dear ncba exhibitor, · web viewuse the enclosed sample to help you spread the word about your...
TRANSCRIPT
Dear NCBA Exhibitor,
This Marketing Kit was created exclusively for use by 2012 NCBA Trade Show Exhibitors. It is designed to be a useful tool to help you make your exhibiting experience a success!
The Marketing Kit contains information that you will find useful as you promote your participation at the 2012 NCBA Trade Show. The kit will walk you through important order deadlines and exhibitor exclusive offers designed to maximize your participation and ROI at the NCBA show in Nashville.
Don’t just show up in Nashville - Market your participation and make sure the attendees are looking for your booth!
Be sure to take advantage of all the marketing opportunities available to you as an exhibitor.
NCBA staff is here to help:
Trade Show Questions:
Kristin TorresSenior Trade Show [email protected] orSara KonkelTrade Show [email protected]
Sponsorship Opportunities:Jill DeLuceroAssociation Marketing [email protected]
Beef Resource Guide Advertising:Lorie LiddicoatSenior Manager [email protected]
Press Room and Trade Press:Judy Van de [email protected]
Thank you for your participation. We look forward to a great show!
Use this handy schedule and checklist as a guide line to maximize your participation at the 2012 NCBA Trade Show.
6 Months Prior
o Begin design of your trade advertisements
o Begin planning sponsorship opportunities
o Begin planning ideas for social opportunities
4 Months Prior
o Confirm Sponsorship Opportunities
o Begin the development of your direct mail program
o Send direct mail to all your present, past and potential customers, along with an incentive to stop by your booth
o Send news releases to all the major trade publications announcing what new programs and/or products you plan to introduce at the Trade Show
o Finalize any arrangements for social functions you plan and mail invitations to your guests.
o Submit your company listing in the Beef Resource Guide
o Select product categories
3 Months Prior
o Order small giveaways for attendees visiting your booth
o Order Pre-Registered attendee mailing list
o Reserve Advertising in 2012 Beef Resource Guide
Trade Show Promotion Countdown Checklist
o Develop a show plan with your sales people to visit their top accounts and encourage them to attend the 2012 NCBA Trade Show
o Join NCBA as an Allied Industry Member
1 Month Prior
o Prepare media kits with information on your company, products ands services for placement in the Media Press Room
o Mail literature on your products and services to your customers reminding them to visit you in Denver!
o Conduct a telemarketing campaign to your best customers to confirm their attendance and ser-up appointments
o Send new releases to beef-related publications announcing what you plan to feature
o Mail discounted Trade Show Only invitations to customer and prospect lists
Onsite
o Reserve booth space for 2013 NCBA Trade Show in Tampa, FL.
Immediately after the show
o Follow-up on leads you collected at the show with services and/or production information and a personal phone call
o Send news releases to trade publications reporting on how your exhibit was received and your success as result of exhibiting
Trade Show Promotion Countdown Checklist (continued)
NCBA has put together several useful tools for exhibitors to use as you promote your participation at the show.
A list of pre-registered attendees. The pre-registration list is available to NCBA exhibitors for a small fee. Please use the order form to purchase the list. Use the list to invite attendees to your booth.
Logos and Advertisements-NCBA has designed a trade show logo and advertisements for exhibitors to use to help promote the show. You can access this information on our ftp site. Instructions for download are listed below.
NCBA Pre-registration Brochures are available for your use. Just contact NCBA staff and let us know how many you would like to receive. You can send this along with invitations to your customers and prospects.
List of Media Contacts-the list of media contact as well as tips on working with the media are available to exhibitors.
Exhibitor Updates Blog-the blog for exhibitors is updated monthly and posted on the website. The Exhibitor Updates Blog provides exhibitors with useful information to help you prepare for the show.
Discounted advertising rates-NCBA offers a special discounted rate on advertising for exhibitors.
Link to NCBA website-A button promoting the show with a link to the NCBA site has been designed for exhibitors use.
Allied Industry Membership-By becoming an Allied Industry Member of NCBA you will receive numerous benefits including preferred booth selection for upcoming show.
Marketing and Publicity Tools
Follow these instructions to access the exhibitor marketing files for the 2012 NCBA Trade Show. The file you will need to access is labeled “2012 NCBA Trade Show Marketing”. Please feel free to contact Sara Konkel at [email protected] or 303-694-0305 if you have questions.
