Exhibitor Marketing Guidelines

Following are some general guidelines to help you to maximise the impact of your presence at the Special Needs Fringe.

This pack is intended to act as a helpful checklist and guideline to support exhibitors.

Of course, we will be promoting the event extensively. But your own promotions will help to bring people specifically to your stand and can draw them to your seminar slot too.

Direct Mail

Personal invitations to your customers can be very effective. You could enclose a leaflet with your routine despatches and carry out a mailshot to inform your contacts about the event. A sample direct mail letter follows.

If you wish, you can use the leaflets supplied by Inclusive Technology Ltd – they are available from Alison Yates on +44 (0) 1457 819790.

Using Your Website

Use your website to promote your presence at the event. You could link to the exhibition’s website or simply include general information about the show with an invitation to come and see you there.

Press Releases and PR

Announce your presence to the press. Let them know about any new products that you are launching at the show, or any special events taking place at your stand such as competitions or VIP visits. Invite your journalist contacts to come and see you. If they can’t attend, send follow-up information about what happened, along with good quality photographs.

See the following pages for hints and tips on preparing a press release.

Preparing a press pack

You could also create a folder of information about your company and its activities for visiting journalists. You could include:

  • Your latest press releases
  • Recent case studies
  • Background about the company
  • Profiles of key members of staff
  • Any relevant photography
  • Other visuals such as screen shots of software

- s a m p l e l e t t e r -

Dear…

A special invitation to the Special Needs Fringe

As our customer and someone who is important to us, may I personally invite you to the Special Needs Fringe exhibition in January 2011

As you will see from the enclosed flier, the key special needs software companies are exhibiting together with some specialist assistive technology companies from the United States.

At our stand, SXX, you will be able to see our new (product name) along with our full range of…

(Are you holding any competitions or other exciting events at your stand? Tell your customers about it here!)

You can also attend our free seminar at (day/time/place). Find out more about how to use our latest product to support your learners... (give details about how your seminar will benefit your customers).

We have enough to keep you going for a full day – but the exciting BETT exhibition is next door. There is plenty to see there too.

We look forward to seeing you at the show.

Yours…

Hints and tips on planning, writing and presenting a press release:

______

PRESS RELEASE date

or

PHOTOCALL place/date/time

SHORT, SNAPPY HEADLINE

Paragraph 1 – say what the story is about in an attention-grabbing way. If you can, include the ‘who’, ‘what’, ‘where’, ‘when’ and ‘why’ of the story.

Use an easy-to-read font, at least 12 point in size. Leave wide side margins in which the journalist can make notes. Use only one side of the paper. Keep paragraphs short and easy to follow.

Make sure that your news warrants a press release. Throughout, think about your target journalists and their readers. Ask, ‘What’s in it for them?’ For example, your local paper would want to know how your news affects the local community.

Journalists might not be as interested as you are in the features of your new product – but they might like to know how it can benefit people.

Subjects that may be of interest include:

  • Launch of a new product or service
  • Charity donation or event
  • A competition held at your stand
  • A VIP visit to your stand
  • Announcing research results
  • A topical or controversial ‘opinion piece’
  • Financial results or news
  • An award win
  • New information available at your seminar

Page 2. Repeat your headline on page 2…

Get your facts right – and your spelling! Be prepared to substantiate any claims that your product is ‘the best’ or your new service is ‘the first.’ Avoid padding your release with superlatives and thinly disguised advertising.

Include all the key details - will the journalist have all the relevant facts and figures at their fingertips?

But… you also need to be concise. Concentrate on your key messages.

Include a quote from a relevant spokesperson. Direct speech can add impact.

Include a publishable web address and contact details where appropriate.

Send the press release in time! Remember that monthly magazines will need a longer lead-time than daily newspapers.

Don’t forget… many press releases are cut from the bottom up to fit the space available. So put information in descending order of importance!

Ends( Let the journalist know when your story has finished!)

Notes to editors

Add supplementary information here if it might be useful, but is not of direct relevance to your main news.

For further information contact:

Include a name and full contact details.