Digital Marketing

Digital Marketing

Digital Marketing is a cost effective tool you can utilise on the lead up to exhibiting at Expo, while exhibiting at Expo and long afterwards.

Social Media

Using social media to announce you are attending Expo will allow you to ensure your existing followers know you are attending Expo and your stand number. This will encourage traffic to your stand at Expo. You can also use the opportunity of exhibiting to gain more followers on social media.

With all of this comes great data you can gather to use to your advantage. In fact, events give marketers a great reason to communicate with clients on social media and further the client relationship from a digital connection to a personal face-to-face engagement.

The following outlines some simple ways to use digital marketing in the coming months:

  1. Email your existing school customers to let them know that you’ll be exhibiting at this year’s Expo and tell them about the products and service you will be showcasing.
  2. Tweet and follow us @ippnexpo. We re-tweet product-related messages so please let us know what you have to offer schools. 
  3. Announce your stand location on social media to attract visitors to your stand.
  4. Use Twitter and Facebook to announce that you will be at this year’s Expo. Why not let them know about a competition you will be running or products you will be showcasing this year.
  5. Use the hashtag #IPPN17, we will retweet any Expo related posts.
  6. Use your Expo Guide listing wisely – It’s short, 50 words, and should aim to attract attendees to your stand.  You can upgrade to a premium listing for €200.

If you have any questions in relation to this or any Expo related questions please contact sinead.omahony@ippn.ie.

3 weeks to Education Expo

With just over 2 weeks to go its time to focus on the details of your strategy and start ticking items off the Expo checklist.

There is a full set-up day on Wednesday 27th January which allows plenty of time to get your stand looking well.  Your empty stand is furnished with a trestle table and white table cloth, 2 chairs and a double socket and is lit internally from the fascia.

Checklist.  From the list below think about what you need to do on each item:

  • AV:  If you would like to order any audio visual equipment for your stand please contact Fastlane Audio Visual on (056) 7765601
  • Badging: if you don’t have your own we can supply writable name badges.
  • Electrics: each stand is fitted with a double socket.  Additional sockets can be order from Alan Collins, Exhibit A Displays on 087 2562788
  • Flooring: Your stand will have a black carpet floor as standard but you are welcome to use your own.
  • Furniture: Your stand is furnished with a trestle table and white table cloth, 2 chairs.  Additional or alternative furniture can be ordered from Alan Collins
  • Hotels
  • Insurance
  • Lighting: The standard fitting on each stand is a strip light inside the fasica
  • Travel
  • Staff rota
  • Stand design/graphics: For custom printed panels please contact Alan Collins.
  • Stand engagement
  • WiFi: Wifi is available throughout the convention centre however if you prefer to use wired internet access please contact Orla McAleese in Citywest hotel on 01 401 0500

You should have received a detailed Exhibitors Pack by email on Friday 8th.  If you have not received this please contact me on louise.obrien@ippn.ie.  This pack will answer most queries but if you have any further questions please contact me.

It’s also time to increase your publicity efforts. Try to do as much as you can in the following areas:

  • Update your web profile
  • Use social media (@ippexpo #ippn16)
  • Email contacts to publicise offers and arrange on-site appointments

Read more:
Facetime.org.uk: A Potted Guide to Email for Exhibtors

The online version of the Expo Guide will be available to attendees from Thursday 14th which contains your company information.  Education Expo is being promoted consistently in emails to attendees.

Finally, Teacher Zone has been launched to attract teachers to visit Education Expo on each afternoon. Teachers can register for this free but tickets event by clicking here.

 

 

Exhibitor information questionnaire: deadline extended to November 23rd

Booked Exhibitors, the deadline by which to submit your listing for inclusion in the Expo Guide is extended to  Monday 23rd November.  After this date your company information may not be included in the Expo Guide.  Please see your emails for further details of contact me on louise.obrien@ippn.ie for details.

How will IPPN let attendees know that your company is exhibiting at Education Expo?

