Agency Presentation

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(No Transcript)
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easyFairsPACKAGING INNOVATIONSECOPACKPACKTECH
CONTRACT PACK
11 12 February 2009 NEC, Birmingham
Helen Woodbridge, Head of UK Marketing
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2009 Marketing CampaignOBJECTIVES

• 4200 visitors
• 400 exhibitors
• Increase visitors from
• Pharmaceutical / Healthcare / Chemical
• Cosmetics
• Beverage
• Build upon strong representation from food sector
• Increase senior level brand / marketing
  attendees.

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How will we get the visitors?

• Database build
• Identified gaps in existing prospect database
• Built new data validated existing records

RESULT 16,500 Additional Records
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How will we get the visitors?

• Targeted messaging
• Understand the visitor market
• VQA
• Post-show research (visitor non-attendee)
• Detailed demographic analysis of previous
  attendees
• easyFairs Brand Workshop (PI3)
• 2 x full days sessions
• Further develop facets of an easyFairs event
• Develop brand extensions
• Improve visitor messaging
• Satisfy customer requirements moments of truth!
• Dont over promise and under deliver

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How will we get the visitors?

• NEW 3rd party relationships
• Media
• The Grocer
• Marketing
• Manufacturing Chemist
• Speciality Chemicals
• Trade Associations / Industry Bodies
• IOP
• British Brands Group
• National Non Foods Crop Centre
• Design Futures Packaging

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How will we get the visitors?

• NEW Content NEW Product Guarantee
• People will use your company or service over your
  competitor for 2 simple reasons
• NEW
• RECOMMENDATION

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Tactical marketing campaign

• 530,000 advertising impressions

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Tactical marketing campaign

• Ticket inserts in industry publications
• 150,000 hits
• 3-wave direct mail campaign
• 110,000 hits
• Targeted email campaign
• 120,000 hits
• Online marketing campaign
• Dedicated PR campaign

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New for 2009

• VIP Programme Club Class
• Brand Summit
• Targeted learnShops content
• Lions Lair best innovations in show
• Ask Me staff on-site
• Expertise Zone - Students
• 35 NEW PRODUCT / CONTENT guarantee

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• THANK YOU
• Any questions?