# Factronics Event and Expo Email Playbook **Prepared by:** Coordenadas **Status:** Active. Applies to every Factronics event, expo, trade show, conference, booth, or sponsored event. **Rule:** `01_knowledge_base/rules/Factronics_Event_Email_Blast_Rule.md` **First application:** SFMA Manufacturing Expo + Annual Meeting, November 5, 2026. **Next planned application:** Pack Expo Southeast 2027, Atlanta. See `05_projects/Pack_Expo_2027/PLAN.md`. --- ## 1. Why this playbook exists Jovan sent the Tourmaline Insights email in July 2026 as the reference model. Tourmaline was promoting PACK EXPO. Instead of sending a public registration link, they led with value and then put the registration code behind a short form. The code was limited and reserved for customers. That is the pattern Factronics will use from now on. The goal is not to copy Tourmaline's design. The goal is to copy the mechanic: 1. Earn attention with a specific reason to attend. 2. Capture the name and company before giving the next step. 3. Deliver the invite, code, or meeting after the form is submitted. 4. Follow up with a reason to act now. --- ## 2. The Tourmaline teardown ### What the email did - Subject line framed the email as insight, not a flyer: "Tourmaline Insights | Because Your Production Never Stands Still." - The header was a branded banner, not a product photo. - The first section led with a customer outcome: keeping production running, improving reliability, simplifying coding, maximizing uptime. - The PACK EXPO section came second. It named the show, used the show logo, and made a specific offer: a limited number of complimentary registration codes available exclusively for customers. - The call to action was "Claim Your Code," not "Register Now." - The form captured the person and the company before the code was released. - The footer carried the company address, phone, unsubscribe, and preferences. ### Why it works - **Reciprocity:** the email gives useful context before asking for anything. - **Exclusivity:** the codes are limited and reserved for customers, so the offer has weight. - **Qualification:** the form filters for real buyers and real companies. - **Control:** Tourmaline decides who gets the code and when. - **Measurability:** form fills, code claims, and booth meetings are all trackable. ### What Factronics should keep - Value first. - A specific, limited offer. - A gated next step. - A clean, branded email with one call to action. ### What Factronics should change - Name Factronics products in the proof section. - Use the Factronics meeting link when registration is closed or sold out. - Add a clear follow-up sequence. - Track the list by show. --- ## 3. The Factronics adaptation ### The five part structure 1. **Hook:** one sentence about the show or the problem the visitor brings to it. 2. **Value:** what they will see, test, or walk away with at the booth. 3. **Proof:** the specific products and demos. Name them. 4. **Gate:** a short form. Name, company, role, email, phone, what they want to see. 5. **Delivery:** the registration link, invite code, meeting slot, or demo confirmation after submission. ### When to gate registration Gate registration when: - The event is sold out or invite only. - The registration link is public and would leak the offer. - The show gives exhibitors a limited number of guest passes or codes. - The value is a VIP experience, a dinner, a demo slot, or a booth meeting. Do not gate general admission when the event is free, public, and open. In that case, gate the meeting or the VIP experience instead. ### When to gate a meeting instead Use the meeting gate when: - The event is within 14 days. - Registration is closed or sold out. - The goal is a conversation, not a ticket. - The booth is the destination and the meeting is the next step. The SFMA case used this path. The public ticket page was sold out, so the email and posts used a 15 minute meeting at booth 26 as the call to action. --- ## 4. The email sequence ### Full sequence, events more than 4 weeks out | Timing | Email | Subject line pattern | Call to action | |---|---|---|---| | T-4 weeks | Save the date | `[Show] is back. Here is what we are bringing.` | Add to calendar | | T-3 weeks | Invite | `See [product] run at [show].` | Claim your pass or book a slot | | T-10 days | Booth meeting | `15 minutes at booth [number].` | Book the meeting | | T-1 day | Reminder | `Tomorrow at [time]. Booth [number].` | Confirm or book | | Day of, morning | We are here | `We are at booth [number] today.` | Stop by or book | | T+1 day | Follow-up | `Thanks for stopping by.` | Book a demo or reply | | T+3 days | Recap | `What we showed at [show].