1. event
PLAN
PRE
AT
POST
event marketing organizer
PLANNING
OBJECTIVES. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
EVENT MESSAGE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
INFORMATION COLLECTION. . . . . . . . . . . . . . . . . . . . . . . 3
PRE-SHOW
AWARENESS CAMPAIGN. . . . . . . . . . . . . . . . . . . . . . . . . . 4
INCENTIVES. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
AT-SHOW
SIGNAGE & DISPLAYS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
GIVEAWAYS AND PRIZES. . . . . . . . . . . . . . . . . . . . . . . . . . 7
STAFF. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
POST-SHOW
Trade shows and exhibitions
provide business and
organizations with a unique
opportunity to see a large
number of people, face-to-face
in a short amount of time.
Whether it’s an expo, trade show
or career fair, attendees visit
these events to hear what you
have to say. Over the past few
years, reports from the Center
for Exhibition Industry Research
(CEIR) state attendees come
to these events intending to
buy. The CEIR found that 91%
of visitors feel they get their
most useful buying information
by attending a show and 75%
buy as result of the information
gathered at a show.
FOLLOW UP. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
EVALUATE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Copyright 2012 Newton Manufacturing Company

2. 2
EVENT MARKETING ORGANIZER
PLANNING
EVENT INFO:
PLAN OBJECTIVES
_________________________
Your objective for exhibiting at an event needs to be specific and
measurable. The particulars of the show will help shape your objective.
_________________________
What do you hope to achieve? _________________________________
Event Name:_______________
Event Location: _____________
_________________________
_________________________
Event Date(s): ______________
_________________________________________________________
_________________________________________________________
_________________________________________________________
Who is your target audience? __________________________________
_________________________
_________________________________________________________
_________________________
_________________________________________________________
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What constitutes a successful event? (product sold, education, brand awareness)_
_________________________________________________________
_________________________________________________________
_________________________________________________________
DESIGN NOTE:
It is important to have a well
thought, out cohesive theme
displayed through out your
materials. Mismatching graphics
and contradicting messages will
have a negative impact on your
audience’s view of your brand.
PLAN EVENT MESSAGE
Now that your objectives are identified, use them to determine your
marketing message. The message should be aligned with your show
objectives, i.e. are you rolling out a new product, bringing awareness to a
cause or increasing your marketing share?
Things to keep in mind when deciding your message:
Is there any current branding/marketing collateral to build from?
Will it follow corporate guidelines?
Does it support your event objectives?
Is it the right message for your target audience?

3. 3
EVENT MARKETING ORGANIZER
PLANNING
DESIGN NOTE:
Since you will be side-byside with your competitors,
your message and points of
differentiation need to be well
rehearsed by staff and clearly
and creatively displayed on
signage, collateral, samples and
giveaways.
STRATEGY:
An engaging staff is key in
information collection. Well
rehearsed questions and
answers will allow them to
gather the information needed
to qualify leads.
Event Message:_____________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
PLAN INFORMATION COLLECTION
Finally, decide what information needs to be collected to determine if you
have achieved your objectives. Outlining benchmarks will help measure
your overall success.
What benchmarks will you measure?
 Visits
 Leads
 Conversions
 Redemptions
 Other: _________________________________________________
How will you measure these benchmarks?________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
Planning notes:_____________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________

4. 4
EVENT MARKETING ORGANIZER
PRE-EVENT
TIME LINE:
Pre-event preparations should be
started three to four months prior
to the event. That doesn't mean
you should send everything all at
once. A well-timed, multi-touch
campaign will ensure plenty of
traffic at your event.
PRE
AWARENESS CAMPAIGN
Attendees won’t know you are going to be at an event unless you tell
them. 76% of attendees plan their booth visits in advance. Likewise
pre-event promotions have proven to increase booth traffic by 30%*.
Awareness Campaign:
 E-vite:_________________________________________________
_________________________________________________________
DESIGN NOTE:
Design a direct mail piece that
stands out. A 2004 study by the
Direct Marketing Association
found that dimensional or
lumpy mail elicits a response
rate that is 50% better than
traditional flat mail.
STRATEGIES:
EVENT
REGISTRATION LIST
If a list of registered attendees
is available, you can simply
invite everyone on the list. Or,
identify customers or high-value
prospects and send them a
special invite with an exclusive
offer.
CREATE A SOCIAL
MEDIA EVENT
Creating an event on Facebook
or LinkedIn is a good way to
measure interest.
*CIER Center for Exhibition
Industry Research www.ceir.org
_________________________________________________________
 Direct Mail:_____________________________________________
_________________________________________________________
_________________________________________________________
 Press Release:___________________________________________
_________________________________________________________
_________________________________________________________
 Social Media Event:______________________________________
_________________________________________________________
_________________________________________________________
 Mobile Marketing:_______________________________________
_________________________________________________________
_________________________________________________________
 Billboard:______________________________________________
_________________________________________________________
_________________________________________________________
 Other:_________________________________________________
_________________________________________________________
_________________________________________________________

