February 4 – 12, 2012

Introduction• Marketplace Events

• 31 Shows in 20 Markets

• The Team• Cathy Berthold, Exhibit Sales• Jean Sukys, Exhibit Sales• Rese Pardue, Exhibit Sales• Sue Huff, Sales Manager• Rosanna Hrabnicky, Show & Sponsorship Manager• Peggi Wenham, Operations Coordinator• Kevin Grace, Operations Manager

Today’s Agenda

• 2011 Show Overview

• 2012 Show Updates

• Marketing Research and Opportunities• Research, Creative, Opportunities and more

• Sponsorship and Features

• Exhibiting Success Tips

Who Attends?• 95% are homeowners• 85% attend with a project in mind• 63% have a household income of $75,000+• 80% are in the 35-64 age bracket• 71% attend with spouse – You meet BOTH decision makers!

Plus…

88% of attendees would recommend this event to friends/family!

We Know what Consumers are looking for…

• 48,194 are planning to complete a Major Yard/Garden, Landscaping and/or Patio/Deck project

• 26,334 are planning to complete a Kitchen or Bathroom project

• 14,394 will be shopping for Home Furnishings

• 15,680 will be shopping for Patio Furniture/Outdoor Accessories

• More than 23,000 are planning a project that involves a Home Décor/Design company

Ask us how many people are looking for YOUR product or service!

We Guarantee Customer Satisfaction!

• Implemented Successfully in 2010

• ONLY 12 REQUESTED MONEY BACK AT 2011 SHOW

• Promoted/communicated via multiple methods:• Print Ads, Email, Online, PR

• Garden Showcase – gardens designed around classic TV Shows

• Idea Home

• Celebrity Appearances

• Cooking Stage

• Celebrity Designer Rooms

• Club Cambria

• Main Stage

• Petitti’s Garden Center

• Playground World Kids Zone

• Belgard Challenge

New for 2012…• Home Builders Association Pavilion

• Kitchen Stage• Whirlpool Family Studio• 53 ft. Mobile Showcase

2012 Show Updates

NEW SHOW HOURS 2012Saturday, February 4th 10am – 9pm

Sunday, February 5th 10am – 5pm

Monday, February 6th throughFriday, February 10th 11am – 9pm

Saturday, February 11th 10am – 9pm

Sunday, February 12th 10am - 6pm

Maximizing Your Show ExperienceThrough Marketing

Show Marketing

Sample of Newspaper Print Ad

Media Plan Highlights• Strategic Media Campaign

• Utilizing detailed research from 2011• Continue to build strong partnerships with key media

• Promotions & Contest Highlights• Unique tie-ins with all media partners

• PR Plan• Developed based on key learnings from 2011

Ask us how Your Company can be part of a media promotion or PR!

2011 Show Marketing• How did consumers hear about the show?

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

Radio

Magazine

Billboard/outdoor sign/poster

Newspaper

Internet/Website

Exhibitor

TV

Email I was sent

Friend or Relative

Other

Research, Results & Successes

• Online Ticket Sales• Over 28,500 tickets sold!

• Email Marketing• Continue to develop database

1. Show list: currently over 13,8002. Company: approximately 404,000

• Continue testing to improve email blasts

• Google Analytics• 57,099 Unique Visitors• 205,406 Page Views• Average time on site (3:00 minutes)• Average page visited (2.75)• More accurate referring sites

Research, Results & Successes

Top 5 visited pages on website1) Home Page2) Exhibitor List3) Sponsors Page4) Ticket Prices5) General Info – Dates/Hours/Location

Top 10 Referring Sites:1) IXcenter.com2) Cleveland.com3) Facebook.com4) Wkyc.com5) Newsnet5.com6) Marketplaceevents.com7) News-herald.com8) Ohio.com9) Norwalkreflector.com10) whbc.com

Research, Results & Successes

• You’ve helped….THANKS!

• Among highest # of visitors from exhibitor sites:• www.petittigardencenter.com• www.blindandsons.com• www.briankyles.com

Marketing Before the Show – FREE!Customized EMAIL BLAST

• Unique Opportunities – Just f

Interactive Exhibitor Listing

• Grow your business through our website• A resource where buyers can search for by company name, category or product throughout the year

• Before, during and throughout the year

Utilizing QR codes• Testing use of QR codes in marketing• Encouraging YOU to use at the show!

• It’s easy: http://www.qrstuff.com/• Consumers can download your information right at the show!

What’s New!• New Email System

• Increases deliverability• Results in cleaner database• Overall, higher effective emails

• Show Website • Refresh for 2012• More user friendly

• Corporate Facebook Strategy – LIKE OUR PAGE TODAY!• Launched July 2011• Goal to develop unique community • Have achieved goal of # of Fans• First Live event took place this week

• And More to come!

Sponsors To Date

Why Sponsor?

Elevate your presence before and during the Event by setting yourself apart from the competition.

We customize to reach your marketing goals and fit within your budget.

