Making The Most Of Hillhead 2010

• Introduction
• Product selection & Display
• Stand Design
• Demonstrating your products
• Pre-show publicity
• Advertising
• Staffing the stand
• 'CRACKING' it at Hillhead 2010

Pre-show publicity

A few startling facts:

• Only a third of exhibitors take the trouble to compile press packs.
• Some exhibitors don’t even send out their free allocation of complimentary tickets.
• Fewer than 1 in 10 exhibitors send out dedicated mailshots inviting prospects.

however…

• Over 50% of the visitors will have a shopping list of the stands they want to visit.
• Most visitors have to leave before they have seen everything they want to see.

Direct marketing

Direct mail is an effective way to bring visitors to your stand - here are a few tips:

• Make the visit easy - road maps and site plans showing your stand location all help to take the hassle out of getting to your stand.

Segment prospect list

• Handle the top 10-20% individually, sending each a letter tailored to their particular interest in your products.
• The remaining 80% can be sent a mass mailshot.

Plan a campaign

• Hit them first about four weeks before the show.
• Then hit the top prospects again with another mailshot two weeks before the show.
• Finally, one week out from the show begin a fax/e-mail/phone campaign to those prospects that really matter.

Dovetail mailing

• Dovetail your pre-show mail campaign with your ongoing direct mail.

Code your mailing

• So that you know which lists proved the most effective.
• Consider co-marketing with other exhibitors who are showing complimentary products.

PR before the Show

• Make the most of Hillhead’s press officers, Steve Adam and Simon Chan - they know most of the trade journals and which ones are running preview editions.
• The Exhibitors’ Manual contains a list of UK & international journals. The same list can be downloaded from the press section of the show website (hillhead/press) - get details of each of the titles that you think might be appropriate for your products.
• If you have news that might make it as a feature phone the editor to discuss your release.
• Above all a press release must contain news.
• Limit your releases to 200 words or one side of A4 double-spaced.
• Send press releases on disc or e-mail as well as hard copy - this makes them easier to sub-edit.
• Where possible enclose 6” x 8” glossy photos of your product, captioned with a label on the back.
• Try to get an interesting angle on the product or have some human interest in the shot.
• Make sure that all press releases carry your stand number and contact details for further information.
• Use your own web-site to tell people that you will be exhibiting at Hillhead 2010 - Hillhead logos and graphics can be down-loaded from the show website (hillhead/press).
• If you are looking for an international market, it is worth translating your press releases into the major foreign languages.
• All press releases must be dated.
• Avoid embargoes if possible.

PR at the exhibition

• Liaise with the press office about the timing of press launches and any other newsworthy events on your stand.
• If possible, set up deals for signature at the show - these make good stories in the trade press.
• Your press packs should contain new stories from those sent to the preview journals so try to build a press campaign.
• If you use a PR agency make sure you brief them about Hillhead at least 4 months before show.
• Get a list of all the journalists who visited the show from the organisers and circulate them with news of any major contracts placed at or immediately after the exhibition.
• Have a few press packs on your stand for journalists who come to you directly.
• Appoint a member of staff to visit each exhibiting journal and drop off your press packs - take the opportunity to get to know the editor.
• Always have a camera on the stand to photograph any dignitaries that come aboard.