# RULE: Event and Expo Email Blasts

**Source:** Directive from Jovan Gutic (CEO, Factronics USA), July 2026, via the Tourmaline Insights example. Formalized November 2026 after the SFMA Manufacturing Expo.

## The Rule

Every Factronics email blast tied to an event, expo, trade show, conference, booth, or sponsored event must use the value-first, gated-next-step pattern.

Do not send the registration link, invite code, or meeting link in the first email. Lead with the value of attending or meeting. Then put the next step behind a short form that captures name and company. Deliver the invite, code, or meeting only after the form is submitted.

## Why

The Tourmaline example did this for PACK EXPO. The email led with what the customer would see and why it mattered. The registration codes were limited and reserved for customers. The call to action was Claim Your Code, and the form captured name and company before the code was released. The result is a qualified list, a reason to act now, and no wasted registrations.

## The Pattern

1. Value: what the visitor will see, test, or walk away with.
2. Relevance: why this show matters to their line, plant, or category.
3. Proof: the specific products or demos at the booth.
4. Gate: a short form that captures name, company, role, email, phone, and what they want to see.
5. Delivery: after submission, send the registration link, invite code, booth meeting slot, or demo confirmation.

## The Gate

Minimum fields:

- First name
- Last name
- Company
- Work email
- Phone
- Role or job function
- What they want to see (product, line, application)
- Consent checkbox

Optional fields:

- Current equipment
- Line speed or SKU count
- Preferred meeting day and time

After submission:

- Send the confirmation with the invite, code, or meeting link.
- Add the contact to the event list.
- Notify the assigned salesperson.
- Trigger the follow-up sequence.

## The Sequence

| Timing | Email | Purpose |
|---|---|---|
| T-4 weeks | Save the date | Name the show, dates, city, booth, and the one thing they will see |
| T-3 weeks | Invite | Value, proof, gate, and the form link |
| T-10 days | Booth meeting | Offer a 15 minute slot and a specific demo |
| T-1 day | Reminder | Time, booth, parking, and what to bring |
| Day of, morning | We are here | Booth open, live demo times, and the meeting link |
| T+1 day | Follow-up | Thank you, recap, and next step for anyone who could not attend |
| T+3 days | Recap | Photos, product links, and one call to action |

For events under 14 days out, compress to three emails: invite, reminder, day of.

## The Call to Action Rules

- One call to action per email.
- Every call to action names a real product. See `Factronics_Linx_Naming_Rule.md`.
- Never use a raw registration link when the event is sold out, the link is public, or the value can be captured first.
- If the event is sold out, gate a booth meeting or a demo instead of registration.
- If the event is free and open, you may gate the meeting or the VIP experience, not the general admission.

## Required Deliverables

Every event blast package must include:

- Audience list and segmentation.
- Three subject lines and two preview lines.
- HTML and plain text email.
- Gated form spec and routing.
- Follow-up sequence.
- Social posts.
- Image brief.
- Manual handoff with click by click steps.

## Approval Gate

- Jovan approves the offer, the gate, and the show.
- Pablo approves the copy and the design.
- No send until the list, the form, and the tracking are confirmed.

## Tracking

- UTM on every link: `utm_source`, `utm_medium`, `utm_campaign`, `utm_content`.
- Separate list or tag per show.
- Track form fills, meetings booked, and booth scans.
- Report opens, clicks, form fills, meetings, and pipeline within 7 days after the show.

## Compliance

Follow `Factronics_Compliance_Language.md`. Describe what the equipment does. Do not claim Factronics performs compliance work.

## Formatting

No em dashes or en dashes. Use periods, commas, or "and."

## Quick Self-Check

- [ ] Does the first email lead with value, not a registration link?
- [ ] Is the next step behind a short form?
- [ ] Does the form capture name, company, role, email, phone, and what they want to see?
- [ ] Is the delivery automatic after submission?
- [ ] Does every call to action name a real product?
- [ ] Is there one call to action per email?
- [ ] Is the sequence timed and owned?
- [ ] Is the list segmented and tracked?
- [ ] Are there no em dashes or en dashes?
- [ ] Are there no compliance claims?