Dear NCBA Exhibitor,
This Marketing Kit was created exclusively for use by 2012 NCBA Trade Show Exhibitors. It is designed to be a useful tool
to help you make your exhibiting experience a success!
The Marketing Kit contains information that you will find useful as you promote your participation at the 2012 NCBA Trade
Show. The kit will walk you through important order deadlines and exhibitor exclusive offers designed to maximize your
participation and ROI at the NCBA show in Nashville.
Don’t just show up in Nashville - Market your participation and make sure the attendees are looking for your booth!
Be sure to take advantage of all the marketing opportunities available to you as an exhibitor.
NCBA staff is here to help:
Trade Show Questions:
Senior Trade Show Director
Trade Show Manager
Association Marketing Director
Beef Resource Guide
Senior Manager Meetings
Press Room and Trade Press:
Judy Van de Mark
Thank you for your participation.
We look forward to a great show!
Trade Show Promotion
Use this handy schedule and checklist as a guide line to maximize your
participation at the 2012 NCBA Trade Show.
6 Months Prior
o Begin design of your trade advertisements
o Begin planning sponsorship opportunities
o Begin planning ideas for social opportunities
4 Months Prior
o Confirm Sponsorship Opportunities
o Begin the development of your direct mail program
o Send direct mail to all your present, past and potential customers, along with
an incentive to stop by your booth
o Send news releases to all the major trade publications announcing what new
programs and/or products you plan to introduce at the Trade Show
o Finalize any arrangements for social functions you plan and mail invitations to
o Submit your company listing in the Beef Resource Guide
o Select product categories
3 Months Prior
o Order small giveaways for attendees visiting your booth
o Order Pre-Registered attendee mailing list
o Reserve Advertising in 2012 Beef Resource Guide
Trade Show Promotion Countdown
o Develop a show plan with your sales people to visit their top accounts and
encourage them to attend the 2012 NCBA Trade Show
o Join NCBA as an Allied Industry Member
1 Month Prior
o Prepare media kits with information on your company, products ands services
for placement in the Media Press Room
o Mail literature on your products and services to your customers reminding
them to visit you in Denver!
o Conduct a telemarketing campaign to your best customers to confirm their
attendance and ser-up appointments
o Send new releases to beef-related publications announcing what you plan to
o Mail discounted Trade Show Only invitations to customer and prospect lists
o Reserve booth space for 2013 NCBA Trade Show in Tampa, FL.
Immediately after the show
o Follow-up on leads you collected at the show with services and/or production
information and a personal phone call
o Send news releases to trade publications reporting on how your exhibit was
received and your success as result of exhibiting
Marketing and Publicity Tools
NCBA has put together several useful tools for exhibitors to use as you promote your
participation at the show.
A list of pre-registered attendees. The pre-registration list is available to NCBA
exhibitors for a small fee. Please use the order form to purchase the list. Use the list
to invite attendees to your booth.
Logos and Advertisements-NCBA has designed a trade show logo and
advertisements for exhibitors to use to help promote the show. You can access this
information on our ftp site. Instructions for download are listed below.
NCBA Pre-registration Brochures are available for your use. Just contact NCBA
staff and let us know how many you would like to receive. You can send this along
with invitations to your customers and prospects.
List of Media Contacts-the list of media contact as well as tips on working with the
media are available to exhibitors.
Exhibitor Updates Blog-the blog for exhibitors is updated monthly and posted on
the website. The Exhibitor Updates Blog provides exhibitors with useful information to
help you prepare for the show.
Discounted advertising rates-NCBA offers a special discounted rate on advertising
Link to NCBA website-A button promoting the show with a link to the NCBA site
has been designed for exhibitors use.
Allied Industry Membership-By becoming an Allied Industry Member of NCBA you
will receive numerous benefits including preferred booth selection for upcoming
NCBA FTP SITE INSTRUCTIONS
Follow these instructions to access the exhibitor marketing files for the 2012 NCBA
Trade Show. The file you will need to access is labeled “2012 NCBA Trade Show
Marketing”. Please feel free to contact Sara Konkel at firstname.lastname@example.org or 303-694-
0305 if you have questions.
