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 Shows8/11/10 Pat Lee, Public Relations DirectorJackie McBain, Expo Marketing Mgr.
Are Trade Shows Still a Viable Form of Marketing in the Age of Google? Depends on your business but… people go to shows to: Talk to other people See products up close and personal – in action
Are Trade Shows Still Viable…? Face-to-face connections are irreplaceable People trust (and want to do business with) people they know; the handshake has not gone out of style See, touch, feel, hear… not the same on a computer screen as in person
Testimonial “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.” FABTECH 2009 Attendee Lee Curtis, President Curtal Corp., Beloit, WI
How Do You Select the RIGHT Trade Show? Obtain audience demographics.
How Do You Select the RIGHT Trade Show? 2. Compare your company products and services to exhibitor list.
How Do You Select the RIGHT Trade Show? 3. Attend the show and observe first-hand, talk to attendees. 4. Ask current customers what shows they attend, and why. Event resource: TSNN.com
Do Trade Shows Deliver Results? Not always, but here’s why: Only 24% of exhibitors set objectives More than 80% of exhibitors do NO pre-show marketing 84% of booth staffers receive no training 87% of trade show leads are never effectively followed-up on Only 14% of exhibitors have any organized post-show measurement
To Achieve Success Set objectives Invest in pre-show marketing Train your booth staff Have a follow-up plan and work it Do reasonable post-show measurement based on objectives
Public Relations Media Contacts, Press Releases, Press Kits, Electronic Media Web, Email, Phone, Voice Broadcast, Fax Direct Mail Letters, Invitations, Postcards, Brochures New Media Personalized Postcards, PURL’s, HTML Email, Social Media, Blogs, Podcasts
How to Get the Most BANG for your BUCK! 2. Develop great booth signage with a definitive message and consistent design theme .
7 Top Considerations in Preparing to Do a Trade Show Understand exhibiting investment is about more than your booth on the show floor Set realistic performance goals in advance Train booth staff 4. Create compelling message and offer – use 10 second rule
7 Top Considerations (cont.) Market to most promising prospects before the show Follow-up all leads within one week after show 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. 31
How to Be a Good Show Attendee Advance planning spells success Remember, you’re going to meet people, judge their credibility, and see products in action Take advantage of opportunities for free advice Travel light Don’t answer your cell phone if you are engaged with a live person
For more information FABTECH URL: www.fabtechexpo.com Visit the exhibitor solutions center