EXHIBITOR HANDBOOKLOUISVILLE, KENTUCKY • MARCH 22 - 24, 2018

EXHIBITOR

CHECKLIST

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Assistant Show Manager

Chris Blair

502.899.3892 chris.blair@truckingshow.com

Exhibit Space Sales

Allen Barnett

502.899.3892 allen.barnett@truckingshow.com

President

Toby Young

502.899.3892 toby.young@truckingshow.com

Sponsorship/Advertising Sales

Adam Weckman

502.899.3893 adam.weckman@truckingshow.com

WELCOMEThis Exhibitor Handbook will provide a general overview of the exhibiting process at the Mid-America Trucking Show. It is not meant to be an all-inclusive guide, but rather an overview of the process with information that applies to the majority of MATS Exhibitors. If you have specific questions on the topics covered or anything else MATS related, please contact Show Management as listed below.

ATTENDEE PROFILEMATS attendance comprises a who’s who of the heavy-duty trucking industry, from single-truck operators to some of the top private and public fleets in North America. MATS attendees are influential industry leaders and decision makers who purchase, recommend, and distribute products and services the world over. More than 70,000 at-tendees visit MATS each year because no other platform offers such an efficient means of researching the latest products and services, staying connected to the industry, and keeping up-to-date with important equipment, regula-tory, and technological changes. When it comes to heavy-duty events, they know that MATS delivers exactly what their business needs to be successful.

SHOW MANAGEMENT CONTACTS

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We welcome you to call or email at your convenience.

ACTION ITEM ADDITIONAL INFORMATION

EXHIBIT SPACE APPLICATION

Form completed and submitted

Deposit payment submitted Application

Discuss/Confirm exhibit space location Page 5

EXHIBITOR SERVICE ORDER FORMS

Review all exhibitor services and order forms Event Manager

Submit order forms with prepayment (if required) Event Manager

Verify orders/receipt of payment

SHOW PROMOTIONS

Verify Show Directory listing Event Manager

Promote participation to existing and prospective custom- Page 8

Order show giveaways/premiums

Place Advertising/Sponsorship orders Promotion

Determine customer hospitality plans

Schedule media opportunities/develop press kits Page 9

Order/distribute complimentary tickets Promotion

Order VIP badges for important customers Page 6

EXHIBIT

Check exhibit, make repairs as needed

Literature racks packed

Tool kit (power strip, extension cord, consumables, etc.)

BOOTH STAFF

Make hotel reservations Event Manager

Air/ground transportation Travel Info

Training refresher

Order staff badges Page 6

SHIPPING/MOVE-IN

Determine move-in timing Page 10

Shipping/drayage forms completed with payment Event Manager

Return shipping arranged (BOL, shipping labels, etc.)

POST SHOW FOLLOW-UP

Follow-up with leads Page 12

Measure results Page 12

Evaluate team and exhibit performance Page 12

EXHIBITOR CHECKLISTLook for checklist icons with more details about action items

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EXHIBIT SPACE Page 4

EXHIBIT SPACE ALLOCATION PROCESS Page 4

EXHIBIT SPACE RATES Page 4

WHAT IS INCLUDED IN EXHIBIT SPACE FEES? Page 4

BOOTH DESIGN Page 5

PAYMENT SCHEDULE Page 5

PRE-SHOW Page 6

EVENT MANAGER Page 6

SHOW DIRECTORY LISTING Page 6

BADGE REGISTRATION Page 6

HOTEL/TRAVEL Page 7

EXHIBITOR SERVICES Page 7

PROMOTION/SPONSORSHIP Page 8

MEDIA OPPORTUNITIES Page 9

SHIPPING Page 9

MATERIAL HANDLING (DRAYAGE) Page 9

ON-SITE Page 10

LOAD-IN Page 10

MOVE-IN Page 10

ON-SITE REGISTRATION/BADGE RETRIEVAL SCHEDULE Page 10

PARKING PASSES Page 11

SHOW OFFICES Page 11

MOVE-OUT Page 11

OUTBOUND SHIPPING Page 11

POST-SHOW Page 12

TABLE OF CONTENTS Click on the page number to jump to page

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EXHIBIT SPACE ALLOCATION PROCESSMATS opens sales to returning exhibitors on July 15th. During the returning exhibitor grace period (typically July 15-September 15), exhibit space is allocated to returning exhibitors on a first-right-of-refusal basis. After the grace period has ended, any unreserved space is used to accommodate returning exhibitor expansion/ relocation requests based on show seniority and then to accommodate new exhibitor space requests. Once exhibit space has been agreed upon and a deposit received, a formal confirmation will be sent via email. This email will include a copy of the Exhibit Space Contract, an invoice showing the balance due (if any), and log-in credentials for the online Event Manager.

