Counterforce.com

CAN – MKTG – TRADESHOWS / EVENTS
VERSION 2.0
VER NO. DATE
SEC NO. AMENDMENTS MADE
PREPARED BY
APPROVED BY
17-Apr-08
Initial Release
Susan Goncalves
Marketing Dept
15-June-08
Raquel Chan
Marketing Dept
Header &
Marketing

TRADESHOWS/EVENT PROCESS STANDARD WORK
1.0 Purpose
The purpose of events is to strength the relationship between the Dealer, Manufacturers and Counterforce. As well to provide on-going dealer training and to appreciate and acknowledge the Dealers business with Counterforce. The purpose of participating in tradeshows is to provide information to current & potential dealers, to provide information about new technology/products and to provide brand awareness. 2.0 Scope
Counterforce’s goal is to build long term relationships in order to grow the business, add new Dealers and build brand name within the industry. 3.0 Procedure
Security Canada Central
This tradeshow usually occurs in October. CANASA sends us the trade show folder in
advance. Go through the contents of the folder once you receive it. (There are several
deadlines you must prepare for.) Find the conference manual and read it thoroughly. It will
give you our booth number and all the information you will need to prepare for the tradeshow.
Fill out the CANASA Services Forms and fax it to CANASA as soon as possible.
We usually have a 10 X 10 booth at this tradeshow. Setup occurs the day before the
tradeshow. The marketing team should come up with a theme for all the tradeshows for the
year. A backdrop should be created that reflects this theme. The theme could be the release
of any new programs or talking about the benefits of our different plans.
It is important to make the deadlines for these. (There are extra charges for late processing) Also included are the V.I.P. Pre-Registration Forms. These should be stamped with the Counterforce’s stamp and sent to Central Dealers along with a notification that we are going to be there. The Pre-Registration form allows the dealer free admittance if they send the form to CANASA before the deadline date. Any staff that attends the conference usually stays at the hotel where the conference is being
held. There’s usually a special rate for anyone attending the conference.
Ship the following: Dealer Manual, backdrop, business cards and holders, lead cards,
information packages, promos, ballot box, prize, brochures and pens. Send all of this to the
Toronto Congress Centre. There is a specific delivery date. See the exhibitor manual for
more details.
The booth is taken down during the reception on Thursday evening.
Security Canada West
The tradeshow is usually held during the first week of June. CANASA sends us the trade
show folder in advance. Go through the contents of the folder once you receive it. (There are
several deadlines you must prepare for. There are extra charges for late processing.) Find the
conference manual and read it thoroughly. It will give you our booth number and all the
information you will need to prepare for the tradeshow. Fill out the CANASA Services Forms
and fax it to CANASA as soon as possible.
This tradeshow is always a tabletop display. The marketing team should come up with a
theme for all the tradeshows for the year. A backdrop should be created that reflects this
theme. This can be used here and also at the Security Canada East tradeshow. The theme
could be the release of any new programs or talking about our benefits of our different plans.
There are several forms for advertising in SP&T and other trade magazines that have to be
filled out and faxed as well. It is important to make the deadlines for these. If we don’t our
advertisement won’t show up in the special tradeshow issue.
Also included are the V.I.P. Pre-Registration Forms. These should be stamped with the
Counterforce’s stamp and sent to the West Coast Dealers along with a notification that we are
going to be there. The Pre-Registration form allows the dealer free admittance if they send the
form to CANASA before the deadline date.
Any staff that attends the conference usually stays at the hotel where the conference is being
held. There’s usually a special rate for anyone attending the conference.
Ship the following: Dealer Manuals, backdrop, business cards and holders, lead cards,
information packages, Counterforce signs, promos, ballot box, prize, brochures and pens.
Send all of this to the hotel where the tradeshow is being held. Make sure the boxes arrive at
least a day before the show.
Security Canada East
CANASA sends us the trade show folder in advance. Go through the contents of the folder
once you receive it. (There are several deadlines you must prepare for. There are extra
charges for late processing.) Find the conference manual and read it thoroughly. It will give
you our booth number and all the information you will need to prepare for the tradeshow. Fill
out the CANASA Services Forms and fax it to CANASA as soon as possible.
This tradeshow is always a tabletop display. The marketing team should come up with a
theme for all the tradeshows for the year. A backdrop should be created that reflects this
theme. This can be used here and also at the Security Canada West tradeshow. The theme
could be the release of any new programs or talking about our benefits of our different plans.
There are several forms for advertising in SP&T and other trade magazines that have to be
filled out and faxed as well. It is important to make the deadlines for these. If we don’t our
advertisement won’t show up in the special tradeshow issue.
Also included are the V.I.P. Pre-Registration Forms. These should be stamped with the
Counterforce’s stamp and sent to the East Coast Dealers along with a notification that we are
going to be there. The Pre-Registration form allows the dealer free admittance if they send the
form to CANASA before the deadline date.
Any staffs that attend the conference usually stay at the hotel where the conference is being
held. There’s usually a special rate for anyone attending the conference.
Ship the following: Dealer Manual, backdrop, business cards and holders, lead cards,
information packages, Counterforce signs, promos, ballot box, prize, brochures and pens.
Send all of this to the hotel where the tradeshow is being held. Make sure the boxes arrive at
least a day before the show.
Counterforce Special Functions
Counterforce puts on special events such as Technical Information Program (T.I.P.) and the
Partner Appreciation Reception.
T.I.P. is held during the tradeshow. This gives the exhibitors an opportunity to give product
seminars.
The Partner Appreciation Reception is held on the Thursday evening of the tradeshow. See
the file for more details.

