Law Enforcement forensics Forensic labs Investigations/Research Digital forensics Academia Court rooms and criminal law.

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1 Law Enforcement forensics Forensic labs Investigations/Research Digital forensics Academia Court rooms and criminal law Marketing Manual

2 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 Official Supporting Partners and Suppliers

3 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. If you have any questions, please don t hesitate to contact us. 3

4 2. Forensics Europe Expo Team Event Manager Rob Lozowski t. +44 (0) e. Conference and Seminar Manager Suminh Tham t: +44 (0) e: Exhibitor Operations (Event Shaper) Penny Law t: +44 (0) e: Marketing Manager Peter Orford t: +44 (0) e: Marketing Executive Joseph Smith t: +44 (0) e: Exhibitor Operations (Event Shaper) Daniela Riberio t: +44 (0) e: Please feel free to contact us at any time if you have any queries regarding your marketing, or the Exhibition. 4

5 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 or follow the menu from the Homepage > Exhibiting > EZone. Enter your Username (usually your address) and your Password (this will have been ed 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 ). 5

6 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 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 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 CircData Exhibitor Badges: Order exhibitor name badges for the show Mandatory upon login Don t forget: The sooner you start implementing your marketing campaign the more leads you are likely to generate. 6

7 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 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 Please read on to find more information on what assistance we can offer you with your campaign! 7

8 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. 8

9 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, jennie.skinner@eventguides.co.uk for more information or call 44 (0) 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

10 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 s or press releases. Upload your press releases via the exhibitor zone

11 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 . You can either create your own 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 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 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 . 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 design. Focus on your copy and subject lines instead. Remember: Once the Evite is designed you then need to be it to your database. If you do not have facilities to send out large numbers of HTML s then this is something we can do for you using a 3rd party mailing house. Please just ask. Contact: Joseph Smith t. +44 (0) e. joseph.smith@clarionevents.com 11

12 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

13 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 ed 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 13

14 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 If you require any of the banners or logos in different sizes or formats please contact joseph.smith@clarionevents.com 14

15 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 and your involvement 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. Don t forget to add your Social media links to your web profile in the E-zone 15

16 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 Free Conference Pass Use co-branded registration form - all registrations are traceable Place a Banner Ad on Your Website 16th Feb x 60 Banner ad rotating on event website for 2 weeks Send URL to Marketing Team Send a Dedicated or E-invite to Your Database 3rd April Free Conference Pass Send copy of to Marketing Team 3 Tweets about the show using the hash tag #FEE th March x 60 Banner ad rotating on Forensics Europe Expo website for 1 week Copy to the tweet and Marketing Team Promote Your Presence on LinkedIn 27th March Free Conference Pass Send URL to Event Marketing Team Bring 30 confirmed visitors to the show via co-branded registration page 12 th 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 13 th April 2016 Sponsored e-shot to pre-registered visitors Use co-branded registration form - all registrations are traceable 16

17 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 s. Take a defiant or guard-like stance at the edge of the stand. Stand in a position that will obscure exhibits or prevent access. Erect unnecessary barricades with furniture to make access difficult on to your stand. Group into huddles. It gives the impression that visitors would be a nuisance, disturbing your conversation if they approach you. Neglect anyone, even if you are talking to another prospect. 17

18 Acknowledge waiting visitors with a nod, smile or wave and direct them to an exhibit. Stand with your arms folded 5. 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 event This 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) 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. 18

19 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. Campaigns The extensive campaign will update the industry s key players about the Forensics Europe Expo event developments. Aimed at all participants, Forensics Europe Expo 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 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 is the official website for Forensics Europe Expo Exhibition and Conference. The site is regularly updated offering the latest event developments, online visitor preregistration, 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. Our LinkedIn group will be used to host interactive discussions between us and group members. Many of the topics discussed will be explored in more detail at the show. 19

20 7. Official Supporting Partners and Suppliers Official Event Guide Producer Event Guides Onsite Scanners and Badging CircData Hotels and Accommodation EventShaper 20