UK Pool & Spa Expo 2014 – Exhibitor’s List

The UK Pool & Spa Expo 2014 has created a great amount of interest in the industry this year and with floorspace almost sold out we will now be moving into the second stage of preparation for the show, exhibitor user manuals will be published soon and will require a number of documents to be completed, please try to do this at your earliest convenience as we don’t like to bother you unnecessarily, we would rather be working on promoting your companies at the show!

To see an up to date list of exhibitors at the show please visit http://www.ukpoolspa-expo.co.uk/current-exhibitors/

The next aspect of the show to look at is sponsorship. Sponsorship is now the fastest growing marketing activity in the US & the UK, it is a good way of increasing brand awareness, which helps to generate consumer preference and to foster brand loyalty.

Sponsorship offers the possibility of achieving several goals at once:

• Enhancing Image/Shaping Consumer Attitudes

Often companies are looking to improve how they are perceived by their target audience. Sponsoring events that appeal to their market are likely to shape buying attitudes and help generate a positive reaction. Coca Cola, for example is always looking to generate a positive influence of their products in the minds of their consumers and as such regularly support events they feel can influence consumer opinions.

• Driving Sales

Sponsorship geared to driving sales can be an extremely potent promotional tool. This objective allows sponsors to showcase their product attributes. Food and beverage companies often use sponsorship to encourage samplings and sales.

IEG’s Complete Guide to Sponsorship cites Visa’s fund-raising effort around its sponsorship of the Olympic Games and the U.S. Olympic Team. They promoted their association by offering to make a donation to the team each time consumers charge a purchase to their card. American Express used a similar strategy by donating to needy causes with their “Charge Against Hunger” campaign. As a result, both companies experienced a significant rise in sales volume.

• Creating positive publicity/heightening visibility

Every sponsor is seeking wide exposure in both electronic and print media. Positive publicity helps create heightened visibility of products/services. Various media covering the event may include sponsors names and/or photos. In addition, the kind of media coverage a sponsor may get is often unaffordable if the company were to think of purchasing it, and if it were available. To maximize this objective, it is important for the sponsoring company to have a comprehensive media campaign to augment the regular media coverage promoted by the organizers. Sponsorship can often generate media coverage that might otherwise not have been available.

• Differentiating from competitors

The mere act of sponsoring an event, especially an exclusive sponsorship, is a significant way to create competitor differentiation. Your company name has the opportunity to stand out head and shoulders above the competition. This is particularly helpful if your company wants to combat a competitor with a larger ad budget. Sponsorship allows smaller companies to compete with their industry giants.

All of the sponsorship opportunities for the show are attached, please take the time to have a look through and see if any of them might be right for your company. Opportunities will be sold on a first come first served basis.

EXHIBITOR LIST