IPPN publicises Education Expo extensively to attendees through the Expo Guide, conference webpages, direct email, Leadership+ magazine, direct sms, announcements at plenary sessions and social media. As part of your exhibiting package your company will have a 50 word listing in the Expo Guide and a name plate on your stand. Your company name will appear in the on-site maps and signs. We continually encourage attendees to preview exhibitors, consider their school purchases and make time to visit companies.  The details we use for this publicity must be submitted by 18th November.

You will be competing with more than 125 other companies to capture the attention of principals and teachers attending Education Expo…make sure you connect with them before, during and after the event.

1,1000 primary school principals will be on-site at Education Expo on January 28th & 29th – it’s important that you let your school contacts know that you will be exhibiting and what you have to offer.

Below, I outline the ways IPPN publicises Education Expo to conference attendees and suggest ways that you can publicise your presence also. However, to really raise your profile, you should consider assigning some of your budget to additional advertising, merchandise or sponsorship.

How will IPPN let attendees know that your company is exhibiting at Education Expo?
IPPN publicises Education Expo extensively to attendees through the Expo Guide, conference webpages, direct email, Leadership+ magazine, direct sms, announcements at plenary sessions and social media. As part of your exhibiting package your company will have a 50 word listing in the Expo Guide and a name plate on your stand. Your company name will appear in the on-site maps and signs. We continually encourage attendees to preview exhibitors, consider their school purchases and make time to visit companies.

What can you do?…The Basics

  1. Email your existing school customers to let them know that you’ll be exhibiting.
  2. Use your Expo Guide listing wisely – It’s short, 50 words, and should aim to attract attendees to your stand. You can upgrade to a premium listing for €200.
  3. Tweet and follow us @ippnexpo. We retweet product-related messages so please let us know what you have to offer schools. #IPPN16

‘Research has shown that 83% of the most successful companies at a range of events (in terms of business generated and leads collected) were ones that took the trouble to mail their prospects and customers before the show.’ [Source: CEIR]

Click here for The Email Marketing Guide for Exhibitors from FaceTime.
Click here for Getting Connected, The Essential Guide to Social Media for Live Events from FaceTime.

To gain the edge and enhance your visitor numbers we have a variety of ways you can set yourself apart…The Extras

As an exhibitor at Education Expo 2016 you will be competing with more than 125 other companies to capture the attention of principals and teachers attending the event. Attendees have a huge amount of information to take in at the event so make sure you connect with them from the start.

Expo Guide Advertising
Advertising in the Expo Guide enables you to highlight your products, promote a special offer or run an advertorial feature in order to attract visitors. However, there are just 8 pages of advertising space available in the Expo Guide and only a limited number of companies can be featured.

Full page, full colour advert: €900        Half page, full colour advert: €500

Click here to see the 2015 Expo Guide         Click here for more promotional opportunities

Sponsorship
Sponsorship allows you to reach out to your target market, build relationships and kick-start your marketing strategy for 2016 in a proactive and highly visible way. We welcome the opportunity to discuss your aims and work towards tailoring a sponsorship package that meets your marketing objectives.

There are several sponsorship packages available for Conference and Education Expo 2016 which include an upgrade to a premium stand location opposite the auditorium, Expo Guide advertising, branding and logo inclusion across event print and website and many more exclusive opportunities for your company.

To discuss sponsorship options please call Louise O’Brien on 021 4824074.

Branded Event Merchandise
One of the most effective ways to communicate your brand to principals is to put your branded item or product sample into the hands of all conference attendees by including it in the conference bags.

An item of your choice in the Conference Bag: €1,500

Designed to be of convenience and practical use to principals, the merchandise items below, branded with your logo, offer you excellent brand exposure, not just at conference but beyond the event as the products continue to be used afterwards.
• Conference Bag
• Conference Pens
• Post-it Notes
• Box Of Mints
• Coaster
• Plaster Kit

Click here to read more about how you can improve your brand exposure at Education Expo.

