delivering key buyers through integrated marketing strategies - mto summit chicago

DELIVERING KEY BUYERS THROUGH INTEGRATED MARKETING STRATEGIES

It's a Changing World

•  Fewer People Allowed To Attend Events

•  Many Companies Can't Spend As Much On Space/Sponsorships

•  Online Resources (Industry, Exhibitors)

•  Exhibitor Event Marketing

•  Lame Conference Program Not An Attraction

•  Generational Bias

•  Traditional Marketing Techniques Not As Effective

•  Decline of Print Media - fewer pages, more expensive

•  Direct Mail - Declining ROI, Increasing Costs

•  Email Marketing - Digital Overload

•  PR/Editorial Coverage - Decline of Print Media

•  Questionable ROI of Digital and Social Media

HOW DO WE COPE?

STRATEGIC INTEGRATED SEGMENTATION

Best Practices Strategic Marketing Plan • Must Create And Follow A Written Strategic Plan

Segmented To Target Audiences • Set Specific, Measurable Goals

•  Attract _% More Power Buyers

•  Attract More Team Buyers from the

Top 25 Companies

•  Increase Current Level of Sponsorships by _%

•  Attract _% More Attendees From _Marketplace Segment

•  Attract _% more non-US buyers

•  Target specific countries for growth (exhibitors/buyers)

Develop "Marketing Map” Segmented to

Specific Audience Grids

Audiences Exhibitors • Segment by Category

o  Prospects o  US o  Non US o  Current o  Past

Attendees o  Buyers o  Influencers

Associations Media

Plan the Work



Create Specific Messages for Each

Segment




Associations Media

Messaging

• Reach Key Buyers

• Learn New Techniques

• See New Process Technologies

• Gain New Members

• Gain New Readers

Plan the Work




Segment

Create the Techniques for Reaching the

Audiences




Associations Media

Messaging






Techniques

•  Direct mail

•  Ads

•  PR

•  Social media

•  Mobile Marketing

•  Experiential

Plan the Work




Segment


Audiences




Associations Media

Messaging






Techniques

•  Direct mail

•  Ads

•  PR

•  Social media

•  Mobile Marketing

•  Experiential

Work the Plan

Strategic Best Practices of BTTC • Segmented Direct mail (Drive to web)

•  Simple, Strategic & Sanguine

AT THIS SUMMER’S PREMIER CRAFT INDUSTRY EVENT!

DISCOVER NEW PRODUCTS, NEW INNOVATIONS AND NEW INDUSTRY TRENDS.SHOP FROM OVER 250 OF THE WORLD’S LEADING CRAFT INDUSTRY

MANUFACTURERS AND THE NEW TOY INDUSTRY ASSOCIATION PAVILION.3M CORP., ANNA GRIFFIN, BEADALON, BOBUNNY PRESS INC., CRAFT-N-DOODLE, CRAFTWELL INC., CREATIVE CRAFTS GROUP,DARICE INC., EK SUCCESS BRANDS, GLITZ DESIGN, ILOVETOCREATE, JUSTRITE STAMPERS, MIDWEST PRODUCTS CO., PLAID

ENTERPRISES INC., PLANO MOLDING CO., RANGER INDUSTRIES, REMINISCE, SILHOUETTE AMERICA, THERESA COLLINS DESIGNS

2010 Summer Convention & Trade ShowJuly 27-29, 2010

Rosemont, ILEducation Opens July 26th

Register Today! www.chashow.org

I N S P I R I N G A N D C O N N E C T I N G W I T H C O N S U M E R S

January 29 – February 1, 2011Conference Begins January 28th

Los Angeles Convention Center Los Angeles, California

2011 WINTERCONFERENCE & TRADE SHOW

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DON’T MISS THE CRAFT &HOBBY EVENT OF THE YEAR!The CHA Winter Show is more than just a show! It’s where the world of craftingcomes together to experience all that is new, innovative and exciting!

This is your best opportunity to meet with more than 600 exhibitors from around theworld who will be featuring thousands of new products.

