Exhibitor Marketing Manual Where Brilliant Ideas and People Intersect
MAY 3-5, 2016 CONNECTICUT CONVENTION CENTER HARTFORD, CT mfg4event.com
official media sponsor produced by
What separates SUCCESSFUL EXHIBITS from the average one? Success starts with a plan. To help you with your planning, we developed a number of marketing tools you can use to get the most from exhibiting at Mfg4 2016. This guide identifies numerous ways for you to promote your exhibit at the event, reach new prospects, and raise your company’s profile in industry and the media. Here are some examples:
Free Print and Online Directory Listings
Free Customized Email Campaigns
Event Sponsorships
Mailing List Rental And much more
Links to WHAT’S INSIDE Banner Ads & Logos Customized Email Campaigns
Collaboration, convergence and crosspollination are the keys to achieving truly innovative progress in today’s manufacturing world. R&D now features borrowing as much as it does inventing, especially with shrinking development budgets. Which is why the most technology-driven industries – aerospace, defense (including arms) and medical devices – will gather at Mfg4 in May 2016. Mfg4 puts the newest products and processes on center stage, encouraging the rapid transfer of knowledge and technology that manufacturers require to meet regulations and critical quality control. Mfg4 provides your firm with a golden opportunity to expand its sales potential into these key industries. This marketing manual will help you maximize the return on your investment. Welcome to Mfg4 2016!
irectory, Manufacturing Engineering®, D Smart Manufacturing Magazine Advertising Directory & New Product Information Exhibitor Guest Passes Marketing Checklist Online Exhibitors Directory Upgrades Pre-Registered Attendee List Press Conference Request Form
Questions?
SME Masterfile List Social Media
Please call 800.733.3976 or 313.425.3000 or email us at exhibitorservicecenter@sme.org.
Sponsorship Opportunities
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TRY THIS SIMPLE Mfg4 ACTION PLAN Download this for a handy checklist to help you stay on track with your Mfg4 marketing.
Marketing: A Little Self Promotion= A Lot of Leads
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Of the thousands of attendees expected at Mfg4, how many viable prospects will you meet? To ensure you see a high percentage of this group, include both pre- and post-show marketing in your plan. Here’s a summary of the promotional opportunities available. You’ll find details for each in the following pages, or with a simple click.
Take advantage of these complimentary promotional tools: ubmit your free listing for the official Event Directory and the S Online Directory. ubmit new product photos and descriptions to be included in the S Online Directory. These submissions also entitle you to an Mfg4 New Product Indicator floor graphic for your booth. istribute complimentary guest passes to your customers. These D trackable passes are available in both printed and electronic formats. reate up to three customized email campaigns, using X•Press Exhibitor C Emails, targeting your current customers and top prospects. Your lists are completely secure as this is a third party vendor. You can customize your own email copy, upload graphics, and deploy anytime to as many people as you want. ownload the free Mfg4 banner ads and logo to post with your booth D number and event message on your website and social media channels.
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NEW! Promote Your Mfg4 Participation. Win a Reception for Your Booth! Using the complimentary promotional tools is a sure way to drive traffic to your Mfg4 exhibit and maximize your investment. That’s reason enough to use the opportunities provided. Need another reason? How about FREE food or coffee in your booth? The rules are simple: end two emails to your customer/prospect lists using the X•Press S Exhibitor Emails service Distribute printed and electronic guest passes to your best customers Post an Mfg4 banner ad on your website ost about your Mfg4 participation on Facebook and/or Twitter using the P Mfg4 hashtag (#mfg4) Do all of the above by April 11, 2016 and you will be automatically entered to win a $300 Food & Beverage credit for your booth. One winner will be chosen and notified by April 15, 2016.
Incorporate some of these ideas into your plan: Become an official sponsor to give your company a more visible emphasis at Mfg4. Call the SME Sponsorship Department at 800.733.3976, ext. 3166 or email sponsorships@sme.org to develop a customized sponsorship to meet your event objectives. pgrade your free listing on the Mfg4 website to Silver or Gold level U to provide more comprehensive information and company branding. lace a print advertisement in the Event Directory distributed to P more than 4,500 event attendees. se your print advertisement in Manufacturing EngineeringŽ U magazine, SME’s new Smart Manufacturing magazine and other trade publications to gain greater market coverage and alert readers of your participation in Mfg4. chedule a pre-show mailing to registered attendees. A S complimentary one-time use of the pre-registration list is provided to all Mfg4 exhibitors (available March 22 – April 19, 2016). Access the Exhibitor Resource Center for details on using this list.
