Marketing & Publicity Guide

Transcription

1 Marketing & Publicity Guide

2 CONTENTS ABOUT THIS GUIDE 4 Page How Can We Help You? 5 SECTION 1 PR OPPORTUNITIES 6 Form 1 Product / Brand Information Form (PR) 7-8 Deadline: As soon as possible SECTION 2 PROMOTING THE SHOW INTERNALLY 9 SECTION 3 INVITING YOUR KEY CUSTOMERS 9 Form 2 Invite Your Top 10 UK Buyers / Prospects 10 Deadline: 9 th August 2013 Form 3 Invite your Top 15 Overseas Buyers / Prospects 11 Deadline: 9 th August 2013 Nominate Your Top 5 Overseas VIPs for FREE Accommodation 12 Deadline: 9 th August 2013 SECTION 4 PROMOTING THE SHOW AND YOUR PRODUCTS Information about our Postcard Invite, Preview Mailing, Stickers, Web Marketing, Marketing, Show Preview and Show Guide Form 5 Postcard Invite Request Form 15 Deadline 14 th June 2013 Form 6 Preview Mailing To Your Customers 16 Deadline 5 th July 2013 SECTION 5 PROMOTING YOUR COMPANY DURING THE EXHIBITION 17 SECTION 6 SPONSORSHIP & ADVERTISING OPPORTUNITIES 18 SECTION 7 OTHER ADVERTISING OPPORTUNITIES 19 Bridal Buyer, Bridal Buyer Europe, Focus and 2

3 SECTION 8 SOCIAL MEDIA USAGE 20 Find out how to use social media to maximise your presence at BBEH 3

4 WELCOME TO THE BBEH MARKETING & PUBLICITY GUIDE We d like you to get the very best out of exhibiting at The British Bridal Exhibition and the first thing we will help you to do is to think of it as more than just a 3-day event. Spending time now thinking about what you want to achieve by being at this event will help shape your plans before, during and after the show and help increase the value of your participation way beyond the event. The most important consideration is What do I want to achieve for my business? To launch a new range or product? To act as a sampling opportunity? To distribute information? Think hard about your objectives and be realistic. Once you re clear about what you want to achieve you can start to think about the stand itself, and crucially about how you re going to get people to it. Plans for your stand are probably underway and this guide contains some useful advice on how you can add impact and effectiveness to it. It is crucial that you consider in advance how you are going to promote your participation at the show so that you get the most out of being there. As a natural focal point in most retailers calendar, it is important that any promotional activity you are planning in the run-up to the show refers to your participation at The British Bridal Exhibition. You have probably seen some parts of our promotional campaign already and the more you do to promote your presence, the better the show will potentially be for you. If you have any further questions regarding marketing, please do not hesitate to contact me. Judith Sutton Head of Marketing judith.sutton@oceanmedia.co.uk

5 DO YOU WANT TO SEE YOUR BRAND ON OUR MARKETING MATERIAL? HOW CAN WE HELP YOU? Don t miss the opportunity to promote your collection/s FREE of charge in our e-marketing campaign and show preview. Find out more page 12. The British Bridal Exhibition marketing campaign includes direct mail, online and e-marketing, as well as UK and overseas advertising. As an exhibitor you have the opportunity to get directly involved in the marketing campaign, either through mailings or submission of images for our promotional material. Take a look at the FREE opportunities below to see how you can increase your company s exposure. Form 1 PRODUCT AND BRAND INFORMATION FORM This form is important for us as it allows us to help you promote your company before and during the show. Please note that this is NOT copy for the show guide which will be requested in a separate form which comes from Georgia or Ellie and need to go back direct to them. Form 2 INVITE YOUR TOP 10 UK BUYERS / PROSPECTS Nominate your top 10 UK Buyers / Prospects and we ll invite them to the show on your behalf, provide them with a detailed pre-show update, help with travel and hotel bookings and allow them access to the VIP lounge. Form 3 INVITE YOUR TOP 15 OVERSEAS BUYERS / PROSPECTS Nominate your top 15 Overseas Buyers / Prospects and we ll invite them to the show on your behalf, provide them with a detailed pre-show update, help with travel and hotel bookings, including transport on the shuttle bus from Leeds/Bradford Airport, and allow them access to the VIP lounge. Form 4 NOMINATE YOUR TOP 5 OVERSEAS VIPS FOR FREE ACCOMMODATION Of your top 15 Overseas buyers, you can nominate 5 to receive free accommodation This is 2 night s free accommodation in a recommended hotel in Harrogate (1 room per shop) for Sunday and Monday only. Form 5 REQUEST FREE BRITISH BRIDAL EXHIBITION POSTCARD INVITES Request the quantity of postcard invites you wish to receive, helping you to promote your presence to your clients. Please complete this form with your details and if you would like to have them personalised with your logo please ensure this is stated. There is no additional charge for this. You can choose from Bridalwear, Menswear, Accessories and Occasionwear postcards. 5