Downloading Instructions 1. Open Windows Explorer (not Internet Explorer!)2. In the address bar type: ftp://64.92.198.6 and click Go3. A login dialog will now open 4. In the user name field type: ncbapublic5. In the password filed type: ncbaf3p6. You will now be logged into the ftp site7. Copy and paste your file(s) into this window, and from this window. A copying file dialog will appear. Do not close the window until the file copy window automatically closes. This could take several minutes depending on the size of your file and the speed of your internet connection.
Once the copy file process is done, you can go ahead and close the Windows Explorer window.
If you have problems with this process, you may need to install a third party FTP client such as FreeFTP (www.freeftp.com) to use the FTP site.
NCBA FTP SITE INSTRUCTIONS
Increase your booth traffic by letting attendees know you be participating in the 2012 NCBA Trade Show. Order the pre-registration attendee list today!
Company Name: Contact Name: Address: (If requesting overnight service, physical street address must be
provided)
City/State/Zip: Phone: Email: _____ Signature: Booth Number: ____
_____ 2011 NCBA Convention & Trade Show Final Attendees _____ 2012 NCBA Convention & Trade Show Pre-Registered Attendees
(Updated Lists available for a one time solicitation use
on January 12th, 19th & 26th) _____ 2012 NCBA Convention & Trade Show Final Attendees List Request Format:
_____ Registered Attendees Only _____ Full List of Attendees & Exhibitors
Emailed Excel file $300.00 each = $______________
Labels available for an extra charge Call for price
Attendee List Request Form
Send By: E-Mail to:
Method of Payment: Check enclosed, made payable to NCBA. Credit Card: MasterCard VisaCard #: Expiration Date: Signature: These lists are intended for single use and are not for resale. Additional names have been added for verification purposes.
Return to:Sara KonkelPhone: [email protected]: 720-259-1409Mail: 9110 East Nichols Ave #300Centennial, CO 80112
Pre-show promotion is vital to a successful marketing campaign for your 2012 NCBA Trade Show exhibit space. For more information about advertising in the Beef Resource Guide the official onsite convention program, please contact Lorie Liddicoat at 303-850-3330 or [email protected].
Advertise in the New Beef Resource Guide, the official onsite publication of the 2012 Annual Cattle Industry Convention & NCBA Trade Show. The 120 + plus page convention program will include convention details, event information, trade show exhibitor listings, key industry contacts and so much more.
Advertising Opportunities
Electronic versions of NCBA Trade Show logos can be found on the NCBA website at www.beefusa.org . Use the logo in all of you materials relating to the show.
NCBA Trade Show Logo
NCBA offers many sponsorship opportunities to exhibitors to maximize your exposure at the show. Sponsorships not only increase your overall exposure, but also are an excellent way to show your support of the industry. Take full advantage of all the opportunities available to you and become a NCBA sponsor today. Sponsorships related to the meeting are currently available. A full list of sponsorships can be found on www.beefusa.org
Sponsorship Opportunities
By becoming an Allied Industry Member of NCBA you will receive numerous benefits including preferred booth selection for upcoming shows.
Gold Level Member
Those companies that reach a total annual contribution level of $100,000 (including Allied Industry dues, sponsorships, advertising (print, web & television), and trade show), will be considered a Gold Level AIC Company.
In addition to the general AIC benefits, Gold Level companies will receive:
“Beef Day” - NCBA can set up a program to fit each company’s needs. This can be an educational session for company personnel or key customers. It may include sessions on market information, forecasting and public policy issues.
Gold Level sponsors receive special priority in the trade show booth drawing and will be listed in each issue of National Cattlemen as a Gold Level AIC sponsor.
Opportunity to provide 30 second pre-produced commercial spot to be run on your month of choice on NCBA’s Cattlemen to Cattlemen.
Allied Industry Council Member BenefitsCouncil members receive ALL the PARTNER and ASSOCIATE benefits, in addition to:
A seat on NCBA’s Allied Industry Council. As a group, the Allied Industry Council will be eligible for a number of
board and committee seats based upon total investment by Allied Industry Council members. Council members have the opportunity to vote for the AIC reps to serve on the NCBA Board and committees.
