NA Exhibition Industry 2010 Top 10 Convention Centers
McCormick Place – Chicago, IL
Las Vegas Convention Center – Las Vegas, NV
Washington Convention Center – Washington, DC
Orange County Convention Center – Orlando, FL
Georgia World Congress Center – Atlanta, GA
Dallas Convention Center – Dallas, TX
The Moscone Center – San Francisco, CA
Nashville Convention Center – Nashville, TN
San Diego Convention Center – San Diego, CA
Ernest Morial Convention Center – New Orleans, LA
Rate of Growth NA Exhibition Industry 3rd Qtr ’09 2008 2007 Exhibiting companies +.5% +.3% +.3% Net sq footage +.3% +.9% +5.9% Revenue from B2B events grew 6.6% in 2008
Top Growth Sectors Sector NSF Exhibitors
Government, Public & Non-Profit Services 13.8% 15.0%
Communications & Info. Technology 5.2% 3.9%
Sports, Travel, Entertainment 2.0% 3.3% Art & Consumer Services
Transportation 4.7% 2.6%
Industrial Machinery 4.7% .07%
List of Resources • CAEM (Canada): www.caem.ca • CEIR: www.ceir.org • EDPA: www.edpa.com • Exhibit Builder: www.exhibitbuilder.net • Exhibitor Magazine: www.exhibitoronline.com • Exhibit and Events: www.exhibit-event.com • IAEE: www.iaee.com • Trade Show Expo: www.trade-show-expo.com • Trade Show Week: www.tradeshowweek.com • TSEA: www.tsea.org
Exhibitor Profile How the Exhibit Dollar is Spent
EXHIB-IT! Tradeshow Marketing Experts
Our mission at Exhib-it! Tradeshow Marketing
Experts is to go beyond just the tools of a great
booth and graphics.
We will teach you all the proven ways to turn that precious
3.8 seconds into a lasting and profitable relationship with
your tradeshow visitors and customers.
It's all about you and your objectives from exhibiting.
Define Your Objectives
Reasons to Exhibit
Introduce new products.
Make contact with distributors.
Generation of Leads.
Cost of closing a sale is cheaper.
Levels the Playing Field.
What kind of business are you in? Do you sell software? Cars? Manage a luxury hotel? None of that really matters. When you exhibit at a trade show, you become a card-carrying member of the IDEA industry.
Your Quantified Exhibiting Objectives
Booth Staff Schedule
Conduct a review of the expected attendees
Understand staff's strengths
Pre-Show Promotion Techniques
Choose a consistent format, tone and style
Keep it simple
Don’t Just Rely on Show Management!
Staff and Booth Selection
SEO is the process of creating and maintaining a search engine and user friendly site.
S earch E ngine O ptimization Internet Marketing Strategy
Pay per click
Conversion The primary goal of your SEO campaign is conversion.
Methods of SEO
Meta Tags, Titles and Descriptions
Golden Triangle (image)
Tools For SEO
Mistakes To Avoid
Working To Quickly And Erratically
What is Social Media? Marketing tool designed to establish a presence and relationship with your prospects. Internet Marketing Strategy
Blogging is an important part of your internet marketing strategy.
Fresh, targeted content
Attracts inbound links
Makes you the expert
Social Media Sites Top Social Media Sites: www.Youtube.com www.twitter.com www.flickr.com www.digg.com www.facebook.com www.squidoo.com www.myspace.com www.linkedin.com www.digit.com www.wordpress.com www.hootsuite.com
Full Brain Marketing Twitter
DJ Heckes Twitter
DJ Heckes Facebook
Full Brain Marketing Facebook
How to use Social Media and Trade Shows Drive people to their trade show booth. Blog at the show Video and Images of the show
Marketing Strategy Web Site/Internet Offers designed to capture contact information • White papers • Newsletter registrations • Color catalog • CDs
Marketing Strategy • e-Communications • Company web site • Promotions • Webinars/Seminars • Sales leads • Recognition
Marketing Strategy • Remind exhibitors that trade shows drive sales for tomorrow • Tradeshow Week survey revealed that 41% of exhibitors reported the bulk of their show related sales more than a year after the event Current Clients
Marketing Strategy Use CEIR Research reports to encourage continued participation in events • 82% of exhibition attendees have buying influence • 33% of attendees do not attend any other exhibition • 33% have not attended the same event the previous Year • 77% of attendees represent a new prospect for exhibiting companies Current Clients
Marketing Strategy Prospects on Your Database • Longer term prospects represent up to 3x more sales opportunities • 50% of leads require nurturing • House list is the most responsive
How hot is the lead?
