Both events require you to register for ticket allocation via their websites and if you are an exhibitor you are required to register for an exhibitions pack or email to be sent out. This process is related to three areas of marketing communications, sales promotion, e-mail marketing and direct mail.

Here a marketing theorist puts it in to context.

"E-marketing is often linked to internet marketing in that access to and interaction with a website creates the initial e-mail contact by registering with the site, information requests, queries or online ordering.
However, target market e-mail addresses can be requested at any point of contact, for example, through sales promotion participation and are routinely included in organization contact details.
E-mail marketing is therefore the use of an electronic medium for direct marketing as it entails personalized contact with a target audience"(Masterman, G. 2006)

Right, now we know what we are looking for lets see what happened when I registered with Hyper Japan and the International Outdoor Event Expo.

I.O.E.X is first; I registered to attend the I.O.E.X under my business name as the show is a business to business or trade show. After I had filled in a lengthy registration form that requested my postal address, my e-mail address and my telephone number, I then chose the option of a green ticket and not a postal ticket. In return for this 5 minute registration process I received an email with my ticket information and printable pass.

The ticket information was not all that was in the email though. At the bottom of this email there is a choice of links to follow. As seen here that I have copied from the email.

You will receive your badge by post 2-3 weeks prior to the event, if you opted to ‘Go Green’ please bring this email or your badge number with you to print your badge when you arrive.
Please note if you are upgraded to VIP status we will notify you by email.

Click here to recommend a colleague
Click here to view exhibitor list
Click here to visit the website

Follow us on Twitter @OutdoorEventXpo and on Facebook.com/IOEXpo and on LinkedIn
We look forward to seeing you at IOEX, 06 -08 March 2012, ExCeL London..
Kind Regards
The IOEX TEAM www.ioex.co.uk

What a great piece of marketing, i especially enjoyed the exibitors list, recommend a colleage and the social media links.

The exibitors list is a fantastic e marketing link which takes you to the I.O.E.X current exibitors list webpage.
Just look at whats on offer via the link.

Exhibitor List

Confirmed exhibitors include:
2CL Communications
Adscreens
ATD Electrical Ltd
BURGES SALMON LLP
Instant Marquees Ltd
Pop up Power Supplies Ltd
SRD Group Ltd
Sunbaba
Ten By Fifteen
The Event & Exhibition Partnership
Expandesign UK
Elliott Group Ltd
Eve Trakway
Event Revolution
Index Group Ltd
Losberger UK Ltd
Panache Audio Systems
PW Hire
Rigging Services
Steeldeck Rentals Ltd

Types of exhibitors include:
• Air Conditioning & Heaters
• Attractions & Entertainment
• AV & Lighting
• Catering
• Communications
• Decoration/Interiors
• Fencing, Roadways & Barriers
• Floral & Landscaping
• Furniture & Flooring
• Generators, Power & Aircon
• Graphics, Signage & Promotion
• Insurance & Medical Services
• Marquees, Tents & Temporary Structures
• Mobile Units
• Production Companies
• Sanitation
• Seating
• Security & Crowd Control
• Staging
• Stewarding & Temp

For further information please contact Mark Gordon, Sales Director, mark.gordon@ubm.com.

This link then spured me on to register as an exibitor to see what type of reply i would recieve. so i did and below is a copy of the email i recieved in return of filling out another online registration form.

Thank you for downloading the IOEX (International Outdoor Event Expo) 2012 exhibiting brochure. A member of the team will be in touch with you shortly.
 
We have included the link to the brochure just in case you need to access it again.
 http://www.ioex.co.uk/files/ioex_brochure_16jun.pdf
 
Best regards,
 
The IOEX Teamhttp://www.ioex.co.uk/

The I.O.E.X brochure link takes you to the exibitors brochure which which some of the information is availble via the website.

The exibitors registration is a prime example of sales promotion. I.O.E.X gather your target information from your registration then send you a promotional brochure in a

bid to sell you an exibitor stand at the expo. this in effect is direct marketing.

Click the link it is well worth a preview just to see how they are promoting their business and the oppertunities it has on offer, very cool!

I have recieved another e-marketing newsletter from I.O.E.X which highlight the semminars and timeings over the weekend and which suppliers are doing what, in this email there is also an advert

for a networking lounge/bar at the expo. A very informative and well though out e-marketing email.

Here is the latest e-newsletter from the I.O.E.X marketing team. Just look at how informative it is and How many calls to action it has. Book the seminars, see who's exhibiting and check out whats going to be on the showcase for the  ideas incubator. Take a look at the copied email and see for yourself how well laid out and designed the e-newsletter is and the functions it has in comparison to a postal news letter. An E-marketing news letter is a direct link to the I.O.E.X website which is Undoubtedly their strongest marketing tool.



















            







Dear GROWSKIEBOY Less 
than two weeks to go until IOEX launches.. look out for your free entry badge 
which is on its way to you. 

Latest show 
news

We are excited to announce details of the 
FMBE 
award taking place at IOEX. Four brand experience agencies will go head 
to head, presenting their campaign to an esteemed panel of judges from 
Starbucks, Kraft, Electronic Arts and Kingspan. Your vote counts - you will be 
invited to vote and help the judges decide who is crowned winner.

