This document outlines an integrated marketing strategy focused on segmentation. It recommends developing a written strategic plan with specific, measurable goals for attracting key buyers and audiences. The plan should include segmenting audiences into grids, creating tailored messages for each segment, and selecting appropriate techniques like direct mail, ads, PR, and social media to reach each audience. It provides an example of a segmented direct mail piece and emphasizes the importance of simple, strategic and compelling messaging to drive audiences to the website.

1. DELIVERING KEY BUYERS
THROUGH INTEGRATED
MARKETING STRATEGIES

2. It's a • Fewer People Allowed To Attend Events
• Many Companies Can't Spend As Much On
Changing Space/Sponsorships
World • Online Resources (Industry, Exhibitors)
• Exhibitor Event Marketing
• Lame Conference Program Not An Attraction
• Generational Bias
• Traditional Marketing Techniques Not As Effective
• Decline of Print Media - fewer pages, more expensive
• Direct Mail - Declining ROI, Increasing Costs
• Email Marketing - Digital Overload
• PR/Editorial Coverage - Decline of Print Media
• Questionable ROI of Digital and Social Media

3. HOW DO WE COPE?

4. STRATEGIC
INTEGRATED
SEGMENTATION

5. Best Practices Strategic Marketing Plan
• Must Create And Follow A Written Strategic Plan
Segmented To Target Audiences
• Set Specific, Measurable Goals
• Attract _% More Power Buyers
• Attract More Team Buyers from the
Top 25 Companies
• Increase Current Level of Sponsorships by _%
• Attract _% More Attendees From _Marketplace Segment
• Attract _% more non-US buyers
• Target specific countries for growth (exhibitors/buyers)

6. Plan the Work
Develop "Marketing
Map” Segmented to
Specific Audience Grids
Audiences
Exhibitors
• Segment by Category
o Prospects
o US
o Non US
o Current
o Past
Attendees
o Buyers
o Influencers
Associations
Media

7. Plan the Work
Develop "Marketing Create Specific
Map” Segmented to Messages for Each
Specific Audience Grids Segment
Audiences Messaging
Exhibitors
• Segment by Category • Reach Key Buyers
o Prospects
o US • Learn New Techniques
o Non US
o Current
o Past • See New Process Technologies
Attendees
o Buyers • Gain New Members
o Influencers
Associations
• Gain New Readers
Media

8. Plan the Work
Develop "Marketing Create Specific Create the Techniques
Map” Segmented to Messages for Each for Reaching the
Specific Audience Grids Segment Audiences
Audiences Messaging Techniques
Exhibitors
• Segment by Category • Reach Key Buyers • Direct mail
o Prospects
• Ads
o US • Learn New Techniques
o Non US
• PR
o Current
o Past • See New Process Technologies
• Social media
Attendees
o Buyers • Gain New Members • Mobile Marketing
o Influencers
Associations • Experiential
• Gain New Readers
Media

9. Work the Plan
Develop "Marketing Create Specific Create the Techniques
Map” Segmented to Messages for Each for Reaching the
Specific Audience Grids Segment Audiences
Audiences Messaging Techniques
Exhibitors
• Segment by Category • Reach Key Buyers • Direct mail
o Prospects
• Ads
o US • Learn New Techniques
o Non US
• PR
o Current
o Past • See New Process Technologies
• Social media
Attendees
o Buyers • Gain New Members • Mobile Marketing
o Influencers
Associations • Experiential
• Gain New Readers
Media

