Marketing/Communications/PR

Maximize Your Publicity Opportunities at Global Pet Expo 2006

With Global Pet Expo just around the corner, now’s the time to get your press kits assembled, your company spokesperson lined up and to make sure to monitor your weekly e-updates for pre-show publicity opportunities! In year’s past, The Show has received national media attention from such prestigious media outlets as The Today Show, Good Morning America, The Early Show, US News & World Report and The Wall Street Journal, just to name a few. Additionally reporters from top pet consumer and trade publications have covered the show and provided valuable media exposure for many members, their companies and products.

Getting good exposure for your products at Global Pet Expo is one of the most important benefits of participation. Remember there are some very basic public relations steps you can take to maximize your coverage and perhaps gain valuable media exposure by driving traffic to your booth and raising awareness of your products. Global Pet Expo’s public relations experts have compiled a list of public relations tips in the Global Pet Expo online Marketing Kit to assist you with your public relations efforts. One important step you can take is to have a presence in the Global Pet Expo Press Room. Every member of the press that attends Global Pet Expo must visit the Press Room to check in, so make it a point to drop off approximately 20-30 press kits before the show gets underway.

For more information on assembling press kits, and for further assistance with public relations efforts, you will want to check out the Global Pet Expo Trade Show Marketing Kit. The Trade Show Marketing Kit is now available entirely online and can be accessed exclusively by Global Pet Expo exhibitors. Visit www.globalpetexpo.org/marketingkit to take advantage of the following opportunities:

Booth Critique Registration – Every exhibitor wants to attract the right buyers to their booth. Steve Miller, our trade show guru, will professionally evaluate your exhibit space so you can use your booth as an effective sales tool and generate high visibility.

Buyer Brochure Order Form – Global Pet Expo Exhibitors may order Buyer Brochures to send to their customers. It's a personal invitation that includes your company name, booth number and web site address.

Buyer Invitation List –The Buyer Invitation List contains contact information for qualified buyers invited to attend Global Pet Expo 2006. Exhibitors are encouraged to use these valuable lists to market your company and products before the trade show.

Sponsorship Opportunities – Exhibitors can gain that competitive edge at the trade show by taking advantage of a variety of sponsorship opportunities designed to increase brand awareness and drive traffic to your booth.

Media Lists – Global Pet Expo’s public relations team has compiled media lists for exhibitors to use to promote their company and products. With these lists, exhibitors can take a proactive approach to maximizing their exposure by sending press releases, which entice media to visit your booth at the Show.

New Product Showcase – The New Product Showcase is designed to recognize the year's best creative efforts in New Product and Point-of-Purchase Displays by Global Pet Expo exhibitors. This 14,000 square foot display provides an opportunity for key international and domestic buyers to see what's new and what's hot in the industry as they vote on the Best New Product and Best New Point-of-Purchase Display at the Show.

Promotional Stickers and Postcards – Exhibitors may order up to 250 postcards and stickers designed by Global Pet Expo to assist you in pre-show promotion to your customers.

Public Relations Guide – Global Pet Expo’s public relations experts have compiled a public relations guide to assist exhibitors with the initial steps in developing their marketing efforts. By taking some very basic public relations steps, exhibitors can maximize their coverage, gain valuable media exposure, drive traffic to their booths and raise awareness for their products.

Advertising Opportunities – Global Pet Expo exhibitors have the opportunity to advertise in the official Show Directory & Buying Guide, which is provided onsite to attendees, as well as the Product Prevue and Fingertip Facts, both of which are mailed to all buyers on the invitation list prior to the trade show.

Lead Retrieval Order Form - Each attendee will be wearing a name badge featuring a special bar code which can be scanned with a lead retriever. The attendee’s name, company, address, phone, fax, etc. is immediately printed out at your booth and the data is also saved to a computer diskette so that it can be used with computer programs in your office.

Don’t Forget to Monitor Your Weekly e-Updates for Pre-Show Publicity Opportunities

It is also important to monitor your e-updates to be watching for possible pre-show publicity opportunities. Currently, we are compiling new products that will be launched at Global Pet Expo to entice media to attend the show and cover these products. The product descriptions will be sent to dozens of pet reporters, magazines, newspapers and television programs and could provide excellent exposure for your products and company. If you are launching a new product at The Show, please email product descriptions, retail and pricing information and photos to leah@massmediapr.com

Here are some reminders as we countdown to Global Pet Expo 2006:

Public Relations Checklist and Timeline

January

Continue preparation of press kits, prepare photos for inclusion
Designate company spokesperson, practice key message/sound bite

February

Send Show press release to complete press list
Contact San Diego press, begin setting up interviews
Send postcards to buyers and media inviting them to visit your booth
Complete press kit assembly
Master the delivery of your soundbite

March- It’s Show Time!

Follow up with key media in the beginning of March and set-up interviews
Visit the onsite Press Room and deliver your Press kits
Post-show follow-up with buyers and media met at GPE 2006

For questions related to Global Pet Expo media relations and public relations opportunities, please contact Julie Rowe at julie@massmediapr.com, 775-322-0755 or Jennifer Bilbao at jennifer@appma.org, 203-532-0000 x 501.