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Use the power of SOCIAL MEDIA. If you currently use social media platforms, then you know the power they have to connect with targeted audiences. If not, it’s a good time to add it to your marketing strategy. Facebook, YouTube, Twitter, and others can help keep your audience informed with up-to-the-minute information about your participation in Mfg4.
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Use Twitter to post updates about your company, new products, special offers or announcements, and industry news throughout your time at Mfg4. Follow @Mfg4Event and use #Mfg4 so we can Retweet your tweets!
Use Facebook to tell your fans and friends about your plans to exhibit and participate at Mfg4. Incorporate news, product photos, and videos before and throughout the event. Like Mfg4 on Facebook and use #Mfg4 in your posts so we can share them!
YouTube is an inexpensive way to use video to connect with customers. Consider shooting short videos of your booth at the event and posting them before, during and after Mfg4. Be sure to send us a link to your videos, so we can promote them on our social media.
LinkedIn allows you to develop relationships with customers and prospects. Use it to remind your audience what they can expect from your company at Mfg4. Engage followers in our LinkedIn group.
Increase your exposure and drive traffic to your booth by including your social media information in your online directory, business correspondence, emails, website, advertisements, and marketing communications.
Social Media Sample Posts Example 1: We’ll be at @Mfg4Event May 3-5 at Hartford Convention Center. Be sure to stop by booth (insert your booth #) to see our products in action! #Mfg4 #mfg Example 2: Here’s a free registration link for #Mfg4! Register now with our special link and stop by booth (your booth #) to see us! We are so excited to be a part of #Mfg4 this year and we would love to see you there. You can register at the link below for a free pass, using our special code. Don’t forget to plan a visit to our booth (insert your booth #) while you’re at the show! We will have special products, new innovative ideas, and solutions you need. @Mfg4Event is at the Connecticut Convention Center May 3 – 5! See you there. (Add your custom link)
Personal LinkedIn: My company, (name), will be participating in Mfg4 this year! Feel free to stop by our booth (insert booth #) to see new products, technologies, and find solutions to your manufacturing challenges. Click the link below for a free registration pass, courtesy of (insert company name). (Insert Link) Company LinkedIn: We will be at Mfg4 this year! Mfg4 is May 3 – 5, 2016 and is held at the Connecticut Convention Center. Stop by our booth (insert booth #) to see new products, technologies, and find solutions to help with your manufacturing challenges. Can’t wait to see you there! Click the link below for a free registration pass, courtesy of (insert company name). (Insert Link) Take a short video of the new products you’ll be featuring at Mfg4 and post it. Be sure to put your booth number, name, and a brief description of the product in the description section. Then post the video link to Facebook and Twitter using #Mfg4 so you are seen by attendees.
If you have a question about social media or would like to receive your special registration link for social media, please contact Amanda Krigner at akrigner@sme.org.
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Increase Your Visibility Maximize your investment by using the promotional and advertising opportunities included in your Mfg4 exhibitor package. These are easy ways to attract more attendees to your booth, so don’t pass them up.
Print and Online Directory Information
Online Exhibitor Directory
New Product Indicator Draws More Attention to Your Booth
Submit a current listing for the printed event directory and online exhibitor directory. This is an important first step to encourage buyers to seek out your booth at Mfg4.
Buyers attending Mfg4 use the online directory to research companies and plan their must-see exhibitors prior to the event. This valuable online directory remains accessible for nine months after the event for reference and follow-up. Your online directory listing includes:
You may submit up to three new product descriptions and photos to the online directory and qualify for a New Product Indicator floor sign for the front of your booth. Your new product photos may also be used in the promotions, giving you even greater exposure.
The Mfg4 Event Directory is available to all attendees at the show and includes: ompany Contact Information C Company Principals and Representatives Industries Your Company Serves Product Categories
ompany Contact Information C Company Description Company Principals and Representatives New Products Product Categories Social Media Website Link
Submit your directory listing and new product information today.
Submit Here
Note: Only exhibits paid-in-full will be included in the Directory
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Make an Impression With Customized Guest Passes You will automatically receive a supply of Mfg4 Guest Passes to distribute to your customers and prospects. These attention-getting passes can be easily customized and provide free exhibits-only admission for all three days of Mfg4. They are coded with your company’s individual promo code, so you can track the activity they generate. Include a guest pass in your pre-event mailing as an incentive to attend the event and visit your booth. You will also receive an electronic version of your coded guest pass to post on your website or use in emails. Remember, you provide a value-added service to your customers and prospects by offering an invitation for complimentary admission to Mfg4 - a $50 value. You can download and print additional quantities of the guest passes or email us to request an additional supply.