10. Strategic Best Practices of BTTC
• Segmented Direct mail (Drive to web)
• Simple, Strategic & Sanguine
AT THIS SUMMER’S PREMIER CRAFT INDUSTRY EVENT!
INSPIRING AND CONNECTING WITH CONSUMERS
2011 WINTER
D IS COVER NEW P RO D UCT S , NEW INNOVAT IO NS A ND NEW IND US T RY T REND S . CONFERENCE & TRADE SHOW
S HO P FRO M OVER 2 5 0 O F T HE WO RLD ’S LEA D ING CRA FT IND US T RY
M A NUFACT URERS A ND T HE NEW TOY IND US T RY A S S O CIAT IO N PAVILIO N .
3M CORP., ANNA GRIFFIN, BEADALON, BOBUNNY PRESS INC., CRAFT-N-DOODLE, CRAFTWELL INC., CREATIVE CRAFTS GROUP,
DARICE INC., EK SUCCESS BRANDS, GLITZ DESIGN, ILOVETOCREATE, JUSTRITE STAMPERS, MIDWEST PRODUCTS CO., PLAID
ENTERPRISES INC., PLANO MOLDING CO., RANGER INDUSTRIES, REMINISCE, SILHOUETTE AMERICA, THERESA COLLINS DESIGNS
2010 Summer Convention & Trade Show
July 27-29, 2010
Rosemont, IL
Education Opens July 26th
Register Today! www.chashow.org
Elmwood Park, NY 07407
319 E. 54th Street
L.A. Live Entertainment Campus & Convention Center
DON’T MISS THE CRAFT & January 29 – February 1, 2011
Conference Begins January 28th
HOBBY EVENT OF THE YEAR! Printed in USA with soy-based ink on FSC-certified 10% consumer-recycled paper.
Los Angeles Convention Center
The CHA Winter Show is more than just a show! It’s where the world of crafting
comes together to experience all that is new, innovative and exciting!
Los Angeles, California
This is your best opportunity to meet with more than 600 exhibitors from around the INNOVATION
world who will be featuring thousands of new products.
WWW.CHASHOW.ORG
Come to the craft and hobby event of the year to:
REGISTER ONLINE AT
REGISTER TODAY AT
• See innovative new products you won’t see anywhere else
ADVANTAGE
•
•
Find new suppliers and manufacturers
Learn new craft ideas & techniques WWW.CHASHOW.ORG
• Meet with current suppliers and manufacturers
• Evaluate & compare products for future purchase
• Network with over 10,000 craft & hobby professionals from some 55 countries
YOUR
REGISTER ONLINE TO ORDER YOUR BADGE TODAY AT WWW.CHASHOW.ORG INSPIRING AND CONNECTING WITH CONSUMERS

11. Strategic Best Practices of BTTC
• Segmented Direct mail (Drive to web)
• Targeted and personalized can be effective

12. Strategic Best Practices of BTTC
• Segmented Direct mail (Drive to web)
• Targeted Landing Pages

13. Strategic Best Practices of BTTC
• E-mail (Link To Web)
• Must be strategic and targeted
• Graphics, animation and/or video links
• QR Codes