5. 5
EVENT MARKETING ORGANIZER
PRE-EVENT
STRATEGIES:
THE RIGHT INCENTIVE
An incentives perceived value
must match the attendee’s
perceived cost in obtaining
it. Likewise, the cost of the
giveaway must match value of
the intended prospect activity.
If it doesn’t, you are simply
throwing money away.
DRAWING CUSTOMERS
Using your own products or
services as prizes creates
interest and more customers
for your offerings that are more
profitable.
PRE
INCENTIVES
Incentives can be added to your awareness campaign effectively driving
traffic to your event with a call to action. These can be structured in
several ways:
 Redemption. Attendees redeem a simple card for a gift._________
_________________________________________________________
_________________________________________________________
_________________________________________________________
 Drawing. Attendees can exchange contact info to be entered into
a raffle.___________________________________________________
_________________________________________________________
_________________________________________________________
TIME LINE:
Send invitations and incentives
no later than three weeks prior
to the event.
_________________________________________________________
 Companion Gift. Send out one item and invite the attendee to pick
up the companion item at your event.____________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
Pre-event notes:_____________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________

6. 6
EVENT MARKETING ORGANIZER
AT-EVENT
TIME LINE:
Anything that will need to be
at the event should be ordered
about two months prior to the
event to cover production and
transportation times. This does
not include design and proofing
of products which ideally should
be started three months prior to
the event.
AT
SIGNAGE & DISPLAYS
This will most likely be the first impression attendees, particularly
prospects, will have of your brand. The layout of your space should be
inviting and give a visitor the ability to maneuver through it with ease.
 Floor Displays: __________________________________________
_________________________________________________________
_________________________________________________________
 Table Top Displays: _______________________________________
DESIGN NOTES:
_________________________________________________________
SIGNAGE & DISPLAYS
_________________________________________________________
Your display needs to grab
attention and identify your brand
in just a few seconds, from a
distance of 15-20 feet.
 Retractors/Banners/Flags:__________________________________
Simple design is usually
better. A large, well-designed
graphic, with your message
and logo work best. Displays
with too much information
often overwhelm the audience,
turning them away.
KNOW YOUR LIMITS
Physically taping off the
dimensions of your exhibiting
space will help you plan how to
position your displays and move
attendees through your exhibit.
_________________________________________________________
_________________________________________________________
 Table Covers:____________________________________________
_________________________________________________________
_________________________________________________________
 Podiums/Tables:__________________________________________
_________________________________________________________
_________________________________________________________
 Tents: __________________________________________________
_________________________________________________________
_________________________________________________________
 Other: _________________________________________________
_________________________________________________________
_________________________________________________________

7. 7
EVENT MARKETING ORGANIZER
AT-EVENT
LASTING MESSAGE
The average promotional
product is kept for 5.5 months.
Choosing the right one will
carry your message long
after the event. 2010 ASI
Global Advertising Specialties
Impressions Study, Advertising
Specialty Institute, © 2010, All
Rights Reserved.
AT
GIVEAWAYS AND PRIZES
A promotional product that is relevant, unique and fun can create a
buzz around your booth. The right item can create envy among other
attendees and become a viral, word-of-mouth component to your event
marketing plan.
Things to keep in mind when deciding on your giveaways:
Is this product appropriate for my target audience?
Is it a convenient size? Is it travel friendly?
STRATEGIES:
GET SOMETHING BACK
If you are taking a more targeted
approach and want to move
prospects closer to a sale, make
them earn the redemption item
by listening to a presentation or
watching a demonstration.
SOCIAL MEDIA
Use social media to drive traffic
and enhance your presence at
the event. You can use:
Live updates from the show
remind people to stop by your
booth.
Find relevant hashtags on
Twitter and participate in
discussions to share your
expertise and draw attendees to
your booth.
Post pictures or video from
activities at the event so that
those who could not attend can
still experience it.
Is the product cost equal to the return?
If someone gave this to you would You keep it?
Giveaway Ideas:____________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
Prize Ideas:________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________

