• Save
Striplin  Presentation Successful International Trade Shows
Upcoming SlideShare
Loading in...5
×
 

Striplin Presentation Successful International Trade Shows

on

  • 3,019 views

International Trade Shows... Planning, Preparation, Attending, Closing Business, Lessons Learned

International Trade Shows... Planning, Preparation, Attending, Closing Business, Lessons Learned

Statistics

Views

Total Views
3,019
Views on SlideShare
3,005
Embed Views
14

Actions

Likes
6
Downloads
0
Comments
0

2 Embeds 14

http://www.slideshare.net 13
http://cursos.itesm.mx 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • What key factors enable partnerships and alliances to succeed? It is a well-defined and controlled planning process consist of 4 basic phases: concept, analysis, development and pre-operations. Concept Analysis Development Pre-Operations During this presentation I will address this question and phases in more detail and will share examples of P/A achieved by a small company in Macedonia to a Global firm expanding to China.
  • What key factors enable partnerships and alliances to succeed? It is a well-defined and controlled planning process consist of 4 basic phases: concept, analysis, development and pre-operations. Concept Analysis Development Pre-Operations During this presentation I will address this question and phases in more detail and will share examples of P/A achieved by a small company in Macedonia to a Global firm expanding to China.

Striplin  Presentation Successful International Trade Shows Striplin Presentation Successful International Trade Shows Presentation Transcript

