Dentistry Show Publicity Guide 2013

EXHIBITOR PUBLICITY GUIDE 2013

MORE FOR THE TRADE

2 Publicity Guide

CONTENTS Page Welcome to The Dentistry Show 2013

3

Contact List – Any questions?

4

Action Checklist

5

PR CAMPAIGN Customer Promotion

6

Sponsorship Opportunities

7

Official Show Guide

8

Preparing Press Information

9

Personalised Electronic – Tickets

10

Website and Social Media

11

Video and Photography

12

PUBLICITY FORMS Form 1 Pre Show Newspaper News Alert

13

3 Publicity Guide

WELCOME TO THE DENTISTRY SHOW 2013 On behalf of the whole team, thank you for being part of The Dentistry Show 2013 - we are truly excited about the opportunities that this event holds for the entire dental community.

We’ve designed this guide to help you maximise your investment in The Dentistry Show and to optimise exposure of your company’s products or services. Our aim is to help you generate as much pre-show media coverage as possible which will result in driving footfall to your stand at the show.

The Dentistry Show team is committed to ensuring that your presence at the show delivers the results that you expect.

We will obviously be working hard to get people to attend the show, but it’s up to you to entice them onto your stand - and that’s where this Publicity Guide plays a vital role.

As the campaign builds up, there is an array of opportunities to make the most out of your participation, with PR support, sponsorship packages, personalised e-tickets, website presence, and the Show Guide. Everything you need to know, to help maximise your presence at The Dentistry Show 2013 is contained in this guide make sure you read it through so that you don’t miss out! There are some important deadlines so make sure they are in your diary and don’t miss out on the free promotion that comes with being an exhibitor. If you have to prove the return on your investment then these tools are here to help you.

If after reading this guide you have any further questions about publicity, do contact me. I look forward to working with you.

Best regards

Lucy Pitt l.pitt@closerstillmedia.com Group Marketing Manager The Dentistry Show 2013

4 Publicity Guide

CONTACT LIST Any questions?

Here are details of The Dentistry Show 2013 team who will be working with you in the run up to and during the show itself. If you have any questions just call or email one of the team members below and if they don’t know the answer, they’ll find the person who does!

SALES & SPONSORSHIP

THE OFFICIAL SHOW GUIDE

Chris Brown – Event Director Tel: +44 (0) 207 348 5269 Fax: +44 (0) 207 602 0501 c.brown@closerstillmedia.com

Michelle McHutchison Tel: +44 (0)1923 851 785 michelle.mchutchison@fmc.co.uk

Ian Reynolds – Senior Account Manager Tel: +44 (0) 2476 719 683 Fax: +44 (0) 2476 713 778 i.reynolds @closerstillmedia.com Alex Harden – Sales Manager Tel: +44 (0) 207 348 5270 Fax: +44 (0) 207 602 0501 a.harden@closerstillmedia.com Matt Stokes – Dental Laboratory Sector Manager Tel: +44(0) 207 348 5263 Fax. +44 (0)207 602 0501 m.stokes@closerstillmedia.com

OPERATIONS & FLOOR MANAGEMENT

Julia Danmeri – Operations Manager Tel: +44 (0) 207 348 5251 Fax: +44 (0) 207 602 0501 j.danmeri@closerstillmedia.com

MARKETING & PR

Lucy Pitt – Group Marketing Manager Tel: +44 (0) 2476 719 690 Fax: +44 (0)2476 713 778 l.pitt@closerstillmedia.com Mike Hulse – Marketing Executive Tel: +44 (0) 2476 719 688 Fax: +44 (0)2476 713 778 m.hulse@closerstillmedia.com

5 Publicity Guide

ACTION CHECKLIST To assist you with planning, the following is a summary of the most important dates to be aware of from this guide:

ACTIVITY

DEADLINE STATUS ✔

Arrange Sponsorship Package & Plan Pre Show Advertising

Now

Complete the Pre-show News Alert Newspaper form Publicity Form 1 is online – www.thedentistryshow.co.uk/publicity-form-1

18th Jan 2013

Distributors Wanted Programme

ASAP

Official Show Guide Entry

1st Feb 2013

E-Tickets & Bespoke URL

ASAP

Website & Social Media

ASAP

Video and Photography

ASAP

Deliver Press Packs to Press Office

28th Feb 2013

To take full advantage of the free opportunities to promote your company at this year’s DENTISTRY SHOW, make sure all the above actions are carried out by the deadline dates.

