Super Computing 2011

SC11 Guide to Publicity

Trade shows bring target audience groups together in one place, offering unmatched potential for communications and relationship building. Investing time in advance to prepare and execute a complete marketing plan will definitely pay off when it's showtime. This includes pre-show promotion, advertising, promotions, media relations, and post-show follow-up.

The following information has been prepared as a service to you, the exhibitor, to assist you in promoting your company's participation in SC11.

Contents

• Pre-Show Promotion
  • Direct Mailings
  • Update Your Email Signature
  • Update the Company Web Site
  • Work the Phones
  • Don't Forget You Exhibit Staff
• Publicity Checklist
  • Begin Now
  • September
  • October
  • November
• Advertising
• Exhibitor Promotion Opportunities
• Media
  • Post-Show Follow-up

Pre-Show Promotion

Remember that the best trade show planning will fail if nobody knows you're there. The Center for Exhibitor Industry Research estimates that as many as three quarters of show attendees have a list of which exhibits they "must see" before they get to the show. Your game plan must be to get on that list and strong pre-show promotions can help you accomplish that. Here's a list of ideas to consider:

Direct Mailings

Try a simple pre-show mailing inviting customers and prospects to your booth for a premium or participate in a drawing or a special demonstration-anything that's out of the ordinary. Be sure to include the show information, booth number, products exhibited, a clear "call for action", etc. Stimulating their interests can help you get on that all-important "must see" list. You can use your own customer and prospect database, or click here.

Tips for making your mailing more memorable:

• Attract more attention by sending a personal letter that states what you have to offer along with a complimentary registration to visit the exhibit hall.
• Use an odd size envelope or striking color. This will help your piece stand out among the many others that cross the desk on any given day.
• If you have a smaller mailing, type the addresses instead of generating computer labels. Tests have show that in many cases your chances of getting the letter past the person screening the mail will greatly improve.
• Use the SC11 show name or logo on the envelope. This is almost guaranteed to get your mail opened. People planning on attending SC11 have a vested interest in knowing what is planned. When your envelope seems to suggest that it is about the show, it will be opened. Click here to download the SC11 show logo.

Here are some tips for the content of your mailing:

• When creating promotional materials, your message should be consistent throughout your communications and make sure your message is clear to the recipient.
• Identify your target audience so you can punch their "hot buttons."
• Remember, the purpose of a pre-show mailer is to get them to your exhibit. You should not try to sell your product or service in the mailing.
• Let people know where to find you at the show (i.e., "Booth 6011 is in the back right of the exhibit hall, etc.")
• Follow your design or promotion through to your exhibit. Use consistent graphics, colors, or theme throughout all aspects of your pre-show promotion and on-site exhibit.

Update Your Email Signature

Include your booth number and show information to your email signature/footer. You can also add a link to the show web site to encourage prospects to register to attend.

Update the Company Web site

If your company has a Web site, update the events page to include important information about your show participation. Also include your company's exhibit location, any special offers, new product announcements and so on.

Work the Phones

A month to 6 weeks before the show, start calling your top customers and prospects to set up meetings. Many people arrive at a show with a firm schedule and have little or no time for other booths, so it's important to get on that schedule as early as you can. Be sure to confirm all phone meetings a week or so before the show.

Don't Forget Your Exhibit Staff

Prior to the show, you can educate the staff about the strategies and tactics planned and solicit their input. The more they know about what is planned, the more informed and confident they will be when they got to the show site. Also, be sure to education them on all of you show-related promotions plans.

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Publicity Checklist:

Follow this promotion calendar to make sure all of your marketing activities are completed on schedule:

Begin Now

• Define your exhibit goals and target audience.
• Review possible promotions for effectiveness in reaching audiences.
• Review existing and planned company marketing promotions.
• Review your budget.
• Begin design of trade advertisements, direct mail program.
• Finalize plans for advertising, including your ad in the SC11 Exhibits Directory (deadline: September 13).

September

• Finalize artwork for Exhibits Directory ad (art files due September 19).
• Order your premiums and incentives.
• Prepare and send press releases to the major trade publications.

October

• Mail direct mail pieces. Click here to order the pre-show mailing list.
• Begin your telemarketing follow-up to your best customers to arrange specific appointments at your exhibit.
• Prepare press kits for distribution at the Show's press center and for mailing to key press contacts.

November

• Click here to order the post-show mailing list for a timely follow-up mailing.
• Finalize plans for post-show follow-up.

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Advertising

To raise awareness of your company and attract qualified attendees to your exhibit, consider advertising in industry publications.

Don't miss the chance to enhance your exhibit participation by advertising in the Exhibits Directory. Attendees reference the Exhibits Directory during the conference, and it also serves as a valuable reference tool long after the show has ended.

Don't miss out on reaching this valuable audience!

Advertising in the Exhibits Directory and increase traffic to your exhibit.