 
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Download Free Web Banner Ads and Logos Promoting your exhibit at Mfg4 has never been easier. Just include an Mfg4 banner ad and/or logo on your company website and in your promotional emails. Get Banner Ads and Logos
Free Customized Email Campaigns X•Press Exhibitor Emails is free to exhibitors and allows you to send up to three promotional email campaigns before the event to your company’s customer/prospect list. Choose from professionally designed email layouts that showcase your unique message and include information about the event. There are multiple templates designed for increasing booth traffic, promoting products, and building brand recognition. All templates promote attendance with event information and links to registration. The process is simple. Enter content into form fields Upload graphics Schedule your emails The system takes care of the rest! Each email can have a different message and use a different email format. The lists that you provide are kept confidential. No valuable prospect information is shared or made available to others, including SME. Lists of different target audiences can be loaded, reviewed and edited right in the application. The system, schedule and email layouts facilitate compliance with the Canadian email CAN-SPAM act. X•Press Exhibitor Emails is an easy way to promote your presence at Mfg4 to increase your traffic and ROI.
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8 More Ways to Increase YOUR SUCCESS AT Mfg4 Getting the most from your Mfg4 exhibit requires a plan that incorporates a mix of marketing initiatives. We have developed a number of options to make this easier for you. Consider using one or two of these programs to help you capture more leads and produce better results at Mfg4.
No. 1
Brought To You By... A sponsorship opportunity can raise your company profile and name recognition while delivering your branded message to thousands of Mfg4 attendees who make or influence buying decisions. We will collaborate with you to identify the sponsorship opportunity that works best for your company. The possibilities are endless, but a few examples include brand exposure in high-traffic areas like registration, or sponsorship of an Mfg4 signature event like one of the keynote presentations. To find out more, contact SME Sponsorships at 800.733.3976, ext. 3166 or email sponsorships@sme.org.
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Talk To Prospects Before Your Competitors Do Don’t miss this critical opportunity to connect with your prospects before the event. Targeted mailings can coincide with your email campaign to give your marketing a greater impact. Capture their interest before they arrive so a visit to your booth will be at the top of their agenda. A complimentary one-time use of the pre-registration postal list is provided to all Mfg4 exhibitors (available March 22 – April 19, 2016). Access the Exhibitor Resource Center for details on using this list.
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No. 3
Find Even More Prospects In The SME MasterFile Database Enhance your pre-event mailing by including highly qualified leads from the SME MasterFile database list. List rentals can be customized according to: I ndustry Classification (SIC or NAICS) Job Title or Function Plant Size State or Zip Code Technical Interest If you want list counts, or have other questions about the SME MasterFile database list, contact Geffrey Gardner at 845.201.5331 or email geffrey.gardner@reachmarketing.com
No. 4
Reserve a Private Meeting Space One of the most unexpected ways you can makle vital connections is by hosting a meeting. There are options available for exhibitors at Mfg4 who want a room for private meetings. To find out more, please call Jackie Solack at 800.733.3976, ext. 3123 or email jsolack@sme.org.
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No. 5
Upgrade Your Presence in the Mfg4 Online Directory. All exhibitors receive a free basic listing, but you can increase your exposure by upgrading to the Silver or Gold level. This enhanced listing allows you to increase the online information available to attendees, while reinforcing your brand. ONLINE LISTING PACKAGES
Basic Listing Free
Silver Listing $595
Gold Listing $1295
Max 1000 Characters 15 Categories
Max 1500 Characters 15 Categories
Max 2000 Characters 15 Categories
New Products
3 Products
5 Products
10 Products
Press Releases
3 Releases
5 Releases
10 Releases
Event Specials
3 Specials
5 Specials
10 Specials
Company Logo
No
Yes
Yes
Social Media Icons
Yes
Yes
Yes
Videos
No
No
1 Video
Floor Plan Logo
No
Yes
Yes
Company Profile
Update your booth profile with all relevant information and description.
Product Categories
Select product subcategories that prospects are likely to search in order to find you. Feature specific product lines that will be introduced at MFG4 2016. Include descriptions and photos. Highlight what’s happening at your company. Tell your story with printable, downloadable press releases. Spotlight your deals – discounts, giveaways, sweepstakes, etc. – to keep your booth buzzing through the event. Add your company logo for greater recognition Enable your fans to find and follow you on various social media networks such as Facebook, Twitter, LinkedIn, and YouTube. Let potential buyers see and hear your story; provide clear demonstrations to prove your product’s success. Brand your presence on the electronic event floor plan and make your company stand above the rest.