Eastern Dealer Weekend
• First figure out where to go and when. This should be done early in the year. Most resorts • Tentatively book 70 – 80 rooms for Friday & Saturday nights. Have the resort send us some information about them including a price quote for the weekend. • Go to the resort to check it out. (Is it appropriate for our dealers?) • Make arrangements for any activities. For example, arrange for a guided tour of the area, • Have the resort fax or mail us a menu list. Choose the meal and wine selections for • Create invitations. Buy special paper if necessary. • Mail invitations to the Eastern Dealers 2 months before the weekend. Try to get a brochure and a map from the Resort to include with the invitation. Give the dealers a deadline to R.S.V.P. • Create a spreadsheet in Excel to list dealers. There should be a column for dealer #, company name, person name(s), activities, staying Friday? staying Saturday? and anything else that is planed for the weekend. • Buy a promo or gift of some sort for the dealers. For example a gift basket with wine. • When you get closer to the date create name badges and tent cards for everyone. • Fax the resort a list of all the attendees. • Be sure to bring Counterforce signs and the gifts for the dealers to be given on Friday • Bring a copy of the rooming list and any activity lists to the resort. Have the resort place a copy at the reception to remind the dealers which activity they are participating in. • After the weekend bill the dealers.


Central Dealer Weekend
• First figure out where to go and when. This should be done early in the year. Most
• Tentatively book 40 - 50 rooms for Friday, & Saturday nights. Have the resort/hotel send us some information about them including a price quote for the weekend. • Go to the resort/hotel to check it out. (Is it appropriate for our dealers?) • Make arrangements for any activities. For example, arrange for a guided tour of the area, • Have the resort/hotel fax or mail us a menu list. Choose the meal and wine selections for Friday, Saturday, and Sunday’s breakfast. • Create invitations. Buy special paper if necessary. • Mail invitations to the Western Dealers 2 months before the weekend. Try to get a brochure and a map from the resort/hotel to include with the invitation. Give the dealers a deadline to RSVP • Create a spreadsheet in Excel to list dealers. There should be a column for dealer #, company name, person name(s), activities, Friday accommodations, Saturday accommodations and anything else that is planed for the weekend. • Buy a promo or gift of some sort for the dealers. For example a gift basket with wine. • When you get closer to the date create name badges and tent cards for everyone. • Fax the resort a list of all the attendees. • Be sure to bring Counterforce signs and the gifts for the dealers to be given on Friday • Bring a copy of the rooming list and any activity lists to the resort/hotel. Have the resort/hotel place a copy of the activities at the reception to remind the dealers what they signed up for. • After the weekend bill the dealers.

Dealer Appreciation Reception
Counterforce hosts a Dealer Appreciation Reception every year after the CANASA
Tradeshow. This event occurs on Thursday evening and runs from 5:00 p.m. to 8:00 p.m. in
the Double Tree International Plaza.
During this event we serve dinner usually consisting of roast beef dinner, vegetables and fruit
platters. This is ordered through the Double Tree International Plaza. They setup the room
and arrange for any tables we may need.
Audio / visual / stages are ordered through the Double Tree International Plaza.
During the reception we usually have a contest and give away prizes.
In the past we have had our value added suppliers setup booths in the room. Each of them
supplies a prize to add to the pot. We supply prizes as well. (Jackets, shirts, trips, Focus
2000 courses, TV’s, etc…)
The General Manager gives a speech usually around 6:30 p.m. and then the prizes are given
out.
Christmas Party
The Christmas party is organized by the Marketing Department and is usually scheduled at the
end of November or beginning of December.
Location:
Location changes from year to year. Book room in January. $500.00 (Usually required at the time of booking) Buffet Menu (Average price is $45.00 per person) Two bottles per table: 1 white, 1 red (Bottles are an average of $27.00 each) Hire a D.J. Service (Usually around $700 - $900) Call the venue to find out if they have any special rates at near by hotels. Sent out late October or very early November. If in the budget. If purchasing gifts, one gift per couple. Prizes are given out through the evening, various prizes can be purchased. Any donations from Manufacturers are not permitted; they must be declined and/or returned. Staff members arrive 30 minutes before anyone else. They setup the name badges and are there to meet and greet the guests. Create a split spreadsheet in Excel. On one side list dealer company name and who coming from each company. On the other side of the spreadsheet list Counterforce employee names. Create name badges for everyone on the list. Make sure you put company name and employee name on each. Counterforce pays for our employees. Dealers pay their own way. The average price per person is $45.00. GOLF TOURNAMENTS (CANASA)

Download the golf tournament dates from the CANASA website. Marketing registers our
attendance to the event. In addition, Counterforce sponsors a hole and provides a prize.
Counterforce attends the golf tournaments in the following cities.
Ruby, Angelo, Andrew, Sue, (plus 9 Dealers) Note: Ruby doesn’t golf. She volunteers to help CANASA The sales staff is responsible for inviting the Dealer to golf. Marketing then orders the foursomes from CANASA. CORPORATE CLUB MEETINGS

Marketing chooses a topic of discussion. (Fish video, new services, etc…) seminar room must
be booked in advance after choosing a date. Send invitations via e-mail to the Corporate Gold
Club members. Sends e-mail invitations to applicable staff members to attend.
All food orders are through Luma (the cafeteria), contact is Danny Katchutas at extension
3604.

Source: http://www.counterforce.com/utcfs/ws-5270/Assets/Dealer%20Event%20Process%20.pdf