Come to the craft and hobby event of the year to:

• See innovative new products you won’t see anywhere else• Find new suppliers and manufacturers• Learn new craft ideas & techniques• Meet with current suppliers and manufacturers• Evaluate & compare products for future purchase• Network with over 10,000 craft & hobby professionals from some 55 countries

INSPIRING AND CONNECTING WITH CONSUMERS

L.A. Live Entertainment Campus & Convention Center

REGISTER ONLINE TO ORDER YOUR BADGE TODAY AT WWW.CHASHOW.ORG REGI

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•  Targeted and personalized can be effective


•  Targeted Landing Pages

Strategic Best Practices of BTTC • E-mail (Link To Web)

•  Must be strategic and targeted •  Graphics, animation and/or video links •  QR Codes

Strategic Best Practices of BTTC • PR/Editorial

•  Segment by Audience/Target


•  Digital Coverage Growing in Importance


•  Tie-in with social media – blog


•  Bylined Columns


•  Feature Articles •  Use coverage as

a multi-purpose marketing tool

EEVENTS CHA

227

As the largest summer tradeshow for the craft andhobby industry, the Craft

and Hobby Association’s 2008Summer Convention and TradeShow is expected to draw over5,000 craft designers,manufacturers and retailers tosee the latest products andindustry trends. The Summer Showis established as a key buying event ofthe season, with 97% of buyerspurchasing products as a direct resultof what they see displayed. A trulyinternational event, about 20% of theattendance is composed ofinternational vendors from more than15 different countries that travel toshop the Summer Show. The favorableUS dollar exchange rate is also sure tobring even more internationalattendees to the show this summer.

However, seeing hundreds of newcraft products isn’t the only reasonwhy thousands will be flocking to theDonald E. Stephens Convention Centrefrom July 18th to 20th. In fact, thereare five major reasons why craftretailers and manufacturers will bemaking an appearance in Rosemont,Illinois, this summer.

11Experience Four ExcitingNew Show Sections

For the first time, the Summer Showwill be divided into four exciting newshow sections: Scrapbooking & Paper Crafts:stationery, stencils, rubber stamps,supplies and toolsFabric/Quilting/Needlecrafts:fabrics, notions, sewing machines,embroidery, knitting and crochetArt Materials: brushes, paints, framesand framing supplies

Take FiveLooking for a reason to attend theCHA's summer show? Tony Lee,vice president of meetings andexpositions at CHA, gives his top five

General Crafts:craft kits, beads, jewellery, containers,storage and adhesive

The new show sections will furtherbroaden the scope of the CHASummer Show, help attendees identifynew growth areas, and demonstratemore clearly the diversity of productson display. “With the four new showsections, the CHA Summer Conventionand Trade Show has evolved into a very product-driven marketplace. Theimproved show format will attract new attendees and allow them toeasily navigate the show floor andquickly discover the latest products andtrends per industry segment,” explainsSteve Berger, CEO of the Craft andHobby Association.

22 Tap Into the Lucrative KidsCrafting Market

The show’s theme, 'Kids Crafting:Inspiring Growth and Creativity', willprovide attendees with an opportunityto focus on the latest products,educational programs, and workshopsthat will help increase awareness ofneeds and trends related to thisemerging demographic. Kids craftingrepresents an enormous opportunity toexpand sales across all segments of thecraft and hobby industry. According tothe U.S. Bureau of the Census, thereare over 73 million children under theage of 18 living in the U.S. and by2010 about 40% of all U.S. householdswill have at least one child under theage of 18. Combine those statisticswith the CHA Attitude and Usage Study,which showed 57% of U.S. householdsparticipated in crafting in 2007 and thecraft and hobby industry is suddenlycourting an emerging market and thenext generation of crafters. The same

CHA study shows that industrysegments that largely focused onchildren and family-related activities arealso among the most popular and thefastest growing segments in theindustry, namely art materials,scrapbooking and paper crafts.

The show will also feature the 'kids'creation station', showcasingmanufacturer end-user projects and'designer kids crafting display',highlighting the innovative skills ofCHA designer members that furtherdemonstrate the possibilities and valueof kid’s crafting.

33Learn How to Make Money,Not Excuses

CHA Summer Show attendees will

learn how to 'Make Money, NotExcuses...Even in a Recession!' fromkeynote speaker, nationally recognisedfinancial expert and author of MakeMoney, Not Excuses, a Wall StreetJournal and New York Times bestsellerJean Chatzky. In her presentation Jeanwill provide valuable financial insightsfor the international craft and hobbyindustry. Jean is scheduled to presenther address to the CHA membershipon Thursday, July 17th.

As one of the nation’s leading personal financial experts, Jeanis the financial editor for NBC’s TodayShow, serves as AOL's official moneyCoach, and was editor for Moneymagazine. She frequently hosts a seriesof money minutes; 'Talking Money withJean Chatzky', on CNBC in addition toa daily show on Oprah & Friends radio.

44 Learn from InsightfulEducational Sessions

CHA will offer an extensive educationalprogramme, including dozens ofhands-on workshops as well asbusiness building seminars and eventsdesigned to provide retailers with theinsights needed to compete moresuccessfully in the increasinglycompetitive industry. Educationalworkshops and seminars begin on July17th and run throughout the show.

These programmes will also helpmanufacturers and retailers network,build stronger business practices andcreate an open dialogue to address theneeds of this market.

