PROMOTE YOUR STAND VIA MARKETING, PR AND ADVERTISING CAMPAIGNS - PROJENI PATHER -

HOW TO PROMOTE YOUR STAND Marketing Public Relations Advertising HOW TO PROMOTE YOUR STAND By Projeni Pather, Managing Director, Exposure Marketing

Understanding the Organiser’s Exhibition Marketing Campaign Do you have an Exhibition Marketing Plan?

Company Marketing Strategy Build on your Company Marketing Strategy Goals Targets Pre, At, Post Marketing Activity Exhibitions should not be a stand-alone venture! There should be a total alignment exhibition marketing plan and the company’s strategic marketing operations. Know and understand exactly what you wish to achieve This is the nucleus on which to build your program, which should include pre-show, at-show and post-show promotional activities. Know whom you want to target and then consider having different promotional programmes aimed at the different groups you are interested in attracting.

Tell everyone about it: Pre-Expo Tell everyone about it: NEW & OLD Use your website to make an offer for visitors to collect important information, such as an executive report, when they visit your display stand.

Pre-Expo: Leverage off your Existing Marketing Radio TV Print Outdoor Social Media

Pre-Expo: Take full advantage of the Exhibition offering Web Banner ads & Listings Social media competitions Expo guide: Advertising & OR Directory Listing Speaker opportunities General expo competitions Sponsorships

Pre-Expo: Shared Media Deals Competitions Print Radio TV Print Catalogue inserts Reduced advertising rates

Public Relations Exhibition Press office Media invitations Press interviews Media launches How to get Media attention: Celebrity endorsement Cause marketing Expert features & interviews

At the Expo 1. Strong brand message in stand design 2. Collateral Promotional material 3. Expo specials 4. Choice of Brand ambassadors & Staff Uniform 5. Promotional Giveaways 6. Stand activity

After the Expo Follow up leads with emails or phones calls Fulfil orders Announce competitions winners Post show report

HOW TO PROMOTE YOUR STAND Marketing Public Relations Advertising HOW TO PROMOTE YOUR STAND By Projeni Pather, Managing Director, Exposure Marketing