ADPR Insight 21.02.2018

Last chance to secure preview coverage for Seawork International 2018!

With the latest cold snap we’ve been having, July feels like a distant memory and chances are, you’ve not yet considered your strategy for Seawork 2018! However your opportunity to secure preview coverage of your attendance at Europe’s largest commercial marine and workboat exhibition is dwindling. Many of the key magazines are closing their show preview issues in the next couple of weeks!

The 21st anniversary edition of Seawork International will be held from 3-5 July 2018 in Mayflower Park, Southampton UK. If you want to ensure your brand is featured in preview articles, it’s now or never when it comes to promoting your presence at the exhibition!

With the right preparation, trade exhibitions provide an excellent platform for building brand awareness and generating sales leads. They make the ideal stage for launching products and services and meeting with both new and existing customers. However they are expensive and now – more than ever – marketing budgets need to work hard and deliver great returns. If you have decided to invest in exhibiting at Seawork International 2018, it’s important to get the most from your attendance.

In our experience, a high-performing exhibition strategy has three core elements:

  1. Pre-show activity – for example: creation of objectives, show plan and targets, issuing of press announcements and press liaison, direct contact with consumers to drive awareness.
  2. “In-show” activity – for example: well trained stand staff, effective lead generator systems, interviews with key media.
  3. Post show activity – for example: thorough lead follow up strategy with action plan for touch-points, compelling media relations activity to keep brand awareness high.

If you feel you need some help working on your trade exhibition strategy to maximise the business and marketing opportunities presented, please do not hesitate to get in touch with Sophie on