1. Open Windows Explorer (not Internet Explorer!)
2. In the address bar type: ftp://18.104.22.168 and click Go
3. A login dialog will now open
4. In the user name field type: ncbapublic
5. In the password filed type: ncbaf3p
6. You will now be logged into the ftp site
7. Copy and paste your file(s) into this window, and from this window.
A copying file dialog will appear. Do not close the window until the file copy window
automatically closes. This could take several minutes depending on the size of your
file and the speed of your internet connection.
Once the copy file process is done, you can go ahead and close the Windows Explorer
If you have problems with this process, you may need to install a third party FTP
client such as FreeFTP (www.freeftp.com) to use the FTP site.
Attendee List Request Form
Increase your booth traffic by letting attendees know you be
participating in the 2012 NCBA Trade Show. Order the
pre-registration attendee list today!
(If requesting overnight service, physical street address must be
Phone: Email: _____
Signature: Booth Number: ____
_____ 2011 NCBA Convention & Trade Show Final Attendees
_____ 2012 NCBA Convention & Trade Show Pre-Registered
(Updated Lists available for a one time solicitation use
on January 12th, 19th & 26th)
_____ 2012 NCBA Convention & Trade Show Final Attendees
List Request Format:
_____ Registered Attendees Only
_____ Full List of Attendees & Exhibitors
Emailed Excel file $300.00 each =
Labels available for an extra charge Call for price
Method of Payment:
Check enclosed, made payable to NCBA.
Credit Card: MasterCard Visa
Card #: Expiration Date:
These lists are intended for single use and are not for resale. Additional
names have been added for verification purposes.
Mail: 9110 East Nichols Ave #300
Centennial, CO 80112
Pre-show promotion is vital to a successful marketing campaign for your 2012 NCBA Trade
Show exhibit space. For more information about advertising in the Beef Resource Guide the
official onsite convention program, please contact Lorie Liddicoat at 303-850-3330 or
Advertise in the New Beef Resource Guide, the official onsite publication of the 2012
Annual Cattle Industry Convention & NCBA Trade Show. The 120 + plus page
convention program will include convention details, event information, trade show
exhibitor listings, key industry contacts and so much more.
NCBA Trade Show Logo
Electronic versions of NCBA Trade Show logos can be found on the NCBA website at
www.beefusa.org . Use the logo in all of you materials relating to the show.
NCBA offers many sponsorship opportunities to exhibitors to maximize your exposure
at the show. Sponsorships not only increase your overall exposure, but also are an
excellent way to show your support of the industry. Take full advantage of all the
opportunities available to you and become a NCBA sponsor today. Sponsorships
related to the meeting are currently available. A full list of sponsorships can be found
Allied Industry Membership Benefits
By becoming an Allied Industry Member of NCBA you will receive numerous benefits
including preferred booth selection for upcoming shows.
Gold Level Member
Those companies that reach a total annual contribution level of $100,000 (including
Allied Industry dues, sponsorships, advertising (print, web & television), and trade
show), will be considered a Gold Level AIC Company.
In addition to the general AIC benefits, Gold Level companies will receive:
“Beef Day” - NCBA can set up a program to fit each company’s needs. This
can be an educational session for company personnel or key customers. It
may include sessions on market information, forecasting and public policy
Gold Level sponsors receive special priority in the trade show booth drawing
and will be listed in each issue of National Cattlemen as a Gold Level AIC
Opportunity to provide 30 second pre-produced commercial spot to be run on
your month of choice on NCBA’s Cattlemen to Cattlemen.
Allied Industry Council Member Benefits
Council members receive ALL the PARTNER and ASSOCIATE benefits, in addition to:
A seat on NCBA’s Allied Industry Council.