Communicating with prospects
Speak your prospect's language.
Follow-Up System for New Leads
Zone One: Common Interest *Recognizable images *Humor and whit *Instant solution to a buying problem Zone Two: Potential Interest *Signs with more detail *Draws, demonstrations, videos *Catalogs, brochures, giveaways Zone Three: Genuine Interest *Signs with even more information used in presentations *One-on-one presentations, in-booth seminars Attendees absorb less than 10% of information coming at them while walking down the exhibit aisle. Know Your Zones
How Hot is your prospect?
Six types of show attendants to know and identify:
1) Edgar Done 2) Emma Hope 3) Alley McMate 4) Anita Job 5) Jay No-Way 6) Moe Lassis Four Stage Booth Process Will Change Accordingly 1. Ice Breaker 2. Information Gathering 3. Presentation 4. Disengagement
93% of peoples' impressions of others are not directly related to what they say but how they say it. Birds of a Feather… The best staffers communicate in the prospect's style, not their own. Understanding different personality types: To be successful at shows, you must understand and recognize the personality type of the person you are talking to. Your goal is to determine their personality type so you can talk to them based on how they receive information. Each person has a primary personality type (80%) , and a secondary personality type (20%) . The goal is to determine their primary personality type within the first 60 seconds. Each person’s personality type can be recognized based upon how they act, dress, speak and move. We must know our own personality type to communicate successfully.
skills is for
Eagle Peacock Dove Owl Birds of a Feather… Which Bird are you?
Exhibit Trends Organic Shapes • Create movement to generate attention • Complement and/or define space • Provide contrast
Exhibit Trends Colors • Neutral Base colors with bright colors as accents • Deep, rich, classic, sophisticated palette • Richer, bolder wood tones
Lead Information Card Be sure you ask Qualifying Questions from your own Industry and obtain critical key information from your prospect.
This is your chance to really shine as a company!
Frightening tradeshow facts:
-30% - 45% of leads that were not considered viable opportunities by the sales team actually became sales ready opportunities within 12-months.
Make your follow up timely
Use the information from the Lead Generation Card
Reinforce your exhibit theme in your follow up to help with recall
Always respond in the way the prospect told you to
Stay in touch, consistently, personally, and systematically . Stay in Touch You need a SYSTEM!
Thank you for being my customer
Thinking of you
Thank you card on their anniversary
We miss you card to a former customer
Fun and zany holidays cards
Special offers for loyal customers
Apologize when something goes wrong
Stay In Touch Ideas
Nice to meet you
When would you like to meet?
Announcements - Tradeshows
Thank you for stopping by our booth
Follow Up Ideas
Put your picture in or on the card
Put their picture on or in the card
Add a heartfelt personal message in
your own handwriting
Express sincere appreciation and
Celebrate their accomplishments
Add humor – make them smile & laugh
Make Your Cards Memorable
“ People will forget what you said , people will forget what you did , but people will never forget how you made them feel .” -- Maya Angelou
This information is confidential and proprietary to EXHIB-IT! Tradeshow Marketing Experts may not be reproduced or further disclosed to anyone other than EXHIB-IT! Tradeshow Marketing Experts and affiliates without written authorization. Questions? Thank You For Your Attention!