jj asiag tradeshow tool kit


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Tradeshows are not just logistics, it's all about strategy. This presentation highlights basics; like why go and moves onto budgeting (money, time and staff), defining ROI & ROO, show selection, picking a space, booth behavior tips, capturing leads, staking out the competition, and tips to save money.

You will take away sample timelines and checklists for preparing tradeshow programs, promotion plans and a booth first aid kit. There are also tools to evaluate and measure the effectiveness of your tradeshow strategies.

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  • Make list of leading shows in your industry who are the backers: trade orgs, analysts, large event planners , user groups, academic orgs where has your competition exhibited: what kind of commitment did they make: sponsor, speak, exhibit only check testimonials and repeat exhibitors Map the show demographics how many and who attend – titles, buying positions, b2b, b2c, geo-market Show Agenda does it fit your style: mass attendance, c-level briefing, seminar, trade fair, trade show, user group, b2b, b2c are there speakers, do you know them, do they have booths , are their networking opportunities, press briefings, scheduled meals, parties and etc, awards, 1-on-1s, pre-post promotion opportunities, associated online elements: webinars, chatrooms, forums, distribution of event content Timing do you have anything to announce: new product, partnership, market penetration are the exhibition times fillers or an integral part of the event Number of booths / Occupancy Rates Rule of thumb: 2wks prior to the show no more than 5-10% empty, avoid “desperate discounts”
  • Event Objectives: sales goals, lead generation, publicity, image awareness, brand building, reseller support Define a Budget: be realistic, include ROI & ROO (objectives) Develop/ Use a Winning Sales Message: highlight it in your marketing materials,targeted sales pitch, booth graphics, banners, brochures, ads, promotions, press kits presentations and etc Create a Exciting Exhibit: leverage what you have – custom booth, pop-up, table-top, rental … use design, message, graphics to deliver a WOW Confirm Booth Location in Exhibit Hall and Services : is it in a high traffic spot, access to electricity, cleaning, drayage, shipping, Internet access and etc , what do you have to pay for, pre-order, can you share with a neighbor/partner Order, Print, Ship Marketing Materials: brochures, lead cards, give-aways, datasheets, business cards, press packets think in bulk… use themes for multiple shows Execute a Online Marketing Scheme to Announce Your Participation: update your website, email campaign, rss, social media tools, forums and etc Train and Schedule Staff : do‘s and don’ts, sales message, lead process, closing tips, staff time commitments, wardrobe Shipping and Travel Arrangements: for you, staff, booth, materials, product, supplies – to and fro, consider who you use, when you ship/travel Follow-up Process: pre-define how and who does it have the templates ready (emails, phone scripts) Evaluation: check all supplies, booth, materials, determine if goals (ROI/ROO) were met, identify improvements for next year
  • Pre-Show – Show organizers promote their show all year… find out how you can be a part of their activities – newsletters, website, emails, Barter – for space, host a competition, joint press release, blog article, etc Provide – industry info, research, expert interviews… access to press
  • Pitch info – new research findings on industry trends, expansion activity, new products, latest economic indicators in your market/vertical Help – provide general info, market overview, connections with competitors/ industry reps
  • jj asiag tradeshow tool kit

    1. 1. Trade Show Strategies trade shows are not just logistics, its all about strategically jodi joseph asiag february 2011
    2. 2. <ul><li>Why ? </li></ul><ul><li>are one-to-many events part of your marketing plan? </li></ul><ul><li>What? </li></ul><ul><li>what type of event will help you meet this marketing goal? </li></ul><ul><li>How? </li></ul><ul><li>do you have the budget for this type of activity </li></ul><ul><li>Who? </li></ul><ul><li>Is your audience (internal / external)? Your staff? </li></ul><ul><li>Where? </li></ul><ul><li>not just geography… vertically… position in the market </li></ul>The Basics
