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January 23, 2008
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Big names queue up to visit Promotional Marketing 2008




Living up to its name, the Promotional Marketing Exhibition 2008’s visitor marketing campaign is bearing fruit with some major companies signing up for the event.

With just three months to go until the exhibition opens its doors at London’s Olympia on 15-17 April, pre-registrations are already rolling in with the big brand names exhibiting (including Debenhams, Marriott Individual Incentives, Filofax, Sony, Prodir, Sanford and Bosch) being matched by big brand names registering to visit.
 
With a major marketing and advertising campaign now rolling out in the trade media and beyond, and a dynamic email and ticketing operation about to launch, the show’s organisers report: “Visitors are keen to pre-register and have been doing so directly via the exhibition’s informative website at www.promotionalmarketingexhibition.co.uk.”
 
Major brands signing up to visit include IPC Media, Balfour Beatty, Henkel Loctite Adhesives, BBC Worldwide, Barclays PLC, London Business School, Scottish and Southern Energy, Unison, Wembley Stadium, Royal Mail, NFU, Halifax Bank of Scotland, Network Rail, Hertfordshire County Council and Trinity Mirror.
 
Analysis of the pre-registration list reveals that 73% have direct purchasing authority, with 39% being at director and 33% at manager level. Not surprisingly, areas of product interest include incentive gifts, business gifts, luxury premium gifts and promotional clothing, with those seeking motivation, reward and recognition programmes forming a high percentage of the visitors.
 
Visitors cite their main reason for attending as a desire to source new promotional and motivation ideas (88%), with 63% seeking to enhance personal knowledge, which they will achieve by attending the Industry Forum, “a fully interactive aspect of the exhibition, where industry gurus, representatives of the industry’s governing bodies (the British Promotional Merchandise Association, Institute of Sales Promotion [ISP] and The Va), suppliers, journalists, buyers and visitors can put their questions to each other and air their views”.
 
The Industry Forum features major names too, and already includes panelists from organisations such as the testing house SGS, The Advertising Association and EDF Energy.
 
As part of its dynamic visitor marketing campaign, one of the exhibition’s many pre-registration promotions is now up and running, offering two return tickets to one of six European cities via scheduled airlines flying to and from major airports.
 
Many top brand exhibitors, plus the British Promotional Merchandise Association and ISP, will also be partnering the show with innovative promotions to encourage major players in the industry to visit the show.

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