One exciting educationalopportunity is CHA’s Retailing withExcellence Programme, whichcontinues this successful track ofcustomised education for independentand scrapbook retailers. Focusing onkey business basics includingmarketing, sales, and inventory, thegoal of this program is to encouragecontinued success and growth amongCHA’s independent retailer memberswith simple take-home business lessonsretailers can immediately put to use.

55 Profit from a SteadilyGrowing Industry

As many industry retailers know,crafting represents a large and steadilygrowing segment of retail sales.According to the 2007 CHA Attitudeand Usage Study, sales of craftingproducts in general have shownconstant growth over the last severalyears, and despite the challengingeconomic outlook, the future looksbright for the craft and hobby industry.This year’s study demonstrates thatcraft spending has maintainedrelatively constant growth over thepast three years, and 2007 showed ahealthy increase of 7.6%. By attendingthe CHA Summer 2008 Show, retailerswill see firsthand the newest productsand trends that will help themsuccessfully capture a share of this $31billion dollar annual crafting market.

To learn more about theupcoming show, including a complete schedule of allprograms and events, a map of the show floor, exhibitorlistings, travel discounts and other key highlights, visit www.chashow.org.

CHA Preview 30/5/08 12:51 Page 27

Strategic Best Practices of BTTC • Segmented Print Ads (Drive To Web)

•  Low Budget Priority •  Shift Dollars to Digital or Social Media •  Use as bargaining chip with media •  QR Codes

CHA 2010 SUMMER

CONVENTION & TRADE SHOW

! Participate in industry leading seminars

and hands-on workshops ! Shop thousands of new products

from more than 250 leading exhibitors

! Opportunity to network with thousands

of craft professionals ! New Toy Industry Association Pavilion

featuring exciting new segment opportunities !

!

!

!

Rosemont, ILJuly 27 - 29, 2010Education opens July 26th

Visit chashow.orgto register to attend or

become a CHA member

THE PREMIER CRAFT INDUSTRY EVENT THIS SUMMER!

Total_licensing_cha_ad 4/28/10 1:15 AM Page 1

I N S P I R I N G A N D C O N N E C T I N G W I T H C O N S U M E R S

2011 WINTER

CONFERENCE & TRADE SHOW

Introducing the New CHA Conference!

Enjoy unlimited access to all conference programs and events

Shop thousands of innovative new products from over 600 exhibitors

Benefit from convenient new show hours

Register on-line to order your badge and to make your travel arrangements at www.chashow.org

January 29 – February 1, 2011

Conference Begins January 28th

Los Angeles Convention Center

Los Angeles, California

L.A. Live Entertainment Campus & Convention Center

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Strategic Best Practices of BTTC • Sponsorships

•  Be Creative - Cyber Cafe, Media Lunch, Media Room Wi-Fi, Flash Mob

Strategic Best Practices of BTTC • Media & Association Partnerships Are Critical

•  Banner ads •  E-mail blasts •  Social media •  Direct Mail •  Webinars •  Awards

Strategic Best Practices of BTTC • Digital Marketing (Videos)

Strategic Best Practices of BTTC • Digital Marketing (Contextual)

•  SEO/SEM critical •  Banner ads •  Contextual ads

Strategic Best Practices of BTTC • Social Media (Critical)

•  Blog •  Facebook •  LinkedIn •  Twitter •  YouTube •  Mobile

Strategic Best Practices of BTTC • Guerilla Marketing

•  experiential, sampling, flash mobs




Segment


Audiences

Audiences

Heating & Air Conditioning Professionals

o  Plumbing Engineers

Key Messages

• World's Largest Plumbing Expo

• Hundreds of Products You Won't See At Association Events

• Seminars Focused on Plumbing Issues

• Plumbing Innovations

• Green Trailer

Techniques •  New Innovation Awards Plumbing

Category Added •  Had UA Green Trailer at the Show

•  Ads (print & digital) in Plumbing magazines focused on plumbing engineers (QR code)

•  Personalized direct mail focusing on plumbing issues

•  Segmented E-mail blasts to plumbing engineers

•  Had well-known plumbing experts promote their sessions via direct mail, mail and social media

•  Leading trade magazines ran editorial and bylined columns

•  Social media effort focused to plumbing engineer groups (guest bloggers)

•  Special Section (landing page) on the website with plumbing news and issues

•  Special Plumbing Innovations Section On Show Floor in 2012

•  Webinar with leading trade magazine •  Contextual banner ads

•  Plumbing competition on the Show Floor

BE STRATEGICALLY CREATIVE

GROUP DISCUSSION

delivering key buyers through integrated marketing strategies - mto summit chicago

Business