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  • Good morning everyone.
    It’s one of the last sessions before the programme ends. I know you are looking forward Farewell Party. So are we actually :D but we still need to work on one more thing – and these are trade shows.
    Trade shows of the past were sometimes saddled with poor reputations. People imagined them as endless booths filled with desperate salesmen and cheesy promotions. While this may have once been true, today's trade shows are great events where companies invest significant resources.
    At some of the major trade shows held today you may experience performances from great musicians, impressive multimedia booths, exclusive private parties, and the energy and excitement of a Hollywood premier. A trade show offers a chance for an entire industry to show off how relevant and vital they are.
    BUT despite all the excitement, trade shows are fundamentally about conducting business. Companies attend trade shows so that they can generate new sales leads, close big deals, and deal directly with others in their industry. Although we all seem to understand it we tend to make some misatkes. Today me and Jarno will show you few tips
  • So… are you ready take a little test. Don’t worry, we’re not going to ask difficult questions. Just one…
  • Here we have 2 gorgeous ladies with us: Celia and Karen and Finn. Three extremely busy meetng professionals who run one of the finest events in the indutry took they took their time of work and came here to help you develop your careers, become better salespeople, marketers, and simply strengthen organizations that you represent.
    Rise your hands if you did search tchem on linkedin? Did you check their website? Or simply googled their names? Did you check organizations they represent?
    Ok, not more then 5-10% of you rised hands. We can ask those who did to stand up for a second. Where are you from? What company do you represent?
    Bravo! You guys did your homework. Now rest of the group please give them a big round of applause!
    What they did is simply called RESEARCH. Basic thing we forget. You can directly reach a client who’s in the same room with you guys.
  • Otherwise it would simply be called missed opportunity.
    We often experience that during tradeshows. We’re so busy before the show with last minute arrangments that we simply forget to prepare for the meetings.
  • Association that Karen represents runs an international congress for around 6-8 hundred delegates.
    Event to be held in Netherlands soon.
    And you have a President in this room. Can you imagine a better opportunity to talk to her and see if maybe your destination could host it?
    Nevertheless to start it you need be prepared. Again Research – do we have any members in our city, region or at least country? Can we find Ambassador for the meeting? Maybe the meeting is part of Business Exchange that we run during this programme. That would be another opportunity to get information on the event that you wont ever find in Congress Manual.
  • With the rest of the time we have we will go through 4 stages of the show. Before the event, right prior to the show, during and after event.
    Planning for trade shows needs to start at least a few months in advance. If you wish to have a significant presence at strategic or influential show you real need to work on it. A major trade show requires advance preparation and, if you aren't ready, it can be a logistical nightmare. You must develop a solid plan and monitor your progress.
    Here are some tips for getting maximum benefit from your trade show appearance.
  • Having both a strategic marketing plan of action is a critical starting point. There must be total alignment between the strategic marketing and your exhibit
    plan. Trade shows should not be a stand-alone venture. Know and understand exactly what you wish to achieve. Be specific about the things you want to accomplish as a result of your participation in the show.
    Do you want to increase visibility, introduce new product, gain exposure to a large number of attendees who might be interested in your destination or you want to check out the competition? Concrete goals are important to determine the value of the trade show to your organization.
    Think of whom do you want to meet? Define measurements of success
    For each goal, determine a way to measure its success. Make these measurements as specific as possible. You could plan to hand out 100 brochures, contact 10 associations, rise numer of publications? That will help you decide whether the show was worth the expense.
  • Evaluate and select trade shows very carefully.
    Participating in a show can require a major investment of time, money, and resources. Try to be tough in your evaluation of a show's worthiness. Are the attendees potential customers for your organization? Exposure to a few hundred very qualified targets is better than exposure to thousands of generalists who are very unlikely to be interested in your business.
    Choosing a show based on price or number of attendees is too easy. Try to dig deeper and find the shows that have the highest concentration of your target audience, and shows that deliver a great return on investment.
  • Once you already selected a show prepare a plan. A comprehensive list of all preparation activities, and an individual assigned for each task. You cannot leave things to Chance. Murphy's Law (Whatever can go wrong, will go wrong.) will surely prevail!
    There is one major disadvantage associated with trade show marketing: the cost and time required. Organizations plan for months and spend potentially huge amounts of money preparing for a trade show that might only last two, three or four days. If you make a miscalculation, there is no way to fix it once the trade show starts. Trade shows offer companies one shot to get things right. Make a list as distailed as possible, go through show manual to be sure you are prepared for unexpected.
  • Good exhibitor do not forget of pre-show and at-show online promotion.
