2012 Marketing Campaign
After the success of the 2011 show, TFM&A is once again expanding, and adapting to reflect the growth in digital and online technologies. We are introducing more new initiatives in order to reach all professionals utilising digital technology for their marketing and advertising campaigns, including a particular focus on advertising, direct marketing, media and publishing professionals.
For the 2012 campaign, we will not only be utilising new communication methods, but also completely refreshing the campaign creative.
Channels
| Channel | Volume | Distribution |
| Advert | 1,000,000 | Titles include: The Marketer; Marketing; Revolution; Campaign; B2B Marketing; Direct Marketing International... and more |
| Ticket Insert | 200,000 | Titles include: Database Marketing; The Marketer; Marketing; Revolution; Campaign; B2B Marketing; ... and more |
| Direct Mail (pre-reg) | Wave 1: 50,000 | 4 show postcard mailed to relevant industry contacts |
| Wave 2: 50,000 | Eight page mailer to relevant industry contacts | |
| Wave 3: 60,000 | Final registration mailer with pull-out education flyer to relevant industry contacts | |
| Badge Mailing | 20,000 | To all pre-registered visitors |
| Preview magazine | 24,000 | Distributed to the pre-registered database and inserted into Marketing and Revolution Magazine |
| Event Guide | 15,000 | Distribution at TFM&A 2012 to all visitors and exhibitors |
| 9 Email Shots | 100,000 per email | Distributed to relevant industry contacts |
| 6 x reminder e-shots | Up to 20,000 | Show News distributed to all pre-reg in the run up to the event |
| SMS Campaign | Up to 20,000 | A series of reminder SMS messages in the week leading up to the event. |
| Social Media | - | Facebook, LinkedIn, Youtube and Twitter activity throughout the campaign |
| PPC Campaign | - | UK wide pay-per-click activity in the 3 months leading up to the show. |
PR Campaign
The PR campaign will focus on securing coverage in key vertical sector titles, aiming to sell in industry specific coverage of the event, relevant to the industry of the publication in question. 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 utilise 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 TFM&A on their website using our banner ads, buttons and links
Insert TFM&A material into their existing mailings
Promote TFM&A via their customer newsletters
Promote TFM&A through their sales force
Use TFM&A logo in their press releases, advertising and marketing
Display TFM&A literature in their receptions
Use an email signature informing of their presence at TFM&A
Send TFM&A customised e-tickets to their data lists
Utilise the online Exhibitor Zone containing Marketing & PR Guide, and Technical Manual