6 Form 6 FREE MAILING OF BBEH PREVIEWS TO YOUR CUSTOMERS As well as sending previews to our own databases, we would be delighted to send them to your client database on your behalf. If you would like to ensure your customers receive one, please complete the form. 6

7 SECTION 1: PR OPPORTUNITIES SUBMITTING EDITORIAL INFORMATION Remember to keep trade publications such as Bridal Buyer updated on a regular basis and copy them in on all your press release mailings. Please also ensure you send any information to The British Bridal Exhibition team, as they will be writing press releases and advertorials etc, and need as much information as possible. Photographs of your new collections are one of the most effective promotional tools you can have and trade magazines are unlikely to use your information unless good pictures are provided. Guidelines for Writing a Press Release All news of your participation at BBEH should be sent to the media in the form of a press release. Here are a few basic guidelines: Begin the release with a factual headline that gives a clear idea of the subject. The opening paragraph should contain all the main points to be expanded as your news story. The initial description of a brand, trend, service, promotion / corporate development should be stated as hard facts avoid slang, jargon and boasts. As a general guideline, an announcement of a new range should include a general description and an introduction of themes and influences. It should also highlight innovative garments, new fashion trends, fabrics, colours, price and availability. Include a quote from your company spokesperson commenting on the significance of your story. Provide a contact name, address and telephone number where readers can obtain more information. The contact name and telephone number of your press office / PR consultancy should be added at the end of the release to enable the editor to obtain more information. Your stand number and a contact name should be included for on-site enquiries. Include the date of issue at the bottom of the release. All releases should be typed in double-line spacing. One single A4 page should be sufficient, more than 2 pages is probably too long. Don t forget to bring your Press Pack to the Press Office during build-up 7

8 PRODUCT / BRAND INFORMATION FORM PLEASE FAX OR ASAP Judith Sutton Head of Marketing Tel: +44 (0) Fax: +44 (0) judith.sutton@oceanmedia.co.uk British Bridal Exhibition, Ocean Media Group Ltd, One Canada Sq, Canary Wharf, London E14 5AP It doesn t cost you anything to be included in our PR and Marketing activity. It is an important element, both for the exhibition and for you personally. The British Bridal Exhibition Press Office needs information from you about your brand(s). We want to promote your presence at the show in advertorials, newsletters, editorials and other promotional material. In order to do this we need photographs, press releases, range descriptions and background information as soon as possible. Please type or print clearly in BLOCK CAPITALS Company Stand No. Contact Name Tel No. Fax No. Address Product(s) /Brand(s) PR Contact (if different) Tel No. Please complete page 2 of this form as well >> 8

9 FORM 1 Please tick either box below: I have enclosed a disc with pictures of my collection I have ed pictures of my collection to judith.sutton@oceanmedia.co.uk 1. Summary of Spring/Summer 2014 ranges. If not available yet, please supply your most up-to-date information about your collections. 2. Are you launching any new ranges before or at the exhibition? If so, please provide information below. 3. Company background / additional information 4. Are you offering any special offers for buyers at the show, i.e. free products or advertising etc. If so, let us know and your offer will be included in a special show newsletter 9

