Transcript Extract from Fire & Rescue 2005 Marketing Plan

FIRE 2005
2-3 November 2005
G-Mex
Manchester, UK
Marketing Plan
Prepared by:
Marcus Hall, Director
Redwatch Consulting Ltd
20 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
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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
SWOT
Strengths
•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
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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)