  • “ Successful Trade Shows Maximizing your Trade Show Success Jerry M. Striplin [email_address] +1 404 275 9108 SKYPE JStriplin
  • Discussion Topics
    • A Strategy for Trade Show Success
    • Road Map and Time Line
    • Trends
    • Resources - Where and When to Exhibit
    • How are International Shows Different
    • Logistics and Space Requirements
    • Staffing
    • Sales, Branding Strategies and Competition
    • Trade Promotions
    • Exhibition Check List
    • Mistakes to Avoid and Post Review
    • Success Criteria
    Page 14…. 19…. 29…. 31…. 33…. 38…. 43…. 44…. 45…. 49….
  • Keys to Trade Show Success
    • Create a Plan and Strategy
      • Individual, Company, Group or Cluster
    • Define your goals
      • Attend and Learn
      • Competitive Analysis
      • Level of participation
      • Booth and Exhibit
    • Establish Specific Objectives
      • Specifics to be learned, Number of leads, Sales, Incremental Revenue Through Existing Channels
    • Determine “Best Presence”
      • Trade Show location, Industry, Competition, Exhibits, Booth Type and Size, Potential for RoI.
    • Create a Marketing Plan
      • Message to Maximize Displays and Booth, Promotional Needs… before, during and after
    • Define Staffing and Provide Training
      • All products and Services
    • Plan for Branding
      • Staff trained in giving the proper image of the company, products and services
    • Clear Logistical Plan
      • Registration, movement, people, materials, and company participants
    • Define and Measure RoI
      • Plan and track expenses and forecast revenue
    • Conduct a Post Review
      • Lessons Learned
      • 2 Things you would do differently
      • Did you accomplish goals and objectives
      • What is the impact upon:
        • Revenue
        • Existing Client Impact
        • Brand
        • Market Share
    Keys to Trade Show Success
  • Roadmap Strategy Where and When Time-Line &Trends Logistics Check List Intern’l Shows Staffing Sales Competi-tion Mistakes to Avoid Success Criteria RoI, Goals and Objectives 7 Phases Exhibition & Buyers Resources & Assoct Unique Differences Space Reqmt Logistics Movement Factors, Formulas, Training Strategy, Leads,,Quals Analysis Pre-During Promotions & Marketing Mistakes to Avoid Success Criteria
  • Planning Timeline 12+ months before 9-12 months before 3-6 months before 6-9 months before 1-3 months before 1 week before Follow-up How to use as part of strategy, budget, exhibit Goals and Obj., Register, Mkt Plan Msg, Booth Design, Materials Staffing, Display, Launch Finalize, Booth, Travel, Cleints Staff, shipping, materials Leads, RoI, Success Criteria + 12 Months
  • Planning Timeline
    • “ Phase 1: 12+ Months before the Show…
    • Your Strategy
    • Identify how you will use trade shows as part of your overall marketing and sales strategy.
    • Develop a budget and your projected return on investment.
    • Research and identify which events you will attend based on target reach and opportunity.
    • Request information from event sponsors, including past attendee counts and vendor participation.
  • Planning Timeline
    • “ Phase 2: 9-12 Months Before the Show
    • Set specific objectives for your show such as number of product sales, leads generated, publicity secured.
    • Identify your space requirements and the type of exhibit, display and promotional items you will need.
    • Register and reserve your space with the event sponsor and request full 6-9 months before show details on exhibit requirements.
    • · Develop a trade show marketing plan divided into three sections: 1. Pre-Show Marketing, 2. At-Show Marketing, and 3. Post-Show Marketing .
  • Planning Timeline
    • “ Phase 3: 6-9 Months before the Show…
    • Develop a compelling sales message - key points you want to communicate at your exhibit in 30 seconds or (preferably) less.
    • Select vendors and begin design work for your display booth, banners, accessories, literature racks, and other exhibit items you will need as part of your trade show planning.
    • Identify promotions and/or giveaways you will use to attract visitors to your booth.
    • · Determine the literature and marketing materials you will need at the show - and begin design and printing work.
  • Planning Timeline
    • “ Phase 4: 3-6 Months before the Show…
    • Order your giveaways and/or promotional materials
    • Continue working with vendors on your display booth, exhibit items, and marketing materials, Confirm delivery dates and adherence to your trade show planning timeline.
    • Determine staffing requirements, develop booth schedules, and plan training
    • Identify how you will ship your display and other items to the
    • Begin making travel arrangements.
    • Launch pre-show marketing initiatives.
  • Planning Timeline
    • “ Phase 5: 1-3 Months before the Show…
    • Put together follow-up packets to send immediately
    • following the show to your leads.
    • Continue pre-show marketing activities
    • Make all travel arrangements.
    • Schedule staff training.
    • Contact event sponsor for any last minutes details.
    • Finalize production of booth display, promotional items, and marketing materials. Confirm shipping date and Finalize all travel arrangements.
    • Schedule dinners or other meetings to be held at the show with prospects, distributors and/or customers.
  • Planning Timeline
    • “ Phase 6: 1 Week before the Show…
    • Complete staff training.
    • Confirm shipping arrival dates for your booth display, promotional items and materials.
    • Re-check that all action steps on timeline have been covered.
  • Planning Timeline
    • “ Phase 7: Post Show…
    • Analyze leads, send follow-up packets, and make