8. 8
EVENT MARKETING ORGANIZER
AT-EVENT
DESIGN NOTE:
LOOK THE PART
The type of apparel your staff
wears leaves an impression on
your audience. A t-shirt says
something completely different
than a performance polo or
dress shirt.
STRATEGY:
GET INVOLVED
Many exhibitions or shows
have more going on than
what’s happening on the show
floor. Get involved in education
sessions, socials, special
presentations, etc. This may
include participating or hosting a
session or sponsoring an event.
These are great opportunities
for you to interact with industry
influencers, show your thought
leadership or simply share your
passion. It’s one more way to
build your brand at the show.
AT
STAFF
Staff at the show are the face of your company and could be the first
personal interaction that a visitor has with your brand. They should
have a cohesive, on-brand and professional look and should be easy to
identify even if they are not at your booth.
 Apparel: ________________________________________________
_________________________________________________________
_________________________________________________________
 Name Tags/Lanyards/etc.: __________________________________
_________________________________________________________
_________________________________________________________
 Other: _________________________________________________
_________________________________________________________
_________________________________________________________
At-event notes:_____________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________

9. 9
EVENT MARKETING ORGANIZER
POST-EVENT
TIME LINE:
Your follow-up correspondence
should start one or two weeks
after the event. It’s a short
enough time frame so the
information is still fresh, but long
enough your messages aren’t
lost in their post-show catch up.
STRATEGIES:
THANK YOU
If possible, personalize your
thank you by mentioning
something that was discussed
at the booth. This will help them
remember your conversation
better.
STAFF FEEDBACK
Talk to booth staff about
their observations regarding
the booth, visitor feedback,
industry trends, how well the
branding and promotions were
received and thoughts on the
competition. Ask staff what they
would do differently at the next
show. Taking their experience
into account for future show
planning will help your exhibition
perform better.
POST FOLLOW UP
After the event is where the money is made and, according to the CEIR,
80% of exhibitors do nothing. After investing in driving traffic to your
booth and connecting with attendees, it would be a tragedy to waste that
effort by simply packing up and going home. Follow up on those leads
and contacts that you made.
 Thank You note: _________________________________________
_________________________________________________________
_________________________________________________________
 Personal communication: __________________________________
_________________________________________________________
_________________________________________________________
 Product information packets: _______________________________
_________________________________________________________
_________________________________________________________
POST EVALUATE
The final step of any marketing plan is to evaluate the results of the
campaign. Start by reviewing the performance of the marketing plan
itself. Determine if the pre-show marketing drove the desired amount of
traffic and if it was the right traffic. Of those visitors, how many turned
into leads? Track post-show communication to determine the quality
of those leads. And finally, look at the sales conversions to ultimately
determine the return on investment.

10. 10
NOTES
EVENT MARKETING ORGANIZER
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11. 11
SKETCHES
EVENT MARKETING ORGANIZER

12. 12
EVENT MARKETING ORGANIZER
ABOUT NEWTON MANUFACTURING COMPANY
Newton Manufacturing is an industry leading promotional products
distributor specializing in innovative advertising, performance and
recognition solutions. Along with our nationwide network of representatives,
we offer superior service as we deliver the ideas, products and programs to
achieve your business goals and exceed your expectations.
Newton focuses on value in each solution we develop by placing an
emphasis on building your brand, reducing costs and moving your target
audience to action. For over 100 years we have been the trusted source
for some of the world’s biggest brands. We invite you to visit
www.newtonmfg.com to see how we deliver on our promise of
“Way More Than You Expected.”