EXHIBIT SPACE RATESExhibit space at MATS is priced based on a tiered rate structure. In-line booth rates apply to those booths where at least one dimension is 10ft. To determine the cost of an in-line booth, simply add together the costs for the individual booths that comprise the longer booth. For example, to determine the cost of a 10x30 Corner Booth, add the cost of a 10’x10’ Corner to the cost of (2) 10’x10’ In-line booths ($1350+$1250+$1250=$3850). Bulk space rates apply to those booths where both dimensions are 20ft. or larger.

For General Show booths, the following rate table applies:

IN-LINE RATES In-Line (10’ x 10’) ......... $1250 Corner (10’ x 10’). ........ $1350

For Recruitment Center booths, the following rate table applies:

RECRUITMENT CENTER RATES In-Line (10’ x 10’). ............................................$1350 Corner (10’ x 10’). ............................................$1450

WHAT IS INCLUDED IN EXHIBIT SPACE FEES?All exhibit space allocations include the right to occupy the designated exhibit space, an allotment of parking passes based on booth size, and complimentary VIP and Exhibitor Personnel badge registration (must be submitted by the complimentary deadline). In-line booths will also include 8ft. tall back drape and 3ft. side side drape in show colors and an 11”x17” booth identification sign.

In addition to the items above, each 10’x10’ booth in the Recruitment Center will also include standard booth carpet, (1) 6ft. black skirted table, (2) folding chairs, and (1) wastebasket.

Labor, electrical service, internet, etc. are not included in the exhibit space fees, but are available to order through the Official Show Contractors.

EXHIBIT SPACE

Download:Exhibit SpaceApplication

Information: Once you submit your application, start a folder for

MATS. Keep copies of all forms submitted, invoices, this handbook, etc. Be sure you have access to this folder during the show in the event that there is an issue with a badge registration, booth order, etc.

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BULK RATES (20 X 20 & LARGER) 400 sq. ft. - 1500 sq. ft. ................. $12.50 per sq. ft. 1501 sq. ft. - 2400 sq. ft. ............... $11.50 per sq. ft. 2401 sq. ft. - 2900 sq. ft. ............... $10.50 per sq. ft. 2901 sq. ft. and up ..........................$9.50 per sq. ft. Outdoor Exhibits .............................$5.50 per sq. ft.

BOOTH DESIGNAll booths are subject to the Exhibit Display Regulations, MATS Terms & Conditions, Show Rules & Restrictions, Kentucky Expo Center Building Rules and Regulations, and the Kentucky State Fire Marshal Requirements. All of these documents are available in the Event Manager. Questions regarding booth design should be addressed directly with Show Management.

Show Colors Booth Drape – Navy / White / Beige Recruitment Booth – Black / White / Beige Aisle Carpet – Pepper (Black w/ grey accent)

PAYMENT SCHEDULEFor companies submitting their applications before January 1, a 50% deposit is re-quired with application and the balance is due by January 1. For companies submitting their applications on or after January 1, the entire balance is due with application.

EXHIBIT SPACE

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Checklist item: Discuss/Confirm exhibit space location

EVENT MANAGEROnce exhibit space has been confirmed and a deposit has been received, Exhibitors are given log-in credentials to access the Event Manager portion of our website. In this area, an exhibitor can register for badges, view and print exhibitor service order forms, review the com-pany listing information, etc. Log-in credentials are sent via an email to the admin contact on file with “Contract Validation” included in the subject line. All of the forms referenced in this handbook will be available in the Event Manager.

SHOW DIRECTORY LISTINGEach Exhibitor is provided a listing in the Show Directory (print and digital editions) based on the information that is submitted on the Exhibit Space Application. Exhibitors should review the listing for accuracy and contact Show Management if there are any issues.

BADGE REGISTRATIONAll Attendees, VIPs, and Exhibitor Personnel must wear a badge throughout the entire show. Badge registration is free until the respective deadline. Any on-line or on-site registrations after the deadline will cost $10 per registration.

PRE-SHOW

Badge Type

Badge Description

Complimentary Deadline

Badge Retrieval

Booth Personnel

Credentials for those company personnel that will be working the exhibit. Badges will include the Exhibitor company name and will provide access during pre-show set-up and all hours of the show.