    • contact as appropriate.
    • Evaluate success of trade show participation compared with objectives from your trade show plan.
    • Review your budget compared to your actual expenses for the show. Determine your return on investment.
    • Conduct RoI analysis
    • Make recommendation whether to participate in the same trade show next year. Include suggested changes, enhancements, and other trade show ideas.
  • Trends
  • Trends and Growth Strategy
    • The marketplace and its receptivity to marketing and sales approaches change overtime.
        • According to findings by the Incomm Center for Trade Show Research and Sales Planning, a summary of recent trends in exhibiting.
    • Time limitations by attendees cause them to stay longer and to get as much accomplished at the show as possible.
      • Results - Less browsing and more targeted product evaluation.
    • The ability to conduct multiple meetings in one day is a great benefit to show attendees.
      • They use their time efficiently to compare products in order to make their purchasing decisions.
  • Trends and Growth Strategy
    • Increase in buying teams compared to a single company representative.
      • Result -The buying teams are comprised of a number of decision makers from a single organization who strategically visit you and your competition to fully evaluate the benefits of one product over another.
    • They meet as a group and collectively make follow-up strategies and purchase decisions for the company they represent.
    • Time limitations cause them to stay longer and get as much accomplished at the show as possible.
      • Result - Less browsing and more targeted product evaluation
  • Trends and Growth Strategy
    • Experiential exhibiting - growing trend.
      • Rather than aggressively selling products and their features to visitors, trade show display booth staff now find they are more effective serving as soft-sell consultants and engaging visitors with product success stories and solutions .
      • Research shows that buyers prefer this type of approach versus hard selling.
    • An event’s success is measured in new leads or sales generated, as well as, building current customer relationships.
      • Pre-show marketing and account management help draw booth visits and special meetings with current customers that can yield incremental sales. .
  • Trends and Growth Strategy
    • New registration technology -
      • Smart cards, bar coding and magnetic strips expedite the registration process , saving attendees and event sponsors time and effort.
      • The advantage of this technology is better tracking of prospect data and traffic flow, allowing exhibitors to quickly measure quality as well as quantity..
  • Which trade Show? Where to exhibit?
  • Defining the “Best Presence”
    • Which shows will provide the greatest return on your time and financial investment?
    • Define your goals and Objectives.
      • Leads, New Sales, Introduction to Decisions Makers, Media Exposure, People Engaged
    • Define the Target Audience
      • Industry, Age, Income, Motivation, Product Need
    • Evaluate the shows
      • Past Attendee List, Exhibitors from previous shows, Ask About Target Market, Exhibit Space and cost
  • Defining the “Best Presence”
    • Resources
    • www.Eventseye.com
  • Resources
    • http://CEIR.org Center for Exhibition Research
    www.expoweb.com
  • Resources
    • www.Tradefairservices.com
  • Resources
    • www.TSNN.com Trade Show News Network
  • Resources
    • www.TradeShow.com
    www.Local.com
  • Resources
    • www.Newslink.org
  • Resources
    • www.biztradeshows.com
    • www.publicshows.com
    • United Sates Foreign Commercial Services (FCS) part of the International Trade Administration the Department of Commerce.
    • www.Trade.gov
  • Resources – Associations
    • CEIR: Center for Exhibition Industry Research
    • CEMA: Corporate Event Marketing Association
    • CIC: Convention Industry Council
    • EACA: Exhibitor Appointed Contractor Association
    • EDPA: Exhibit Designers and Producers Association
    • E SCA: Exposition Services & Contractors Association
    • HCEA: Healthcare Convention and Exhibitors Association
    • IAAM: International Association of Assembly Managers
    • IAEM: International Association for Exhibit
    • European Office of the Trade Show Association
    • PCMA: Professional Convention Management Association
    • SICO: Society of Independent Show Organizers
    • TSEA: Trade Show Exhibitors Association
    • TSSP: Trade Show Safety Professionals
    • (See handouts for details)
  • International Shows
  • International Shows –
    • Scenario: You’ve spent significant time, effort and money to create an extraordinary tradeshow exhibit booth display that powerfully delivers your message, has strong appeal among prospects, and serves as the ideal backdrop for booth representatives to generate leads and close deals .
    • … But…
    • What works in one country may not work in another.
    • Change the Display to make it appropriate and so that the message has the desired impact.
    • Translations – In country native expert
    • Customs, Colors, Design and Symbols and a “ Look that will Appeal ”
    • Keep the Language Simple
    • Shipping
    • Product Compliance - International Technical and Safety Standards
    • Overseas Unions
    • Arrangements for Payment or Credit
    • Staffing (Covered in more detail in the Staffing discussion)
  • Space Requirements
    • Space /Size must correlate to your Show Objectives, What your selling and how you plan to conduct business in the booth.
    • Select a few of your top products
      • Focus and Sell without diluting the message