    Before I came to Amsterdam I did check IMEX page. You’d be surprised how many exhibitors end up uploading 3 senstences about their destination. My favourite one is „we are located in the heart of Europe”. Yeah we all are. Actually I was saying same thing few years ago until somebody told me that is exactly what my company puts online. What is more the description we have there doesnt really tell us who we are? Be clear on it. Stress out if you are a convention bureau, a DMC, PCO. You’d suprised how often it is not clear…
    Show organizers offers you free of chargé online tools such – use them. Upload catchy pictures, nice short videos, presentations with basic information on city accessibility, meeting facilities etc. Dont list them all but show numbers – what is the biggest venue u have.
    Media - Before the show check media list, and find out which publications are planning a special trade show edition. Actually its all there online. Every show has media partners. Send out newsworthy press releases focusing on what’s new about your destination or product, highlight information about industry trends, statistics, new
    technology you use. Dont forget to include good photos and key company contacts. Have staff members at the booth
    who are specifically to interact with the media because they may actually visit your booth.
    Don’t forget social media! It can add to the experience of face-to-face marketing. You can tweet and post updates to your status on Facebook or LinkedIn. Social media sites are very valuable tools to promote, communicate, and even give details about certain information before, during, or after a show. In fact, I would encourage their use in your marketing.
  • Contact the Buyers – but before you do it try to ask yourself a question what is your target audience? Tradeshows online system allow you to send targeted messages to buyers. Select buyers based on their stated demographics or opt for buyers who have already stated their interest through Email Service, in your particular product, service or destination when registering.
    Incentive, business and conference travel agencies, full service incentive houses, conference organisers, sales and promotion agencies, marketing, PR and advertising agencies.
    International or European institutes, federations or associations who organise congresses, conventions and meetings internationally. This also includes Association Management Companies and Professional Conference Organisers. Details of the Association you are representing at IMEX will be required on registration.
    Executives within companies involved with meetings, conferences and incentive travel programmes.
  • On the trade show floor your exhibit makes a strong statement about who your company is, what you do and how you do it. The purpose of your exhibit is to attract visitors. In addition to it being an open, welcoming and friendly space, there needs to be a strong key message. Go for large graphics - Pictures paint a thousand words. Your presentations or demonstrations are a critical part of your exhibit marketing. Create an experience that allows trade visitors use as many of their senses as possible. They will remember you.
    An open booth design, with no tables around invites attendees to come in. Your logo should be big enough to be seen from a good distance. Maximize "walking around" space by mounting brochure displays on walls. Use interesting graphics to draw people's attention. For demos, laptops and flat-screen monitors are space-efficient. If space permits, provide comfortable chairs to encourage them to stay.
  • That is very sad picture. Saddest one…. Empty booth.
    The key ingredient at trade show is not just the exhibition booth itself, but the staff. They are there to interact face-to-face with potential customers, and if they’re doing it right, the visitors will be engaged and want to connect with you further.
    To avoid this remember to set up a rotating booth schedule for your staff. Everyone needs breaks for lunch and relaxing. They will be more cheerful if they don't have stay at the booth all day long. It’s ok to walk around the floor, what’s more we encourage you to do it but there always have to be someone at the stand even if your online diary states there are no meetings at the moment.
  • The tradeshow environment is a tough one. We all feel physically tired but when you’re sitting, you look lazy and less approachable.
    Think of creating a unique identity for your booth staff. Switzerland is great example of doing it.
    Decide on the dress code for your staff. Matching blazers, T-shirts, or even boutonnieres will make your representatives easily identifiable.
  • Train your exhibit staff before each show.
    This is very important! Your staff needs to know what is expected of them. They need to be well briefed. They must know how to run presentations, and they should know some basic trouble shooting. Nothing looks more unprofessional then somebody who doesnt really know their own presentation at the stand. Im not even going frther. I assume that Staff the goes to the show is professionaly trained before and knows by heart tehir venue or destination meeting faciolities.
    If there’s a question you simply cannot answer explain politely that you will get the information and send it to the bueyr by email or even call them. It’s perfect if there’s a senior Staff that you could simly ask to accomapny you at the meeting.
  • This is what we exactly mentioned at the beginning.
    Most of the show you attend gives you online diary with all preregistered meetings. It’s true buyers often book lastminute but you need to find time to do a reaserach and prepare yourself for the meeting. If its an association you can simply start with ICCA database. Check meeting rotation, use new tool that ICCA gives you and already check potential mabsaador for the meeting, find if its a field of your experties.
    See who you will actually meet – if you see Karen or Celia on your list Id suggest a senior Staff to run the meeting or at least be there with you because if they they decided to set up a meeting with you they are basically aware that your destination can handle the event. They need be sure on specific areas like hubs and bottle necks that may appear if you represent seconday cities, they will ask detailed question about VISAs or they simply want to talk to you CEO about suport they may expect in thedetsionation.
  • Encourage staff to greet people warmly and smile!