10 SECTION 2: PROMOTION WITHIN YOUR COMPANY By sending regular releases to the relevant bridal media, we generate interest and attendance from many buyers and press audiences across the UK and Europe. The more exposure given to the event, the more visitors it will attract and you can help by informing your customers about your plans for the show. Circulate a memo giving the dates of The British Bridal Exhibition, opening hours and venue, and remember to include your stand number. Incorporate the BBEH logo FREE of charge in any publicity material issued or advertising placed prior to the exhibition. You will find the logo on our website at or we can send it to you by (please request by ing judith.sutton@oceanmedia.co.uk). We also have a BBEH logo that you can add to your signature letting people know that you are exhibiting. What about asking them to add the logo on their signatures? Encourage your team to mention the exhibition and your stand number to their customers. Arrange advance appointments with key customers to take place at the event. 10

11 SECTION 3: INVITING KEY CUSTOMERS As part of your preparation for the show it is vital that you contact your current and potential customers to promote your presence there. Below is a list of activities that will help to boost your presence and to maintain and build relationships with customers. Invite Your Top 10 UK Buyers / Prospects The attendees will be invited to the show on your behalf. They will receive help with travel and hotel bookings and will be issued with VIP entry passes to the show, allowing them access to the VIP lounge. Please see Form 2. Invite Your Top 15 Overseas Buyers / Prospects The international attendees will be invited to the show on your behalf. They will receive help with travel and hotel bookings and will be issued with VIP entry pass to the show, allowing them access to the VIP lounge. Please see Form 3. Nominate Your Top 5 Overseas VIPs For Free Accommodation The attendees will be invited on your behalf and will receive VIP status. The VIP package includes up to 2 nights free accommodation and free transport from Leeds Bradford airport. Please see Form 4. 11

12 FORM 2 INVITE YOUR TOP 10 UK BUYERS/PROSPECTS PLEASE NOMINATE BEFORE 9 th August judith.sutton@oceanmedia.co.uk Tel: +44 (0) Fax: +44 (0) List your top 10 UK buyers / prospects and we will invite them to the show on your behalf, provide them with a detailed pre-show update, help with travel and hotel bookings and allow them access to the VIP lounge. How do I nominate my customers for VIP status? ONLINE To streamline the nomination process, we are now asking exhibitors to nominate their VIPs online. Please follow the link below, and the ebadge for your visitors will be automatically ed to them. Please Note: Any lists submitted after the closing date, 9 h August 2013, will not be fulfilled. We DO NOT accept lists supplied on paper. Failure to fill in ALL fields will result in the invite not being sent 12

13 FORM 3 INVITE YOUR TOP 15 OVERSEAS BUYERS/PROSPECTS PLEASE COMPLETE BEFORE 9 th August judith.sutton@oceanmedia.co.uk Tel: +44 (0) Fax: +44 (0) List your top 15 overseas buyers / prospects and we will invite them to the show on your behalf, provide them with a detailed pre-show update, help with travel and hotel bookings and allow them access to the VIP lounge. How do I nominate my customers for VIP status? ONLINE To streamline the nomination process, we are now asking exhibitors to nominate their VIPs online. Please follow the link below, and the ebadge for your visitors will be automatically ed to them. 13

14 NOMINATE YOUR TOP 5 VIP OVERSEAS CUSTOMERS FOR FREE ACCOMMODATION PLEASE FAX OR BACK BEFORE 9 th August 2013 Libby Brodie, Events Administrator Tel: +44 (0) Fax: +44 (0) libby.brodie@oceanmedia.co.uk The VIP status entitled your customers to the following: 2 nights free accommodation in a recommended hotel in Harrogate (1 room per company) for Sunday and Monday only. Access to the VIP lounge at the exhibition where complimentary beverages will be available throughout the 3 days of the exhibition Free shuttle bus service from Leeds / Bradford airport (this needs to be booked in advance with Rachel Hall on +44(0) ). How do I nominate my customers for VIP status? This year we have tried to streamline the nomination process and enable retailers to book their accommodation online. Here is the process for 2013: libby.brodie@oceanmedia.co.uk with a spreadsheet containing the contact details for your VIPs. Ocean Media will then your nominees a unique link whereby they can book their accommodation. Rooms are on a first come, first served basis, so the sooner you return nominations, the sooner your retailers can be allocated rooms. Please Note: All nominations will then go through a vetting process and successful applicants will receive a confirmation detailing their accommodation. Please note, allocation of these free rooms is at the discretion of the organisers. It is the responsibility of the retailer to check their booking confirmation and check it has the correct information. Early response is recommended as numbers are limited and allocated on a first-come, first-served basis. This offer is only open to bridal retailers. Please do not nominate a member of your company the form will not be processed! 14