Any questions on these deadline or publicity forms, please contact Mike Hulse +44 (0) 2476 719 688 or email m.hulse@closerstillmedia.com

6 Publicity Guide

PR CAMPAIGN Customer Promotion – All Free to you!

Keep your prospects informed Research proves time and again that the best way to get your prospects onto your stand is to send them invitations to The Dentistry Show 2013.

With our pre-show event planner and Buyers Guide being sent to over 10,000 dental practices and laboratories delegates will be deciding which stands to visit well in advance of arriving at the show so you must make sure that your stand is on their “must visit” list.

Website listing If you would like to remind delegates of anything exciting that you will be doing at the show, e.g. new product launch, special offers, competitions/giveaways, we would like to highlight it on the website and publish the story in the pre-show newspaper. The pre-show newspaper is sent out to over 20,000 delegates, so please fill out the Publicity Form online at www.thedentistryshow.co.uk/publicity-form-1 asap.

Free PDF tickets & bespoke URL to send to your customers and prospects You should have received a personalised invitation for The Dentistry Show 2013 in PDF format, which can be emailed to the clients and contacts you would like to see at the show. If you have not received the personalised invitation, please email m.hulse@closerstillmedia.com.

Web Banners We can send you a banner to use on your website – see page 10 for details!

You can use this bespoke URL on your website, and email signature to generate registrations that we can track.

Please contact Mike Hulse on +44 (0) 2476 719 688 for further information.

What else can you do?

1. Encourage your sales force to mention your presence at the show, and to email prospects The

Dentistry Show 2013 visitor tickets and bespoke registration URL. 2.

Arrange to hold meetings with key clients at the show.

3.

Incorporate the show logo, dates and your stand number in any publicity material and advertising leading up to the show, including your company’s email signatures. Place The Dentistry Show 2013 logo at the top of event listings on your website and put flashes on any advertisements you are currently conducting and in your direct mailings and email shots.

Please contact Mike Hulse at m.hulse@closerstillmedia.com for our logos and banners or for further advice on how best to incorporate The Dentistry Show 2013 into your promotional campaign.

7 Publicity Guide

SPONSORSHIP OPPORTUNITIES Sponsor Benefits The Dentistry Show team has assembled a range of sponsorship and on-site branding packages to help you achieve specific marketing objectives. We have listed a few examples but if you do not see a sponsorship programme that suits, please call Chris Brown on +44 (0) 207 348 5269 or email c.brown@closerstillmedia.com who will work with you to produce a bespoke campaign to match your specific objectives. These opportunities listed serve as guide for your consideration.

Sponsorship Opportunities We have a host of sponsorship opportunities from: • • • • • •

delegate lanyards floor tiles inserts into delegate badge mailings email and newspaper advertising branded catering areas VIP Lounge sponsor

We have lots of highly effective branding and traffic building ideas to increase your return on investment and to ensure your stand gets the highest possible footfall.

Many exhibitors use these sponsorship opportunities to reinforce brand identity and as the perfect complement to product launches and brand awareness campaigns.

For sponsorship opportunities, please call Chris Brown on +44 (0) 207 348 5269 to discuss opportunities to suit your budget.

A, MAURICE SALAM PAULO STEFAN PAUL, MALO & LOUIS50 OTHER + MACKENZIE AL AND LEADING CLINIC ERS BUSINESS SPEAK

EXHIBITION AND FLOORPLAN COMPLETE LIST EXHIBITOR

MORE S ASSOCIATION TRY AND INDUS SUPPORT

SEE PAGE 13 SEE PAGE 8

SEE PAGE 6

CYCLE END OF CPPRDOACHING FAST AP -TO-DATE? ARE YOU UP

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MORE

FOR THE TEAM

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Delegate lanyards

Delegate newspaper verifiable to complete both method different ways of each There are many CPD, but the efficiency es. dental able individual preferenc able CPD, all and non-verifi s, and non-verifi depending on courses, online their education managers, hygienist can vary greatly number of training to continue Split into verifiable provide huge are obligated dentists, practice General Dental y owners and conferences that There are a careers. The Over 6,000 professionals areas nurses, laborator mes and dental a mixture of dentistry’s throughout their nds three main learning programlong been recognised that therapists, dentalns are expected for and training disinfection strongly recomme has 2nd March effective.