March 8, 2018 On-site only

Authorized Users

An Authorized User is a person to whom the Exhibitor grants per-mission to create VIPs on their behalf. Creating an Authorized User account does not give the registrant credentials to attend/work the show; this person is only able to register VIPs, e.g. companies with multiple dealer-ships, interns, etc.

N/A N/A

VIPs Credentials which will allow an attendee access to the show prior to the general public; specifically, the VIP session, Thursday morning from 10AM-1PM, in addition to all regular show hours.

February 22, 2018 Prior to the deadline, all VIP badges are mailed directly to the VIP. After the deadline, VIPs will need to bring the registration confirmation to one of the registration areas for print-ing the badge.

Information: Verify your show Directory Listing & Product Categories

in the Event Manager for accuracy and consistency.

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Information: A mailing preference can be set in the Event Manager to

mail the badges directly to the VIP or to the Exhibitor for subsequent mailing to VIP (direct to VIP is the default).

Checklist item: Order VIP badges for important customers

Checklist item: Order staff badges

HOTEL/TRAVELFor the use of our exhibiting companies, Show Management has reserved rooms in Louisville and the surrounding areas that have been designated as MATS Exhibitors only. In order to make reservations, Exhibitors must contact these hotels directly and identify themselves as a “Mid-America Trucking Show Exhibitor”. The Exhibitor Hotel List is available in the Event Manager.

EXHIBITOR SERVICESThe contractors below are the Official Show Contractors for the Mid-America Truck-ing Show. As designated below, some provide exclusive services (they have exclusive rights to perform this service via contracts with Show Management or the Kentucky Exposition Center) or provide official services. All will be available on-site during the show to assist with fulfilling orders and providing customer service.

PRE-SHOW

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Official Show Contractor

Contact Info Services Provided

Genesis Exposition Services11001 Decimal Drive Louisville, KY 40299T: (502) 266-5101

Exclusive:Rigging, sign hanging, ceiling work, etc.

Additional:Audio-Visual, Booth Furnishings, Carpet, Display, Floral, Lead Retrieval, Showcase, etc. Rental and Cleaning, Installation, and Dismantle Labor

Kentucky Exposition Center937 Phillips LaneLouisville, KY 40209T: (502) 367-5321

Exclusive:All Utilities and Drayage

Levy RestaurantsT: (502) 595-3585

Exclusive: Catering

Smart CityT: (502) 815-6600

Exclusive: Internet & Telecommunications

UPS FreightT: (800) 988-9889

Official Show Freight Carrier

Exhibit Management Associates1404 Browns Lane, Suite ELouisville, KY 40207T: (502) 899-3892

MATS Show Management, Enforcement of Show Rules & Regulations, Exhibit Space Al-location, etc.

Information: Keep these phone numbers handy should you have an

issue with an order. If you have an issue on-site, you can call the number listed or visit one of the Show Offices. All of the contractors listed will have support staff in the Show Office and can provide assistance to resolve any issues or to place on-site orders.

PROMOTION/SPONSORSHIPPre-Show Promotion is proven to increase target audience booth attendance by up to 15%. Promoting your company during the event expands your reach far beyond exhibit space alone. Post-show promotion ensures you stay top of mind with your buyers and customers long after the show. To take advantage of our proven advertis-ing and sponsorship opportunities, please call Adam Weckman at 502-899-3892 for assistance in developing a plan to make the most of your experience at MATS.

PRE-SHOW

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See list of options on MATS website /promotion

There are many ways to promote your presence at MATS and drive traffic to your booth. At a minimum, we suggest that all exhibitors take advantage of the free pro-motional opportunities. Spending a small amount of time to promote to your existing customer base can be of great benefit to your participation at MATS.

Free OpportunitiesEmail SignatureInclude the customized email signature graphic as a part of your email signature to inform your customers of your participation in the show and your booth location.

Complimentary TicketsExhibitors can request complimentary tickets to distribute to their customers, put out on a sales counter, etc. Your customers will be thankful that you helped them to get into MATS for free!