15 SECTION 4: PROMOTING THE SHOW AND YOUR PRODUCTS The British Bridal Exhibition direct marketing campaign has a reach of over 8,000 UK and Overseas contacts within the industry via targeted mailings promoting the show. As an exhibitor you can be directly involved 4.1 POSTCARD INVITES These postcards are ideal for inserting into any of your pre-planned mailings such as invoices or database mail shots. You must request the quantity of postcard invites you wish to receive or you will not receive any. You have the option of requesting Bridalwear, Menswear, Accessories or Occasionwear postcards, and if you prefer you can request these in PDF format so you can to your database. Please complete Form BBEH STICKERS These are intended to be attached to any pre-planned marketing material. If you would like copies, please contact: Ellie Makin on +44 (0) , ellie@bridal-uk.com by 28 th June WEB MARKETING The internet is now a main source of information for potential buyers/stockists and we would like to make sure that, as an exhibitor, you maximise your web exposure. As an exhibitor, your company name and stand details will be listed on However, if you wish to have an enhanced listing through the bridalbuyer.com website which links to the BBEH exhibitor listings, please contact Digital Sales Executive, Amy Davies on +44 (0) Other online opportunities within bridalbuyer.com include Headline banner Headline Button MPU E-newsletter sponsorship To discuss these opportunities further, please contact Amy on +44 (0) or amy.davies@oceanmedia.co.uk You will find the BBEH web banner and button on our Exhibitor Area of the BBEH website. We would like to ask you kindly to upload either or both of them to your website, linked to: This will help to promote your presence at the show. 15

16 4.5 E-MARKETING As part of the online campaign, e-newsletters will be sent throughout the months prior to the show to our entire database featuring essential information about the show and the collections presented. Therefore, the sooner you send us images of your new collection(s), the more chances you will have to be featured free of charge in the BBEH e-newsletters. 4.6 SHOW PREVIEW Mailed to an extensive list of UK and overseas buyers, it features a selection of exhibitors at the show, latest trends, editorial copy and highlights of the show. As an exhibitor, you have the opportunity to be included free of charge in the exclusive Show Preview, helping you to promote your company before the show. If you would like us to send your customers this Preview on your behalf, please complete Form 5 and provide your database in an excel format. 4.7 SHOW GUIDE The Show Guide is seen as the directory of the bridal industry and is distributed at the show. As an exhibitor you will be included in the exhibitor listings, which includes full contact details for each exhibitor, along with a description of what your company does. You can highlight your listing in the showguide by adding your company logo for just 45. Please contact ellie@bridal-uk.com if you would like to include your logo. REMINDER: You will have received the Show Guide form from Wendy Adams recently or with your contract. Please ensure this is completed and returned to ensure we list all your collections correctly in our marketing campaign..if you need extra copies of the Show Guide form please contact Ellie Makin on ellie@bridaluk.com For advertising opportunities within the show guide, please contact Wendy Adams or Nardene Smith: T: +44 (0) or E: nardene.smith@oceanmedia.co.uk IF YOU WOULD LIKE THE CHANCE TO BE INCLUDED IN THE OFFICAL PREVIEW, PLEASE SUBMIT: A selection of images (high resolution jpeg or tiffs), for every product category Collection name, designer and the name you would like it credited to. Please send images to judith.sutton@oceanmedia.co.uk or on a CD to Judith Sutton, BBEH Marketing Material, Ocean Media Group Ltd, One Canada Sq, Canary Wharf, London E14 5AP PLEASE NOTE: Not all images will be used. This is at the discretion of the design and marketing team. The deadline to send the material for the Preview is Friday 5 th July If your collections are not ready by this time, do let us know. We can accept images after this date but remember, the earlier we receive your images, the earlier we can support you in your campaign! - Images submitted after this deadline may also be used in our e-marketing campaign. 16