4 months out…Planning and presenting a stand that can help you achieve your objectives

In the last article we looked at the importance of setting objectives and having specific goals in mind for exhibiting. Below we look at how stand layout should be designed with those goals and objectives in mind. How your stand functions will determine the success of your experience on-site at Education Expo. Stand design deserves detailed planning and careful preparation. You only get 2 days to hit the mark at Education Expo so put as much time and effort into your stand preparation as you can to get the best results.

Here are some interesting ideas from Facetime.org.uk to get us started.

  • Count the senses. There are five. Taste, touch, smell, sight and sound. When you brief your stand design agency – tell them you want as many of the five senses in the stand design as you can.
  • Be brave. Humans and primates have specially-wired brains which allow them to have ‘selective attention’. It means we can process massive amounts of information in milliseconds. With attention spans increasingly diminishing keep your stand simple to avoid being lost in the information overload.
  • Be human. We all like to maximise our business ROI but that doesn’t mean we have to be dead serious and boring. The best businesses entertain, inform and inspire their customers. Promote your personality.
  • Be seen. Did you know that people love to get interactive with plasma screens? They’re a BIG winner and one of our top tips from our eye tracking research. See link for more information : facetime.org.uk/eyetracking

How does this relate to Education Expo 2016?
The standard exhibiting package at Education Expo includes the items outlined below. These may already suit your needs or may be a starting point that can be built upon:

Exhibiting package includes:

  • Shell scheme with white in-fill panels
  • Trestle table
  • White table cloth
  • 2 chairs
  • Strip lighting inside front fascia
  • Double power socket
  • Plain text ‘bus stop’ name plate

Remember: The way you present your stand will determine how visitors to the stand will interact with you and this may influence their expectations.

Do the following:

  • Design your stand with your sales strategy in mind. If your strategy is based on spending time with a small number of key customers, a sit down consultation area with refreshments may be suitable. However if your objectives are based on a large turnover of attendees and snappy sales pitch, design your space accordingly – standing is better and collecting attendee data is essential
  • Stand towards the front of your stand area, show that you are approachable but allow for visitors to get a full visual impression of your stand
  • Use clean, eye-catching graphics that summarise, in a nutshell, what your product offering is – passers-by will decide in 3 seconds if they want to stop
  • Keep your stand neat and tidy – it doesn’t just give an impression of your stand, it gives an impression of your business
  • Engage visitors and passers-by with a question that requires a response, it is an ideal way to start a conversation
  • Use giveaways to attract visitors and spread the word about your stand at the event.
  • If your budget allows, consider having a low cost takeaway item that carries your logo for every visitor
  • Keep customers engaged by offering a good coffee or confectionary while you chat
  • Have plenty of products/examples to demonstrate to visitors
  • Always contact the Education Expo team if any aspect of your stand is not functioning correctly or if you think we can help with a problem. Wherever possible we will help. We want you to have a successful event so don’t put up with something for 2 days that could have been changed in ten minutes.

Don’t:

  • Don’t sit while visitors stand – it is intimidating and will make visitors feel unwelcome. However if it’s appropriate for your business you can conduct a sit down consultation while another staff member catches passing traffic by standing towards the front
  • Don’t overcrowd your display with large amounts of text, passers-by may not be close enough to read nor will they won’t have time to read it all. Be clear and concise
  • Don’t offer your most expensive glossy brochures and swag to every visitor. Target key leads that are more likely to convert to customers
  • Don’t make misleading promises about your product offerings to attract visitors, they will soon see through a scam and will result in bad publicity for your company. Word of mouth is a powerful tool among Expo attendees
  • Don’t invest in expensive custom-made panels and exhibition materials unless your objectives can ensure the return on the investment. Avoid eating into your profit margin if there are low-cost and no cost options available. This is where your publicity campaign will come into play (more on that later)

Read more:

FaceTime have produced an excellent resources for exhibitors. While not all of it is relevant to IPPN’s Education Expo there is a wealth of good advice for new and seasoned exhibitors.

FaceTime.org.uk Top Twelve Tips for Exhibiting

Getting your exhibition stand right: https://www.youtube.com/watch?t=261&v=jHfBvF7wd5Q

Related articles:
Setting Objectives for Education Expo 2015