    3. 3. Why Go… <ul><li>Face to Face interaction </li></ul><ul><li>Small businesses can compete with larger enterprises </li></ul><ul><li>Great source for lead generation </li></ul><ul><li>Real-time research of new products, services, and the competition </li></ul><ul><li>Networking and Access </li></ul>
    4. 4. Budgeting – Money and Time <ul><li>How much do you really have of each </li></ul><ul><ul><li>Know what costs what… avoid rush/overtime charges </li></ul></ul><ul><ul><li>Plan accordingly to avoid mistakes </li></ul></ul><ul><ul><li>Think in bulk and recycle </li></ul></ul><ul><li>ROI and ROO </li></ul><ul><ul><li>What return will you get on your investment </li></ul></ul><ul><ul><li>What objectives will you reach </li></ul></ul><ul><ul><li>How will you measure them </li></ul></ul>
    5. 5. <ul><li>Will we </li></ul><ul><ul><li>change buying behavior / increase sales ? </li></ul></ul><ul><ul><li>increase name awareness? </li></ul></ul><ul><ul><li>penetrate a new market? </li></ul></ul><ul><ul><li>introduce a new application of an existing product? </li></ul></ul><ul><ul><li>generate new business/partnerships? </li></ul></ul><ul><ul><li>solidify past relationships? </li></ul></ul><ul><ul><li>launch a new product? </li></ul></ul><ul><ul><li>attract resellers/manufacturers/OEMs? </li></ul></ul><ul><ul><li>recruit new personnel? </li></ul></ul><ul><ul><li>attract press or analyst coverage? </li></ul></ul><ul><ul><li>counteract competitor claims? </li></ul></ul><ul><ul><li>support an industry initiative? </li></ul></ul>ROI & ROO
    6. 6. Show Selection <ul><li>Make list of leading shows in your industry </li></ul><ul><li>Map each shows demographics </li></ul><ul><li>Analyze the program for opportunities </li></ul><ul><li>Timing (of show and of exhibition hours) </li></ul><ul><li>Number of booths / Occupancy Rates </li></ul><ul><li>Host your own? </li></ul>
    7. 7. Show Worksheet Opportunities Competitors Present Date Where Target Type Name / URL few sponsorships remain can partner with resellers strong promo program EVERYONE June 12-14 Santa Fe B2B, manufacturers, resellers 2500 visitors 200 exhibitors Conference + exhibit Toy Summit 2010 www.toy2010.com random, direct sales pre-schedule to meet reps Very costly to sponsor EVERYONE and then some October 15-20 NYC B2C – all types of manufacturers 3000 exhibitors 10,000 visitors/day Expo ToysRYours www.toysryours.com To present/participate in panel Great photo ops 4 leaders March 3 DC C-level of leading companies, gov’t regulators Educators Round Table www.Toys4Teens.com – educators chime in
    8. 8. Big Trade Shows <ul><li>PROS: </li></ul><ul><li>High Foot-Traffic: More traffic  increase interest /sales </li></ul><ul><li>Media Coverage: Reporters often attend larger trade shows </li></ul><ul><li>Pay to Be “In”: Join top competitors in the industry/ meet potential clients </li></ul><ul><li>Big Cities/Big Business: bigger trade shows can mean bigger clients. </li></ul><ul><li>CONS: </li></ul><ul><li>Masses of Attendees: More business OR just a number in a crowd? </li></ul><ul><li>Travel: traveling /accommodations can be pricier in a metropolitan city </li></ul><ul><li>Length of Time: Bigger shows last several days  less office productivity/more money. </li></ul><ul><li>Shipping/Logistics: Booths, materials and etc have to be shipped </li></ul><ul><li>Pay to Play: Participation fees are higher…everything costs more </li></ul>
    9. 9. Small/Boutique Shows <ul><li>PROS: </li></ul><ul><li>Experience: training grounds for big trade shows </li></ul><ul><li>One-on-One Interaction: less traffic, but more face-time </li></ul><ul><li>Travel: smaller cities can be less expensive </li></ul><ul><li>Booth: can cut costs with rentals, pop-ups (no shipping) </li></ul><ul><li>More Targeted Market Segment: attract more specific audience </li></ul><ul><li>CONS: </li></ul><ul><li>Uncertainty : unsuccessful turn-out can drastically reduce ROI/ROO </li></ul><ul><li>Travel: hotels may be cheaper, but smaller airports can be more $$$. </li></ul><ul><li>Fewer Attendees: means less traffic to your booth. </li></ul><ul><li>More Targeted Market Segment: make sure the audience is yours </li></ul>