    • Determine how much space is required
    • Identify other booth requirements
      • Computers, Tables, etc.
    • Size of Banners, Signage and other Displays
    • Allow for 50sq feet for each staffers working .
      • (See Staffing Section)
      • Or use 30% of booth area for staff
    • Review the budget
      • Calculate how much you can afford.
  • Logistics Requirements
    • Transporting takes careful planning and detail coordination to ensure everything and everyone arrives in good condition and on time.
    • Transport – Do it yourself or use an expert.
      • Choose one that specializes in Trade Show Logistics, Check References, Ask for a Written Proposal.
      • Sponsor may have an “Official Carrier”
    • Trade Show sponsor will provide an exhibitors
    • kit with participation, shipping instructions and
    • forms.
      • Shipping, parking, marshalling yards, docks
      • Movement into the exhibition area, de-crating and removal
      • Etc.
    • After the Show
      • Paperwork, Bill-of-Laden, Crating, Packing, Shipping
      • Oversee the movement from area to dock
      • Obtain all telephone numbers and copies
  • Staffing
  • Staffing
    • Tradeshow staffing requirements depends on the:
    • Type of shows and event,
    • The Product or Services you are promoting,
    • Estimated number of visitors expected to be in the exhibit hall at a given time.
    • To Calculate Staffing…
      • Multiple the number of Projected Show Participants by 16% to 20% (Industry standard number of people that are likely to stop at a booth).
      • Reduce this number by 50%
      • Divide this number by total hours booth is open (Visitors/Hour)
      • Take this number of visitors you will meet in an hour and apply the number of staffers needed to meet, demonstrate and sell your product or service.
      • Recognize there will be highs and lows and plan accordingly.
  • Staffing – Training Requirements
    • Trade Show Staff are the Lifeblood to the Show Strategy:
    • Must be thoroughly familiar with the Products and Services
    • Receive a Full-Day of Hands-on Training
    • Everyone must know the “ins-and-outs” before going to the show – Talk to the Engineers and Technical Support Teams
    • Experiential training is the best and the Staff remembers more
    • Train on how to communicate with the clients to obtain their level of satisfaction, attitude toward the competition, other Insights
    • Review all Advertizing and Marketing Collateral and understand Brand and Positioning
    • 30 Second Elevator Speech – Practice it Rehearse it. (Next Slide)
    • Approachability –
      • Nonverbal behavior - Attitude, a smile, a readable name tag, uncrossed arms
  • Staffing – 30 Second Elevator Speech
    • The One-Page Strategy Sheet has two parts:
    • Contains three compound sentences that explain what the company does and its Unique Value Proposition (UVP).
    • It is not a mission statement. It is more specific and tangible.
    • We make, sell or provide _____________________________________________
    • (Describe the product and or service)
    • with ______________________________________________________________
    • (Describe the benefits)
    • by ________________________________________________________________ .
    • (Describe how you provide these services )
    • It is sold to _________________________________________________________
    • (Describe the decision makers and influencers)
    • and bought by ______________________________________________________ .
    • (Describe the customer types)
    • Sales are made by ____________________________________________________
    • (Describe the sales personnel)
    • supported by _________________________________________________________
    • (Marketing communications, advertising, trade shows, etc.)
    • communicated by ______________________________________________________
    • (Describe who provides or transmits the marketing communications)
    • with the following pricing _______________________________________________ .
    • Describe pricing structure , strategies, and policies)
  • Staffing – Booth Blunders
    • Tradeshow Staff are the Lifeblood to the Show Strategy: Avoid Blunders / Mistakes
    • Rehearse, rehearse and rehearse
    • Be on time
    • No Food, No Sitting
    • No Chatting with Colleagues
    • No Blocked Entrance to the Booth
    • Name Tags and
    • Always
      • Introduce yourself
      • Use Visitors Name
      • Listen
      • Obtain Lead information – others of interest
      • Post Show Follow-up
  • Sales and Branding Strategies
  • Branding Internet Search Engines Impact Awareness www.Google.com Analytics … Traffic on the website Answers the questions of “who, what, where, how and how many”
  • Internet Search Engines Finding Shows, Partners and Increasing Sales www.Google.com Trade+Electronics+Morocco Trade+ “Computer Electronics” + Morocco “ Trade with US” + Computer Electronics” + Morocco
  • Internet Search Engines Finding Shows, Partners and Increasing Sales www.JUX2.com Trade+ Electronics+ Morocco Trade+ “Computer Electronics” + Morocco “ Trade with US” + Computer Electronics” + Morocco
  • Sales Strategies
    • A “Needs Focused” Approach
    • Engage in conversation, questioning and listening more than talking
      • What – What is it that they need? What problem are they trying to solve?
      • Why- Why is you product or service best suited to solve the problem?
      • Who – Who are they listening to? Previous company relationship?
      • When – When you commit to an answer, use concrete examples and proven track records.
      • How – How your company ethically conducts business has become a key decision factor.
    • Use clarifying questions