As a 
registered guest you'll receive free access of all seminars. Other unmissable sessions 
include:

 Building projection - make the world move with 
LCI Productions and Projection Studio

 
Cashless and connected: the festival of the 
future with Intellitix and Mobile 
Roadie

 How to carry on the conversation with Circle Agency Are 
you ready for the global market with Arena Group, PKL and 
EFM The F 
Factor, what do families look for at events? With Mumsnet and 
Continental Drifts


Start planning 
what you'll do when you arrive:






 
Take a look at 
who's exhibiting

 
Choose what 
seminars you'll attend

 
See what show 
features are on, including the Innovation Incubator, a showcase of the latest event 
products.









    Recommend a colleague to join you at IOEX 
today

Hyper Japan is up next,

Well what dident they send me!

First of after signing up to register for tickets i recieved two emails confirming that i had registered for tickets but tickets had not been released as yet.

I then signed up for the newsletter which comes approx once a week. The first e-mail newsletter blew me away with just how much of a marketing communication impact it is conveying.

See for yourself!

HJ Advance Tickets
Selling Out Fast: Beat the Queues!

Tickets are selling out fast for HYPER JAPAN, coming
at the end of this month! If you haven't got yours yet, how about this lovely
little incentive? We'll be picking five lucky winners at random from everyone
who buys a ticket between today and Thursday 9th February. What do you win? Only
some super lovely items from the very stylish black+blum; practical design
meets a touch of mischief and a lot of innovation. Want to be the proud new
owner of a gorgeous box appétit bento box, a box appétit bag or a recipe book
packed with delicious bento recipes? Thought so; more
details about the products you can win are here. Just buy your tickets to
win! Don't forget about the Sake and Sushi Awards too – tickets are half price
right now, but not for long! It's just ten pounds for either Award
show; a bargain for some of the best sushi and sake in
town!

Gourmet
Society Restaurant Discount Card
Enjoy up to 50% off at thousands of great restaurants
throughout the UK and Ireland with membership to The Gourmet Society. Your handy
Gourmet Society dining card will get you one of these fantastic deals at
participating restaurants: 2 for 1 meals / 50% off food / 25% off food AND
drinks! There's a huge selection to choose from, including national chains like
Prezzo, Loch Fyne and The Living Room, to fine-dining establishments and
family-friendly venues, plus plenty of your local favourites. Check out
restaurants near you at www.gourmetsociety.co.uk.
Price: You can enjoy a year's
worth of restaurant discounts for just £29.95! (RRP £69.95).
How to claim: Visit www.gourmetsociety.co.uk/hyperjapan
or
call 0845 257 4477 quoting Hyper Japan.

Cosplay: one
week left for online entry and WCS judges announced!
There's just over a week to go to register for the cosplay
competitions at HYPER JAPAN. Online entry closes at 11:59pm on Sunday,
February 12th. A limited number of COSParade places will be available on the
day, but registration for the World Cosplay Summit (WCS) and European Cosplay
Gathering (ECG) is online only - so enter now to be a part of it and maybe even
win a trip to Paris or Japan! Cosplay judges for the Saturday of HYPER JAPAN
have also been announced - double World Cosplay Summit champions Mauricio and
Mônica Somenzari will join professional prop makers Jon Bekkensten and Adelaïde
Filippe from Bekkhans Studio!Click
here to find out more about the judges.

Beckii Cruel Live at HYPER JAPAN
YouTube sensation Beckii Cruel will be appearing at
HYPER JAPAN on Sunday 26th February, fresh from her Number 8 UK Dance Chart
success with 'You Can't Kiss Me'. With over 20 million views on Youtube, and
eight trips to Japan under her belt, Beckii is a seasoned veteran of the J-Pop
scene at just sixteen years of age. You can catch Beckii at 10:30am on the HYPER
JAPAN stage, only on Sunday. Read more
here.

Third Window Films Showcase on Sat 25 & Sun 26 at
12:00
Film fans alert! Third Window Films are the UK's
leading distributor of Far Eastern cinema, and they're bringing some very special
guests to HYPER JAPAN Spring 2012.Director Miki Satoshi and actor Fuse Eri
will be appearing on the HYPER JAPAN stage (Saturday 25, Sunday 26, 12.00 both
days) to show showreel and clips from some of their movies and talk about their
work in contemporary Japanese cinema. Their appearance marks the release of the
Miki Satoshi Collection, which will be on sale at HYPER JAPAN. Click here to buy
tickets.

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JAPAN c/o Cross Media Ltd.

Address:
1st Floor, 5-7 Folgate Street London E1 6BX UK
E-mail: info@hyperjapan.co.uk
URL: www.hyperjapan.co.uk

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Well so far i have a had three of these amazingly informative e-newsletters, huge amounts of marketing with finite details of whats on offer from the event and its sponsors
All neswletters where cramm packed with information and news, all luring you into buying a ticket.

I have also registered for a trade pass which was confirmed via email which is to be printed out

So two very differeent shows but both using very similar sales promotion via thier e-marketing, they are both selling, promoting and advertising themselves and thier sponsors.

The news letters kept coming for Hyper Japan and right up to the day before the actual opening of the event. Hyper Japan had sent out three e-newsletters in the final week running up to the event each one with a heavier push on the sale of tickets and the importance of how tickets where running out.

Both events have used e-marketing with the use of e-newsletters, a very positive approach on marketing to your target market and in a sense is direct marketing.

The e-newsletters have different marketing and advertising objectives behind them. I.O.E.X knows that you have already registered and are coming to the event. I.O.E.X's e-newsletters are more about creating your involvement whilst at the event and concentrate on communicating just what type of caliber of exhibitors, seminars and entertainment is available.

Hyper Japans e-newsletter goals are to sell tickets by advertising and promoting what is available at the event and to get you to link to the social media on offer in a bid to spread viral marketing and create PR.

Whats next hey!!