    10. 10. Virtual Shows <ul><li>Viable alternatives in a down-turn economy </li></ul><ul><li>Exhibitors comfortable in online environs get better ROI </li></ul><ul><li>More prepared, get better leads </li></ul><ul><li>Seen to complement live shows/ not replace </li></ul><ul><li>Savings in travel, shipping, downtime </li></ul><ul><li>Lower participation costs… for now </li></ul><ul><li>Can post all types of media/unlimited downloads </li></ul><ul><li>Reduction in staff needs / real-time alerts for visitors / use of chat tools </li></ul><ul><li>Track, nurture and analyze visitors </li></ul><ul><li>Direct data dump to CRM </li></ul>
    11. 11. Display Types <ul><li>Table Top – 2 or 3 meter tables with 1 or 1.5 meter displays </li></ul><ul><li>Backwall or Inline – most are 3x3 m² booth spaces, a few are 3x4m² or </li></ul><ul><li> 3x5m² with 2.5 m back walls </li></ul><ul><li>Island – an exhibit that is exposed on all sides, may start at 9m² and go to </li></ul><ul><li> 100s of m²… the bigger the show the bigger the space </li></ul><ul><li>Peninsula – pretty rare, an island with one shared wall </li></ul><ul><li>Portable – light-weight, pack into travel cases: pop-ups, banner stands, </li></ul><ul><li> panel systems… saves on shipping and set-up costs </li></ul><ul><li>Modular – pre-engineered, integrated components, tailored designs, </li></ul><ul><li>shipped in crates not roller cases… cheaper to ship than custom booths </li></ul><ul><li>Custom - use any material, of any size and can meet any requirement </li></ul><ul><li>Rental – can be simple or spectacular, great option if you only exhibit once </li></ul><ul><li> a year or want to change your look annually </li></ul><ul><li>Reconditioned – previously owned booths can be re-customized </li></ul>
    12. 12. Picking a Space <ul><li>Traffic patterns: Where are the entrances, exists, registration area, bathrooms, food areas, internet access, smoking areas, telephones, conference rooms, meeting rooms and etc? Do I want to be near them? </li></ul><ul><li>Do you want to be near the competition? </li></ul><ul><li>How many hours are the booths open? Are there events scheduled during exhibition time? </li></ul><ul><li>Do I want/need an island, peninsula, middle space? </li></ul><ul><li>How much space do I need: product, demo, people, meetings? </li></ul><ul><li>What kind of lighting is there? How about power sources, junction boxes, fire protection, telecom access, wireless access? </li></ul><ul><li>Can you use hanging signs, space in front of the booth? </li></ul><ul><li>Are there height restrictions? obstructions – pillars, stairs, etc? </li></ul><ul><li>Is there storage on the floor? Off-site? </li></ul>
    13. 13. <ul><li>Event Objectives </li></ul><ul><li>Define a Budget </li></ul><ul><li>Develop and Use a Winning Sales Message </li></ul><ul><li>Create a Exciting Exhibit </li></ul><ul><li>Confirm Booth Location in Hall and Services </li></ul><ul><li>Order, Print, Ship Marketing Materials </li></ul><ul><li>Develop and Execute a Online Marketing Scheme </li></ul><ul><li>Train and Schedule Staff </li></ul><ul><li>Shipping and Travel Arrangements </li></ul><ul><li>Follow-up Process </li></ul><ul><li>Evaluation / Fix List </li></ul>Trade Show Check List
    14. 14. Trade Show Time Line <ul><li>define role of events within overall marketing strategy </li></ul><ul><li>secure company buy-in </li></ul><ul><li>develop a detailed budget and ROI/ROO projection </li></ul><ul><li>research and identify the events to attend via target/opportunity </li></ul><ul><li>request info from host </li></ul><ul><li>set objectives for each event </li></ul><ul><li>define resource needs: space, type of exhibit, promotional items, marketing materials </li></ul><ul><li>register and reserve space (DON’T PAY YET) </li></ul><ul><li>develop a trade show marketing plan – pre/at/post show </li></ul><ul><li>develop your sales message, elevator pitch and close </li></ul><ul><li>vet and select vendors, </li></ul><ul><li>finalize booth design, give-aways, </li></ul><ul><li>define promotional strategies </li></ul>12+ Months 9 – 12+ Months 6 – 9 Months
