the Webinar Presentation

Marketing & PR
Kate Lowery, SURTEX PR Director &
Nikki Puckett, SURTEX Director of Marketing
Welcome
• Thank you for Joining us today!
• Meet the presenters: Kate Lowery, SURTEX PR Director • An overview of how to prepare, plan and maximize your opportunity with on site media
Nikki Puckett, Director of Marketing
• SURTEX sponsorship opportunities are a great way to drive traffic and gain exposure! Learn about the options Capitalize on Tradeshow Media
• Tradeshows are the perfect place for:
• Designers and journalists engage in deeper product and design discussions and relationship building.
• Exhibitors are able to generate potential media coverage form a wider range of publications. • Designers have the opportunity to help journalists develop storylines and content
• Help journalist get to know your brand, your designs, and your licensing deals. • Journalists on hand are able to get hands-­‐on with the product and ask product related questions they may not otherwise glean from a standard press release or press kit. Tell Your Story!
• Take the Opportunity to Discuss Key Messaging
Be well versed on your company’s key messaging, vision, designs, design category, licensing goals, licensing deals and future vision—key messaging that targets journalists who are not familiar with your company or the industry. When journalist stop by your booth, be prepared to discuss:
• Know your USP (Unique Selling Point)
• Know Your 30 Second Pitch
• Product Availability – Featuring Your Designs
Be Prepared
• Consider Q&A’s:
A Q&A document is a great way to prepare for meetings with journalists. List the top 10-­‐15 questions that you might get asked when speaking with a journalist and write out your answers. This will help you be rehearsed and able to quickly and professionally discuss your product. • Share Your Media List: Share your media list with show management so they can be sure to send them an invitation, and get them registered prior to the event. • Prepare Your Staff:
Prepare the staff that will be manning your booth to ensure they are well educated on key messaging. This is not an event for shy employees – be sure your staff is outgoing, professional and can answer any question thrown at them by the journalists.
Use the Press Room
• Journalist use the press room as home base, a place to pick up press kits, plan their day, and get a jump on stories. • On-­‐Site Press Room
• Place press kits in the show on the shelves in the press room located in the convention center. • You are able to leave several press kits on the provided shelves
• Replenish them frequently throughout the day and check inventory each morning. • Online Press Kit
• Exhibitors can upload their electronic press kits (one document, maximum 5MB) as part of their “SURTEX Show Planner” featured on SURTEX.com.
The uploaded press kits will be immediately viewable. While there is no deadline for uploading exhibitor press kits, we encourage you to upload it at least three weeks before the show.
What Goes in a Press Kit?
Ten things to include in your SURTEX Press Kit:
1. Letter of introduction
2. Booth location/number
3. Information on the company
4. Recent press publications and articles
5. Press releases
6. A sample news story
7. Business and industry stats
8. List of frequently asked questions
9. Logo and photos
10. Recent awards and licensing deals
11. Booth Giveaway Information
Use Sponsorships to Get Exposure
The SURTEX team has created several creative ways to help you gain pre-­‐show, on-­‐site and post show exposure for your brand and designs. Participating in marketing opportunities, captures attendee attention and helps drive them to your booth. What is Sponsorship?
The value of exhibitors sponsoring an event:
• Awareness: Gain awareness, exposure, grow the overall perception of your brand or your creative work with show attendees. • Perceptions: Exhibitors that sponsor an event are typically perceived to be leaders within the industry. The sponsorship helps the brand gain impressions and overall exposure, and generally increases the opinion and awareness.
• Engagement: Exhibitor Sponsorship typically drives attendees to your booth to learn more or respond to a specific call to action. Use Sponsorships to Get Exposure
SURTEX TotalReach Packages:
TotalReach packages offer maximum exposure for minimum investment, making them a great value! TotalReach 1 – $650
• Enhanced directory listing
• Half page ad in Official Show Directory
• Image in Design Image Gallery at SURTEX.com
TotalReach 2 – $1,600
• Enhanced directory listing
• Full page ad in Official Show Directory (run of book)
• Image in Design Image Gallery at SURTEX.com
• Customized email blast
TotalReach 3 – $2,500
• Enhanced directory listing
• Full page ad in Official Show Directory (premium position)
• Image in Design Image Gallery at SURTEX.com
• Customized post-­‐show email blast
• Feature story in On The Surface newsletter
• Logo on website (event sponsor)
Use Sponsorships to Get Exposure
Show Directory Advertising
The SURTEX Official Show Directory serves as a year-­‐
round resource for all attendees.
Full page (run of book): $850
Full page (premium position): $1,350
Half page: $550
1/4 page: $450
Deadline: March 31st!
Ad Space & Materials
Design Image Gallery $350
Your image, company name and 30-­‐character image title will be displayed in the Design Image Gallery on every page of SURTEX.com. The Design Image Gallery is prominently featured in the right rail on the site. Your image will appear upon submission and remain until June 2016 and will rotate with other exhibitor images.
… And There’s More!
Check Out These On-­‐Site Opportunities:
Logo Callout on Floor Plan Near Show Entrance
Product Display Showcase
Free-­‐Standing Sign Double Sided Signs
Buyer Lounge and Press Center
Door Decals
Floor Decals – Concourse/lobby/registration
Lanyards
Be Creative
Customize an opportunity that best get’s your brand exposure:
• Host a party
• Create an engaging event
• Craft an interactive game
• Design a show display piece
Let us brainstorm with you to construct a unique way to gain exposure and drive traffic:
John Erich
Sales Manager
P: 914-­‐421-­‐3286
john.erich@surtex.com
Thank you!