As a group, the Allied Industry Council may appoint one representative to serve as an ex-officio member of the NCBA Executive Committee.
Access to CEO roundtable lunch/meeting at Annual Convention. Access to pre-registration and final registration for the Annual
Convention. Opportunity to reach NCBA’s membership twice a year via access to
NCBA’s mailing lists.
Allied Industry Membership Benefits
Special paragraph listing in the Summer Directions issue of National Cattlemen magazine.
Fifty subscriptions to the National Cattlemen magazine.
Council Annual Investment $25,000
Allied Industry Partner Member Benefits
Access and assistance with key issues by leadership in D.C. Priority sign-up for prime location at NCBA’s annual trade show and
discounted exhibit space. Special listing in the Beef Resource Guide. Listing in every issue of the National Cattlemen. A complimentary link on NCBA’s Web site, representing the entire
beef industry. Opportunity to utilize the Allied Industry logo. Fifteen subscriptions to the National Cattlemen magazine and the
Beef Business Bulletin. Receipt of other NCBA information. Opportunity to vote for the A.I. Partner board and committee
representatives. Special Convention & Summer Conference recognition.
Partner Annual Investment $3,000
Allied Industry Membership Benefits
Want to invite your customers and prospects to the 2012 NCBA Trade Show? Simply send them an e-mail.
Cut and paste the copy below, then personalize your message with your company name, booth number and logo.
Using e-mail rather than direct mail can save you both time and money. Consider updating this message for different target audiences and link to your own website or to the NCBA website www.beefusa.org.
*****************************************************************Dear (insert first name):
On behalf of (insert company name), I am excited to share some important news that will save you both time and money!
(Insert Company Name) will have a booth at the NCBA Trade Show held in conjunction with the Cattle Industry Convention in Nashville, TN, February 1-4, 2012.
A visit to the NCBA trade show will give you immediate ROI by providing solutions to your everyday needs.
(Insert Company name) strongly supports the National Cattlemen’s Beef Association. We feel that it is one of the best available opportunities cattle producers just like you to find the best solutions and strategies to manage your business.
You can’t afford not to attend!
Most importantly, make sure to visit us in booth (insert booth number). The exhibit hall will be open Wednesday, February 1st -Friday, February 3rd.
We hope to see you in Nashville and to meet face-to-face to talk about your immediate needs for 2012.
Pass Along E-mail
If you have any questions or to register for this event visit the NCBA website at www.beefusa.org. To contact (insert company name), please call (insert company phone number).
See you in Nashville! (insert contact name from exhibiting company)(insert company name)
Making use of the media, particularly trade publications, is an important part of your overall exhibit and product promotion plan. Cattle industry trade publications have a natural in the 2012 NCBA show and its’ exhibiting companies. The NCBA show offers trade press the chance to learn more about new equipment, technologies, strategies and solutions in the industry. The challenge for the exhibitor is to separate your product and exhibit from other exhibitor by providing interesting and newsworthy information, before, during and after the show. If you are new to or inexperienced in publicity and public relations, this media guide provides the basics you need to plan and execute an effective strategy to receive as much editorial coverage as possible. Even if you are a veteran you may find new ideas or approaches for the information presented in this guide. What are you trying to achieve? Your ultimate goal is to maximize the publicity for your product, service and or company and make it known to potential customers specifically and the public in general through the use of the media. Unlike advertising publicity is FREE! Your objectives are to create knowledge, understanding, confidence and good will about your company and it specific products and services. Use publicity to: Build awarenessEnhance your company imageEducate customers, prospects and the media about your company What is considered Newsworthy? News is any information that is timely and has interest to large groups of people.