    15. 15. Trade Show Time Line <ul><li>order printed materials </li></ul><ul><li>proceed with vendors </li></ul><ul><li>confirm delivery dates </li></ul><ul><ul><li>and show limitations </li></ul></ul><ul><li>determine staffing requirements and schedules, plan training </li></ul><ul><li>make travel plans </li></ul><ul><li>launch pre-show activities </li></ul><ul><li>plan and write your press release </li></ul><ul><li>compile follow-up packs </li></ul><ul><li>continue pre-event marketing </li></ul><ul><li>confirm travel arrangements </li></ul><ul><li>contact event host for updates on attendees and exhibitors </li></ul><ul><li>finalize booth, marketing materials and etc </li></ul><ul><li>schedule meetings with prospects, resellers, analysts, clients, press </li></ul><ul><li>double check everything </li></ul><ul><li>practice setting up the booth </li></ul><ul><li>make tradeshow “first aid kit” </li></ul><ul><li>create away message (email/phone) </li></ul><ul><li>analyze leads, send follow-up packets, make contact </li></ul><ul><li>evaluate tradeshow ROI/ROO </li></ul><ul><li>review budget </li></ul><ul><li>suggest improvements for next year </li></ul>3 – 6 Months 1 – 3 Months 1 Week Before Show 1 Week Post Show
    16. 16. Booth First Aid Kit Booth Blank CDs Box Cutter /X-acto Breath mints (NO GUM) Camera Extension Cord First Aid Kit, Aspirin Garbage Bags Hand Cleaner Lead Forms Name Tags Packing Tape Paperclips Paper towels Pens / Pencils Rubber Bands Scissors Paperwork (copies – originals in the office) Booth Picture (set-up/breakdown) Contact List ( Staff, Show and Vendors) Contracts (Show / Vendor) IDs (wallet contents) Hotel Reservations Shipping Bills of Lading / Labels Shipping Inventory/ Instructions Staff Schedule Travel Itineraries Materials – (electronic/print samples/templates) Brochures, Case Studies and etc Business Cards Give-Aways Order Forms Name Tags Press Kits Sewing Kit Shipping Labels Stapler / Staples Tools (screwdriver, hammer, wrench) Transformer Trash bags USB Velcro WhiteOut (Tipex) SAVE THIS!!!
    17. 17. Promotion Tools – before the show Trade Press Ad Wide reach, Reaches vertical audiences Not selective or targeted Image awareness, Product introduction, Sales Direct Mail Targeted Reach List availability Image awareness, Generate leads, Product introduction, Pre-schedule appointments Telemarketing Direct contact/direct feedback Expensive and time-consuming Generate leads, Pre-schedule appointments, Sales Broadcast Fax Targeted message to a targeted audience List availability Build awareness, Generate leads, Product introduction, Pre-schedule appointments E-mail (broadcast) Targeted message to a targeted audience, Generate a dialogue before the show List availability Build awareness, Generate leads, Product introduction, Pre-schedule appointments Press Releases /editor contact Inexpensive, Credible voice Less control over type of exposure Press exposure, Image awareness, Product introduction
    18. 18. Promotion Tools – at the show Billboards Wide reach Limited locations Image awareness, Product introduction Airport ads Early exposure Limited time for exposure Image awareness, Product introduction Hotel TV ads Less competition for visibility Limited time for exposure Image awareness, Product introduction Mobile Ads Repeat exposure Restrictions in some cities and for some shows Image awareness, Product introduction In-Room Promos Less competition for visibility Additional time and cost for distribution Image awareness, Product introduction Hospitality events Less competition for visibility Cost, limited control over who shows up Image awareness, Product introduction Show Issue trade publication ads Wide reach Not targeted or selective Image awareness, Generate leads, Product introduction, Sales Show Daily ads Wide reach, show related editorial Readership varies from show to show Image awareness, Generate leads, Product introduction, Sales, Promote your at-show event Hall Ads/Boards Repeat on-site visibility Limited choices Image awareness, Generate leads, Product introduction TV/ Photo ops Local or national exposure Limited time exposure, Little control, Limited audience Image awareness to a public audience, Generate leads, Product introduction Press Briefings/Interviews Inexpensive press coverage, Exposure through a credible source Little control, Requires additional staff to handle the press Image awareness, Product introduction, Press coverage Show Directory Ads Outer covers provide good exposure, Selective reach Limited availability, Costly Image awareness, Generate leads, Product introduction, Sales
