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Marketing

Manual
Please read this information ASAP as
deadlines are approaching
Contents

Page no.

..............................................................................................................................................................1
Marketing Manual................................................................................................................................1
Please read this information ASAP as deadlines are approaching.......................................................1

Introduction..............................................................................................................................................3

Useful Contact List...................................................................................................................................5

PR Opportunities.....................................................................................................................................6

Complimentary Tickets...........................................................................................................................8

Website Opportunities...........................................................................................................................10

Sponsorship & Branding Opportunities..............................................................................................12

Show Guide.............................................................................................................................................14

Fax Back Forms


Form

Earn More Tickets Form A


Publicity Form B Internet Opportunities Form C
Sponsorship & Branding Opportunities Form D
Marketing Promotions Form E

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Introduction

Dear Exhibitor,

The Caravan & Motorhome Show 2010, Manchester Central 21-24


January, is fast approaching so it is important you begin actively
promoting your presence at the show as soon as possible to
maximise your results. Our show at the NEC in October proved the
most successful show ever for many of our exhibitors, with lots
enjoying record levels of sales; this is your opportunity to benefit
from the success that the industry is enjoying.

A range of opportunities are available, many of which are free of


charge. Including free PR and free catalogue entries, together
with sponsorship and website opportunities and much more!

Currently, our specially appointed PR agency bgb (the travel


and leisure industry experts) are working with several media
partners; setting up previews, feature articles, offers and
promotions. However, it is essential that they get as much
information about you as possible to increase the strength of this
campaign. In the past coverage has been included in the Guardian,
the Sun, the Mirror, the Independent, GMTV, BBC Breakfast and BBC
News – make sure you don’t miss out!

Supply bgb with;


• any news-worthy stories
• what you will be exhibiting on your stand
• new product launches, events or competitions

You can do this by completing the Marketing manual forms or


contacting the team at bgb directly (contact details can be found in
‘Useful Contact List’ on p4)

Don’t forget there are plenty of sponsorship and promotional


opportunities available to get your name at the forefront of visitor’s
minds.

If you need advice on any aspects of promoting yourself then we


would be more than happy to help, so do not hesitate to contact
Tom Johnson-Sabine on
0207 370 8173 / tom.johnson-sabine@clarionevents.com

In the meantime, we wish you a very successful Show.

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The Marketing Team

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Useful Contact List

ORGANISERS

Clarion Events Ltd


Earls Court Exhibition Centre
Warwick Road, London, SW5 9TA

Tel: 020 7370 8173 Fax: 020 7370 8143

The Caravan Team


Sam North Show Director 020
7370 8735
Matt Miller Show Manager 020 7370
8254
Russell Hughes Sales Manager 020
7370 8874
Ning Lu Senior Sales Executive 020 7370
8441
Kimberley O’Brien Operations Manager
020 7370 8946
Laura Cole Operations Assistant 020
7370 8205
Lisa Ellis Marketing Manager 020
7370 8126
Tom Johnson-Sabine Marketing Executive
020 7370 8173

PRESS AND PUBLICITY

bgb
91 Waterloo rd
London, SE1 8RT

Pegi Amarteifio
020 7902 2960
pamarteifio@bgb.co.uk

Lucy Pennington
020 7902 2963
lpennington@bgb.co.uk

SHOW GUIDE

Eventful Publishing

5
43 Tabernacle Street
London EC2A 4AA

Production: Dan O’Connor


Tel: 020 7324 4800
dan@eventfulpublishing.co.uk

Ad Sales: Craig Kelly


Tel: 020 7324 4800
craig@eventfulpublishing.co.uk

PR Opportunities

The services of the PR team are offered to all our exhibitors free of
charge. It’s their remit to promote the Show and your presence at
it, encouraging a good quality audience which you can then convert
into customers.

The more information you supply to the press team, the more
equipped they will be, giving you an edge over your competitors and
ensuring people look out for your stand at the Show.

There are many ways for you to get involved:

News Stories
If you are:

• launching a new product at the Show,


• celebrating an anniversary
• have a famous customer
• exhibiting what you believe to be the cheapest/ most
expensive/ smallest/ biggest/ quirkiest or most technologically
advanced product of it’s kind…

….then you have the makings of a great story for the press!

Make sure you get in touch, and as soon as possible, even if you
don’t have all of the details yet – the team would love to hear from
you.