VIP RegistrationTo really take care of your important customers, if you register them for badges via the Event Manager, we will mail them a VIP badge for the upcoming MATS. This will get

Invite Your Customers to MATS via EmailBe sure to include MATS in your e-newsletters or as part of an email campaign to encourage them to check out your latest offerings at MATS. Be sure to include your

Promote Your Participation via Social MediaEncourage your Facebook, Google+, and Twitter followers, LinkedIn connections, etc. to register for MATS and visit you during the show.

www.truckingshow.com/ mats-logos-images

Paid OpportunitiesPlease visit the event website to review a complete list of advertising and sponsorships avail-able at MATS, www.truckingshow.com/promotion. There are opportunities available at just about any price point and we are open to discuss any new ideas you may have as well.

Checklist item: Promote participation to existing and prospective

PRE-SHOWMEDIA OPPORTUNITIES MATS plays host to trucking professionals and media attendees from around the world. Those interested in hosting an event (company meeting, press event, seminar, etc.) on-site during the show, should complete an Event Request available under the Ex-hibitors tab at www.truckingshow.com. Exhibitors unveiling new products or services at the show are also encouraged to provide electronic and/or hard-copy press kits, press releases, etc. Electronic materials can be submitted through the Event Manager; hard-copy materials can be delivered to the Press Room on Wednesday 7:30AM-6PM during the week of the show.

SHIPPINGFor those exhibitors that will be shipping their booth and materials to or from the show, UPS is the official Freight Carrier for the event. They will have service desks set-up on-site in the Show Office areas. Contact UPS Freight for a shipping quote, 800-988-9889

MATERIAL HANDLING (DRAYAGE)Drayage is the movement of your exhibit items between your carrier’s vehicle and your exhibit space. The Kentucky Exposition Center is the Official Drayage Contractor for MATS and will assess drayage fees on all inbound and outbound shipments that they offload at their docks. The drayage fees cover receipt of the inbound shipment and delivery to the exhibit booth, storage of the empty crate during the show, re-delivery of the empty crate once the show has closed, and finally loading of the outbound freight onto the outbound carrier. Any use of the facility dock will incur drayage fees. Exhibitor use of motorized equipment on the show floor is prohibited.

Shipments may be received at the KEC docks up to 14 days out from the first day of the show, at no additional cost. The shipping address is:Ship To:Kentucky Exposition Center937 PHILLIPS LANELOUISVILLE KY 40209

All shipments should be labeled with:Mid-America Trucking Show Booth NumberCompany Name Phone Number

Once the materials have been unloaded and the crate is ready to be stored, an “Emp-ty” sticker should be affixed to the outside of the crate which lets the operators know that the crate can now be removed. As a courtesy to the neighboring exhibits, please do not leave empty crates in other exhibitor’s exhibit space

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Information: All advanced and direct to show site shipments should

be sent to the same address at the Kentucky Exposition Center.

Download:Shipping & Material Handling (Drayage) Form

Download:UPS Shipping Form

www.truckingshow.com/event-request

Checklist item: Schedule media opp/ develop press kits

LOAD-INAt MATS, Exhibitors are permitted to unload any items that can be hand carried in them-selves. All freight and exhibit materials must be moved in and out through overhead doors with the following exceptions:

The lobby pedestrian doors may be used for hand-carrying booth items and for transporting items on wheels. Any items with wheels, including luggage and 2 wheel dollies, must have a total weight of less than 50 pounds and no more than 28” in width.

Motorized vehicles may NOT be parked outside any building, in the horse barn ar-eas, in any fire lane, or any sidewalk, at any loading dock or any other area un-less this area is a designated as a parking space. All unauthorized vehicles will be towed at owner’s expense. The Kentucky Exposition Center is in charge of the enforcement of all parking regulations and the towing of any unauthor-ized vehicles; MATS Show Management does not have any control over parking enforcement/towing.

MOVE-IN MATS operates on a “First-in, Last-Out” exhibit installation schedule, typically be-ginning with large island booths and those furthest from the load-in door. This is done for a variety of reasons, primarily the logistics of moving full trailer loads of exhibit materials and/or machinery onto the exhibit floor and the size and complexity of the larger free-form exhibits.

Move-in times are specific to individual exhibits, so Exhibitors are advised to con-sult the schedule before ordering labor, shipping materials, etc. All exhibitors will need to adhere closely to the color-coded move-in schedule, especially those with large equipment (truck, trailer, etc.) in their booths. Late arriving equipment can delay your installation, delay the installation of the surrounding exhibitors, and lead to equip-ment not making it into the show due to timing restraints.

We are all working to set-up the show as quickly and efficiently as possible. Please be considerate of others as we work in close quarters to achieve this common goal.

