EXHIBITOR MARKETING MANUAL

Transcription

1 EXHIBITOR MARKETING MANUAL Where the art of invention meets the industry of America Media Sponsor HOUSTEX is produced by SME February 24-26, 2015 George R. Brown Convention Center Houston, Texas HOUSTEXONLINE.COM

2 What separates SUCCESSFUL EXHIBITS from the average ones? Unless you re incredibly lucky, it comes down to one thing: success starts with a plan. And to help you in your planning, we developed a number of marketing tools you can use to get the most from your experience at HOUSTEX. Whether you need a lot of help or just a little, this guide identifies numerous ways for you to promote your exhibit at the event, reach new prospects, and raise your company s profile in the media and industry. Here are some examples: Links to WHAT S INSIDE Banner Ads and Logos Customized Campaigns Directory & Manufacturing Engineering Magazine Advertising Directory & New Product Information Guest Passes Marketing Checklist Online Exhibitor Directory Upgrades Pre-Registered Attendee List Press Conference Request Form Free Print and Online Directory Listings Free Customized Campaigns Event Sponsorships Mailing List Rental And much more Recommended Media List SME Masterfile List Social Media Sponsorship Opportunities HOUSTEX is the industry s preeminent manufacturing event that attracts some of the world s most successful companies. Your participation adds value to HOUSTEX and we are here to help you get the maximum return on your investment. Welcome to HOUSTEX! Questions? Please call or or us at exhibitorservicecenter@sme.org. 2

3 Marketing: A little self-promotion. A LOT OF LEADS. Of the thousands of participants expected at HOUSTEX, how many viable prospects will you meet? To ensure you get the most, include both pre- and post-show marketing in your plan. Here s a summary of the promotional opportunities available. You ll find details for each in the following pages, or with a simple click. Take advantage of these promotional tools provided at no additional cost: Submit your free listing for the official Event Directory and the online directory. Submit new product photos and descriptions to be included in the online directory. These submissions entitle you to a HOUSTEX New Product Indicator floor sign for your booth. Distribute complimentary guest passes to your customers. Create up to three customized campaigns, using X Press Exhibitor s, targeting your current customers and top prospects. Your lists are completely secure. You can customize your own copy, upload graphics, and deploy anytime to as many people as you want. Download the free HOUSTEX banner ads and logo to include with your booth number and event message on your website and social media channels. Incorporate some of these ideas into your plan: Become an official sponsor to give your company a more prominent role at HOUSTEX. Call Nick Smith at , ext or sponsorships@sme.org to develop a customized sponsorship to meet your objectives. Upgrade your free listing on the HOUSTEX website to Silver or Gold level to provide more comprehensive information and company branding. Place a print advertisement in the Event Directory distributed to nearly 5,200 event attendees. Use your print advertisement in Manufacturing Engineering magazine and other trade publications to gain greater market coverage and alert readers of your participation in HOUSTEX. Schedule a pre-show mailing about your company s participation at HOUSTEX to your customers and prospects. Rent the HOUSTEX pre-registered attendee list (Available November 24, 2014 February 13, 2015) and tell them why your booth is a must-see. Access the Exhibitor Resource Center for details on renting this list. 3

4 Use the power of PUBLIC RELATIONS AND SOCIAL MEDIA. If you currently use social media platforms, then you know the power they have to connect with targeted audiences. If not, now is the time to start. Twitter, Facebook, and others can help keep your audience informed with up-to-the-minute details about your participation at HOUSTEX. How can you best use social media to drive traffic to your exhibit? Try This Simple HOUSTEX Action Plan Download this handy checklist to help you stay on track with your HOUSTEX marketing. Use Twitter to keep your followers informed about your participation in HOUSTEX. Feel free to use #houstex or Become a fan of our Facebook page and connect with attendees before and after the event. DOWNLOAD Send press releases to trade media about products or services you ll feature at HOUSTEX. 90% of attendees come to see what s new. Schedule a press conference at the event if you have new products or technology to debut. Call SME Communications at or communications@sme.org for more information about holding a press conference. Nothing attracts attendees like innovation, so be sure to highlight your newest product or technology in all your pre-event marketing. 4

