages French, Italian, German, Spanish, Simplified Chinese, Turkish, Japanese Dedicated exhibitor content Interested In Exhibiting; Who Will Visit; Who Should Exhibit; Why You Should Exhibit Dedicated visitor content Pre-registration Form; Interested In Visiting; Visiting Birmingham; Getting There; Accommodation General content Dedicated Google landing pages (receiving clicks from Google Adwords) Press releases Translated content accessible from every page of the website in five key languages

29 International Marketing Campaign Google Adwords Test campaign May-July 2009 Gather intelligence about popular keywords & search terms for Ipex Maximise Click-through Rates (CTR) Maximise pre-registrations Campaigns extended following testing Individual campaigns tailored to key international territories

30 Time and Action Plan

31 Innovations Priority Pre Reg Agent/Distributor Matchmaking Half the money I spend on advertising is wasted; the trouble is I don t know which half. John Wanamaker, Thinktank

32 Visitor Attractions/Experience Ipex Guided Tours Product Trails Ipex Daily Vendor Product Demos International Days Ipex Knowledge Centre Printers Profit Zone Springboard Ipex After Hours External events Event Catalogue

33 Co-Marketing Nick Craig Waller Marketing Director

34 Introduction How would you react if we decided to raise the price for stand space by 750%? Extensive research Exhibitors that invite their own prospects to their stand before an event on average meet 3x more new prospects at the event than the exhibitors that do not These same exhibitors convert 2.5x more meetings at their stand into follow up appointments after the exhibition

35 The Gossip Background what business are we in? Scary statistics What is co-marketing?

36 Scary Statistics!!! 60%

41 I do not invite my clients and prospects, they might go to my competitor Who here does not know your competitor s top five clients? Can you name one client that does not know your competitors? Do you think your competitor knows your top five clients? Theodore Roosevelt In any moment of decision the best thing you can do is the right thing, the next best thing is the wrong thing, and the worst thing you can do is nothing.

42 The Pledge Made the decision or thinking about exhibiting at Ipex Secret of success is inviting prospects and customers As organisers we encourage all of our global visitor network to register in advance Award winning (2008) Case Study from another IIR show

43 Co-Marketing Programme

44 What happens next? Internal Communications Spread the good news within your organisation! Create a project team with the right people Meet regularly Plan to succeed Use the Ipex Marketing Team Co-Marketing webinar is planned for Thurs 1 October Time & Action Plan Hotline Telemarketing campaign to all exhibitors Website information in the exhibitor zone at

45 Equal Opportunity? No Objectives No Involvement No Business A Team Effort Full Circle A Success!

46 A Partnership Marketing / PR Technical support Co-Marketing Operations Sales

47 Ipex website

48

49 120,000 Unique Users +57%

50 388,000 Page Views +18%

51 Exhibitor Zone: Action checklist to remind you what tasks need completing, and when Information buttons linking you to key areas of the Ipex Exhibitor Zone

52 Exhibitor Zone: Icons in the Exhibitors List highlight enhanced content you have uploaded to visitors Every exhibitor with a web marketing package can create their own mini-site within the Ipex website

53 Exhibitor Manual: Clearly tabbed navigation to take you quickly to the information you require Online checklist and order forms to simplify the acquisition of contractor services

54 The Marketing Team Nick Craig Waller +44 (0) David Copeland +44 (0) Peter Orford +44 (0)

55 Destination UK ー

56 Birmingham highlights Dynamic, confident and expanding city 17 billion investment over next 10 years International railway station 70 minutes from London Airport - 9 million passengers serving 100 destinations

57 Destination NEC Just 8 miles from Birmingham city centre The NEC UK s largest exhibition centre 200,000m2 space LG Arena - one of the UK s top concert venues 30,000 hotels in West Midlands region 4,500 hotel bedrooms city centre 7 hotels on-site 26,000 car park spaces

58 International air travel to NEC 100+ destinations Airport arrivals 90 seconds by mono rail to NEC showground 10 minute walk to the Ipex footprint halls 6 to 20 Or 5 minute shuttle bus ride 25 leading retail outlets / shops Several restaurants / bars on-site

59 Birmingham social opportunities Shopping capital 500m development 500 restaurants City centre Chinese quarter Famous for Indian cuisine Balti 100 pubs, bars & clubs Radisson SAS -39 story glass structure Birmingham museum & art gallery Aston Villa Football Club Birmingham City Football Club The Belfry Birmingham Hippodrome Theatre

60 Travel & Accommodation partners Birmingham Convention Bureau 25 years experience providing rooms for exhibitors / visitors Strong relationships with every major hotel in Birmingham Holds a large allocation of bedrooms all over region Attractive discounts for eleven night package May Book / reserve on line Ipex hotline: Tel: +44 (0) Fax: +44 (0)

61 Travel & Accommodation partners Creative Travel & Event Management Impressive list of 50 hotels Specialise in group hospitality bookings, restaurants, All reservations include service charges, taxes, full breakfast and booking fees Book / reserve on line Ipex hotline: Tel: +44 (0) Fax: +44 (0) fiona@ctem.co.uk

62 Recession Busters Vicky Coope

63 Recession busters.. Down 20% to 15%

64 Recession busters..

68 Tri-Lite Space Only Package Silver structure two open sides Powder coated Tri- Light structures Sun flood lighting every 3 metre length PVC wrapped 4 metre walls Example shown 15 x per sqm Carpet: Choice of 8 colours One Logo name Board per 5m open side Walls: Choice of 8 colours

69 Thank you

70 Perfect time Perfect place One unique opportunity