    19. 19. Promotion Tools – in the booth Contests, games, drawings Ability to draw a large audience Time-consuming, Audience too general Generate qualified leads, Product introduction In-booth premiums Generate qualified leads, Relatively inexpensive Frequently misused by staff Generate leads Celebrities Ability to draw a large audience Audience too general Build traffic Live Presentations Ability to draw large audiences, Ability to deliver a targeted message Can draw too general an audience, Can lose targeted prospects if staff fails to interact Build traffic, Product introduction
    20. 20. Promoting Yourself <ul><li>Pre-Show </li></ul><ul><li>Contact : exhibitors, speakers, registrants, media </li></ul><ul><li>Highlight : booth location, product, invite to visit/”sit-down” </li></ul><ul><li>Media : use website/social media/ PR/newsletters / mailings </li></ul><ul><li>Leverage : partners, vendors, clients </li></ul><ul><li>Sponsor : according to your budget level </li></ul><ul><li>@ Show </li></ul><ul><li>Engage : welcoming staff, entertainment, demos, games </li></ul><ul><li>Sit-down s: create a VIP meeting space </li></ul><ul><li>Give-aways : be relevant to your brand, cause interaction and not just pick-up </li></ul><ul><li>Sponsor : according to your budget level </li></ul><ul><li>Post-Show </li></ul><ul><li>Record and contact leads – the personal touch goes a long way </li></ul><ul><li>Deferred rewards – personalized promotional products </li></ul><ul><li>Try </li></ul><ul><li>2-part give-aways </li></ul><ul><li>onsite specials </li></ul><ul><li>premiums for demos </li></ul>Remember keep giva-aways out of site… keeps cost down Show hosts promote all year round – get in on their emails, website, newsletters, PRs, etc
    21. 21. Promotion Timeline – pre-show <ul><li>5 – 6 mos to go - Define </li></ul><ul><ul><li>Define objectives budget strategies </li></ul></ul><ul><ul><li>Select target publications / websites </li></ul></ul><ul><ul><li>Content planning </li></ul></ul><ul><ul><li>Select /build lists for email/fax/telemarketing </li></ul></ul><ul><li>3 – 6 mos to go - Plan </li></ul><ul><ul><li>Define and plan direct mail options </li></ul></ul><ul><ul><li>Select and order incentives </li></ul></ul><ul><ul><li>Plan and write press releases </li></ul></ul><ul><ul><li>Create telemarketing and demo scripts, follow-up mails </li></ul></ul><ul><ul><li>Create and schedule advertising </li></ul></ul><ul><ul><li>Send ad proofs to publications </li></ul></ul><ul><ul><li>Update website/social media </li></ul></ul><ul><li>2 mos to go - Finalize </li></ul><ul><ul><li>Finalize / Order mailing lists </li></ul></ul><ul><ul><li>Produce direct mail piece </li></ul></ul><ul><ul><li>Distribute Press Release </li></ul></ul><ul><ul><li>Update website/social media </li></ul></ul><ul><li>1 mo to go – DO! </li></ul><ul><ul><li>Send direct mail piece </li></ul></ul><ul><ul><li>Contact press to schedule meetings </li></ul></ul><ul><ul><li>Start email / fax campaign </li></ul></ul><ul><ul><li>Distribute Press Release </li></ul></ul><ul><ul><li>Update website/social media </li></ul></ul>
    22. 22. Leveraging Digital Media - 1 <ul><li>Pre-Show </li></ul><ul><li>Place show info on homepage </li></ul><ul><li>Email database an invite </li></ul><ul><li>Host a raffle with a special code from the web </li></ul><ul><li>Place banners with show info on industry sites, e-letters </li></ul><ul><li>Create a “virtual” booth for surfers to visit </li></ul><ul><li>Post a lead form </li></ul><ul><li>Provide Post-Show access to demos/presentations </li></ul>