Promotions and Competitions

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One way of guaranteeing your inclusion in key media in the run up
to the Show is to offer a competition prize. This could be anything
from an accessory to a caravan! The press team will work closely
with you to identify the kind of media which could run the
competition and liaise with you at every stage of negotiations –
nothing will be agreed until you give the nod.

If you would like more information or to talk about the kind of


opportunities which could be negotiated on your behalf, feel free to
contact the PR team.

Journalist Trips

The press team are liaising with a number of travel journalists at


national newspapers and leading consumer magazines to organise
journalist trips staying in a caravan, motorhome or holiday home.

They are really keen for as many exhibitors as possible to get


involved and need your help to find vehicles and equipment which
could be lent to journalists.

Trips can last anything from a weekend to a fortnight. The team


works with the journalist to develop a positive write up about the
experience – one which really sells the pastime – you are then
positioned as the first point of contact for anyone wishing to find out
more.

To discuss this further and find out how you could be included in the
forthcoming national coverage contact the PR team.

Contact:

Pegi Amarteifio / Lucy Pennington

bgb
91 Waterloo rd
London, SE1 8RT

Tel: 020 7902 2960 / 020 7902 2963


Email: pamarteifio@bgb.co.uk / lpennington@bgb.co.uk

• Return FORM B to ensure you are included

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Complimentary Tickets

Complimentary Tickets

All exhibitors will receive a basic allocation of complimentary tickets


to distribute to clients and prospects. However, you can EARN
MORE TICKETS,
TICKETS the more support you give to the show. Please
note: Complimentary tickets are not for re-sale

Stand Size Basic


Allocation
Up to 30m 20
30m – 60m 30
61m – 100m 40
101m – 250m 60
Over 250m 100

Earn additional Complimentary tickets for extra support and


promotion

Action Allocation
Supply a prize for show publicity. To be Dependent
used either on the website or for the PR on value of

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team prize

Include show leaflets in a mailing (A5 Dependent


leaflets) on mailing
size
Add show logo to your page advert 40
(used in core press in the run up to the
show)
Add show news or competition in your 40
email campaign
Show news or competition on your website 30
/ banner Ad on Website
Display / distribute show leaflets in 30
store
Link to the show website 10
www.caravanshows.com/manchester
Include reference to show in your press 10
releases

Add a Logo to your website or adverts!

Show logos are available for use on your websites, email newsletters
and in your press adverts. To receive logos please email
tom.johnson-sabine@clarionevents.com

There are several versions of the logo to suit whatever colour theme
your site or advert is in.

Be sure to let us know when you have used these so we can send
you your additional allocation of tickets!

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See us at…. Logo Show Logo

• Complete Form A to earn more complimentary tickets

• Contact Tom Johnson-Sabine on 0207 370 8173 or


tom.johnson-sabine@clarionevents.com if additional
marketing activity has been completed so that we can
arrange for tickets to be sent to you.

Website Opportunities

The show website www.caravanshows.com is a portal for both


the Clarion Caravan & Motorhome events, enjoying a great visitor
experience for use throughout the year. Over 70% of advance
bookings to our October show earlier this year were made online via
our website.

There are plenty of opportunities for you to promote your products


and services to visitors that come to the site.

All exhibitors get a free standard online exhibitor listing. This


includes full contact details, product and brand listing, and link to
email and web.

Enhanced Exhibitor Package

By upgrading to an Enhanced Exhibitor Package you add extra


features to your online exhibitor listing. It allows you to upload a
colour logo, photos, press releases, white papers and sales and
marketing material. This is in addition to the standard full address,
website and contact details.

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The exhibitor list receives thousands of hits in the run up to the
show. By having an enhanced listing you will stand out and
maximise the footfall to your stand at the show.

Cost: £240+vat

For more information, or to upgrade to an Enhanced Exhibitor


Package contact Russell Hughes on 020 7370 8874 /
Russell.hughes@clarionevents.com

Exhibitor Banner Sponsorship

70% of Show visitors have internet access and over half are
expected to book online. Reach your core market directly with
messages that appeal to them.

Banners can be listed on every page of the site, or be targeted on a


specific page. Call for sizes and prices.

Cost: from £500 + VAT

To sponsor a banner please fill in FORM C at the back of the


manual.

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Sponsorship & Branding Opportunities

Maximize your exposure at the show by taking advantage of the


various sponsorship and branding opportunities available.

Sponsorship packages can be tailored to your specifications, please


contact us for your bespoke package.

Foyer & Outdoor Displays

Showcase a vehicle/display in the foyer or directly outside


Manchester Central. Seen by thousands of visitors to the show and
many more passers-by during the week.

