LESSEN YOUR IMPACT, PRIV ATE TASTINGS,

AND THE
NEW FOR 2012THE FIRST EVER SCAA EVENT SMART PHONE APP

NEW EVENT SMART PHONE APP

Free to attendees & complementary to exhibitors, the SCAA Event smart phone app will give attendees a more technologically advanced means of connecting with exhibitors! The SCAA Event app lists every exhibiting company by both name and product category, which makes it easy for attendees to search for new products by category, or find their existing vendors by name. The app also features a favorites list that attendees can use to create a list of all the booths theyd like to visit before they even reach Portland, or to remember all of the companies they want to follow up with afterwards. If you connect with a buyer while at the show, simply ask them to add your booth profile to their planner by clicking the green plus sign next to your company app profile and youll be instantly saved alphabetically in their exhibitor folder for future reference. More information on the new Event App will be sent to signed exhibitors very soon!

HOST CLIENT TASTINGS OR FEATURE YOUR EQUIPMENT IN THE CUPPING EXCHANGE

A fully-equipped, ready-to-use Cupping Exchange will be located in a meeting room near the Exhibit Hall. Cup with customers or provide equipment and enhance your companys visibility either way. If interested in reserving time in The Cupping Exchange, complete an Entry Form at scaaevent.org. If youre interested in providing loaner equipment, contact sponsorship@scaa.org or 562-624-4100. Rental and/or sponsorship fees apply.

LESSEN YOUR IMPACT: GREEN YOUR BOOTH

The SCAA is committed to being more sustainable in all of its practices and wants to recognize exhibitors who are making the same efforts. If your company has made a conscious effort to be more sustainable in the design, building, transporting and display of your booth at this years event, tell us your success story and be recognized for your sustainability efforts in the post-conference SCAA Chronicle. Contact SCAA Sustainability Council members Samantha Veide: samantha.veide@effem.com and Meredith Taylor meredith.e.taylor@gmail.com to share your story. For ideas on how to start, visit the exhibitor page at scaaevent.org to download our greening your booth ideas.

BROADEN YOUR EXPOSURE WITH EXPO SPONSORSHIP AND ADVERTISING OPPORTUNITIES

SPONSORSHIP: OPPORTUNITIES FOR EXPOSURE, DESIGNED TO FIT YOUR BUDGET AND GOALS
Secure a spotlight on your companys brand, products and services by including sponsorship in your 2012 Event promotional efforts. Work with our dedicated sponsorship manager to create powerful marketing vehicles to reach an audience of industry professionals at Expo 2012. Sponsorship opportunities and marketing packages provide tiered levels of opportunities, offering a multitude of distribution channels to choose from. For a copy of the 2012 Expo Sponsorship Opportunities brochure, including the United States Barista Championship, Brewers Cup and US Cup Tasters Championship, contact sponsorship@scaa.org.

ADVERTISING: REACH THOUSANDS OF EXPO ATTENDEES BY ADVERTISING IN THE OFFICIAL EXPO PUBLICATIONS
SCAA DIGITAL ADVERTISING: With over 45,000 monthly impressions combined, the SCAA websites and blogs are a key means to getting your brand in front of coffee professionals and attendees all the way up to the show. We also offer custom social partnerships that tap into our highly engaged Facebook and Twitter userscontact sponsorship@scaa.org to learn more about digital ad opportunities. THE CHRONICLE The Specialty Coffee Chronicle is published by the Specialty Coffee Association of America (SCAA) as a forum for discussion and information on coffee industry topics and issues. Our April issue of The Chronicle, which will focus on sustainability themes, will be distributed at the 2012 Event. Contact sponsorship@scaa.org to reserve your space or to receive a copy of the media kit. THE EXPO GUIDE is an invaluable at-show handbook containing the entire Event schedule, educational line-up and Exhibitor rundown that attendees takeaway for use throughout the year. Download the 2012 Expo Guide Media Kit at www.roastmagazine.com or contact Connie Blumhardt at roast@roastmagazine.com or 503.282.2399. THE MORNING CUP is the daily newspaper handed out to attendees as they enter the Expo Hall, and which everyone reads cover-to-cover. Use the newspaper to announce new products and services, promote show specials and contests, and share your companys news. Now in its seventh year, the newspaper covers all the major Expo events with live news and photos from the on-site production team. Contact Aaron Kiel, akiel@akprgroup.com or 919.325.3358 at The Morning Cup.