    23. 23. Leveraging Digital Media - 2 <ul><li>@ Show </li></ul><ul><li>In booth, show your website and an interactive demo </li></ul><ul><li>Capture emails </li></ul><ul><li>Send Tweets, Facebook Updates </li></ul><ul><li>Highlight any contest winners </li></ul><ul><li>Update your site re: show events, industry news, thought leader interviews, images of booth visitors </li></ul>
    24. 24. Leveraging Digital Media - 3 <ul><li>Post Show </li></ul><ul><li>Send out a newsletter with tips n’ tricks </li></ul><ul><li>Feature contest winners with pics and profiles </li></ul><ul><li>Video and pics from booth </li></ul><ul><li>Kick-off a low-touch sales program </li></ul><ul><li>Update your site re: show events, industry news, thought leader interviews, images of booth visitors </li></ul><ul><li>List exhibition and webcast schedule </li></ul>
    25. 25. Press Coverage <ul><li>Pre-Show </li></ul><ul><li>Get list of press attending </li></ul><ul><li>Send relevant pitches </li></ul><ul><li>Ask for a meeting </li></ul><ul><li>Invite to a briefing </li></ul><ul><li>Offer assistance/ expertise </li></ul><ul><li>If there is a daily show paper – ask the editor for coverage </li></ul><ul><li>@ Show </li></ul><ul><li>Connect…brief…assist </li></ul><ul><li>Watch for Press badges </li></ul><ul><li>Have a designated spokesperson </li></ul><ul><li>Post Show </li></ul><ul><li>Follow-up and Thank </li></ul>
    26. 26. Meet the Press <ul><li>Press Kit </li></ul><ul><li>Overview: product, services, market position </li></ul><ul><li>Factsheet/Timeline / Contact Details </li></ul><ul><li>Performance Reports </li></ul><ul><li>Recent Press Coverage </li></ul><ul><li>Executive Bios, Photos </li></ul><ul><li>Product Datasheets: photos, specs, business value </li></ul><ul><li>Case Studies/Testimonials </li></ul><ul><li>Demo Schedule and Remote Access </li></ul><ul><li>C-level Business Cards </li></ul>
    27. 27. Staffing Formula <ul><li>The 20% rule – CEIR (the Center for Exhibition Industry Research) estimate that 16 - 20% of show </li></ul><ul><li>attendees will be somewhat interested in you. </li></ul><ul><li>Step 1 – Potential Prospects </li></ul><ul><li>multiply the number of registrants by </li></ul><ul><li>16-20% to get the number of potential prospects </li></ul><ul><li>Step 2 - Potential Visitors </li></ul><ul><li>X potential prospects * 50% (for general show) </li></ul><ul><li>or 35% (for vertical) </li></ul><ul><li>Step 3 – Hourly Traffic </li></ul><ul><li>Number from Step 2 / (divide) by # of </li></ul><ul><li>hours booth is open – this should be your hourly traffic </li></ul><ul><li>Step 4 - # of Demos </li></ul><ul><li>Hourly Traffic / (divide) by ideal # of </li></ul><ul><li>demos in 60 minutes </li></ul><ul><li>Step 5 – Space per representative … </li></ul><ul><li>1/3 of the booth or up to 50 square feet </li></ul>Step 1 1000 registrants … 20% = 200 potential prospects Step 2 200 / 50% = 100 potential visitors Step 3 100 / 5 hours = 20 potential visitors /hour Step 4 20 potential visitors / 5 demos/hr = 4 staff people
    28. 28. Staff Training Highlights <ul><li>Show’s objectives: sales, partner recruitment, product launch </li></ul><ul><li>Specific sales message for the show </li></ul><ul><li>A list of prospects expected at the event </li></ul><ul><li>Understanding the demo and engagement scripts </li></ul><ul><li>Tips on engaging visitors and closing leads/sales </li></ul><ul><li>Assessing prospects </li></ul><ul><li>Collecting complete lead information </li></ul><ul><li>Knowing which materials to give to whom </li></ul><ul><li>How to manage traffic in the booth </li></ul><ul><li>How to set-up and breakdown the booth </li></ul>
    29. 29. Booth Behavior <ul><li>Keep your distance – respect personal space </li></ul><ul><li>Don’t talk with our hands, talk on your cell, check emails, eat it can be unnerving and distracting </li></ul><ul><li>Keep things open – ask open ended questions and leave space for the visitor to leave the booth </li></ul><ul><li>Be aware – if you don’t click with the prospect pass him/her off to a colleague </li></ul><ul><li>Listen don’t just “phone in” watch for non-verbal clues to see if the prospect is truly interested </li></ul><ul><li>Keep it clean and tidy and the booth always attended </li></ul>Always wear your nametag on right side – so it can be seen when shaking hands.