For more information regarding upgrade packages for the Mfg4 Online Directory please contact exposales@sme.org.
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No. 6
Advertise in the April issue of Manufacturing Engineering ® magazine or the inaugural issue of SME’s new Smart Manufacturing magazine, exhibit at Mfg4, and earn a free ad of equal size in the Mfg4 Event Directory. Exhibit in Mfg4 and advertise in both magazines and receive a 10% discount on your Smart Manufacturing ad as well. Ask your Advanced Manufacturing Media Sales Representative how you can upgrade your Event Directory advertisement to a premium position.
Added Value Your print advertisements are automatically included in our new mobile app and digital edition of Manufacturing Engineering® and Smart Manufacturing magazines. Ask your Advanced Manufacturing Media Sales Representative how to enhance and gain more online visibility.
Custom Booth Videos Showcase your latest technologies and expand your prospects beyond the show with a custom video recorded at your Mfg4 booth. Ask your Advanced Manufacturing Media Sales Representative about the availability of this special feature.
No. 7
Leverage Our Advertising Campaign Mfg4 is running an advertising campaign in various trade media publications. Many of these publications feature special Mfg4 pre-show issues with editorial devoted to the event. Your own advertising and PR campaign can gain momentum in the same media if you promote your participation and products at Mfg4.
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Advanced Manufacturing Media Sales Representatives
Event Directory Package
COMING SOON SPRING 2016
EASTERN U.S. Alan Berg Phone: 732.995.6072 abergsales@gmail.com
WESTERN Paul Semple Phone: 916.880.5225 paul@semplemedia.com
MIDWEST (Detroit) Dean Dimitrieski Phone: 313.425.3272 ddimitrieski@sme.org
AR, TN, International Greg Sheremet Phone: 313.425.3261 gsheremet@sme.org
CENTRAL (Chicago) Bill Lepke Phone: 630.975.0185 lepkeb@sbcglobal.net
CHINA, HONG KONG, TAI-WAN Bruno Wase-Bailey Industrial CommunicationsGroup Ltd. Phone: +86.21.6141.8470 bruno@icgl.com.hk
CLICK 2016 MEDIA KIT CLICK DIRECTORY INFORMATION CLICK WEBSITE ADVERTISING
No. 8 Exhibitor Success Center The SME Exhibitor Success Center is designed to help you plan the best event possible. It’s an easy way to learn about best practices and tried and true event management techniques to really position your company above your competitors. You’ll find helpful materials and informative videos on important topics like sales strategies, setting objectives and goals, designing a cost-effective exhibit and attracting a targeted audience to your exhibit.
Get Free Advertising THROUGH THE PRESS Very few exhibitors approach the news media for coverage because they overlook the power of the press. Journalists are constantly looking for interesting subjects and your company can be one of them. Take advantage of this communication channel by distributing press materials about your company and products before, during, and after Mfg4.
There are many ways you can reach the media: end press releases to the media two to three months prior to the show S — especially publications planning a special Mfg4 issue or feature story. Briefly emphasize what’s new and how you’re solving customer challenges. ontact the editorial departments at trade media to schedule one-on-one C interviews between your top executives and the publications. chedule a press conference during the event to announce a new product S or technology enhancement. rovide a Digital Press Kit to the Mfg4 Media Center. Across all media, the P trend is to provide digital formats for press materials. Digital kits are far more convenient, user-friendly and more likely to be used by the media. For questions about the media, please contact SME Communications at 800.733.3976, ext. 3190, or email at communications@sme.org.
Location, Location, Location We suggest hosting the press conference in your booth during the show hours, but we can help with alternate arrangements, as well. If you do want to host your press conference somewhere other than your booth, please check the “assign a room” box on the Exhibitor Press Conference Request Form. Click here.
Scheduling Please use the Press Conference Request Form. SME’s Communications team will coordinate exhibitor press conferences to ensure minimal overlap. Press conferences are scheduled on a first-come, first-serve basis and the deadline is April 26, 2016.
Food and Beverages Scheduling Press Conferences Do you have a new product or special announcement planned during Mfg4? A press conference is a great way for you to share your news with attendees and registered media. Note that exhibitors are responsible for their own arrangements, such as catering, audio visual, etc.
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You will be responsible for any refreshments you plan to provide. Please contact Mary Wichowski at the Connecticut Convention Center. The Convention Center has exclusive rights for all food and beverages served within the facility. The phone number is 860.728.2603 or email mwichowski@ctconventions.com for catering information.