RACE 2012 will have its own dedicated marketing campaign and will have access to the full spectrum of unrivalled and already established marketing channels including: • Access to UBM database of over 400,000 relevant contacts • Relationships with key associations • Existing partnerships with over 20 relevant publications in this sector • A marketing and PR campaign with over 2 million impressions

 

Plus RACE 2012 will piggy back the existing campaigns of its other expos, providing visitors with yet another reason to attend!

 

CHANNELS

Channel	Volume	Distribution
Advert	1 000 000	Industry media and portals
Ticket Insert	550 000	Industry media and portals
Direct Mail (pre-reg)	Wave 1: 40 000	4 show postcard mailed to relevant industry contacts
	Wave 2: 40 000	Six page, square mailer to relevant industry contacts
	Wave 3: 60 000	Final registration mailer with pull-out keynote flyer to relevant industry contacts
Badge carrier (+Premier Club)	14 000	To all pre-registered visitors
Preview magazine	24 000	Distributed to the pre-registered database for each event, inserted into industry magazines
Event Guide	10 000	Distribution at RACE EXPO 2012 to all visitors and exhibitors
Seminar / Keynote flyer	16 000	Distribution at RACE EXPO 2012 to all visitors, sent out in Badge mailing to all pre-registered visitors, and inserted in mailings by our partners
Inclusion in driver e-shots	More than  150 000	Distributed to relevant industry contacts
Dedicated reminder e-shots	Up to 10 000	Distributed to all pre-reg in the run up to the event

 

PR Campaign

The PR campaign will focus on securing coverage in key sector titles. The PR campaign will also focus on the online wealth of e-newsletters, blog sites and e-zines within the industry, as well including some social media sites such as Twitter and LinkedIn.

Data Segmentation

We are going to utilize internal and external data lists. Internal lists will be segmented by job function and main area of activity so that we are targeting by both vertical sector and specific job function. Data will be sorted into a hierarchy of segmentation to ensure the most relevant message is reaching each group. To produce a more targeted campaign giving people with the information they are interested in, we are re-examining our strategy in order to provide relevant, timely and exciting information.

Exhibitor Marketing

This year we will be running an Exhibitor Webinar, where exhibitors will be advised on the following PR and Marketing activities that they can undertake to promote their presence at either event:

• Emailing their customers / prospects / clients using our template & logo
• Promote RACE EXPO on their website using our banner ads, buttons and links
• Insert RACE EXPO material into their existing mailings
• Promote RACE EXPO via their customer newsletters
• Promote RACE EXPO through their sales force
• Use RACE EXPO logo in their press releases, advertising and marketing
• Display RACE EXPO literature in their receptions
• Use an email signature informing of their presence at RACE EXPO
• Send RACE EXPO customized e-tickets to their data lists
• Utilize the online Exhibitor Zone containing Marketing & PR Guide, and Technical Manual