CENTRAL MARKETING BEST PRACTICES 1.CENTRAL MARKETING BEST PRACTICES 1.

SEPTEMBER 2012

2. CENTRAL MARKETING BEST PRACTICES

MARKETING ARTICLE Talkin’ About Tradeshows: Why They Matter in the Digital Age: Kevin Doyle .........................4

E-MAIL MARKETING G2E - MYS-Mobile Email: Cassandra Lobo ...........................................................................6 Vision Expo - MYS/Mobile Pushes Email: Laura Blagys .........................................................7 Vision Expo - Don’t Miss Your Chance At An iPad Email: Laura Blagys ...................................8 PGA Expo - New Exhibitor Passport: Jul Sifers ....................................................................9

CREATIVE CONTRIBUTIONS Vision Expo - Floor Decals: Johanna Moore ......................................................................11 Interphex PR - Direct Mail Tickets & Email: Kate Nellis ......................................................12

TABLE OF CONTENTS

CENTRAL MARKETING BEST PRACTICES 3.

MARKETINGARTICLE

4. CENTRAL MARKETING BEST PRACTICES

CENTRAL MARKETING BEST PRACTICES 5.

EXHIBITOR MARKETING EFFORTS

CENTRAL MARKETING BEST PRACTICES 5.

E-MAIL MARKETING

6. CENTRAL MARKETING BEST PRACTICES

E-MAIL MARKETINGEXHIBITOR MARKETING EFFORTS

G2E - MYS-MOBILE EMAIL: CASSANDRA LOBO

Goal: To drive attendees to sign up for MYS so they maximize their show experience.

Audience: Pre Reg / Pre Registered Attendees

Strategy: Made it a more visual email coming from our Marketing Director instead of the show email giving it a more personal touch.

Results:50 people signed up within 24 hours

CENTRAL MARKETING BEST PRACTICES 7.

E-MAIL MARKETING

VISION EXPO - MAP YOUR SHOW/MOBILE PUSHES EMAIL: LAURA BLAGYS

Goal: To promote the Map Your Show platform and mobile application for pre-registered attendees.

Audience: Pre-registered attendees for Vision Expo West 2012

Strategy: Highlight the ease in which attendees can plan their time at Vision by utilizing Map Your Show and Mobile.

Results:Open Rate: 34%Click-Through Rate: 6%Emails Delivered: 9,769

8. CENTRAL MARKETING BEST PRACTICES

E-MAIL MARKETING

VISION EXPO DON’T MISS YOUR CHANCE AT AN IPAD EMAIL: LAURA BLAGYSVISION EXPO DON’T MISS YOUR CHANCE AT AN IPAD EMAIL: LAURA BLAGYSVISION EXPO - DON’T MISS YOUR CHANCE AT AN IPAD EMAIL: LAURA BLAGYS

Goal: To promote the Map Your Show platform and mobile application for pre-registered attendees.

Audience: Pre-registered attendees for Vision Expo West 2012

Strategy: Highlight the ease in which attendees can plan their time at Vision by utilizing Map Your Show and Mobile features.

Results:Open Rate: 31%Click-Through Rate: 6.3%Emails Delivered: 11,551

CENTRAL MARKETING BEST PRACTICES 9.

E-MAIL MARKETINGE-MAIL MARKETING

PGA EXPO- NEW EXHIBITOR PASSPORT: JUL SIFERS

Goal: To encourage TAP Buyers to visit new exhibitors and discover new business opportunities.

Audience: TAP Buyers

Strategy: Create a ‘New Exhibitor Passport’ with all of the new exhibitors listed by category; have the TAP Buyers visit at least 10 of the new exhibitors, vote on their ‘Top Pick’ for that new exhibitor to win the ‘Top Buyers Choice Award.’ The TAP Buyers will be entered into a ra� e to win prizes for participating in the program.

Results:Onsite we had 15 participants and 4 overall winners in the contest. Also, we chose a Top Buyers Choice Winner for the best New Exhibitor and it was Kentwool.

10. CENTRAL MARKETING BEST PRACTICES

CREATIVECONTRIBUTIONS

CENTRAL MARKETING BEST PRACTICES 11.

CREATIVE CONTRIBUTIONS

VISION EXPO - FLOOR DECALS: JOHANNA MOORE

Goal: To maximize signage for exhibitors on-site while using the budget and our show team’s resources e� ciently.

Audience: Exhibitors appreciated the cleaner looking � oor decal while still showcasing their icons and attracting attendees.

Strategy: By using the same icons in the � oor decals as those in the show guide, Directories was able to put together a custom list based o� of what Map Your Show collects from each exhibitor. The E-Kick O� meeting can be used to discuss whether or not to add icons unique to each show, which can then be printed in the directory and/or converted into � oor decals or any type of signage. Then by working with the Print MA we were able to design a sticker for each variation of icons.

Results:By combining the icons onto one � oor decal (versus the three separate stickers last year) the team was able to save money in both production and labor. Having one � oor decal per exhibitor also created a cleaner overall look on the show � oor.

12. CENTRAL MARKETING BEST PRACTICES

SOCIAL MEDIA INITIATIVESSOCIAL MEDIA INITIATIVES

INTERPHEX PR - DIRECT MAIL TICKETS AND EMAIL: KATE NELLIS

CENTRAL MARKETING BEST PRACTICES 13.

OTHER MARKETING TIPS

Goal: DM1 - Sent to our attendee database and given to the sales team for store visits. Received 160 registrations DM3 – The last DM submission before the show that was sent to attendee database and additional rented lists. The mail drop occurred in the third week of September.Partner Emails – We have not received any registrations from this email yet, but we expect they will print the ticket for onsite registration

Audience: Puerto Rico Attendees.

Strategy: Promoted “FREE EXHIBIT HALL PASS” in an email and told them to “bring this ticket with them onsite”

Results:We received 72 registrations with the expectation of even more registrations onsite.

INTERPHEX PR - DIRECT MAIL TICKETS AND EMAIL: KATE NELLIS (CONT.)