CPD, and it emergencies, dental technicia -based event on 1st and Council (GDC) usually the most CPD – medical ces techniques is hy and radiation conferen learning favourite Midlands am. radiograp for verifiable dental ination and either verifiable ers, attending way of adding to 2013, NEC Birmingh and decontam topics recommended for and vibrant For many practition rly useful ethical issues, TORS: The dynamic stands protection. Other CPD include legal and are a particula an opportunity to expand trade of early EXHIBI g events and number MORE able improvin . these present see the largest or non-verifi time. While some and oral cancer, overseas suppliers t areas to their CPD, as show floor will at the same nal roles, most importan than 350 UK and nal network complaints handling these are the their professio only cater for specific professio to date, with more techniques and all will find dedicated always new detection. While education to TION: You events of course e in, there are ers to expand aesthetic to offer first-class and practice for practition streams for keep up-to-dat MORE EDUCA from dentists others are designed and seminar study in order and skills. therapists, practice equipment to the dental team, s, treatment coordinators two-day lecture ce hygienists & members of e, understanding nals two-day conferen their knowledg practice manager of these events will also dentistry, nurses, s. Plus a full all dental professio owners, to ns. The best suppliers and not only enables also ensure the service owners and manager and dental technicia where a wide range of This practice but standard. floor, rating the latest for dental labs.

– and still their careers, include a trade to develop the highest possible 65 hours on offer on display, demonst that all patients is of tures will be nals.

CPD: More than right to expect manufac are professio provided to MORE and dental d the industry. states: “Patients are keeping their skills registere innovations in Demands, The As the GDC for FREE to all over 6,000 delegates That Dentistry the dental team ut their careers. We ensure of completely RKING: With cater for All members of plenty of to 70 hours Designed to to date througho continuing professional there will be MORE NETWO team. provides up from knowledge up the two days, of the dental g by making Dentistry Show professionals’ colleagues, learn expected over CPD for all members– “Aesthetic Dentist”, of all dental this is happenin to network with free, verifiable a requirement opportunity conference streams development Forum”, “Dental fun with friends. us.”

The six different and it’s peers and have n”, “Dental Nurses “Dentistry registration with professionals TEAM: All this, “Aesthetic Technicia st & Therapist” and 40,000 dental THE WHOLE that time, “Hygieni 2013, more than MORE FOR registered dental professionals. renowned speakers CPD cycle. By Business”, On 31st July all internationally workshops and live end of their five-yearto have logged over 250 still FREE for Today” – present will reach the are required alongside hands-on learning experience , DCPs are running lectures enriched all affected dentists75 verifiable hours. Similarly verifiable the an in event provide 50 with major dental surgeries that CPD including is hours of CPD, . As the only 150 hours of CPD cycle, it uk/reg-paper2 to all delegates the end of this five-year required to log cut-off date. the ow.co. meet and istrysh the hours and Midlands before hours, before www.thedent to top up your 11% of DCPs ct opportunity test figures, ot tration.

W AT REGISTER NO

8 Publicity Guide

OFFICIAL SHOW GUIDE The Show Guide for The Dentistry Show 2013 The Dentistry Show 2013 Show Guide will be the main information source for visitors during the show, and is used as an industry reference book throughout the rest of the year.

Official Show Guide Advertising With the directory listing of exhibitors, each copy will act as an essential guide for each delegate and means that the publication is essentially used as reference manual over the year, giving it a shelflife well beyond that of a normal magazine. Show Guide advertising therefore presents a fantastic opportunity for your company name to feature in a publication that will be used again and again.

The extended shelf-life means the Official Show Guide offers your company a highly cost-effective way of not only directing business to your stand, but also puts your name in front of The Dentistry Show’s delegates whenever they open the publication.