    30. 30. Guiding Principles <ul><li>Find out what the prospect needs </li></ul><ul><li>Build a relationship with the prospect – on a corporate and sales person level </li></ul><ul><ul><li>the organization must project stability </li></ul></ul><ul><ul><li>sales staff need to broadcast reliability </li></ul></ul><ul><li>Build trust – offer only what you can deliver </li></ul><ul><li>Be professional – don’t dish on the competition, or be a nay-sayer </li></ul><ul><li>Follow-up – always deliver on what you promise and do it in a timely manner </li></ul>
    31. 31. Conversation Starters and Enders Thanks for stopping by… I’ve taken enough of your time today… I’m glad we had the chance to meet… Based upon what you have said, I don’t think we can help, but here’s our website for future reference… add a smile, handshake and inexpensive material. Tell me about your business? What about the booth caught your eye? Who are your clients? How do you market your business? What business need are you looking to fill? Which of our products are you familiar with? How can we help you meet your business goals?
    32. 32. Lead Collection Ask the show if they provide visitor lists – research and target potential prospects… also research past attendee lists Have a standard lead rating system – and ensure everyone uses it. Make sure to complete the entire lead form. Ask the show if they have tag readers – but they should not replace your lead rating system.
    33. 33. Lead Collection Form <ul><li>Contact Info </li></ul><ul><li>Interest: Relevant Product (s) </li></ul><ul><li>Business Need </li></ul><ul><li>Buying Power / Budget </li></ul><ul><li>Decision Making Ability </li></ul><ul><li>Time Frame for Purchase </li></ul><ul><li>Method: Phone, Email, Mail </li></ul><ul><li>What: Demo, datasheet, sales call </li></ul><ul><li>Rating: Hot, Near Term, Long Term, Info Only </li></ul><ul><li>Sales Staffer </li></ul>
    34. 34. Cost Per Lead <ul><li>Is this ratio appropriate for your industry? </li></ul><ul><li>What is the value of a new client over the next 5/10/15/20 years? </li></ul><ul><li>Track future leads and see if they came from the trade show. </li></ul><ul><li>Review website analysis during and post show. </li></ul><ul><li>Leads Generated: 100 </li></ul><ul><li>Likely to lead to sales: 25 (25%) </li></ul><ul><li>Likely to close: 12.5 (50%) </li></ul><ul><li>Average sale: $10K </li></ul><ul><li>Expected sales: $125K </li></ul><ul><li>Cost of tradeshow: $16,250 </li></ul><ul><li>ROI = $7.69 earned for $1 </li></ul><ul><li>$16,250 leveraged $125K </li></ul><ul><li>Is this ratio appropriate for your industry? </li></ul><ul><li>What is the value of a new client over the </li></ul><ul><li>next 5/10/15/20 years? </li></ul>
    35. 35. Follow-Up… Be ready before you go <ul><li>Thank you email template/phone script </li></ul><ul><li>Database ready </li></ul><ul><li>Sales packets </li></ul><ul><li>Website changes </li></ul><ul><li>Press Release </li></ul><ul><li>Social Media messages </li></ul>
    36. 36. Get Out of the Booth <ul><li>Don’t waste time, map out a route and skip the tourist traps! </li></ul><ul><li>Know who is coming – get lists of exhibitors, visitors, press and etc </li></ul><ul><li>Pre-book appointments – know what you want from them </li></ul><ul><li>Troll other booths - work both sides of the chain (manufacturer, whole-seller, reseller, vendor) </li></ul><ul><li>Introduce yourself to the competition, co-opetition can be good… also keep people in mind for future recruiting or job hunting </li></ul><ul><li>Meet the show organizers - a friendly remark can go a long way </li></ul><ul><li>Ask visitors if they have been to your booth? If not, why and invite them. If yes, why and what they liked. </li></ul><ul><li>Organize a special customer retention event – it is all about relationships </li></ul><ul><li>Bring an empty suitcase or box to ship the materials you collect back to the office </li></ul><ul><li>Organize your notes and comments before you leave the show </li></ul>
