Feature: Variety Show

As we’ve reported earlier in this issue, some of the traditional techniques in sales promotion remain as effective as they did ten years ago and this months Comic Relief promotions clearly illustrate this. However, if you want to pull somebody away from their desk for the day to visit an exhibition, the likely hood is that you’re going to have to offer more than a selection of products that will lend themselves well to sticking your logo on.

Established last year, the Promotional Marketing Exhibition takes place on 17-18 April and looks set to provide that day out and mirror the diversity that is in the current Sales Promotion Industry. Of course there are buyers out there that will purchase promotional items in large quantities and this is where some of the new gadgets and gizmos will be on show (and let’s face it they can be fun to browse and play with). If you require 1000’s of promotional items then the ability to touch and feel them all under one roof is a great benefit.

However our industry is more than that, and you can expect to find more than that if you visit Olympia next month. Among the wide variety of exhibitors, one of the main attractions to the show is a high profile seminar programme which includes an impressive line-up of guest speakers. Some exhibition organisers will simply bolt on the seminars as a second thought but this really does represent a great opportunity…and of course it’s free entry.

The programme

Tuesday 17 April, 11.30 am The Best Sales Promotion Ever

A presentation by the winner of the poll, followed by lively debate.

1.00pm How to buy goods successfully and win tenders

Whether you are buying products in the UK or from overseas there are certain best practice guidelines you must be following. With representative from the Olympic Delivery Authority, Supply London and the Chartered Institute of Purchasing and Supply as well as Gill Thorpe and David Lebond of the BPMA.

2.30pm Europe – One EU – Multiple Rules!

There are different regulations regarding promoting in Europe – hear from those who are working through them and what lies ahead. Jeremy Stern, Managing Director, PromoVeritas Ltd Daniel Gillborn, Deputy Director – Awards, Grass Roots, Edwin Mutton, Director-General, Institute of Sales Promotion Philip Circus ­– Partner, Lawmark, The Marketing Law Advisory Service

Wednesday 18 April, 11.30am Hidden Heros

Find out how the support and logistics companies are working behind the scenes. What innovations are coming to make sure we produce leading edge promotions? Stewart Oxley, Sales Director, Diss Promotional Services Becky Munday, CEO, Mando Brand Assurance Mediator – Peter Kerr, Managing Director, MRM, immediate past Chairman of the ISP.

1.00pm Vouchers & Gift Cards – I’ve Heard It All Before

Have you? Join a panel of experts from The Va (Voucher Association) to see how you can embrace all that’s new in vouchers and gift cards.

2.30pm What Promotional Marketing Has Done For The Brands

Speakers will share information on which methods have worked and the impact they have had. Martin Babbage – OKI, plus others tbc. Mediator – Clive Mishon, Chairman, ISP

Thursday 19 April, 11.30am I want to work for that Company!

Debate on staff incentives and motivation schemes that attract and keep good people, and ensuring return on the investment. Mediator – Mark Ludmon, Editor, Incentive & Motivation

*Correct at time of going to press

Make the most of your day

There will of course be lots of companies exhibiting and it’s always best to check out the show website to see where the appropriate stands are. The new website is useful and the best place to start, a full exhibitor list is available although surprisingly not every exhibitor has given a company description. See www.promotionalmarketingexhibition.co.uk .

We’ve picked out a mix of exhibitors to give you an idea on the variety of products and services on show…

Web

MRS Web Solutions will be able to give you advice on building your website to developing search optimisation and email marketing.

Logistics

Pace Network handle the transportation of products purchased direct in the far-east to fulfilment in the UK.

Promotional Products

See the new wireless MP3 sport headphones and a MP3 transmitter from Print Run among thousands of other gadgets.

Motivation

P&MM will be there in a few capacities, one of which is with the new “Entice” rewards program.

Fixed Fee

Most of the fixed fee providers will be at the show, PIMS SCA will be displaying their expertise by managing to offer a prize worth £100,000.

Travel and Leisure

Pre-register and receive your Visitor Clubcard, pop along to the TLC stand and receive your free 241 entry at Jounglers.

Vouchers

House of Fraser will be exhibiting for the first time and Marriott Individual Incentives will be offering the chance to win a brand new (and it would be weird if it wasn’t) luxury Marriott bed.

Useful Information…

Tickets

It’s free to get in the exhibition and to avoid having to fill in the forms when you arrive, pre-register on www.promotionalmarketingexhibition.co.uk

How to get there:

Car - Just log onto www.eco.co.uk, go to “travel” in the menu bar on the left and then you’ll see the tab for complete directions. You can get directions from lots of different landmarks sent via SMS for just 25p. Car parking can also be booked on the website but will cost you £18 for the day.

Tube - The nearest station is Kensington Olympia and just a few minutes from the venue. Or to avoid changing at Earls Court hop off at West Kensington if on the district line or Barons Court if on the Piccadilly line.

Hotels One day should really be sufficient to get around the show but if you wanted to stay over then hotels are listed on www.eco.co.uk. The Hilton London Olympia is just a stones throw away.

Eating There are of course places to brave inside the exhibition venue and if time is of the essence then your best bet is probably to avoid overpriced sandwiches in the hall and try Pizza Express that is next to the exhibition hall.