14. Strategic Best Practices of BTTC
• PR/Editorial
• Segment by Audience/Target

15. Strategic Best Practices of BTTC
• PR/Editorial
• Digital Coverage Growing in Importance

16. Strategic Best Practices of BTTC
• PR/Editorial
• Tie-in with social media – blog

17. Strategic Best Practices of BTTC
• PR/Editorial
• Bylined Columns

18. Strategic Best Practices of BTTC
CHA Preview 30/5/08 12:51 Page 27
EVENTS CHA
• PR/Editorial
Take Five
learn how to 'Make Money, Not These programmes will also help
Excuses...Even in a Recession!' from manufacturers and retailers network,
keynote speaker, nationally recognised build stronger business practices and
• Feature Articles
financial expert and author of Make create an open dialogue to address the
Money, Not Excuses, a Wall Street needs of this market.
Journal and New York Times bestseller One exciting educational
Looking for a reason to attend the Jean Chatzky. In her presentation Jean
will provide valuable financial insights
opportunity is CHA’s Retailing with
Excellence Programme, which
• Use coverage as CHA's summer show? Tony Lee, for the international craft and hobby continues this successful track of
industry. Jean is scheduled to present customised education for independent
vice president of meetings and her address to the CHA membership
on Thursday, July 17th.
and scrapbook retailers. Focusing on
key business basics including
a multi-purpose expositions at CHA, gives his top five As one of the nation’s
leading personal financial experts, Jean
is the financial editor for NBC’s Today
marketing, sales, and inventory, the
goal of this program is to encourage
continued success and growth among
A
s the largest summer trade General Crafts: CHA study shows that industry Show, serves as AOL's official money CHA’s independent retailer members
marketing tool show for the craft and
hobby industry, the Craft
and Hobby Association’s 2008
craft kits, beads, jewellery, containers,
storage and adhesive
The new show sections will further
segments that largely focused on
children and family-related activities are
also among the most popular and the
Coach, and was editor for Money
magazine. She frequently hosts a series
of money minutes; 'Talking Money with
with simple take-home business lessons
retailers can immediately put to use.
Summer Convention and Trade
Show is expected to draw over
5,000 craft designers,
broaden the scope of the CHA
Summer Show, help attendees identify
new growth areas, and demonstrate
fastest growing segments in the
industry, namely art materials,
scrapbooking and paper crafts.
Jean Chatzky', on CNBC in addition to
a daily show on Oprah & Friends radio. 5 Profit from a Steadily
Growing Industry
As many industry retailers know,
manufacturers and retailers to
see the latest products and
industry trends. The Summer Show
more clearly the diversity of products
on display. “With the four new show
sections, the CHA Summer Convention
The show will also feature the 'kids'
creation station', showcasing
manufacturer end-user projects and
4 Learn from Insightful
Educational Sessions
CHA will offer an extensive educational
crafting represents a large and steadily
growing segment of retail sales.
According to the 2007 CHA Attitude
is established as a key buying event of and Trade Show has evolved into a 'designer kids crafting display', programme, including dozens of and Usage Study, sales of crafting
the season, with 97% of buyers very product-driven marketplace. The highlighting the innovative skills of hands-on workshops as well as products in general have shown
purchasing products as a direct result improved show format will attract CHA designer members that further business building seminars and events constant growth over the last several
of what they see displayed. A truly new attendees and allow them to demonstrate the possibilities and value designed to provide retailers with the years, and despite the challenging
international event, about 20% of the easily navigate the show floor and of kid’s crafting. insights needed to compete more economic outlook, the future looks
attendance is composed of quickly discover the latest products and successfully in the increasingly bright for the craft and hobby industry.
international vendors from more than
15 different countries that travel to
shop the Summer Show. The favorable
trends per industry segment,” explains
Steve Berger, CEO of the Craft and
Hobby Association.
3 Learn How to Make Money,
Not Excuses
CHA Summer Show attendees will
competitive industry. Educational
workshops and seminars begin on July
17th and run throughout the show.
This year’s study demonstrates that
craft spending has maintained
relatively constant growth over the
US dollar exchange rate is also sure to past three years, and 2007 showed a
bring even more international
attendees to the show this summer.
However, seeing hundreds of new
2 Tap Into the Lucrative Kids
Crafting Market
The show’s theme, 'Kids Crafting:
healthy increase of 7.6%. By attending
the CHA Summer 2008 Show, retailers
will see firsthand the newest products
craft products isn’t the only reason Inspiring Growth and Creativity', will and trends that will help them
why thousands will be flocking to the provide attendees with an opportunity successfully capture a share of this $31
Donald E. Stephens Convention Centre to focus on the latest products, billion dollar annual crafting market.
from July 18th to 20th. In fact, there educational programs, and workshops
are five major reasons why craft that will help increase awareness of To learn more about the
retailers and manufacturers will be needs and trends related to this upcoming show, including
making an appearance in Rosemont, emerging demographic. Kids crafting a complete schedule of all
Illinois, this summer. represents an enormous opportunity to programs and events, a map
expand sales across all segments of the of the show floor, exhibitor
1 Experience Four Exciting
New Show Sections
For the first time, the Summer Show
craft and hobby industry. According to
the U.S. Bureau of the Census, there
are over 73 million children under the
listings, travel discounts
and other key highlights,
visit www.chashow.org.
will be divided into four exciting new age of 18 living in the U.S. and by
show sections: 2010 about 40% of all U.S. households
Scrapbooking & Paper Crafts: will have at least one child under the
stationery, stencils, rubber stamps, age of 18. Combine those statistics
supplies and tools with the CHA Attitude and Usage Study,
Fabric/Quilting/Needlecrafts: which showed 57% of U.S. households
fabrics, notions, sewing machines, participated in crafting in 2007 and the
embroidery, knitting and crochet craft and hobby industry is suddenly
Art Materials: brushes, paints, frames courting an emerging market and the
and framing supplies next generation of crafters. The same

