FIRE 2005 2-3 November 2005 G-Mex Manchester, UK Marketing Plan Prepared by: Marcus Hall, Director Redwatch Consulting Ltd 20 April 2005.

FIRE 20052-3 November 2005G-MexManchester, UK

Marketing PlanPrepared by:Marcus Hall, DirectorRedwatch Consulting Ltd20 April 2005

Executive Summary:

• FCEL is a cooperative venture owned by:– Chief Fire Officers Association (CFOA)– Fire Protection Association (FPA)– Institution of Fire Engineers (IFE)

• Until 2005 has focused on one single event– Annual Fire Conference– Exhibition subcontracted to specialist organiser, dmg

• 2005 is a tough year for FIRE:– Interschutz & International Firex

• Marketing Consultant hired in March, charged with:– Advising board on business planning– Providing marketing guidance & strategy– Coordinating event activity across 3 associations & DMG

Corporate Strategy: Mission Statement

“A world class fire conference & exhibition

company”

Corporate Strategy: Objectives

• To build shareholder value • To develop UK annual event• To establish a regional event

programme• To assess viability of international

event presence• To encourage stakeholders to channel

proprietary events through FCE• To audit existing FCE brand

SWOTStrengths•Well established event with strong reputation•Managed by 3 leading associations•Number one fire event for UK•Excellent conference content with high calibre speakers

Weaknesses•Limited resources•Heavy reliance on local fire authorities•Limited scope – only covers fire services•No alignment with other events•Limited FCE brand recognition•Declining exhibitor numbers/revenue

Opportunities•Management of other events on behalf of constituent members•Partnerships with LGA or FIC•Launch Regional events/international event•Licence renewal in 2006•Develop ancillary products (eg training, data, publications•Look beyond traditional Fire marketplace for new delegates•Reinvent conference & associated exhibition

Threats•Loss of market share to FIC (CMPi)•Competition from CFOA’s fleet management event•Declining exhibit revenues•Uncertainty of procurement review (Fire Buy)•Possible change of govt or demise of OPMD•Market saturation of fire seminars

Marketing Objectives:

• To improve quality of delegate demographics

• To create greater awareness of FCEL brand• To create greater synergy with the exhibition

by marketing the event as a “package”• To attract more non associate members to

the conference• To increase non traditional fire market

attendance (eg private sector, utilities)• To attract a greater international presence• To attract wider press & media coverage to

the event

Target Audience• Retain Traditional:

– Fire Fighting– Brigades

• Build Non Traditional:– Wider fire rescue & emergency industry– Public sector & utilities– International fire & rescue services– Private sector (facilities management,

corporate H&S, human resources)– Fire prevention & protection markets

Marketing Strategy: Competitive Advantage

• High profile speakers• Unrivalled programme content• Unequivocal backing of UK Fire Fighting

Industry• Supported by all the leading industry

associations• Seniority of delegates (in terms budget holders

& decision-makers)• Top class exhibition show floor• Exciting interactives & live demonstrations

Marketing Activity: Email & Direct Mail• Series of email shots &

direct mailings scheduled between May-Oct 2005 inclusive

• Develop content to reflect specific interests of each target segment (eg highlight particular speakers or relevant themes)

• Look for sponsors to support & fund these activities, in return for valuable exposure for their own organisations.

• Broadcast & send to external data sources using list brokers/owners

Marketing Activity: Web Site

• Fully operational online registration facility as of May 2005

• Hosted by DMG• Create banner ad links on all association home

pages (much greater prominence than presently)

• Make sure FIRE 2005 is listed on all web based event calendars

• Consider animated downloads (if video footage available from 2004). WYSIWG

• Refresh content on ongoing basis!!

Marketing Activity: Press Ads & Inserts

• Continual presence in trade press: May-November inclusive

• Leverage opportunities within Fire Magazine (in exchange for free space in FPFEJ)

• Provide combined visitor/conference ticket with dual purpose registration form

• More aggressive contra deals with other media partners to maximise exposure

• Arrange editorial coverage off the back of ad campaigns

What’s New for 2005?

• Closer collaboration & synergy/cost efficiency with DMG & their own visitor promotion:– Single show brand– Consistency across creative & design

• More strategic & planned approach – out there much earlier!

• Broader reach in terms of press coverage (& possibly paid for advertisements) in trade press

• More aggressive campaign in terms of non traditional audience acquisition:– Adoption of customer segmentation & personalised

messaging techniques– List rental & use of external data

• Telemarketing• Experiential marketing (a real taste of what you’ll get

onsite)