The 1 2 3 Of Trade Shows For Aaf 01 12 10


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The 1 2 3 Of Trade Shows For Aaf 01 12 10

  1. 1. The 1-2-3 of Trade Shows Making the most of face-to-face selling Presented to AAF-Abilene January 12, 2010
  2. 2. What this is all about Face-to-Face Interaction
  3. 3. Consider <ul><li>Well-planned and executed trade shows: </li></ul><ul><li>Enhance all other marketing efforts </li></ul><ul><ul><li>Ads </li></ul></ul><ul><ul><li>Web </li></ul></ul><ul><ul><li>Social media </li></ul></ul><ul><ul><li>Direct mail </li></ul></ul><ul><ul><li>Sales collateral </li></ul></ul><ul><ul><li>Electronic direct marketing </li></ul></ul><ul><ul><li>Personal selling </li></ul></ul><ul><ul><li>Publicity </li></ul></ul><ul><li>Bring the brand to life </li></ul>
  4. 4. Who? <ul><li>Suspects </li></ul><ul><li>Prospects </li></ul><ul><li>Hot prospects </li></ul>
  5. 5. The touch points <ul><li>Ads – reach the masses (suspects) </li></ul><ul><li>Web – reach seekers (prospects) </li></ul><ul><li>Literature – targets hot prospects </li></ul><ul><li>… and trade shows touch the buyer </li></ul><ul><li>Altogether this creates a whole brand experience for your buyer </li></ul>
  6. 6. Consistency & Continuity Message consistency and continuity throughout the customer touch points maximizes the return on your investment.
  7. 7. Consider Trade shows and events are the most dramatic and memorable extension of your brand
  8. 8. A unique selling environment <ul><li>Interactive -- real-time </li></ul><ul><li>Human -- 1-on-1 </li></ul><ul><li>Immersive — brand surrounds the buyers </li></ul><ul><li>Dimensional – a 3-D space that is alive </li></ul>
  9. 9. Three Things: <ul><li>Strategy & Planning </li></ul><ul><li>Execution </li></ul><ul><li>Measurement </li></ul>
  10. 10. First Thing: Strategy & Planning
  11. 11. <ul><li>Booth structure </li></ul><ul><ul><li>The design, materials and colors match and enhance the themes </li></ul></ul><ul><ul><li>The brand picture frame </li></ul></ul><ul><li>Graphics </li></ul><ul><ul><li>Carry over and reinforce the text and image messages </li></ul></ul><ul><li>Staff </li></ul><ul><ul><li>Trained to speak the 3 to 5 key points </li></ul></ul><ul><ul><li>Your brand ambassadors </li></ul></ul><ul><li>… to reinforce the message and overall theme. </li></ul>Continuity is the key
  12. 12. Setting objectives <ul><li>How many leads do you expect to get? </li></ul><ul><li>Will you be meeting with particular or key customers? </li></ul><ul><li>Is this a new market for you? </li></ul>
  13. 13. Selecting shows <ul><li>Where do your buyers go? </li></ul><ul><li>What associations do you belong to? </li></ul><ul><li>Where do your partners and competitors exhibit? </li></ul><ul><li>Where do they fall on the calendar? </li></ul><ul><li>Where to look: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Your competitor’s web site </li></ul></ul>
  14. 14. Exhibit Basics <ul><li>Choosing a booth </li></ul><ul><li>Creating and including graphics </li></ul><ul><li>Giveaways </li></ul><ul><li>Booth staffing </li></ul><ul><li>Lead collection </li></ul><ul><li>Literature </li></ul>
  15. 15. Budgeting <ul><li>Be sure and allocate a realistic budget </li></ul><ul><ul><li>Rule of Thumb: 20-50-20-10 </li></ul></ul><ul><ul><li>Space-booth-services-transportation </li></ul></ul><ul><li>Include all the pieces </li></ul><ul><ul><li>Space </li></ul></ul><ul><ul><li>Booth and graphics </li></ul></ul><ul><ul><li>Services </li></ul></ul><ul><ul><ul><li>Electrical, drayage, set up, rentals </li></ul></ul></ul><ul><ul><li>Transportation </li></ul></ul><ul><ul><ul><li>Trucking </li></ul></ul></ul>
  16. 16. Budget example <ul><li>Excel or Quicken </li></ul><ul><li>List all items </li></ul><ul><li>Build in a contingency </li></ul>
  17. 17. Second Thing: Execution
  18. 18. Exhibit examples
  19. 19. Exhibit examples
  20. 20. Exhibit examples
  21. 21. Exhibit examples
  22. 22. Before The Show <ul><li>Use direct-mail (US Mail) </li></ul><ul><li>Post on Facebook, LinkedIn and Twitter </li></ul><ul><li>Brief your staff </li></ul><ul><li>Devise a lead strategy </li></ul><ul><li>What is your plan at the show? </li></ul>
  23. 23. At The Show <ul><li>Have a staffing schedule </li></ul><ul><li>Know who is wearing what badge </li></ul><ul><li>Hold pre-show and post-show meetings </li></ul><ul><li>Collect the leads daily </li></ul><ul><ul><li>Do something with them! </li></ul></ul><ul><li>Visit other booths </li></ul><ul><ul><li>Competitors </li></ul></ul><ul><ul><li>Partners </li></ul></ul><ul><ul><li>Customers </li></ul></ul>
  24. 24. Third Thing: Measurement
  25. 25. After The Show <ul><li>Measure ROI in a number of ways: </li></ul><ul><ul><li>Count the leads </li></ul></ul><ul><ul><li>Calculate potential sales from leads or meetings </li></ul></ul><ul><ul><li>Estimate your spending (costs) </li></ul></ul>
  26. 26. Takeaways <ul><li>Be consistent in your media </li></ul><ul><li>Measure things </li></ul><ul><li>Execute! </li></ul><ul><li>Be memorable </li></ul>
  27. 27. This is all about Face-to-face interaction Takeaways
  28. 28. Sources <ul><li>“ Powerful Exhibit Marketing,” Barry Siskind </li></ul><ul><li>“ How to Get the Most Out of Trade Shows,” by Steve Miller </li></ul><ul><li>“ Exhibit Marketing” by Edward Chapman </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  29. 29. Finding Maynard <ul><li>Blog: </li></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><li>Linked in: </li></ul><ul><li> </li></ul><ul><li>E-mail: </li></ul><ul><ul><li>[email_address] </li></ul></ul>