MARKETING MANUAL
Inside this marketing manual are some very simple steps to helpyou maximise your presence at Multimodal 2018 and best of all… most of the initiatives are free of charge!
It is a proven fact that personal invites are one of the best ways to ensure your customers come and visit your stand.
Research from the Centre for Exhibition Industry Research states that "83% of the most successful exhibitors (in terms of business generated and leads collected) had invited their customers and prospects before the show".
Contents:
1. Targeting Your Key Customers and Prospects - Page 2
2. Registering Your Exhibitor Stand Personnel – page 3
3. Your Pre-Show Marketing Campaign – page 3
4. Increasing Your PR Opportunities – page 5
5. Exhibitor Zone on the Multimodal website – page 5
6.The Multimodal Show Catalogue – page 5
7. Exhibiting support – page 6
8.Collecting Visitor Leads - scanner order form – page 6
9. Multimodal Team Contacts – page 6
Your marketing manual has been created to help you maximise your presence at Multimodal, taking a stand is just the first step. The next step is to ensure your key customers and prospects attend Multimodal and visit your stand.
To ensure that you canmaximise your impact with buyers and specifiers at the show, we have developed a concise and comprehensive integrated marketing campaign of digital marketing, direct mail, media relations and advertising fully supported by the leading trade industry press and associations.
As organisers, it is our responsibility to attract visitors into the exhibition hall, however it is your personal invites that will drive them to your stand to see you. The actions you take now in planning and implementing a show-linked marketing and publicity campaign will directly influence the number of visitors that you meet and the level of business you generate at Multimodal 2018.
Please don’tmake the mistake of putting this manual to one side thinking it is too early to consider how to market your presence at the show. Communications and publicity work are long term projects, as I’m sure you are aware, and the exhibitors that took this into considerationat previous Multimodal shows were the ones that gained most from their presence.
Your marketing manual contains practical advice which is designed to help make the most of the opportunities available to you and ensure you have a successful Multimodal 2018.
1. Targeting Your Key Customers and Prospects
Visitor registration for Multimodal will be live at the beginning of January 2018. We have created a personal weblink for you to forward to your visitor database asking them to register themselves as your VIPs. We’ll send this link to you in an email.
You can also issue your VIP customers with a unique VIP code(e.g.VIPXXX) which they can quote on the registration form - we will also send this to you in a separate email.
The VIP package for 2018has improved benefits for your VIPs and this year offers:
A dedicated fast-track VIP registration check-in desk;
Private VIP lounge facilities with:
Meeting areas for private discussions;
Work spaces, charging points and wi-fi;
Refreshments; private cloakroom and concierge service;
Daily newspapers;
Plus reserved VIP seating in the seminar sessions;
Please be sure to tell your VIPsyou have nominated them for these privileges!
You can also put the link and VIP code at the bottom of all the emails and newsletters you send out.
Plus it’s competition time again! And for 2018 its slightly different, some would even say fairer! There are two levels and two winners - for the company that generates the most registrations using their unique VIP code and link will receive money off their stand at Multimodal 2019, as follows:
Stands up to 30sqm will receive £3000 off
Stands over 31sqm will receive£5000 off
You will shortly be able to download an emailable Multimodal visitor ticket from our website,plus your customised evites which will be sent to you soon,both can be used to publicise your presence at the Show.
Alternatively, you may wish to create your own emailable invite adding your unique registration link that will have been sent to you. Make sure you give prospects your stand number and if you are launching anything new, or have an added incentive to visit your stand, be sure to include it (and please tell us about it too as we can help promote it!)
2. Registering your Exhibitor Stand Personnel
Please register your stand personnel using the link below:
3. Your Pre-Show Marketing Campaign
Research has shown that 83% of the most successful companies at a range of exhibitions (in terms of business generated and leads collected) were the ones that took the trouble to invite their prospects and customers before the show. (Source: CEIR). All exhibitors will have a significant number of clients and contacts who will be interested to see them at Multimodal 2018.
As organisers, we will take responsibility for the marketing of Multimodal 2018as a whole and draw attention to individual exhibitors in our weekly e-newsletter wherever possible, and as part of our integrated marketing campaign.However, as an exhibitor, you now have many opportunities to create added awareness of your participation.
2018 logos and banners can now be downloaded from the Exhibitor Zone on the Multimodal website… and don’t forget to provide your personal registration links to the show site and the registration page.
Email Signatures
An email signature which you can put as a footer on your emails toregularly remind your customers that you will be exhibiting at the show, link this with your unique URL to the Multimodal website and with little effort you can start spreading the word about where your company will be on 1-3 May2018!
Email signatures can also be used on your out of office messages plus why not ask your entire company personnel to use the email signature and spread the word too.
New for 2018! Ageneric email signature footer is available to download via the Exhibitor Zone on the website. If you would prefer a bespoke email signature then contact Phillipa via email o get a copy made up.