As a group, the Allied Industry Council will be eligible for a number of board
and committee seats based upon total investment by Allied Industry Council
members. Council members have the opportunity to vote for the AIC reps to
serve on the NCBA Board and committees.
As a group, the Allied Industry Council may appoint one representative to
serve as an ex-officio member of the NCBA Executive Committee.
Access to CEO roundtable lunch/meeting at Annual Convention.
Access to pre-registration and final registration for the Annual Convention.
Opportunity to reach NCBA’s membership twice a year via access to NCBA’s
Special paragraph listing in the Summer Directions issue of National Cattlemen
Fifty subscriptions to the National Cattlemen magazine.
Council Annual Investment $25,000
Allied Industry Membership Benefits
Allied Industry Partner Member Benefits
Access and assistance with key issues by leadership in D.C.
Priority sign-up for prime location at NCBA’s annual trade show and discounted
Special listing in the Beef Resource Guide.
Listing in every issue of the National Cattlemen.
A complimentary link on NCBA’s Web site, representing the entire beef
Opportunity to utilize the Allied Industry logo.
Fifteen subscriptions to the National Cattlemen magazine and the Beef
Receipt of other NCBA information.
Opportunity to vote for the A.I. Partner board and committee representatives.
Special Convention & Summer Conference recognition.
Partner Annual Investment $3,000
Pass Along E-mail
Want to invite your customers and prospects to the 2012 NCBA Trade Show? Simply
send them an e-mail.
Cut and paste the copy below, then personalize your message with your company
name, booth number and logo.
Using e-mail rather than direct mail can save you both time and money. Consider
updating this message for different target audiences and link to your own website or
to the NCBA website www.beefusa.org.
Dear (insert first name):
On behalf of (insert company name), I am excited to share some important news that
will save you both time and money!
(Insert Company Name) will have a booth at the NCBA Trade Show held in
conjunction with the Cattle Industry Convention in Nashville, TN, February 1-4, 2012.
A visit to the NCBA trade show will give you immediate ROI by providing solutions to
your everyday needs.
(Insert Company name) strongly supports the National Cattlemen’s Beef Association.
We feel that it is one of the best available opportunities cattle producers just like you
to find the best solutions and strategies to manage your business.
You can’t afford not to attend!
Most importantly, make sure to visit us in booth (insert booth number). The exhibit
hall will be open Wednesday, February 1st -Friday, February 3rd.
We hope to see you in Nashville and to meet face-to-face to talk about your
immediate needs for 2012.
If you have any questions or to register for this event visit the NCBA website at
www.beefusa.org. To contact (insert company name), please call (insert company
See you in Nashville!
(insert contact name from exhibiting company) How to use the media
(insert company name)
Making use of the media, particularly trade publications, is an important part of your
overall exhibit and product promotion plan. Cattle industry trade publications have a
natural in the 2012 NCBA show and its’ exhibiting companies. The NCBA show offers
trade press the chance to learn more about new equipment, technologies, strategies
and solutions in the industry.
The challenge for the exhibitor is to separate your product and exhibit from other
exhibitor by providing interesting and newsworthy information, before, during and
after the show. If you are new to or inexperienced in publicity and public relations,
this media guide provides the basics you need to plan and execute an effective
strategy to receive as much editorial coverage as possible. Even if you are a veteran
you may find new ideas or approaches for the information presented in this guide.
What are you trying to achieve?
Your ultimate goal is to maximize the publicity for your product, service and or
company and make it known to potential customers specifically and the public in
general through the use of the media. Unlike advertising publicity is FREE!
Your objectives are to create knowledge, understanding, confidence and good will
about your company and it specific products and services. Use publicity to:
Enhance your company image
Educate customers, prospects and the media about your company
What is considered Newsworthy?
News is any information that is timely and has interest to large groups of people.