      • Will you please explain a bit more?
    • Follow with Confirming Questions
      • So, your problem is____? Have I got this right?
    • Talking is good…They will spend additional time in your exhibit.
    • Remember the nonverbal body language
      • Distance, Arms Uncrossed, manage the hands, and pay attention.
  • Sales – Increasing Leads
    • Generating Leads and Making Sales are the Priorities.
    • A Great Exhibit that is Properly Staffed, will help accomplish these objectives - However, you also need:
    • A Professional Image makes clients want to learn more.
      • While offering a little something more that makes it stand out.
    • A Booth that reflects the company’s Brand and market.
    • Staffer’s with an expertise and professional demeanor that visitors will remember… Not just the exhibit.
    • Knowing that every interaction is an opportunity to generate a lead.
    • Ensure that Staffers -
      • Give the visitor their full attention
      • Listen Attentively and Listen Actively
      • Practice their sales techniques,
      • Know their product/service and
      • Know the company
    • Staffers that are confident and believe in the product… it is contagious .
  • Competition
    • Research your competitors during Trade Show .
    • How often do you see this competitor at the same event that you attend?
    • How would you rate your competitor’s exhibit display booth.
    • What promotional tactics is the competitor using to engage people to visit the booth?
    • How does this compare with what you are doing to attract booth visitors
    • What promotional items and giveaways does this competitor use?
    • How does this compare with your promotional items and giveaways?
  • Competition
    • Research your competitors at the Trade Show. (Continued)
    • Is the competitor involved in conference workshops, seminar sessions, or panel discussions?
    • Is this competitor sponsoring/hosting any event or social activity at the conference?
    • How would you evaluate the staff working the competitor’s booth.
    • What type and variety of product literature and printed materials does the competitor use?
    • How would you evaluate the quality and breadth of materials compared to yours?
    • Did this competitor do any pre-conference marketing?
  • Trade Promotions
    • Trade promotions Enable You to
    • Pro-Actively Engage Prospects.
    • Personalized contact with your targeted audience PRIOR to the Trade Show
      • Pre-Selling through phone calls, invitations, “Giveaways” that introduce your product and encourage visits to your booth.
    • Marketing Activities DURING the Trade Show to attract visitors to your Exhibit.
      • Hands-On activities, Audio Visual Programs, High-Tech Interactive
    • Follow-up initiatives AFTER the Trade Show with each individual who visited your exhibit.
      • Within a week
      • Hand Written Note, Company Packets, or phone call
  • Trade Show Check List
    • Trade Show Check List is a Guide for the Selection and Preparation for Maximizing Trade Show Success.
    • (Please see the materials in the handouts)
  • Mistakes to Avoid
  • Trade Show Mistakes
    • Mistakes Impact Revenue Generation
    • Failure to create a Trade Show Strategy and Implementation Plan with Quantifiable Objectives.
    • Incomplete Budgets with lack of attention to details.
    • Insufficient time to produce the booth, print materials and promotional items.
    • Poorly Trained Staffers
    • Obtaining incomplete or inaccurate Lead Information
    • Waiting too long to Follow-Up
    • Failure to conduct an internal Post Review and Show Evaluation
  • Trade Show Mistakes
    • Mistakes Impact Revenue Generation
    • (Continued)
    • Failure to Expect the Unexpected
      • Ship extra materials… always need 25% more than expected
      • Business cards and office materials
      • Registration Packet and all contact names and phone numbers,
      • Confirm everything a week prior
      • Before shipping check all banners, signage, equipment
      • Give everyone a printed copy of the Brand Statement and Key Marketing Message used during training.
  • Mistakes to Avoid
    • The Most Common Mistake-
    • Trade Show success is hindered through unprofessional behavior.
    • Without proper training, staffers may not realize how their actions and appearances can impact the Company's reputation, brand and sales.
    • Don’t be late
    • Don’t eat, drink, chew gum or smoke in or around the booth
    • Don’t sit down
    • Don’t talk to colleagues or friends while working
    • Don’t block the entrance to the booth
    • Don’t forget your name tags and always introduce yourself
    • Don’t forget to use the visitors name
    • Don’t forget to ask about their needs, and interest and listen intently
    • Don’t forget to obtain lead information
    • Don’t delay post-show follow-up
  • Trade Show Success Criteria
  • Trade Show Success Criteria
    • Sales, Revenue and Leads are always
    • Top-of-Mind.
    • Success is also defined as:
    • Building the reputation of the Company and its products and services.
    • Enhanced Brand Awareness
    • Extending Market reach
    • Secured Customer Opinions and Perspectives
    • Honest Feedback on your Exhibit from Visitors, Exhibitors, and convention personnel… improving for the next Show.
    • Customer Retention through Dinners or Meeting after the Show with key (existing or new) Clients.
    • Enhancing your products or services by meeting with distributors and other contacts by reducing cost and increasing service levels
    • Recruiting Potential Key Personnel
  • Thank you. “ Maximizing your Trade Show Success Jerry M. Striplin [email_address] +1 404 275 9108 SKYPE JStriplin