*A CLOSER LOOK

SCAA DIGITAL ADVERTISING :: 45 ,0 0 0 + I M P RES S I ONS P ER M ONT H THE CHRONICLE :: 1 0 ,0 0 0 + C I RC U LAT I ON ( P RI N T & DI GI TAL) THE EXPO GUIDE :: DI S T RI B U T E D ONS I T E TO OU R 8 ,0 0 0 + AT T ENDE ES

EMAIL, SOCIAL NETWORKING, MEDIA

AND FREE

TRADE SHOW INVITATIONS

INVITE KEY CUSTOMERS & PROSPECTS WITH FREE TRADE SHOW INVITATIONS

Starting December 1, you can access 10 electronic invitations per 10x10 booth on the registration dashboard with your company name and booth number. The invitations can be redeemed by your clients or valued prospects for complimentary 2-day Expo Hall Trade Show passes, courtesy of your company. Email the invites and ensure your customers presence at your booth in Portland.

REACH OUT TO THE PRESS VIA A PRE-REGISTERED MEDIA LIST & ON-SITE PRESS KITS

Contact SCAA public relations mid-February at press@scaa.org and well email you the pre-registered media list for Expo. Use the list to send press releases and arrange one-on-one meetings with editors & journalists. Beyond your advance efforts, bring 25-50 press kits to the Expo to display and distribute in the SCAA Press Room (Room C125), the meeting place for press representatives during The Event.

GET THE WORD OUT ON YOUR COMPANYS PRESENCE AT EXPO THROUGH SOCIAL NETWORKING WEBSITES

One of the most cost-effective (free!) ways of marketing your presence at The Event is through social networking sites such as Facebook, MySpace, Twitter, YouTube, Flikr, Digg and numerous others. If you are already harnessing the power of social media, you know the viral opportunities that exist in the virtual world and how one simple post or tweet can be re-communicated exponentially and reach a much broader audience than some traditional forms of media. If you are new to these types of sites but want to get involved, be on the lookout for our Social Media Guide that will be sent out electronically in the coming months.

DONT FORGETEMAIL, COMPANY WEBSITE AND PERSONAL INVITES & TAKEAWAYS

Did you know that 95% of U.S. online consumers use email, and of those users 85% check it at least once a day*? When done with care, email marketing can be one of the most effective ways to share information about your presence at The Event. A pre-show (and post-show) opt-in attendee list is available to exhibitors at the end of February 2011. Want to include a message on your company website? Download free Expo banner ads by visiting the exhibit page at scaaevent.org. Personal outreach is also highly effective; thoughtful pre-show invites that offer a compelling reason to visit your booth are often the prompt customers need to decide on attending. A personal phone call to clients and customers only reinforces the draw to see you at the Expo. And dont forget at-show takeaways, such as branded pens, thumb drives (with your product info or promo) or cool coffee gadgets.

According to a survey by the EXHIBITOR Media Group**, the most commonly tracked post-show metrics include:

POST SHOW METRICS TRACKED

Number of fans, friends, or followers Twitter feeds Social networking posts Blog posts Podcast downloads Video views Photo views SMS/MMS posts Reports from virtual environment data Reports from Smart badge data collection Livecast views Other
66.7% 59.5% 54.8% 54.8% 33.3% 28.6% 19.1% 14.3% 11.9% 11.9% 9.5% 2.4%

And of those surveyed companies, nearly 90% of respondents felt their social media marketing campaigns are meeting or exceeding their trade show marketing objectives.

* Data from The Social Breakup, Exact Target, 2011 | ** Social Media in Marketing report, EXHIBITOR Media Group, 2010

ENTER YOUR PRODUCTS IN THE

F
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The Specialty Coffee Association of Americas BEST NEW PRODUCT COMPETITION recognizes new products judged on their quality and value to the specialty coffee and tea industry. Exhibitor Awards will be presented during the SCAAs 24th Annual Exposition. Judging will take place on the Expo floor Friday, April 20 and Saturday, April 21. Product entries must be available in the entrants booth during all Exhibitor and Attendee hours; judges may or may not identify themselves to entrants. Award presentations will be made Sunday afternoon. Each category winner will receive a beautifully designed award, industry trade magazine publicity, SCAA website listing, and use of a custom logo for promotions, subject to terms outlined on the rules & regulations available at scaaevent.org. Products must have been introduced into the marketplace between May 1, 2011 and April 19, 2012 and must not have been exhibited, displayed, promoted or distributed at the 2011 SCAA Expo in Houston. Products must be available to sample on the exhibit floor on Friday & Saturday.
*Coffee (and tea) are not eligible for entry in the Best New Product Competition, however you may want to explore Coffees of the Year at scaaevent.org

*NEW FOR 2012:

THE PEOPLES CHOICE AWARD!