To ensure that you company profile is included in the Official Show Guide, please visit www.thedentistryshow.co.uk/2013-showguide Exhibitor listings must be submitted by 1st February 2013, the final deadline for any addendum copy is 8th February 2013.

For any queries, please call 01923 851 785.

The cost to include a logo or a photo alongside your listing is ÂŁ99.00. For further advertising options within the show guide, please contact Michelle McHutchison on 01923 851 785.

Contact: Michelle McHutchison FMC Publications 1 Hertford House Farm Close Shenley Hertfordshire WD7 9AB michelle.mchutchison@fmc.co.uk www.fmc.co.uk

9 Publicity Guide

PREPARING PRESS INFORMATION Editors of publications covering The Dentistry Show will be receiving a lot of information from exhibitors in the time leading up to the show. You can increase your chance of getting news coverage from your press releases by using the following checklist: Is there an obvious story in the information?

Make sure the release has an angle, an interesting slant that will spark an editor’s interest. Editors are less likely to print “information bulletin” type releases.

Is the essence of the story highlighted in the first two sentences?

Most editors either reject or get interested in a release after reading it for less than 30 seconds.

Is it clear, succinct, and to the point?

Sentences should generally be less than 19 words long, using short words and to-the-point phrases.

Have you given details about your presence at The Dentistry Show?

Include your stand number, the show dates and venue, the contact name and number of your press officer or agency, and the sales contact for your company.

Special Events Along with sending personal invitations you can give extra incentive for customers to come to your stand by offering special offers and competitions.

And remember; keep both The Dentistry Show Press Office and the show organisers informed of any special events happening on your stand at the show. This will guarantee your inclusion in our comprehensive timetable of special events distributed to all the press in advance of the show.

Press Packs These should include all relevant press releases, corporate information and photographs. Photos should be labelled with your name and contact number.

Ideally all the information should be contained in a clearly labelled folder.

And remember; bring 10 of your press packs to the Press Office at The Dentistry Show the day before the show Pre-Show Newspaper News Alert It is essential that you complete the Pre-Show Newspaper News Alert form online www.thedentistryshow.co.uk/ publicity-form-1 by 18th January 2013. This vital information will enable us to promote your presence at the Show and will also ensure that you get a mention in the official show Press Pack – handed to all journalists who attend the show.

Press Office Facilities The press office provides an oasis for journalists visiting the show. It’s here that they collect information about exhibitors and relax in between stand visits, press briefings and interviews.

Make sure that you produce 10 press packs and deliver them to The Dentistry Show 2013 press office, Hall 4, NEC, Birmingham, by 5pm on 28th Feb 2013. Boxes should be clearly marked with the company name and for the attention of the press office. Press packs should include a relevant press release, background on your company and good, appropriate, captioned photography. It is important to bear in mind that journalists will be interested in news stories, so brochures and other sales materials alone are not suitable.

All press material that you produce for the show should include your stand number so that readers – and journalists – can find you on the show floor.

10 Publicity Guide

ETICKETS, BESPOKE URL & BANNER The Dentistry Show team will create PDF invitations with your stand number, branding and a bespoke registration URL for you to email or print off and send to your database.

Make sure you are using the show banners: VISIT US AT

Your logo here

STAND XX

static banner VISIT US AT

1st - 2nd March 2013, Hall 4, NEC Birmingham

1-2 March 2013 / Hall 4 NEC Birmingham

Your logo here

www.thedentistryshow.co.uk

STAND XX

Click here to REGISTER NOW!

rotating banner

MORE

VI

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e-ticket To request your personalised e-ticket, complete a URL or for further information, please contact Mike Hulse on +44 (0) 2476 719 688: m.hulse@closerstillmedia.com.

11 Publicity Guide

THE DENTISTRY SHOW WEBSITE & SOCIAL MEDIA Website Make sure you are listed on The Dentistry Show website - http://www.thedentistryshow.co.uk/ exhibitor-list/, and check that your company profile is up to date (including company logo) - http:// www.thedentistryshow.co.uk/exhibitor-list/ If your company is not listed, please send a 50 word company profile, a hi-res logo and company contact details to Mike Hulse as soon as possible – m.hulse@closerstillmedia.com.