17 FORM 4 ORDERING YOUR FREE POSTCARD INVITES Please fax or back before 14 th June 2013 to +44 (0) Rachel Hall. Operations Director Tel: +(44) Fax: +44 (0) rachel.hall@eventopsuk.com Ocean Media Group, Bank House, 23 Warwick Road, Coventry, CV1 2EW Please note: You must request the quantity of un/personalised postcard invites you wish to receive. If you booked your stand after the deadline, please speak to Rachel to see if any postcards are left over. Please type or print clearly in BLOCK CAPITALS Company Contact Name Address Tel No. Address Stand No. Post Code Fax No. I would like to request I would like to request I would like to request I would like to request free BRIDALWEAR/GENERIC postcards free MENSWEAR postcards free ACCESSORIES postcards free OCCASIONWAER postcards I would like to request a PDF version I would like the postcards to be personalised with my logo (printed postcards only) I have enclosed my logo on disc (JPEG or TIFF format) I have sent my logo (JPEG or TIFF format) by to rachel.hall@eventopsuk.com Please Note: Any requests submitted after the closing date, 14 th June 2013, will not be fulfilled. Failure to fill in ALL fields will result in the invite not being sent. 17

18 FORM 5 MAILING YOUR CUSTOMERS FREE BBEH PREVIEWS Please fax or back before 5 th July 2013 Judith Sutton Head of Marketing Tel: +44 (0) Fax: +44 (0) judith.sutton@oceanmedia.co.uk British Bridal Exhibition, Ocean Media Group Ltd, One Canada Sq, Canary Wharf, London E14 5AP Please note: The preview contains essential information about the show such as an exhibitor list, latest trends and highlights of the show. If you would like us to ensure your retailers receive a copy, please your database to judith.sutton@oceanmedia.co.uk Please type or print clearly in BLOCK CAPITALS Company Contact Name Tel No. Address Stand No. Fax No. I have Sent my customer database by to judith.sutton@oceanmedia.co.uk Data must be supplied in Excel format and the following format MUST be followed: TITLE, FIRST NAME, SURNAME, POSITION, COMPANY, ADDRESS 1, ADDRESS 2, ADDRESS 3, POST TOWN, COUNTY, POSTCODE, COUNTRY, You can download the excel document within the Downloads area of the Exhibitor Area. We not accept list supplied on paper. Please Note: Any requests submitted after the closing date, 5 th July 2013, will not be fulfilled. Failure to fill in ALL fields will result in the invite not being sent. 18

19 SECTION 5: PROMOTING YOUR COMPANY DURING THE EXHIBITION At the onsite Press Office We will invite all the relevant UK and international print and broadcast media to attend and cover the event. The Press Office will be the first stop for these journalists and we recommend that information on your company and collections is made available to them Please liaise with the Press Office prior to and throughout the show to keep them informed of any interesting news items which may occur during the event. If you are planning special events or celebrity appearances, let us know as early as possible so they can alert the media in advance, giving you a better chance of a result. Press Packs Press packs are placed in the Press Office, supplying the journalists with essential information on BBEH exhibitors. Your press pack should include a background release on your company; an announcement release on the new ranges to be shown onsite and fully captioned pictures. 20 press kits should be sufficient for press office usage but we recommend daily checks to ensure a supply is maintained. Press kits should also be kept on your stand for any direct enquiries from journalists during the exhibition. Your press kits should be delivered to the Press Office on Saturday 7 th September and collect any surplus press kits before 4.00pm on the last day of the exhibition. At your stand Press will have PRESS on their badge making it clear to all visitors that they are press. They come to the show to gather news, information and preview the season s collections, which can result in valuable coverage, new business leads and consumer demand for your brand. Capitalise on new press contacts made at the show and supply journalists with any additional information they require for review features, such as additional photography and news of business. Inform the Press Office of any major success stories from the event, preferably in the form of a quote from a key person within the company: this can then be included in the post-show press release and future promotional material. 19