This year SCAAs inviting attendees to vote on their favorite new products too! Using a text your vote system, anyone with a cell phone on the show floor will be able to cast their vote for their favorite new product! Only BNP entries will be eligible for voting. For more information on this exciting new element of the competition, email exhibit@scaa.org.

COFFEE OR TEA PREPARATION AND SERVING EQUIPMENT (COMMERCIAL) This award will be

based on the overall value of preparation and serving equipment (e.g., grinders, brewers, espresso machines, roasters, mugs, cups, thermal pots and servers) in enhancing the quality of specialty coffee and tea beverages in the commercial marketplace.

COFFEE OR TEA PREPARATION AND SERVING EQUIPMENT (CONSUMER) This award will be based on the overall value of preparation and serving equipment (e.g., grinders, brewers, espresso machines, roasters, mugs, cups, thermal pots and servers) in enhancing the quality of specialty coffee and tea beverages in the consumer markeplace. SPECIALTY BEVERAGE This product will be based on the overall value of a consumable product that is a beverage, beverage mix or product that is designed to accompany the consumption of specialty coffee or tea (e.g., syrups, creamers, flavorings, sweeteners, concentrates). This category includes prepared beverages plus accompanying products. Anything served in a cup, except coffee or tea, may be entered in this category. PACKAGING This award will be based on the overall design of a package. This category includes any packaged beverage or product. FOOD New food products will be judged on flavor, visual appeal and value to specialty coffee and tea retailers. This category includes all foods, but does not include beverages or beverage accompaniment products. OPEN CLASS This award category is open to products that do not fit in any of the above entry categories, are coffee or tea related, but are not green or roasted coffee, tea leaves or coffee or tea brewed drinks. SUSTAINABILITY This award category recognizes products that are coffee-or-tea-related and offer a positive environmental or ecological benefit. Entrants in this category must accompany their Entry Form with a 100-word description on how their product is sustainable and define its green benefits and impact. Green coffee and tea leaves are not eligible. EQUIPMENT FOR ORIGIN New for 2012, this award recognizes innovation and excellence in coffee equipment designed for use
at origin. This encompasses field equipment specifically intended for use in growing or harvesting coffee on the farm, as well as post-harvest equipment specifically intended to process coffees at wet or dry mills.

SPECIALTY

EACH ENTRY IS $150

please fill out one form per product entered. each product can be entered into 1 category only. photocopy form as needed.
multiple flavors, colors, etc. of the same product may be considered one entry for a product line entry or you may enter each separate flavor or color as an individual entry as in the specialty beverage category. DEADLINE FOR ENTRIES IS MARCH 1, 2012

BEST NEW PRODUCT COMPETITION NEW PEOPLES CHOICE AWARD

Each product and/or category entry requires a $150 fee per entry. Entries must have been introduced into the marketplace between May 1, 2011 and April 19, 2012 and must not have been exhibited, displayed, promoted or distributed at the 2011 SCAA Expo in Houston. Entrants must be 2012 Exhibitors. Product entries must be available in the entrants booth during all Exhibitor and Attendee hours; judges may or may not identify themselves to entrants. Only one award will be given in each category. Deadline for entries is March 1, 2012. Entrant will receive an e-mail confirmation prior to, but no later than March 31, 2012, which will confirm that the entry was received, although receipt does not guarantee acceptance into the competition. Entrants fax machine providing a sent receipt does not guarantee receipt by SCAA; if you do not receive a Receipt of Entry e-mail from SCAA, contact us at the number below. It is the responsibility of the entrant to determine that their entry was received.

entry form including the

Exhibitor Company Booth Number Name Title Address City

SELECT ONE CATEGORY ONLY:

Best New Product Coffee or Tea Preparation and Serving Equipment in the Commercial Marketplace Best New Product Coffee or Tea Preparation and Serving Equipment in the Consumer Marketplace Best New Product Specialty Beverage Best New Product Packaging

State | Zip Code | Country E-mail Phone Fax What are the major products you will be exhibiting in your booth?

Please describe in exact detail the specific product or product line that you are entering in the competition (brand, model, color, flavor, etc.)

When did your company first exhibit, display, promote or sell this product?