    Amazingly, this is often forgotten. An inviting attitude can give a valuable first impression. The staff should avoid having their backs to the entrance, or taking phone calls while on duty. A friendly greeting to passersby may encourage them to stop rather than simply walk by. Staff who are uniformly courteous and helpful, knowledgeable about all aspects of the industry, and responsive to requests will make a very good impression.
    Sure you can become an expert blogger (present company excepted), send social media updates and share your knowledge, but the person on the receiving end is missing the interpersonal element. Your own body language, tone of voice and other key components in an exchange can’t be translated via your cell phone or computer.
  • Remember the 80/20 rule – listen 80% of the time and talk 20%. Many people, when put in the show situation, tend to “throw-up” on the attendees.
  • Remind staff to record all prospect information.
    Encourage your staff to record everything they can learn about a prospect's needs and experience with Linux. Stress the importance of getting phone numbers and email addresses. (Creating an information form as suggested above will make this easier.)
  • Meet top-tier association and corporate buyers
    IMEX brings in around 300 influential association buyers every year at Association Day & Evening, plus around 80 corporate buyers at Exclusively Corporate @ IMEX. These events, both held a day prior to the show, attract top-level industry players for bespoke learning and networking. These buyers then stay on to enjoy the rest of IMEX.
  • Send requested literature immediately.
    Send requested material within 24 hours. A quick response is your second opportunity to make a favorable impression. (Your performance in the booth is the first.)
    Keep track of your prospects.
    Nothing signals the success of your trade-show effort better than having prospects purchase your products or having the media spotlight your efforts. Keep a record of the customers who found out about your products through the trade show. Use these results to demonstrate the show's return on investment.
  • Analyze "lessons learned."
    After each show, evaluate what went well and what didn't. Critique each aspect of the show and ask others for comments. Pay special attention to feedback regarding communication to prospective customers. The "lessons learned" will help improve your efforts in future shows
  • SE_3_Tradeshow Skills_UpdatedVersion

    1. 1. Improve your trade show skills
    2. 2. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Goedemorgen Marta Wiśniewska, Coordinator, Gdansk Convention Bureau, Poland Jarno de Boer, Managing Director, CIMGlobal (Congrex Holland BV), the Netherlands Karen McMain, President, International Orthoptic Association, Canada
    3. 3. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Shall we start?
    4. 4. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Google? LinkedIn? Association website?Google? LinkedIn? Association website?
    5. 5. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 That is called… Missed opportunity
    6. 6. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Congress of the International Orthoptic Association -IOA Frequency: 4 Years Rotation area: World/International Average attendance: 650 Duration: 3-4 days
    7. 7. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Key steps
    8. 8. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Identify your goals WHOM WOULD YOU WANT TO MEET? HOW WILL YOU ATTRACT BUYERS? SET SPECIFIC MEASUREMENTS
    9. 9. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Select trade shows You invest: •MONEY •TIME •RESOURCES CHECK SHOW’S WORTHINESS GLOBAL SHOWS vs REGIONAL
    10. 10. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Don't leave things until the last minute
    11. 11. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Use all online opportunities
    12. 12. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Who are your buyers? Identify Your Target Audience
    13. 13. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Design – open & inviting stand DEVELOP A KEY MESSAGE IS THERE A STORY BEHIND THE DESTINATION / PROJECT
    14. 14. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 No Empty booths! STAFF NEED TO KNOW BOOTH SCHEDULE (ROTATING)
    15. 15. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Professional team THINK OF A UNIQUE IDENTITY FOR THE STAFF NO HIDING BEHIND THE DESK
    16. 16. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Experienced staff
    17. 17. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Be prepared for the meeting HOW?
    18. 18. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Personal Appearance
    19. 19. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 How buyers may feel…
    20. 20. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 80/20 listen vs talk
    21. 21. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Take notes
    22. 22. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Simple ideas to attract audience Stand out of the crowd
    23. 23. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Simple ideas to attract audience Gdansk sunglasses – limited edition
    24. 24. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Simple ideas to attract audience Cool & catchy
    25. 25. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Simple ideas to attract audience EWEA Flight simulator #EWEAOFFSHORE
    26. 26. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Simple ideas to attract audience Genius in its simplicity
    27. 27. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 = Media attention
    28. 28. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Don’t miss networking possibilities
    29. 29. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 You took notes… Now what?
    30. 30. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 79% of leads die at the show
    31. 31. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Quick response is another opportunity to make good impression
    32. 32. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Learn from them
    33. 33. ICCA Research, Sales and Marketing Programme Twitter: #RSMP14 Working in groups Another show is coming up. You know IOA President will be there… A.How will you tryu to reach the Client? How will you prepare? Research? Will you contact local Ambassadors? B. Once they manage to set a meeting - How will you run the meeting?