5 Increase YOUR VISIBILITY Maximize your investment by using the promotional and advertising opportunities included in your HOUSTEX exhibitor package. These are easy ways to attract more attendees to your booth, so don t pass them up. Print and Online Directory Information Submit a current listing for the printed event directory and online exhibitor directory. This is an important first step to encourage buyers to seek out your booth at HOUSTEX. The HOUSTEX event directory is available to all attendees at the show and includes: Company Contact Information Company Principles and Representatives Industries Your Company Serves Product Categories Online Exhibitor Directory Buyers attending HOUSTEX use the online directory to research companies and plan their must-see list of exhibitors. This valuable online directory remains accessible for nine months after the event for reference and follow-up. Your online directory listing includes: Company Contact Information Company Description Company Principles and Representatives New Products Product Categories Social Media Website Link New Product Indicator Draws More Attention to Your Booth You may submit up to three new product descriptions and photos to the online directory and qualify for a New Product Indicator floor sign for the front of your booth. Your new product photos may also be used in HOUSTEX promotions, giving you even greater exposure. Submit your directory listing and new product information today. Submit Here Note: Only exhibits paid-in-full will be included in the Directory 5

6 Make an Impression With Customized Guest Passes You will automatically receive a supply of guest passes to distribute to your customers and prospects. These attention-getting passes can be easily customized and provide free exhibit-only admission for all three days of HOUSTEX. Include a guest pass in your preevent mailing as an incentive to attend the event and visit your booth. You can download and print additional quantities of the guest passes or us to request an additional supply. Download Free Web Banner Ads and Logos Promoting your exhibit at HOUSTEX has never been easier. Just include a HOUSTEX banner ad and/or logo on your company website and in your promotional s. Get Banner Ads and Logos Free Customized Campaigns X Press Exhibitor s is free to exhibitors and allows you to send up to three promotional blasts before the event to your company s prospect list. Choose from professionally designed layouts that showcase your unique message and include information about the event. There are multiple templates designed for increasing booth traffic, promoting products, and building brand recognition. All templates promote attendance with event information and links to registration. The process is simple: Enter content into form fields Upload graphics Schedule your s The system takes care of the rest. Each blast can have a different message and use a different format. The lists you provide are kept confidential. No valuable prospect information is shared or made available to others, including SME. Lists of different target audiences can be loaded, reviewed and edited right in the application. The system, schedule, and layouts facilitate compliance with the Canadian CAN-SPAM act. X Press Exhibitor s is an easy way promote your presence at HOUSTEX to increase your traffic and ROI. To Get Started: CLICK HERE 6

7 7 More Ways to Increase YOUR SUCCESS AT HOUSTEX You ll get even better results with an integrated marketing effort. We have developed multiple ways for you to connect with your prospects at different points of contact that work together to increase recognition of your brand and drive more qualified leads to your booth. 1 2 Brought To You By... A sponsorship opportunity can raise your company profile and name recognition while delivering your branded message to thousands of HOUSTEX attendees who make or influence buying decisions. We will collaborate with you to identify a sponsorship opportunity that works best for your company. The possibilities are endless, but a few examples include brand exposure in high-traffic areas like registration, or sponsorship of a HOUSTEX signature event like one of the keynote presentations. To find out more, contact Nick Smith at , ext or sponsorships@sme.org Talk to Prospects Before Your Competitors Do Don t miss this critical opportunity to connect with your prospects before the event. Targeted mailings can coincide with your campaign to give your marketing a greater impact. Capture their interest before they arrive so your booth will be at the top of their agenda. You can rent the list of those who have pre-registered to attend HOUSTEX so you know they re qualified and interested. Access the Exhibitor Resource Center for details on renting this list. 3 4 Find Even More Prospects in the SME MasterFile Enhance your pre-event mailing by including highly qualified leads from the SME MasterFile list. List rentals can be customized according to: Industry Classification (SIC or NAICS) Job Title or Function Plant Size State or Zip Code Technical Interest If you want list counts or have other questions about the SME MasterFile list, contact Mike Rovello at or mike.rovello@infogroup.com Reserve a Private Meeting Space One of the most unexpected ways you can make vital connections is by hosting a meeting. There are a few room options available for exhibitors at HOUSTEX who want a small room for private meetings. To find out more, please call Lauren Nastase at , ext or lnastase@sme.org. 7

