JULY 2012

2. CENTRAL MARKETING BEST PRACTICES

PGA/WESTERN SOCIAL NETWORK SITES: NANDO CASINELLI

Goal: Increase followers on the PGA and Food Shows social networks as well as increase attendee and exhibitor knowledge of the brands. For the Food Shows, the goal was to give Ron a voice within the brand and add a personalized touch when reaching out to attendees for feedback

Audience: Attendees/Exhibitors for PGA & Food Shows

Strategy: Increase followers and “likes” on Facebook and LinkedIn to create more brand awareness by sending messages and events through Facebook and LinkedIn

CENTRAL MARKETING BEST PRACTICES 3.

INTERPHEX EXHIBITOR E-MAIL: COREY CENATIEMPO

Goal: Segment exhibitor information on the INTERPHEX Puerto Rico website

Audience: Exhibitors

Strategy: To give the sales team a place to direct prospects who might be interested in exhibiting to attendees who are Commercial, Industrial, Residential and Institutional Facilities focused (Buildings & Facilities Puerto Rico) or exhibiting to attendees who are Medical Device Manufacturing focused (Medical Device Puerto Rico). It gives IPX PR a chance to reach out to a wider variety of prospects

4. CENTRAL MARKETING BEST PRACTICES

G2E REGISTRATION EMAIL: GREG DICSO

Goal: Increase attendance by reaching out to those who dropped o� during the registration process

Audience: G2E Attendees for 2012 Show

Strategy: Follow up with attendees who did not complete their registration process to drive them to attend

Result: Open Rate: 23%, Click Thru Rate: 23%, Registrations: 4

CENTRAL MARKETING BEST PRACTICES 5.

Goal: Enhance loyalty with priors by o� ering them a special 3-Day Ticket pre-sale before the tickets were available to the general public

Audience: NYCC Fans who purchased 3-Day Tickets in 2010 and 2011

Strategy: Fans who had purchased 3-Day Tickets in both 2010 and 2011 were given a two day window of opportunity to purchase their tickets before they went on sale to the general public. Email promoted exclusivity for these priors and worked to enhance loyalty

Result: Sold 500+ 3-Day Tickets in the two day period

NYCC 3 DAY TICKET PRE-SALE E-MAIL: LAURA BLAGYS

6. CENTRAL MARKETING BEST PRACTICES

INTERPHEX ATTENDEE REGISTRATION E-MAIL: KELLY TRACEY

Goal: Increase registrations from those who have not been to the show in the past 3 years

Audience: The targeted segments were “lapsed” attendees that had not been to the show in the past 3 years

Strategy: A simple subject line “Registration is now open” featuring the logos of the 4 shows occuring at the event to build awareness and increase registrations

Result: 248 Registrations

CENTRAL MARKETING BEST PRACTICES 7.

NEW CREATIVE: PAPERLESS POST: COREY CENATIEMPO

LUXURY Privé Panama: Goal: Promote the show and encourage prospective buyers to come to LUXURY Privé Panama

Audience: Prospective Buyers

Strategy: Since the targeted audience spoke a variety of languages, instead of sending a printed piece, or a standard email, we decided an elegant e-card would be best. We designed 3 di� erent versions: English, Spanish and Portuguese

Result: 46% open rate

8. CENTRAL MARKETING BEST PRACTICES

JCK TORONTO E-MAIL TEMPLATES: AMANDA GOCHEE

Goal: Leverage e-mail templates that have worked well in the past to promote the JCK Toronto show to buyers and exhibitors

Audience: JCK Toronto buyers and exhibitors

Strategy: Use visually appealing e-mail templates to push out news about the show to exhibitors and attendees

CENTRAL MARKETING BEST PRACTICES 9.

PGA NON-OPENS E-MAIL: KRYSTAL GARVIN

Goal: PGA collected non-opens from our last 5 weeks of emails and used them to create a new target segment.

Audience: Unopens from the last 5 weeks of e-mails

Strategy: Text e-mail with a new, personalized subject line: “We haven’t heard from you”

Result: 73 registrations, 9.83% open rate, 4.16% click through rate

10. CENTRAL MARKETING BEST PRACTICES

VISION EXPO WEST- CUSTOMER INVITATION PROGRAM: ALEX KIERNAN

Goal: To increase Customer Invitation orders

Audience: Vision Expo West Exhibitors

Strategy: New email that listed the reasons that exhibitors should order CustomerInvitations

Result: Open Rate: 46%, Click Through: 10.5%, 70 more companies registered for the Customer Invitation Program compared to 6 weeks out from the show last year

CENTRAL MARKETING BEST PRACTICES 11.

PGA EXPO- NEW EXHIBITOR PASSPORT: JUL SIFERS

Goal: To encourage TAP Buyers to visit new exhibitors and discover new business

Audience: TAP Buyers

Strategy: Create a ‘New Exhibitor Passport’ with all of the new exhibitors listed by cate-gory; have the TAP Buyers visit at least 10 of the new exhibitors, vote on their ‘Top Pick’ for that new exhibitor to win the ‘Top Buyers Choice Award’. The TAP Buyers will be entered into a ra� e to win prizes for participating