Social Media Join Us

Follow Us

Like Us

If you were not already aware, The Dentistry Show can be found on Linkedin, Twitter an Facebook.

These are great platforms to be able to discuss/interact with industry professionals about hot topics, products and services.

You can: • Join The Dentistry Show Network on Linkedin – www.thedentistryshow.co.uk/linkedin • Follow us on Twitter @dentistryshow • Like us on facebook.com/thedentistryshow

12 Publicity Guide

VIDEO AND PHOTOGRAPHY Video: Before the show We are delighted to announce an exciting new partnership between The Dentistry Show and ITN. ITN Productions is producing a news programme dedicated to the dentistry profession, which will be available to view at The Dentistry Show and online on ITN’s online Healthcare News Channel.

The programme will feature interviews with industry-leading representatives covering topics such as direct access, the CPD cycle, and the latest industry changes.

ITN Productions is inviting a select group of organisations to feature on the programme as thoughtleaders in their particular field of specialism.

ITN Productions has an unrivalled track record of producing business-to-business news and programming for some of the UK’s leading associations and exhibitions. The dentistry news programme will be presented by ITV News anchor Natasha Kaplinsky.

Participation in the project is strictly invitation-only.

For more information please contact Adam Harrod, Director of Corporate Programming at ITN Productions, on 020 7430 4384 or adam.harrod@itn.co.uk.

Photography: At the show The official photographer for The Dentistry Show 2013 is Patrick White from Apollo Photographers who will be present at the event on both Friday and Saturday.

Apollo Photographers have over 20 years’ experience in the world of corporate photography with extensive experience in exhibitions, events, awards ceremonies and conferences.

If you have an exciting new product launch, a new stand design or team that you would like to be photographed, please contact Patrick prior to the show to book this in.

Contact: Patrick White Apollo Photographers PO Box 7002, Richmond, Surrey TW10 6UP t: 07788 443 526 f: 020 8878 2255 e: info@apollophotographers.co.uk w: www.apollophotographers.co.uk

TRE THEAORSHIP PONS ABLE AVAIL

13 Publicity Guide

1

PRE-SHOW DELEGATE NEWSPAPER NEWS ALERT

PLEASE SUBMIT BY 18TH JANUARY 2013

The Dentistry Show 2013 Pre-Show Newspaper is distributed to both delegates who have pre-registered as well as thousands of dental professionals on our database.

This newspaper features a wide variety of information regarding the 2013 Dentistry Show, such as the conference programme, keynote speakers as well as a list of exhibitors, and offers a great platform for editorial exposure.

Unfortunately we are not able to include every exhibitor (the show guide will do this), so we are asking for the very best new product stories/product offers that will be of interest to the readers.

Please download the form – www.thedentistryshow.co.uk/publicity-form-1/, and then email the completed copy to: Mike Hulse The Dentistry Show 2013 Email: m.hulse@closerstillmedia.com

MAURICE SALAMA, STEFAN PAUL, PAULO MALO & LOUIS MACKENZIE + 50 OTHER LEADING CLINICAL AND BUSINESS SPEAKERS SEE PAGE 6

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SL ABLE Free paymen quantity and B60 B65 C60 specifically by 18 bands have been have an Interest t plan to take no RA 09.20 - 09.30 Opening Welcome - 09.30 Opening Welcome Dr Clark to overcom AVAIL A60 BUSINESS OF designed care of the costs.09.20 lender, and detection. While these are the most important areas to You S DENTAL TALENT MONEYPENNY Area can with g not ACCOUNTANT send e closing the problems a broker,Chair & RDH As a direct Queuin letters, postcard DENTISTRY Shaun Howe, Conference Shaun Howe,black Conference Chair & RDH triangles inherent subsidy no longer have s or , diastemas’ rates and a marketV12 can offer you the very peg laterals with keep up-to-date in, there are always new techniques and Queuing Area to buy letterhea greetings cards so you and building best composite. leading applicati those envelop up d, envelopes, In partnership with: on Call system. es us forCessation or run to the post M18 equipment to study in order for practitioners to expand hand stuff more details Dr Access 09.30 - 10.15 Smoking 09.30 - 10.15 Join Direct Update David Cunning office. on 02920 468900 B47 Or Visit www.V1 The advantages ham, Dr Clark Six Month Smiles Optiden Q5 their knowledge, understanding and skills.