Personalised Email Invitations (Evites)
Shortly to follow is your personalised email invitation which will contain your unique registration link. You can send this out to as many contacts as you wish, and more than once, to invite them to register and come see you at Multimodal.
Advertisement Flashes:
Use the Multimodal 2018 logo and email signature footer to add impact to your advertisements and promotional literature to remind those planning to visit that you will be there and your stand number.
You can also use your email footer as a banner advert flash and on your adverts.
Visitor brochure
The Multimodal visitor brochure is an essential marketing tool and is valuable in promoting your presence at Multimodal 2018. This year we are making it available in an emailable formatvia the Exhibitor Zone on the Multimodal website, look out for it around March time, to make it an easier and more cost-effective way to let your customers know more about Multimodal and about your participation including what incentives you are offering, competitions or features of your stand.
In addition, if you would like us to carry out a mailing or email broadcast to your key client lists on your behalf we can do this with the option of using a third party agency if required to maintain your database confidentiality.
Digital Marketing
There is no clearer and more effective way to ensure your key clients and prospects are aware of your stand and its location than a dedicated, co-branded invitation sent directly to their inboxes.
We can build this email for you and you can either send the message to your clients or we will do it on your behalf FREE of charge.
Social Networking
Join the Multimodal LinkedIn Group with now over almost 4000 members at
Follow us on Twitter - use #multimodal18 so we can retweet your messages!
Like us on Facebook and let your friends and colleagues know you are exhibiting
4. Increasing Your PR Opportunities - Tell Us About Your Products
Public Relations are an essential element for the marketing campaign of Multimodal 2018 and is another very effective method of attracting visitors to your stand. Our PR campaign is already underway and our dedicated PR officer is already busy contacting media to increase awareness and coverage of the show.
The opportunity of editorial coverage in the Multimodal 2018 weekly e-newsletter is one of the many benefits of exhibiting, so make sure your company informs the Multimodal 2018 Marketing Team of newsworthy items.
Through our dedicated PR agent, Meantime Communications, we will be in regular contact with the key publications. However, if there are any specific publications you would like to see at the event, we will be happy to send them a personalised invitation.
Our PR team at Meantime Communications can help you to write and distribute press releases or organise press events at the show - contact Emma Murray for more details.
5. Exhibitor Zone on the Multimodal website
An opportunity for exhibitors on the Show website is the Exhibitor Zone – this is where you can download logos, emailablesignature, visitor ticket as well as update your latest press releases, company brochure and your contact details. You can update this as regularly as you wish so that you are always offering the latest and most up-to-date information to visitors that review your profile via the exhibitor list.
6. The Multimodal Show Catalogue
Handed out to every visitor and digitally distributed to the Multimodal database.
All exhibitors will receive a FREEeditorial entry in the Multimodal2018 show catalogue, which will include company details and information on the products and services being exhibited.
The Multimodal 2018 official Show Guide and preview will be published by the leading industry newspaper Freight Business Journal who will also publish a daily newspaper at the show.
Click here to submit your 100 word free profile:
You can choose to enhance your entry by including your logo for just £195.
For further information, advertising opportunities and rates please contact:
John Saunders, Publisher, Station House, Aigburth Station, Mersey Road, Liverpool, L17 6AG Tel: +44 (0) 151 427 6800,
7. Exhibiting Support
To evaluate whether the show has been a success for your company, you may wish to consider what you would like to achieve over the three days. The Association of Exhibition Organisers “FaceTime” website details recent research plus offers a series of free handy guides andmasterclasses to help exhibitors maximise their presence at events – please visit: for more information.
8. Collecting Visitor Leads - scanner order form
Jonas Technology are hosting the Multimodal registration this year and can provide you with a quick and professional way to collect contact details of the visitors to your stand – click this linkor paste the link into your browser
view the range of scanners available with the different options of accessing the data.
9.Multimodal Contacts
Clarion Events Ltd, Fulham Green, 69-79 Fulham High Street, London SW6 9JW, UK
Marketing
Sara Mikunda, Marketing Manager
T: +44 (0) 20 7384 7761
E:
Phillipa Chisnell, Marketing Assistant
T: +44 (0) 20 7384 7761
E:
Show Sales
Robert Jervis, Show Director
T: +44 (0) 20 7384 7760
E:
Laura Chandler, Sales Director
T: +44 (0) 20 7384 7968
E:
Jenny Moore, Sales Manager
T: +44 (0) 20 7384 7759
E:
Show Operations
Laura Cole, Operations Manager
T: 07981 041304
E:
PR and Multimodal Seminars
Emma Murray
Meantime Communications
T: +44 (0) 208 853 5554
E:
We wish you a successful and profitable Multimodal 2018
Multimodal 2018 Marketing ManualPage 1