How to use the media
AgriTalk77 Westport Plaza, Suite 250St. Louis, MO 63146(314) [email protected]
BEEF Magazine7900 International Dr., #300Minneapolis, MN 55425(952) [email protected]
Beef Today1600 Genessee Street, Suite 328Kansas City, MO 64102(818) [email protected]
CALF News1531 Kensington Blvd.Garden City, KS 67846(620) 276-7844 [email protected]
Capital Press Press Publishing Co.P.O. Box 2048Salem, OR 97308 (800) 882-6789www.capitalpress.com
Cattle Business Weekly185 S. CenterPhilip, SD [email protected]
Cattle Today204 Temple Ave. S.Fayette, AL 35555www.cattletoday.comDairy Today261 East Broadway
List of Media Contact
Monticello, MN 55362(763) [email protected]
Drovers/CattleNetwork10901 W. 84th TerraceLenexa, KS 66214-1649(913) 438-8700www.drovers.com www.cattlenetwork.com
Feedlot Magazine116 E. Long; P.O. Box 850Dighton, KS 67839(620) [email protected]
Feedstuffs/Farm Furtures12400 Whitewater #160Minnetonka, MN 55343(952) 930-4347www.feedstuffs.comwww.farmfutures.com
High Plains JournalP.O. Box 760Dodge City, KS 67801(620) [email protected]
Livestock WeeklyP.O. Box 3306San Angelo, TX 78748(325) [email protected]
Meatingplace Magazine1415 N DaytonChicago IL 60642(312) 266-3311
www.meatingplace.com
The Progressive Cattleman & Progressive Dairyman228 West Nex PerceJerome, ID 83338(208) [email protected]
Progressive Farmer2100 Lakeshore Dr.Birmingham, AL 35209(205) 445-6000
Record StockmanP.O. Box 1209Wheat Ridge, CO 80034-1209(303) 425-5777
Western Livestock Journal7355 E. Orchard Road #300Greenwood Village, CO 80111(303) 722-7600www.wlj.net
Western Livestock ReporterP.O. Box 7655Fort Worth, TX [email protected]
Media Coverage at the 2012 NCBA Trade Show As an exhibitor at the 2012 NCBA Trade Show you have an invaluable opportunity for media exposure. More than 100 members of the press will be in attendance and there are many ways you can reach them. We strongly encourage you to publicize your participation in the 2012 NCBA Trade Show. The complete list of press from trade publications is enclosed. Press releases sent in advance will increase the likelihood of hosting members of the press in your booth. To help facilitate exhibitor media coverage a fully equipped and staffed media room will be set up exclusively for the working media (reporters, editors, photographers) of trade publications, consumer/business publication and the electronic media. The Media Room will make exhibitor press kits available for all attending press to use. EACH EXHIBITOR SHOULD DELIVER A SUPPLY OF PRESS KITS TO THE PRESS ROOM NO EARLIER THAN TUESDAY, January 31, 2012. The Media Room has limited storage we cannot store large quantities of press kits. Please check the Media Room throughout the show to make sure we have an adequate supply of your materials. Some important Tips:
Use product innovations to capture attention of the press Send out a “media advisory” prior to the show announcing a new
products or services Have high quality, media-ready photographs of our new product Make sure someone in your booth is appointed to speaking with
the press and that everyone in you booth knows of this individual’s designation.
To help the media find your exhibit on the show floor always display your booth number in the upper right hand corner of all press materials.
Public Relations Tips
Helpful hints for your press kit:
Included press releases about your company Insert a company brochure or fact sheet Add photographs and company logo sheets Include any articles on your company or new products Include press releases on new products One page company bio sheet: Corporate structure, executive
staff charts, sales figures Press release with customer testimonials Key contact(s); at the show, home office
Not sure what to say in a press release? Use the enclosed sample to help you spread the word about your participation in the 2012 NCBA Trade Show. Simply add in your company information and send it to the list of media provided.
Company addressPhone
FaxWeb address
Date
Contact: NameTitleDirect DialE-mail address
For Immediate Release
(Insert Company Name) to Introduce (Insert Product Name) at the 2012 NCBA Trade Show.
City, State-(insert Company name), will introduce its innovative new product (insert product description)
The event, which will be held February 1-3 at the Gaylord Opryland Convention Center & Resort, is an excellent opportunity for both current and future customers to visit our booth, meet some of the (insert company name) team and demo our products and services.
It’s very important for us to meet with our clients in a one-one-one environment and not only to dedicate them about our products and services, but get their feedback as well. We look forward to strengthening current relationships, as well as creating new ones at the 2012 NCBA Trade Show.
(Insert Company Name) will be located at booth number (insert booth number).
For more information please visit us on the web at (insert web address) or call us at (insert phone number).
Sample Press Release
Insert synopsis of who your company is and the products and/or services that it provides