` | One product link or meeting link | ### Compressed sequence, events under 14 days | Timing | Email | Purpose | |---|---|---| | T-7 days | Invite | Value, proof, meeting gate | | T-1 day | Reminder | Time, booth, what to bring | | Day of, morning | We are here | Booth open, live demo times | ### Subject line rules - Under 55 characters when possible. - Name the show or the outcome, not both. - No exclamation marks. - No em dashes or en dashes. - One idea per subject line. ### Preview text rules - Under 90 characters. - Add information the subject line does not carry. - Name the booth, the time, or the product. --- ## 5. The gated form spec ### Fields | Field | Type | Required | Notes | |---|---|---|---| | First name | text | yes | | | Last name | text | yes | | | Company | text | yes | | | Work email | email | yes | Block free email domains if the list is B2B | | Phone | tel | yes | | | Role | select | yes | Operations, Engineering, Quality, Maintenance, Procurement, Owner, Other | | What they want to see | multi select | yes | Product, line, application, automation, inspection, coding, packaging | | Consent | checkbox | yes | Marketing consent language | | Current equipment | text | no | Helps routing | | Line speed or SKU count | text | no | Helps qualification | | Preferred meeting time | select | no | Show days and time blocks | ### Routing 1. Form submitted. 2. Confirmation page with the invite, code, or meeting link. 3. Confirmation email with the same information. 4. Contact added to the show list. 5. Salesperson notified. 6. Follow-up task created for the day after the show. ### Confirmation copy > Thanks. Your request is in. Here is the link to book your 15 minutes at booth [number]: [link]. Bring a sample or a photo of the line, and we will show you what the equipment would change. --- ## 6. The offer menu Pick one primary offer per show. Do not stack offers. | Offer | When to use | Gate | |---|---|---| | Complimentary registration code | The show gives exhibitor codes | Form, then code | | Expo pass | The show is paid and the exhibitor has passes | Form, then pass | | Booth meeting | The goal is a conversation | Form, then calendar | | Live demo slot | The booth has a running line or robot | Form, then time slot | | VIP dinner or reception | The show has a senior audience | Form, then invitation | | Product sample or line review | The show is technical | Form, then scheduling | --- ## 7. Social and email coordination - Email goes first. Social amplifies the same offer. - Use the same headline and the same call to action across email and social. - Tag the show, the suppliers, and the partners where handles exist. - On Instagram, use collaboration invites for partners who have an account. - On LinkedIn and Facebook, tag the partners in the post. - If a partner has no Instagram, say so in the internal recap and tag them on the other platforms. - Post the day-of update within one hour of the booth opening. - Post the recap within 48 hours after the show. --- ## 8. Tracking and reporting ### Before the show - Build a separate list or tag per show. - Add UTM parameters to every link. - Confirm the form, the confirmation email, and the routing. - Test the meeting link on mobile. ### After the show Report these numbers within 7 days: - Emails sent, delivered, opened, clicked. - Form fills. - Meetings booked. - Booth scans or passport stamps. - Opportunities created. - Cost per meeting. --- ## 9. The SFMA case, November 2026 ### Situation - Event date: Thursday, November 5, 2026. - Location: Charles F. Dodge City Center, Pembroke Pines, FL. - Factronics booth: 26, Built Smarter, Future Floor F1 with the CORE robot. - Public ticket page: sold out. - Time available: one day. ### What was done - Email blast sent the morning before the event. - Call to action: a 15 minute meeting at booth 26, not a registration link. - Social posts published on LinkedIn, Facebook, and Instagram. - Instagram collaboration invites sent to Standard Bots and SFMA. - Standard Bots tagged on the other platforms. - Linx tagged where a handle existed. Linx has no Instagram. - Standard Bots pages published: main, Spark, Core, Thor, Bolt, plus homepage and Our Suppliers. - The Tourmaline pattern was saved as a rule for future events. ### What to repeat - The meeting gate when registration is closed. - The partner tagging and collaboration invites. - The one day turnaround. ### What to improve next time - Start at T-4 weeks, not T-1 day. - Build the gated form before the show, not after. - Get the product images before the send. - Assign the follow-up owner before the event. --- ## 10. Pack Expo The priority show is Pack Expo Southeast 2027 in Atlanta, April 12 to 14, 2027. Factronics has attended before. Attendance still needs Jovan's confirmation. The full plan is in `05_projects/Pack_Expo_2027/PLAN.md`. The other Pack Expo shows are on a watchlist and get no detailed plan until Jovan confirms attendance. --- ## 11. Do not do - Do not send a raw registration link when the event is sold out. - Do not send the invite code in the first email. - Do not use more than one call to action per email. - Do not use em dashes or en dashes. - Do not claim Factronics performs compliance work. - Do not name a product that is not real. - Do not invent specs, prices, or availability. - Do not publish partner logos without permission. - Do not tag a partner on a platform where they do not have an account.