• Drive booth traffic• Drive consumers back to your retail locations and websites• Product/service awareness• Increase brand loyalty• Reinforce image• Close sales on show floor• Gather qualified leads which results in sales• Invaluable research information

Marketing Opportunities at Affordable Pricing

Marketing Opportunities vs. Sponsorships

• Ask you Exhibit Sales Consultant• From $300 and up

Banner Ads (Top of Page & Towers Ads)From $500 - $750

Marketing Before the Show and After the Show

• Unique Opportunities

% viewed: 39%

Click thru: 2%% viewed: 57%

Click thru: 34%

Email Blasts to Show Consumer Database - from $300

Promotional Contests

No charge to list on site or offer at Show

$1,500 to ask two questions to receive survey resultsAre you looking to replace your countertops within the next 12 months?Would you be interested in receiving information from Firenza Stone?

RESULTS: 510 are looking to replace their countertops within the next 12 months

726 would like to receive more information

Total entries: 1,275

Marketing Opportunities at the Show

ENTRANCE/EXIT

FLOOR DECALS

CELEBRITIES

Marketing Opportunities at the Show

IDEA HOMES

Celebrity Designer Rooms

Sponsorship Opportunities…

• Features: Garden Showcase Main Stage Cooking Stage Designer Rooms Idea Homes Information Booth Ticket Booths

• Official Product Sponsor

• Celebrities & Experts on Main Stage

• Create your own…Girl’s Night OutFashion ShowsBig Boy ToysDo it yourself renovation areaElectronics and technology area

Exhibiting Success Tips

Before You Get There

Congratulations – 2011 Exhibitor AwardsBest In Show

Exhibitor Awards 2012

• Best In Show

• Best Dressed

• Best Attitude of the Day

• Most Tickets Sold through Promo Code

Two Months Prior to Show

• Read Exhibitor Kit & Promotion Kit - respond before deadlines to save time & money!

• Order Show Services - electric, plumbing, wifi, AV equipment, plants/flowers, furniture, carpeting, skirted tables, signage

• Confirm Quantities of Marketing Materials - brochures, literature, samples

• Execute Pre-Show Promotions - web site, direct mail, advertising

• Booth Staff Schedule

• Booth Design - should reflect your brand, your “special show deals/discounts”, new products/trends

Before You Get There

Before You Get There

Before You Get There

Set Goals– Fact: less than 25% of exhibitors set goals

Staff Training– Share goals with staff– Goals must be measurable, realistic, and

communicated– Schedule staff to attend December training

Before You Get There

Before You Get There

Two Weeks Before Show

• Pack All Materials for Show

• Finalize Show Pricing/Show Specials – don’t forget signage

• Sales Training - role play with staff– Opening statements– Qualifying questions– Appointment setting

• Reiterate Goals with Staff on Paper– Hand out daily expectations (# of leads, # of appointments set)– Create a contest for your sales staff at show

Before You Get There

Set Up Day

• Supervise Set Up at Move In

• Tool Kit on Hand – tape, two sided tape, office supplies, s-hooks

• Set Up Area - lead cards, appointment calendar, brochures, catalogs

• Create an Attractive Bin for Contest Entries

Before You Get There

During The Show

Be on Time and Work Until Show Close– #1 complaint at our 2010 show: exhibitors not in their

booths at show opening and show evenings until close, remember, many serious shoppers come in the evenings

Track Lead Progress Daily– Lead cards – free lead cards on our show site!

Share Successes with Staff Daily– Email team or distribute daily memos at show to your

staff working the show

Before You Get There

Top Tips For Your Display

• Literature and Giveaways - should be strategically planned– Logical– Memorable– Practical

• Think Billboard - not bulletin board• Use a Theme to Create an Experience• Neatness Counts• Interactive Demonstrations- help to reinforce the features

and benefits of your product

EXHIBIT SPACE DESIGN DO’S!

Let homeowners touch and try your products

EXHIBIT SPACE DESIGN DO’S!

Great SignageWell Dressed

Products Galore!

EXHIBIT SPACE DESIGN DO’S!

Fabulous Retail Store Show Specials

EXHIBIT SPACE DESIGN DO’S!

Good SignageProduct Everywhere

Professional Dress with Company Logo

EXHIBIT SPACE DESIGN DO’S!

Good SignageTell Consumer What They Do

Many Samples of Product

Before You Get There

10 Most Common Mistakes

• Not enough space in booth• No goals• Forgetting the “three second rule”• Lousy signage• Booth design that acts as a barrier• Passing out literature instead of having a conversation• Inexperienced show staff• Lack of training for show sales• Talking and not listening• Sitting in the back of booth or eating• Poor follow up or no follow up

EXHIBIT SPACE DESIGN DON’TS

“Castle Build”

EXHIBIT SPACE DESIGN DON’TS

Sloppy – no skirted table cloth

EXHIBIT SPACE DESIGN DON’TS

Nice Outfit!Hand Written Sign

EXHIBIT SPACE DESIGN DON’TS

No Tents!

EXHIBIT SPACE DESIGN DON’TS

Nail PolishWhite Tee Shirt

EXHIBIT SPACE DESIGN DON’TS

Lunch Break in Booth

Thank you for attending!