ON-SITE REGISTRATION/BADGE RETRIEVAL SCHEDULEDuring the week of the show, additional Personnel and VIP badge registration can be made on-site at the North Wing Lobby Exhibitor Registration at a cost of $10/ registrant. Pre-registered badges can be picked up at the same location according to the schedule below:

North Wing Lobby Exhibitor Registration Hours of Operation Tuesday 12PM - 5PMWednesday 9AM - 5PMThursday 8AM - 5PMFriday 9AM - 5PM

ON-SITE

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Download:Move-In Schedule

PARKING PASSESParking Passes are required on show days only (Thursday - Saturday) in order to avoid the KEC Parking Fee of $8/day. Complimentary Parking Passes are allocated based on booth size, with most exhibitors receiving 2 parking passes. The parking pass pick-up location, timing, and additional parking pass information are available in the Event Manager.

SHOW OFFICESShow Management has show offices located in the East and West Halls. These show offices are staffed with representatives from all of the Official Contractors to address any last minute orders or issues with existing orders. In addition, the telephone contact information provided within this handbook for each of the Show Contractors can be used during the show.

MOVE-OUTA detailed Move-Out Schedule is available in the Event Manager. This schedule will in-clude approximate timing for the return of empty crates, loading of trucks, etc. Please be sure that you do not begin your booth dismantle prior to 4 PM on Saturday. Those who violate this policy may be subject to financial penalties and/or loss of seniority.

OUTBOUND SHIPPINGBills of Lading and Shipping Labels will be available at the KEC Freight Desk, lo-cated in the Show Offices. The Exhibitor is responsible for contracting with an outbound carrier if different from the Official Show Carrier, UPS. Denote the appropriate carrier as your carrier and affix Shipping Labels to all of your sealed crates. When your entire shipment is packed and ready to ship, complete the bill of lading and return to the KEC Freight Desk, located in the Show Offices. KEC will move outbound shipments from the Exhibitor’s booth onto the outbound carrier only when all paper-work has been completed and returned.

ON-SITE

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Download:Move-Out Schedule

Download:UPS Shipping Form

Depending on your product, a tradeshow may generate immediate orders or leads that may take some nurturing. While orders placed at a show are great for the bottom-line, the long term value is in nurturing the leads into becoming regular customers and the connections you make in your industry. In order to maximize the long-term value of a show, we suggest following-up with your leads and contacts made, with the goal of de-veloping the relationship into something more.

First, a few rules to live by:1. Every visitor that provides his/her contact info to you at the show should receive a

follow-up. Even if they did not place an order or weren’t interested, you never know if they may help to connect you to someone who will place an order.

2. Follow-up timing is important. We suggest following up with the “hot” leads within 1 week of the show, “cooler” leads within 3 weeks.

How to follow-upDepending on your business, your personal preference, and the nature of your interaction, one follow-up method may be preferred over another. Here’s a short list of ways to follow-up:1. A personal thank you email from the person that spoke with the lead at the show.2. A personal email verifying their contact information for your e-newsletter, company publi-

cation, etc.3. A personal letter or email containing the relevant information the lead requested at the

show (brochure, sell sheet, additional product specs, etc.)4. An email with links to any press coverage of your product from the show or

elsewhere.5. An email or phone call reminding the lead of an offer made, a discount expiring, etc.6. An email or phone call detailing a special offer to those who order within 1 month of

the show.7. An email with a link to a page on your website that details your participation at the

show, media coverage, video from the show, and ways the lead can contact you.8. An email or phone call letting the lead know what show you will be attending next,

when you’ll next be in their area, etc.9. Connect via social media – LinkedIn, Facebook, Google+, etc.

Measuring your resultsTrack the leads you received at the show and measure against your goals. Some leads may take months or even years to nurture into becoming a customer, so it is important to revisit the list each month, each quarter, or even yearly.

Follow through on all leads and media inquiriesContact every editor/writer that visited your booth or that you sent press releases/media kits. Ask if they need any additional information. Be sure to mention any success stories from your participation at the show – new dealers, new accounts, new products, etc. This may get you into their post-show coverage or follow-up articles in the future.

Evaluate the performance of your team and your exhibitIt is important to assess the effectiveness of your team in meeting your goals for the event. Within a few weeks of the event, you should meet with team members to evaluate their performance and the performance of your exhibit. An open discussion of what worked and what didn’t, who were your top performers, what needs to change to increase the effectiveness of your participation, etc.

POST-SHOW

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Checklist item: Follow-up with leads

Checklist item: Measure results

Checklist item: Evaluate team and exhibit performance