    37. 37. Competitor Analysis <ul><li>How often do you see them at shows and which ones? </li></ul><ul><li>How do you rate their booth? </li></ul><ul><li>visual impact, image, graphics, product display, booth layout, other </li></ul><ul><li>How do you rate their staff? </li></ul><ul><li>image, professionalism, dress, expertise, friendliness </li></ul><ul><li>What promotional tactics (online/live) are they using to attract visitors? </li></ul><ul><li>Are they doing a better job than you? </li></ul><ul><li>Collect samples of their materials/give-aways – pre/at/post show </li></ul><ul><li>Are they involved/hosting with workshops, panels, social events, press briefings? </li></ul><ul><li>Are they accompanied by clients, partners, resellers, manufacturers? </li></ul><ul><li>Do they use social media tools to promote the participate and to collect leads? </li></ul>
    38. 38. Evaluation – ROI & ROO <ul><li>Was this the right show for us? </li></ul><ul><li>Was the booth functional? appropriate? anything break? </li></ul><ul><li>A good location? Was there a better one? </li></ul><ul><li>Did we meet our target contacts? </li></ul><ul><li>Did we attract the right prospects? </li></ul><ul><li>Was the marketing material effective? </li></ul><ul><li>Promotional opportunities - were there enough? did we miss any? </li></ul><ul><li>Staffing – effective? enough? trained? </li></ul><ul><li>Worth doing again? </li></ul><ul><li>Increase in web or social media traffic @ or post-show? </li></ul><ul><li>Track lead movement 30, 60, 90, 180 days from show. </li></ul><ul><li>Compare to last year and other shows. </li></ul>
    39. 39. Measurements <ul><li>Number of leads </li></ul><ul><li>Investment per lead </li></ul><ul><li>Sales generated 3,6,9 months post-show </li></ul><ul><li>Number of demos </li></ul><ul><li>Pre-Post show surveys </li></ul><ul><li>Web/Social Media visits </li></ul><ul><li>Press/Analyst Coverage </li></ul>
    40. 40. Saving Costs <ul><li>Ask for discounts! Barter! Borrow! </li></ul><ul><li>Watch for “early bird” specials but beware of “desperate last-minute” discounts </li></ul><ul><li>Plan /research travel / shipping alternatives in advance </li></ul><ul><li>Order /print materials in advance to avoid rush/overnight fees </li></ul><ul><li>Try to print materials for multiple shows </li></ul><ul><li>Consider renting, adapting or reconditioning display systems </li></ul><ul><ul><li>Maybe use a local partner/ reseller </li></ul></ul><ul><ul><li>Rent out space in the booth to a partner/ reseller </li></ul></ul><ul><li>Order show services early to prevent price hikes </li></ul><ul><li>Figure out what you can skip… maybe dump your own garbage! </li></ul><ul><li>Don’t order chairs or waste baskets… sales people can stand and use a box or plastic bag under a table </li></ul><ul><li>Bring less materials and ask prospects if you can mail them the info – you get the contact info and they don’t have to carry/loose anything… you save on shipping </li></ul>
    41. 41. Saving Costs 2 <ul><li>Try to set up the day before the show starts, this can avoid double time costs </li></ul><ul><li>Leverage partnerships and resellers – ask them to bring materials from their offices and send them refills later… rent them space in the booth – you increase your reach and give them a chance to market on a larger scale… raffle off signage and etc to resellers/partners </li></ul><ul><li>Barter for goods and services – instead of paying promise to display the brand of the vendor </li></ul><ul><li>Ship from show to show… instead of shipping back to the office </li></ul><ul><li>Drayage charges – higher in off-peak hours, check minimum weight rate, get estimates in writing and compare to actual bill, common carriers are usually cheaper than specialized carriers (van lines, company truck), ship to site than a warehouse… </li></ul><ul><li>Ship on pallets – try to avoid loose pieces they incur special charges and need special carriers that are not always available </li></ul><ul><li>LABEL well – prevents losses and reshipping </li></ul><ul><li>Choose your carrier – don’t let the show do it for you, thus ensure your preferred rates </li></ul>
    42. 42. Q & A and Thank you sources: exhibitor magazine expoworld national conference center blog skyline successful meetings magazine tradeshow advisor trade show consulting tradeshow resources tradeshow week jodi joseph asiag t: 054 232 2082 e: jjasiag@gmail.com w: www.jjasiag.com twitter: @jodija