Booth Camp: Survival of the Fittest WBCS 3.11

Survival of The Fittest 2011 EXHIB-ITor Series

Exhibiting Trends Exhibiting Trends will Impact Your Trade Show Display Booth
Time limitations by attendees
There has been an increase in buying teams at events
compared to a single company representative
Experiential exhibiting
Focused attention on building current customer
relationships
New registration technology
Aesthetic mood setting elements

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.
3.8 Seconds...

Distinct Phases of Trade Shows
Pre-Show
At-Show
Post-Show
Each must receive proper attention in order to maximize your return on investment. It is important to know that: “ The average attendee spends 8.2 hours visiting exhibits at a show. Attendees at retail shows visit exhibits for approximately 9.0 hours, 1.2 hours longer than the average attendee.” Exhibit Surveys Inc. 2009

Show Selection
Budgeting
Staff and Booth Selection
Pre-Show Promotion
Pre-Show

Define Your Objectives
Reasons to Exhibit
Introduce new products.
Make contact with distributors.
Builds relationships.
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.

Show Selection
The Five-Step Shuffle Selecting the shows
that will help you meet your goals.
Net attendance X % which is your target audience X % interested in your products = Size of potential audience
Research your company’s marketing and sales
objectives.
Seek feedback from current and prospective
customers.
Create a master list of shows.
Analyze the master list.
Create a short list of shows that meet your
expectations.

Show Selection
Budgeting
Pre-Show Promotion
Pre-Show

Here are some practical, easy and creative ways to stretch your budget.
Proper planning.
Promotional production.
Buying a display.
Display graphics.
Packing supplies.
Literature.
Transportation.
Travel.
Show services.
Setting up.
Effective Ways to Manage Costs

Show Selection
Budgeting
Pre-Show Promotion
Pre-Show

Pre-Show Promotion Techniques
Invitations
Public Relations
Advertising
Web announcements
Incentives
Choose a consistent format, tone and style
Keep it simple
Partner up
Don’t Just Rely on Show Management!

Show Selection
Budgeting
Pre-Show Promotion
Pre-Show

Staffing
Select people who want to be there.
Realize everyone is an ambassador.
Encourage personal goals.
Get top management support.
Keep the team informed.
Create a positive, fun and reinforcing environment.
Know your staff.
Review performance.
Staffing your company’s display at a show is hard work and staying motivated can often be a real challenge .

A Question of Space
“ How does our 10x10 space not get lost in the larger exhibits on the show floor?”
Use lighting – increases awareness by 30 to 50%
Keep it simple – feature your top one or two products
Use bold colors that stand out and separate you from the crowd
Invest in fewer and larger graphics with minimum wording
Be proportionate – leave space for attendees and staff, keep kiosks and reception counters to a reasonable size for the booth space

Show Stopping Displays! We have just THREE SECONDS to get their attention at a tradeshow-- so we need to make sure we are addressing THEIR NEEDS as clearly as possible. REMEMBER THE SIMPLER, THE BETTER!!!

Helpful Design Tips
Use as little copy as possible
Single unifying theme
One basic message
Provide a single focal point
Ambient light
Profile cut graphics grab more attention
Avoid accidental distractions
People like maps
Bonus Tip DON’T LOSE TRACK OF YOUR PRIMARY MESSAGE!

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

At-Show
In-Booth Activities
Entertainment
Education
Games
Tradeshow Giveaways
& Collaterals
Qualifying Prospects
How hot is the lead?
Communicating with prospects
Speak your prospect's language.
Follow-Up System for New Leads

In-Booth Activities
Do’s:
Entertain
Educate
Generate New Leads
Entertain:
Attract crowds by leveraging the power of natural human curiosity.
Offer attendees the chance to participate in interactive games, in exchange for filling out contact cards:
Customized Prize Wheel – Spin to win coupons, promotional items or in store credit.
Trivia game – Attendees answer general questions to win coupons, promotional items or in store credit.

In-Booth Activities
Live demonstrations
Discuss the pros and cons of each product and how each product is used best.
Keep up with your competition - attendees use trade shows to compare and contrast competitors.
Provide information on how and where you can use your product outside your booth:
Lobby Sampling Station
Bag Insert
Local Company Campaign
Seminar Information Provider
Educate
Two excellent ways to educate.

In-Booth Activities
2. Distribute Promotional Items
Make sure your items are clearly labeled so attendees can follow up post-show.
Items should be decorated with company contact information and logo

Booth Ideas That Attract Visitors
Generate New Leads
Use all activities to generate leads.
Have all participants fill out contact sheet before participating in all activities, games or demonstrations.
Qualify prospects
Map out questions prior to event that all event staff can use to qualify your prospects.
Communicate with your prospect in their language.
Create a follow-up System for New Leads
A post show system needs to be in place for leads that are generated during each activity, game or demonstration.
The only cold lead is the one that is never looked into.

At-Show
In-Booth Activities
Entertainment
Education
Games
Tradeshow Giveaways
& Collaterals

Draw traffic to your booth
Create recall after the show
Provide contact information in a unique, memorable way to prospects.
Convert cold prospects into warm leads.
Event attendees are 52% more likely to stop by your exhibit if you have an appealing promotional item to give them . (According to Incomm Center for Trade Show Research and Sales Training 2010 )‏ Setting common giveaway goals Tradeshow Giveaways

Tradeshow Giveaways Choosing the Most Effective Giveaway
Does the item complement your company and product image?
Do the giveaways you want to purchase match your budget?
Are you able to easily imprint your key contact information and
message on the trade show promotional item?
Will you be able to get your shipment in time for the event?
Is your giveaway unique and different from others you’ve seen?
Is the item something YOU would like to have?

At-Show
In-Booth Activities
Entertainment
Education
Games
Tradeshow Giveaways
& Collaterals

Breaking the Ice
Do ask open question.
Do focus on business.
Don't ask a question if you don't want to know the answer.
Don't ask a question if you don't know what to do with the answer.

Questions that Qualify Prospects Don’t spend unnecessary time with visitors you cannot help. Use the ACTION strategy to find your best prospects. A uthority: “What is your role in the company?” “ How are the decisions about new products made.” “ Who is going to have greater use for this product?” C apability: “Tell me a bit more about your company.” “ How many employees do you have?” “ Do you have a budget set aside for this upgrade?” T ime: “When do you want to proceed with this idea?” “ How soon should I contact you to set up an appointment?” “ When is the next open to buy?” I dentity: “What is your Name and Company name?” O bstacles: “Have you worked with our company in the past?” N eed: “What are you hoping to find at the show?” “ Tell me a little about your situation now.” “ Do you use this technology now?”

At-Show
In-Booth Activities
Entertainment
Education
Games
Tradeshow Giveaways
& Collaterals

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.

Having good
communication
skills is for
the birds!
Eagle Peacock Dove Owl Birds of a Feather… Which Bird are you?

At-Show
In-Booth Activities
Entertainment
Education
Games
Tradeshow Giveaways
& Collaterals

Lead Information Card Be sure you ask Qualifying Questions from your own Industry and obtain critical key information from your prospect.

Post Show
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.” Ultimate Lead Systems 2010
Lead Follow-Up
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

Marketing Strategy
Printing
Bulk Mailing
Personalized Postcards
Brochures/Letterhead./Posters

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!

Booth Camp: Survival of the Fittest WBCS 3.11

by EXHIB-IT! Trade Show Marketing Experts

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Booth Camp: Survival of the Fittest WBCS 3.11 Presentation Transcript