8 5 Upgrade Your Presence in the HOUSTEX Online Directory All exhibitors receive a free basic listing, but you can increase your exposure by upgrading to the Silver or Gold level. This enhanced listing allows you to increase the online information available to attendees, while reinforcing your brand. ONLINE LISTING PACKAGES Basic Listing Free Silver Listing $595 Gold Listing $1,295 Company Profile Update your booth profile with all relevant information and description. Max 1,000 Characters Max 1,500 Characters Max 2,000 Characters Product Categories Select product subcategories that prospects are likely to search in order to find you. 15 Categories 15 Categories 15 Categories New Products Feature specific product lines that will be introduced at HOUSTEX. Include descriptions and photos. 3 Products 5 Products 10 Products Press Release Postings Highlight what s happening at your company by posting printable or downloadable press releases for attendees. 3 Releases 5 Releases 10 Releases Event Specials Spotlight your deals discounts, giveaways, sweepstakes, etc. to keep your booth buzzing through the event. 3 Specials 5 Specials 10 Specials Company Logo Add your company logo for greater recognition Social Media Icons Enable your fans to find and follow you on various social media networks such as Facebook, Twitter, and LinkedIn. Videos Let potential buyers see and hear your story; provide clear demonstrations to prove your product s success. Floor Plan Logo Brand your presence on the floor plan and make your company stand out above the rest. No Yes Yes Yes Yes Yes No No 1 Video No No Yes Request more information on these upgrade packages Click here 8

9 6 Event Directory Package Advertise in the February issue of Manufacturing Engineering magazine and earn a free ad of equal size in the HOUSTEX Event Directory. Ask your ME Media Sales Representative how you can upgrade your Event Directory advertisement to a premium position. ME Media Sales Representatives EASTERN Alan Berg Phone: abergsales@aol.com Greg Sheremet Publisher Phone: gsheremet@sme.org Added Value Your print advertisement is also included in the mobile app and digital edition of Manufacturing Engineering magazine. Ask your ME Media Sales Representative how to enhance and gain additional online visibility. Custom Booth Videos Showcase your latest technology and expand your prospects MIDWEST (Detroit) Dave Sweeney Phone: dsweeneysme@gmail.com CENTRAL (Chicago) Bill Lepke Phone: lepkeb@sbcglobal.net CHINA, HONG KONG, TAI- WAN Bruno Wase-Bailey Industrial Communications- Group Ltd. Phone: bruno@icgl.com.hk 7 beyond the show. Ask your ME Media Sales Representative about shooting a custom video at your HOUSTEX booth. Leverage Our Advertising Campaign HOUSTEX is running an advertising campaign in various trade media publications. Many of these publications feature special WESTERN Paul Semple Phone: paul@semplemedia.com AR, TN, INTERNATIONAL INQUIRIES 2015 Media Kit Directory Information Website Advertising HOUSTEX pre-show issues with editorials devoted to the event. Your own advertising and PR campaign can gain momentum in the same media when you promote your participation at HOUSTEX. View list of recommended publications 9

10 Get Free Advertising THROUGH THE PRESS Very few exhibitors approach the news media for coverage because they overlook the power of the press. Journalists are constantly looking for interesting subjects and your company can be one of them. Take advantage of this communication channel by distributing press materials about your company and products before, during, and after HOUSTEX. There are many ways you can reach the media: Send press releases to the recommended media two to three months prior to the show especially publications planning a special HOUSTEX issue or feature story. Briefly emphasize what s new and how you re solving customer challenges. Contact the editorial departments at trade media to schedule one-on-one interviews between your top executives and the publications. Schedule a press conference during the event. We can provide assistance with the process to make it more successful. Food and Beverages for Press Conferences If you plan to provide food and/or refreshments for journalists at your press conference, please contact Christy Mingus, Catering Sales Manager, at the George R. Brown Convention Center. The convention center has exclusive rights for all food and beverages served within the facility. Christy can be reached at or by to mingus-christy@aramark.com For questions about media, please contact SME Communications at communications@sme.org or call