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K12 Kerr Philip Ower MSc BDS MGDSRCS, N42 with Shaun Howe in the Live Theatre TrollDental Oraldent E54 D51 Hazlewoods Renishaw N32 Ower IanSupplies Dunn Phil Knight Dental Design S16 Key Dental UK Education Specialist in Periodontics, Briars Dental Services Turn Dental is & Orascoptic Financial F65 a Medical V32 top Rig Dental Recruitment Association C57 Lansdell Rose / Medics 40 firm of E35 UCLan -School of Postgraduate On 31st July 2013, more than 40,000 dental professionals Ortodontic Technicians Centre, Newbury S59 L65 Business RIS Products L25 Lasak F2 14.15 - 15.00 Close Your Mouth, Breath Through Advisers and V12 Dental Finance Osstem Implant Q40 New to the N28 Chartere S4S (UK) A35 will reach the end of their five-year CPD cycle. By that time, Laura Horton Consulting S60 UK UK d Vatech 20 years’ Your Nose Accountants Oxyjet UK Accountants, D49 Q42 experience advising brings Endodo and Irish markets VeDeM Sachdevs Chartered N20 LDF Professions with L16 VeDeM Supplies over- 15.00 Periodontal Surgery - When, What and 14.15 Banking Paradigm Design Solutions ntic product MS,the dental professio N16 theTrisha all affected dentists are required to have logged over 250 Supplies D45 UK. E. O’Hehir, RDH, Santander Corporate J32 existing product Lemonchase N30 s doing the Vibraject n across Pars Dental P50 How Do I Maintain the Results?

P45 Implantology O’Hehir University, President same s Saxon but Investments E30 Living better and as N65 hours of CPD, with 75 verifiable hours. Similarly, DCPs are lower price.

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There are many different ways to complete both verifiable and non-verifiable CPD, but the efficiency of each method can vary greatly depending on individual preferences.

There are a huge number of training courses, online learning programmes and dental conferences that provide CPD, and it has long been recognised that a mixture of learning techniques is usually the most effective.

For many practitioners, attending dental conferences and events are a particularly useful way of adding to their CPD, as these present an opportunity to expand their professional network at the same time. While some events of course only cater for specific professional roles, others are designed to offer first-class education to all members of the dental team, from dentists and practice owners, to practice managers, treatment coordinators and dental technicians. The best of these events will also include a trade floor, where a wide range of suppliers and manufactures will be on display, demonstrating the latest innovations in the industry.

Designed to cater for All That Dentistry Demands, The Dentistry Show provides up to 70 hours of completely free, verifiable CPD for all members of the dental team.

The six different conference streams – “Aesthetic Dentist”, “Aesthetic Technician”, “Dental Nurses Forum”, “Dental Business”, “Hygienist & Therapist” and “Dentistry Today” – present internationally renowned speakers running lectures alongside hands-on workshops and live surgeries that provide an enriched learning experience to all delegates. As the only major dental event in the Midlands before the end of this five-year CPD cycle, it is the perfect opportunity to top up your hours and meet the requirements for continued GDC registration. continues on page 2

Over 6,000 dentists, practice managers, hygienists, therapists, dental nurses, laboratory owners and dental technicians are expected for dentistry’s favourite Midlands-based event on 1st and 2nd March 2013, NEC Birmingham.

MORE EXHIBITORS: The dynamic and vibrant show floor will see the largest number of trade stands to date, with more than 350 UK and overseas suppliers.

MORE EDUCATION: You will find dedicated two-day lecture and seminar streams for aesthetic dentistry, nurses, hygienists & therapists, practice owners and managers. Plus a full two-day conference for dental labs.

MORE CPD: More than 65 hours on offer – and still for FREE to all registered dental professionals.

MORE NETWORKING: With over 6,000 delegates expected over the two days, there will be plenty of opportunity to network with colleagues, learn from peers and have fun with friends.

MORE FOR THE WHOLE TEAM: All this, and it’s still FREE for all registered dental professionals.

REGISTER NOW AT

www.thedentistryshow.co.uk/reg-paper2