Note the difference between the show’s job and the exhibitor’s job
7. That list averages 31 for a major trade show.
Building Business At Expos & Trade Shows Linked In
Building Business at Expos & Trade Shows8/11/10<br />Pat Lee, Public Relations DirectorJackie McBain, Expo Marketing Mgr.<br />
Are Trade Shows Still a Viable Form of Marketing in the Age of Google?<br />Depends on your business but… people go to shows to: <br />Talk to other people<br />See products up close and personal – in action<br />
Are Trade Shows Still Viable…?<br />Face-to-face connections are irreplaceable<br />People trust (and want to do business with) people they know; the handshake has not gone out of style<br />See, touch, feel, hear… not the same on a computer screen as in person<br />
Testimonial<br />“We have a couple of items we came specifically to look for. One of the items we’re concerned about the noise level it produces, so we’re going to turn it on and listen to it while we’re here.”<br /> FABTECH 2009 Attendee <br /> Lee Curtis, President<br />Curtal Corp., Beloit, WI<br />
How Do You Select the RIGHT Trade Show?<br />Obtain audience demographics. <br />
How Do You Select the RIGHT Trade Show?<br />2. Compare your <br />company products <br />and services <br />to exhibitor list. <br />
How Do You Select the RIGHT Trade Show?<br />3. Attend the show and <br /> observe first-hand, talk to attendees.<br />4. Ask current customers <br /> what shows they attend, <br /> and why. <br />Event resource: TSNN.com<br />
Do Trade Shows Deliver Results?<br />Not always, but here’s why:<br />Only 24% of exhibitors set objectives<br />More than 80% of exhibitors do NO pre-show marketing<br />84% of booth staffers receive no training<br />87% of trade show leads are never effectively followed-up on<br />Only 14% of exhibitors have any organized post-show measurement<br />
To Achieve Success<br />Set objectives<br />Invest in pre-show marketing<br />Train your booth staff<br />Have a follow-up plan and work it<br />Do reasonable post-show measurement based on objectives<br />
How to Get the Most BANG for your BUCK!<br /> Print Advertising<br /> Show Specific & Industry Media<br />1. Advance Marketing<br /><ul><li>Invest at least 15% of your total show budget to marketing – dedicate portion to pre-show.
Use multiple media to deliver marketing message. Plan for at least three hits.
Focus on solving problems, creating opportunities, delivering value.</li></ul> -- Example: Reduce downtime by 20%<br />
How to Get the Most BANG for your BUCK!<br />3. Leads<br /><ul><li>Set realistic booth lead goals </li></ul> and communicate to booth staff.<br />Exhibiting hours 24<br />Booth Staff on Duty x 4<br />Total Staff Hours 96<br />Interactions/Hour/Staffer x 3<br />Total interaction* 288 <br /> ( x .25 = 72 qualified leads)<br /><ul><li>Preparation of booth staff – who does what.</li></li></ul><li>How to Get the Most BANG for your BUCK!<br /><ul><li>Determine what is a lead</li></ul>-Current customer<br />-Prospect in your pipeline<br />-New prospect discovered at show<br /><ul><li>Assign value to leads</li></ul> - Do they have an application, need, problem or opportunity?<br />- Are they the decision maker or influencer.<br />- Do they have a budget?<br /> -Do they have a reasonable time frame?<br /><ul><li>Develop a lead qualification process, capture tool and teach booth staff how to use.</li></ul>Suspects<br />Prospects<br />Customers<br />
How to Get the Most BANG for your BUCK!<br /><ul><li>Timely post show follow-up.</li></ul> - Example of an “A” lead follow-up<br /><ul><li>Handwritten note or email sent </li></ul> at end of show day.<br /><ul><li>Mail/Email appropriate info </li></ul> within 3 days of close of show.<br /><ul><li>Phone call within 7 days of </li></ul> mailing above.<br /><ul><li>In person appointment set within </li></ul> 3 weeks after phone call.<br /><ul><li>Lead Reporting System – what happens over time.</li></li></ul><li>7 Top Considerations in Preparing to Do a Trade Show<br />Understand exhibiting investment is about more than your booth on the show floor<br />Set realistic performance goals in advance<br />Train booth staff<br />4. Create compelling message and offer – use 10 second rule<br />
7 Top Considerations (cont.)<br />Market to most promising prospects before the show<br />Follow-up all leads within one week after show<br />Understand that today’s trade show attendees prepared in advance, planned their time on the show floor, and have a list of must-see exhibitors in hand when they arrive.<br />31<br />
How to Be a Good Show Attendee<br />Advance planning spells success<br />Remember, you’re going to meet people, judge their credibility, and see products in action<br />Take advantage of opportunities for free advice<br />Travel light<br />Don’t answer your cell phone if you are engaged with a live person<br />
For more information<br />FABTECH URL: www.fabtechexpo.com<br />Visit the exhibitor solutions center<br />
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