Final Space Ad Reservation Deadline: September 13, 2011

Art Files Due: September 19, 2011

Questions? Contact:
Matt Powell
Toll free 1-866-923-9699 (U.S. and Canada)
1-630-434-7779 (International)
Fax 1-630-434-1216

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Exhibitor Promotion Opportunities

Increase your exposure. Take advantage of exhibitor promotion programs to attract the attention of the industry's most powerful players. Contributor status is a high-impact marketing technique that drives influential professionals to your exhibit. The right combination of advertising, contributor and pre- and post-show marketing opportunities helps you balance your presence and stand out from the competition.

Contributor status can:

• Increase traffic to your exhibit
• Build brand awareness for your company and products
• Grab the attention of key attendees first

It's a fact: Companies that integrate exhibiting with pre-show, and at-show marketing components increase their ability to attract their target audience. On average, companies that market in this way reported a 104% increase in attracting visitors. (Center for Exhibition Industry Research.)

SC offers many exhibitor promotion opportunities. Click here to go to the Exhibitor Promotion Reservation Form.

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Media

Trade shows offer a great opportunity to generate press coverage about your company, products or services, but don't expect too much if you simply wait for them to show up looking for you. Like the rest of your trade show marketing, you can't afford to leave your public-relations success to chance. Months before the show you need to develop specific marketing goals and objectives for your company and then plan a strategy for meeting those goals.

Define and select your target audience so that you can tailor your message directly to the needs, concerns and interests of your prospects. Does it include new products/services; new technologies or advances in your industry; new applications; or a new company owner, joint venture, or business partner?

You'll find that not all press is created equal so you should know which publications your target market reads and zero in on them. Cultivate relationships with editors and writers that cater to your market and don't limit yourself to pitching to just one person per publication.

The press wants real, newsworthy information with a "hook" for their readers. To most editors and reporters, this means the information should be new or innovative, and it also needs to be complete, concise, and relevant to both the editors and their audience. In a press release, make sure to include the show information and your booth number so reporters can easily find and follow up with you at the show. If your press release is during a show, include multiple contacts both on-site and back at the office so reporters can track down a spokesperson easily. If possible, keep hard copies of press and publicity materials at the booth and submit 25 copies of your digital press kit to SC for distribution to media who register for the Show.

The media will usually decide at the last minute whether or not to attend a trade show. Continue to send them updated information and photos so they remember your company name. Look for specific angles to interest the different media. Several weeks prior to the show, schedule a specific time for editors to meet you at your booth, and make sure the key technical people will also be available for the meeting. You can invite reporters to visit your booth during the Press Exhibition Preview Tour scheduled for Monday from 6:00pm–7:00pm.

Your press kit is the primary communication medium for the media. It should clearly state the company name and include interesting and timely information; a one-page company bio sheet – corporate structure, executive staff chart, sales figures; complete product information – specs, distribution methods, pricing; good product photos; key contacts. Before the show, ask editors for their preferred medium for receiving your press kit (i.e. hard-copy kits, CDs or the URL to the press section of your corporate Web site), and also when is the best time for you to provide your press kit.

The SC11 Communications/Media Office provides telephones, computers with Internet access, and other equipment to support the media. Exhibitors may drop off press kits and/or media releases beginning on noon, Sunday. Please bring materials in person, as we are not set up to accept packages by mail. Space is allocated for up to 25 kits/releases from each exhibitor. We recommend you send someone to check and replenish your supply periodically throughout the show. All remaining items not removed by 9:00am on Friday will be discarded.

Communication Room Hours
Sunday, November 13	1:00pm–4:00pm
Monday, November 14	9:00am–6:00pm
Tuesday, November 15	8:00am–6:00pm
Wednesday, November 16	9:00am–6:00pm
Thursday, November 17	9:00am–3:00pm

If you have any questions or would like more information, please contact media@info.supercomputing.org.

Post-Show Follow-up

The key to your tradeshow success is wrapped up in the lead-management process. The best time to plan for follow-up is before the show. Show leads often take second place to other management activities that occur after being out of the office for several days. The longer leads are left unattended, the colder and more mediocre they become. It is to your advantage to develop an organized, systematic approach to follow-up.

You need to decide how you will follow-up on leads before you leave for the show. Things to consider include:

• How will you distribute leads you've captured to sales reps?
• How will you follow-up: phone, fax, email, snail-mail, or a combination?
• What materials will you send?
• What will your frequency of contacts be?
• Do you have the skill sets to access and manipulate your lead-data, or should you use a service bureau?
• If the volume of leads is high, should you use a fulfillment center?

Before leaving for the show:

• Write the follow-up letter / email / phone script
• Prepare the follow-up packets—be sure to have a stockpile of any brochures you may need
• Order your Lead Retrieval System
• Identify the person responsible for lead management

By preparing before the show starts, you can fulfill your leads without delay once you return from the show.

In addition to your general lead follow-up, after the show remember to:

• Send thank you notes to key customers and media.
• Contact and update reporters that were not able to attend the show.
• Include a follow-up success story in your company newsletter or web site.

If you are fortunate enough to get press coverage or a feature story, be sure to take advantage of the credibility you can gain by including reprints with letters, ads, or other company literature that you send to new business prospects, current clients, etc. When you use press articles, you build the credibility of both your company and your product.

© 2011 Hall Erickson, Inc.