19. Strategic Best Practices of BTTC Total
_lice
nsing
_cha
_ad
4/28/1
0 1:15
AM
Page
1
CHA
201
• Segmented Print Ads (Drive To Web)
CON
VEN
TIO 0 S UMM
N &
TRA
DE ER
SHO
• Low Budget Priority
W
THE
PRE
• Shift Dollars to Digital or Social Media
MIER
CRA
FT I
Q NDU
Q Part STR
icipa Y EV
and ENT
hand te in in THIS
Q s-on dust SUM
Q Shop work ry le
• Use as bargaining chip with media
shop ading MER
from thousa s semin !
TER
more nds o ars
Q
Q Oppo than f new
250 prod
W&ITNDE SHOW
of c rtun lead u
raft ity to n ing e cts
2 011ENCE RA
prof e xhib
essiotwork w
Q
Q New itor
• QR Codes
ith t s
feat Toy Indu nals hous
urin stry ands
g ex Asso
citin
g ne ciation
FER
w se P
gmen avilion
CON
Rose
July
mont
, IL t opp
27 - ortu
Educ 29, 2 nitie
atio 010 s
n op
en
Visit s Ju
cha ly 26
to r sho th
egis
ter w.or
bec
ome to g
a CH attend
A me or
mbe
r
r
n Cente
nventio
us & Co
ent Camp
tainm
e Enter
L.A. Liv
ter
n Cen
ventio
s Con
ngele rnia
Los A eles, Califo
n g
2 011 Los A
ary 1,
Febru ry 28th
ry 29 – Janua
Janua ce Begins nce!
onfere
n
onfere vents
C
CHA C grams
and e
e New
ors
th ce pro xhibit
r 600 e
ucing confe
ren
m ove ow.org
Introd c ess to
all
ducts
fro
t www
.chash
ed ac ew pro ents a
nlimit tive n
E njoy u f innova h ours rrangem E R S
nds o show avel a U M
thousa nt new your tr N S
Shop make C O
nvenie and to I T H
t from co e W
Benefi r badg I N G
er you E C T
to ord N N
8
-line
0561)7
ter on C O
310)))1
11340
Regis N D
I N G A
P I R
I N S
)))1
2%&--
/011
%&$#")
+),-).
$%&'()*$
!"##

20. Strategic Best Practices of BTTC
• Sponsorships
• Be Creative - Cyber Cafe, Media Lunch, Media Room Wi-Fi,
Flash Mob

21. Strategic Best Practices of BTTC
• Media & Association Partnerships Are Critical
• Banner ads
• E-mail blasts
• Social media
• Direct Mail
• Webinars
• Awards

22. Strategic Best Practices of BTTC
• Digital Marketing (Videos)

23. Strategic Best Practices of BTTC
• Digital Marketing (Contextual)
• SEO/SEM critical
• Banner ads
• Contextual ads

24. Strategic Best Practices of BTTC
• Social Media (Critical)
• Blog
• Facebook
• LinkedIn
• Twitter
• YouTube
• Mobile

25. Strategic Best Practices of BTTC
• Social Media (Critical)
• Blog
• Facebook
• LinkedIn
• Twitter
• YouTube
• Mobile

26. Strategic Best Practices of BTTC
• Guerilla Marketing
• experiential, sampling, flash mobs

27. Develop "Marketing Create Specific Create the Techniques
Map” Segmented to Messages for Each for Reaching the
Specific Audience Grids Segment Audiences
Audiences Key Messages Techniques
• New Innovation Awards Plumbing
Category Added
Heating & Air • World's Largest • Had UA Green Trailer at the Show
Plumbing Expo • Ads (print & digital) in Plumbing
Conditioning magazines focused on plumbing
engineers (QR code)
Professionals • Hundreds of Products
• Personalized direct mail focusing on
o Plumbing Engineers You Won't See At plumbing issues
Association Events • Segmented E-mail blasts to plumbing
engineers
• Seminars Focused on • Had well-known plumbing experts
promote their sessions via direct mail,
Plumbing Issues mail and social media
• Leading trade magazines ran editorial
• Plumbing Innovations and bylined columns
• Social media effort focused to plumbing
engineer groups (guest bloggers)
• Green Trailer
• Special Section (landing page) on the
website with plumbing news and issues
• Special Plumbing Innovations Section
On Show Floor in 2012
• Webinar with leading trade magazine
• Contextual banner ads
• Plumbing competition on the Show Floor

28. BE
STRATEGICALLY
CREATIVE

29. GROUP
DISCUSSION