List of Media Contact
77 Westport Plaza, Suite 250
St. Louis, MO 63146
7900 International Dr., #300
Minneapolis, MN 55425
1600 Genessee Street, Suite 328
Kansas City, MO 64102
1531 Kensington Blvd.
Garden City, KS 67846
Press Publishing Co.
P.O. Box 2048
Salem, OR 97308
Cattle Business Weekly
185 S. Center
Philip, SD 57567
204 Temple Ave. S.
Fayette, AL 35555
261 East Broadway
Monticello, MN 55362
10901 W. 84th Terrace
Lenexa, KS 66214-1649
116 E. Long; P.O. Box 850
Dighton, KS 67839
12400 Whitewater #160
Minnetonka, MN 55343
High Plains Journal
P.O. Box 760
Dodge City, KS 67801
P.O. Box 3306
San Angelo, TX 78748
1415 N Dayton
Chicago IL 60642
The Progressive Cattleman & Progressive Dairyman
228 West Nex Perce
Jerome, ID 83338
2100 Lakeshore Dr.
Birmingham, AL 35209
P.O. Box 1209
Wheat Ridge, CO
Western Livestock Journal
7355 E. Orchard Road #300
Greenwood Village, CO 80111
Western Livestock Reporter
P.O. Box 7655
Fort Worth, TX 76111
Public Relations Tips
Media Coverage at the 2012 NCBA Trade Show
As an exhibitor at the 2012 NCBA Trade Show you have an invaluable
opportunity for media exposure. More than 100 members of the press will be in
attendance and there are many ways you can reach them.
We strongly encourage you to publicize your participation in the 2012 NCBA
Trade Show. The complete list of press from trade publications is enclosed. Press
releases sent in advance will increase the likelihood of hosting members of the
press in your booth.
To help facilitate exhibitor media coverage a fully equipped and staffed media
room will be set up exclusively for the working media (reporters, editors,
photographers) of trade publications, consumer/business publication and the
The Media Room will make exhibitor press kits available for all attending press to
use. EACH EXHIBITOR SHOULD DELIVER A SUPPLY OF PRESS KITS TO THE
PRESS ROOM NO EARLIER THAN TUESDAY, January 31, 2012. The Media
Room has limited storage we cannot store large quantities of press kits. Please
check the Media Room throughout the show to make sure we have an adequate
supply of your materials.
Some important Tips:
Use product innovations to capture attention of the press
Send out a “media advisory” prior to the show announcing a new products
Have high quality, media-ready photographs of our new product
Make sure someone in your booth is appointed to speaking with the press
and that everyone in you booth knows of this individual’s designation.
To help the media find your exhibit on the show floor always display your
booth number in the upper right hand corner of all press materials.
Helpful hints for your press kit:
Included press releases about your company
Insert a company brochure or fact sheet
Add photographs and company logo sheets
Include any articles on your company or new products
Include press releases on new products
One page company bio sheet: Corporate structure, executive staff charts,
Press release with customer testimonials
Key contact(s); at the show, home office
Sample Press Release
Not sure what to say in a press release? Use the enclosed sample to help you
spread the word about your participation in the 2012 NCBA Trade Show. Simply
add in your company information and send it to the list of media provided.
For Immediate Release
(Insert Company Name) to Introduce (Insert Product Name)
at the 2012 NCBA Trade Show.
City, State-(insert Company name), will introduce its innovative new product
(insert product description)
The event, which will be held February 1-3 at the Gaylord Opryland Convention
Center & Resort, is an excellent opportunity for both current and future
customers to visit our booth, meet some of the (insert company name) team and
demo our products and services.
It’s very important for us to meet with our clients in a one-one-one environment
and not only to dedicate them about our products and services, but get their
feedback as well. We look forward to strengthening current relationships, as well
as creating new ones at the 2012 NCBA Trade Show.
(Insert Company Name) will be located at booth number (insert booth number).
For more information please visit us on the web at (insert web address) or call us
at (insert phone number).
Insert synopsis of who your company is and the products and/or
services that it provides