20 SECTION 6: SPONSORSHIP & ADVERTISING OPPORTUNITIES ONSITE SPONSORSHIP OPPORTUNITIES There are a number of sponsorship opportunities available at The British Bridal Exhibition to increase awareness of your brand. Preview Fashion Shows Poster Sites & You are here Boards Carrier Bags Water Dispensers VIP & Overseas Buyers Lounge Catering Areas Registration Branding Lanyards Press Office Pens With Show Guide Drinks Reception Banners On The Outside Of The Exhibition Children Crèche Area Ladies / Gents Toilets Shuttle Bus TV Monitors For Sponsorship Enquiries please contact: Wendy Adams on +44 (0) or wendy@bridal-uk.com SHOW GUIDE ADVERTISING The British Bridal Exhibition Show Guide is seen as the directory of the bridal industry and referred to by buyers after the event, so booking an advert will help you increase your brand exposure. There is huge potential to be seen by nearly 4,000 visitors, all of which are there to buy your products and/or services. Key Deadlines* Booking deadline:- 1 st August 2013 Copy deadline 8 th August 2013 For advertising opportunities please contact Nardene Smith on +44(0) or nardene.smith@oceanmedia.co.uk *These deadlines are subject to change. Please contact Nardene for final deadlines. You can also highlight your listing in the showguide by adding your company logo for just 45. Please contact ellie@bridal-uk.com if you would like to include your logo. 20

21 SECTION 7: ADVERTISING OPPORTUNITIES Boost your business through adverts and advertorials through our trade publications and website. Bridal Buyer is the industry s number one communication vehicle and the official magazine of BBEH. It brings together news, views, UK style indicators and international reportage, acting as a key reference point and providing insight within this ever-changing industry. Published six times a year, with the March and September show issue available FREE onsite Bridal Buyer is the perfect business partner for companies with an interest in all things bridal. Publication Description Deadline Date Bridal Buyer July / August issue 10 th June 2013 * Bridal Buyer September / October (show issue) 6 th August 2013* Bridalbuyer.com is an online portal of everything bridal retailers need to run their business whether they re selling bridalwear, menswear, occasionwear or accessories. With bi-monthly s sent out to all retailers on the BridalBuyer.com database, this is a great and cost-effective opportunity to increase brand awareness. For all print advertising opportunities, please contact Nardene Smith, Sales Manager, (nardene.smith@oceanmedia.co.uk / +44(0) ) For all online advertising opportunities, please contact Amy Davies, Sales Executive, (amy.davies@oceanmedia.co.uk / +44(0) ) For all editorial opportunities, please contact Susi Rogol, Editor (susi@rogol-goodkind.com / on +44(0) ) *Please note these dates are subject to change. Please contact Nardene to confirm the deadline dates. 21

22 SECTION 8: SOCIAL MEDIA USAGE In this increasingly digitally savvy market, make sure that you are capitalising on your online presence and promoting your presence at BBEH via Twitter, Facebook and LinkedIn. Twitter Have you got a Twitter account? Twitter is becoming more and more popular amongst retailers as a tool to make connections before events, arrange meetings and talking about the latest trends to hit the market. Using the hashtag #bbeh in the run up to the show, you will be able to interact with both your own Twitter followers and other retailers, promoting your presence at the show, telling them about any show offers and new products that you will be showcasing at BBEH. Follow Bridal Buyer on Twitter to catch up on all the latest news about BBEH, and to interact with Bridal Buyer in the lead up to the show. Click this link to find the Bridal Buyer twitter account. Facebook Interact with fellow members of the bridal industry on Facebook using the BBEH page. Post pictures of your preparations in the lead up to the show, talk to retailers and keep abreast of all the latest news about BBEH here. Some useful social media tips: - Post interesting content regularly - Interact with other users - Start conversations and build a buzz about events you are attending use social media to create conversations in real life - Remember that a positive attitude on social media will build positive buzz - Include your Twitter/Facebook links on your website and in your contact details 22