Best New Product Food Best New Product Open Class Best New Product Sustainability Best New Product Equipment for Origin Return entry form with payment information to SCAA by March 1, 2012 to: Email: exhibit@scaa.org Phone: 562-624-4100 Fax: 888-688-4549 Web: scaaevent.org
Describe the attributes of your entered product(s). (Fifty (50) words max; attach a separate sheet. Be sure your company name and entry product name are on the description sheet.) If named a winner, I hereby give the SCAA permission to mention my companys name and product in printed materials regarding this awards event. I have read and agree to abide by the terms, conditions and restrictions associated with the Best New Product Competition recognition program. Signed Select method of payment and total dollar amount: Visa MasterCard Amex Discover

Card Number Name as it appears on card Expiration Date Security 3-4 digit code on credit card Zip code of billing address of credit card
By submitting this form I am confirming that I have read in full the rules & regulations listed at www.scaaevent.org/BNPrules.pdf and fully agree to all terms and conditions.

Authorized Signature

NEW PRODUCTS

SHOWCASE

INCREASE your exposure at the SCAA EXPO by displaying your new products in the NEW PRODUCTS SHOWCASE located on the exhibit hall floor.

This prominent display area will be an attention getter as attendees enter Expo Hall B. A customdesigned display case will show off Exhibitors exciting new products. The lighted, locked display features three shelves and a wider floor base for large items. Each New Product entry will have a half shelf space 10 inches deep, 18 inches long and 15 inches high, unless you purchase a full shelf space. Exhibitors install their product display on a first come, first serve basis on Thursday, April 19th, 2012 from 8am-5pm and Friday, April 20th, 2012 from 8am-11am only. Any products not picked up by 5:30pm on Sunday, April 22nd, 2012 will be considered abandoned and disposed of by SCAA. The cases will be locked other than during the scheduled set up or removal times.

The New Products Showcase is NOT a competition; it is a physical display structure as pictured. The fee per product or product line is $125 for a half shelf (18 long) and $225 for a full shelf (36 long). Deadline for entries is March 1st, 2012. Entrant will receive an e-mail confirmation prior to, but no later than March 31, 2012 from SCAA, which will confirm that the entry was received, although receipt does not guarantee acceptance into the competition. Entrants fax machine providing a sent receipt does not guarantee receipt by SCAA; if you do not receive a Receipt of Entry e-mail from SCAA, contact SCAA. It is the responsibility of the entrant to determine that their entry was received.

reminders for the NEW PRODUCTS SHOWCASE entry:

REGISTER BY MARCH 1, 2012 DEADLINE
Pay $125 per product or product line displayed in the Showcase on a half shelf or $225 for a full shelf. Plan your display to fit on a 10 inch deep x 18 inch long x 15 inch high shelf (for half shelf) or 10 inch deep x 36 inch long x 15 inch high (for full shelf). Clearly describe the product you are entering by product name, flavor, color, model, etc. Set up your display on Thursday, April 19th, 2012 from 8am to 5pm only and Friday, April 20th from 8am to 11am only. Pick up your display on Sunday, April 22nd from 3:30 to 5:30pm or it will be disposed of by SCAA. SCAA will supply a small display card with your company name and booth number. Placement in the Showcase is first come, first served.

NEW PRODUCTS SHOWCASE

reservation form
Exhibitor Company Booth Number Name Title Address City State | Zip Code | Country E-mail Phone Fax

PRODUCT INFORMATION
What major product or product line are you displaying in the Showcase?

Exact Product Name and Model Flavor (if applicable) Multiple flavors or products in the same product line are considered one entry. Is this product or products oversized, heavy or requires special space consideration? Yes No

If yes, please explain requirements

When did you first begin selling this product?

I hereby give the SCAA permission to use my companys name and product in printed materials regarding this Showcase. I have read and agree to abide by the Rules and Regulations associated with the Showcase at scaaevent.org. Signed Select method of payment and total dollar amount: $125 (1/2 Shelf) Visa $225 (Full Shelf) Amex Discover

Questions? Oversized or heavy item? Call and ask before you submit. 562-624-4100.

MasterCard

Return completed entry form with payment information to SCAA by March 1, 2012 to: Email: exhibit@scaa.org Phone: 562-624-4100 Fax: 888-688-4549 Web: scaaevent.org

Card Number Name as it appears on card Expiration Date Security 3-4 digit code on back Zip code of billing address of credit card Authorized Signature