Sponsorship includes vehicle/display location, mention on website


and show guide listing.

Cost: Available on request

Floor Tiles

Guide visitors directly to your stand with five branded floor tiles
strategically placed in the aisles to make a journey to your product
as easy as possible.

Sponsorship includes printing and installation of five floor tiles.

Minimum cost: £500 + VAT

Box Office Sponsorship

Reach every single visitor to the show! Include a DL flyer with all
advanced tickets purchased. Get your literature in front of those
visitors before they even get to Manchester Central.

Continue targeting visitors on the day, your leaflet can be handed


out by the box office, by staff wearing your branded t-shirts and
hats.

Sponsorship includes the cost of inserting flyers into all pre booked
ticket envelopes and distribution of flyers via box office staff.

Cost: £2,250 + VAT

Poster Sites

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4 huge poster screens are located just outside the main entrance to
Manchester Central. Each site measures 80” x 90” and can give
information of your products to all that pass the venue – not just
visitors to the show.

Sponsorship includes use of poster site throughout the show.

Cost: £600 + VAT per poster

“Kids Go Free” Forms & Registration Desks

“Kids Go Free” forms must be completed by all adults with children


before they can be admitted to the show. The leaflets are clearly
displayed in the main foyer of the venue.

Sponsorship includes branding of one side of the form and of the


registration desks at the Show. Production is included in cost.

Cost: £1,750 + VAT

“Recipe’s for the Road” Cookery Theatre Sponsorship

Visitors will be able to watch cookery demonstrations from a top


Chef at the ‘Recipe’s for the Road’ Cookery Theatre. The Theatre
attracts thousands wanting to have a rest and be inspired by the
healthy, traditional recipe ideas.

Sponsorship includes branding of the whole feature area, all signage


and menu’s, credits in the show guide and in the extensive pre-
publicity for the feature areas.

Cost: available on request

“You Are Here” Boards

The “You Are Here” boards detail the location of all exhibitors,
refreshment points and facilities and are situated in prominent
positions. The sponsor will benefit from their name being highlighted
as well as having their logo and stand number displayed on all
boards.

Cost: £1,450 + VAT

Off Stand Leaflet Distribution

Distribute leaflets to show visitors by allowing a staff member to


hand out leaflets in other parts of the show. Target those who may
not yet have seen your stand. We can provide staff, or you can use
a member of your own team. (Leaflets can only be distributed off-
stand with specific permission of the Show Organisers.)

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Sponsorship includes location from which to distribute leaflets.

Cost: available on request

To find out more about these sponsorship opportunities,


please contact Russell Hughes on 020 7370 8874 or
russell.hughes@clarionevents.com

Show Guide

The Show Guide will be produced by Eventful Publishing.

The show guide is included in the ticket price, so each and every
paying visitor receives a copy as they enter the show. The guide will
not only drive visitors to your stand – it will also be used as a
reference book/buyers’ guide for the rest of the year.

Free Entry

To complete your FREE 50 word entry, product guide selections and


book your advertising for the show guide:

Log into the online Exhibitor Zone at


www.caravanshows.com/manchester (using your unique Ezone login
username and password issued by Clarion Events) and following the
‘Show Guide Entry’ link.

If you have any queries regarding this publication contact Dan


O’Connor at dan@eventfulpublishing.com or by calling 020 7324
4800.

Show Guide Advertising

Full page (A4), half page, quarter page and double page spread
advertising is available within the show guide, together with cover
positions and leaflet inserts.

Advertising Rates* (4 colour)


• Full Page £1,750
• Half Page £1,000

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• Quarter Page £750
• Double Page Spread £3000

Exclusive Cover Positions (4 Colour)


• Inside Front Cover £2,250
• Inside Back Cover £2,000
• Outside Back Cover £2,500
• Loose Leaf Bag Inserts POA

Enhanced Profile
• Bold coloured entry
£150
• Display colour logo or product shot
£175
• Bold, colour-boxed entry including logo OR product shot
£275
• Bold, colour-boxed entry & logo AND product shot
£350

*All prices are subject to VAT at prevailing rate

Targeted Sponsorship opportunities are also available.

Product heading sponsorship opportunities – to hit your targets,


include your logo and strapline in a highlighted display box under
the product heading(s) of your choice, plus your name and stand
number highlighted in the list below.

Single product heading sponsorship: £495

For more information or to book advertising please contact Craig


Kelly at Eventful Publishing on 020 7324 4800 or e-mail
craig@eventfulpublishing.co.uk

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