How To Maximize Your Trade Show Roi Pre Show

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Step by Step instructions on how to effectively exhibit at Trade Shows and maximize the investment you make to exhibit. This is Part 1 of a three part series. Part 1 is guide to Pre-Show Planning. Part 2 is a guide to At-Show sales techniques for your booth staff. Part 3 is a Post Show guide on how to effectively follow up on Trade Show sales leads.

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How To Maximize Your Trade Show Roi Pre Show

  1. 1. Maximizing Your ROI at Trade Shows Pre-Show Planning With Melanie Wood Of M.H. Wood Consulting, LLC February 25, 2010 M.H. Wood Consulting, LLC all rights reserved
  2. 2. Maximizing Your ROI at Trade Shows <ul><li>This presentation was originally delivered in a live 3-part webinar series at www.PlannersConnect.com , Successful Meetings magazine’s community for meeting planners, exhibitors, business travel and other industry professionals. </li></ul><ul><li>We recommend you follow the link below to... </li></ul><ul><ul><li>View all three recorded webinars </li></ul></ul><ul><ul><li>Download the handouts, workbooks, tip sheets and articles </li></ul></ul><ul><ul><li>Join the discussion group for this event , post your own questions </li></ul></ul><ul><li>Click here: http://bit.ly/ROI-Webinar-Group </li></ul><ul><ul><li>Registration and the webinars are free and privacy-protected </li></ul></ul>M.H. Wood Consulting, LLC all rights reserved
  3. 3. Maximizing Your ROI at Trade Shows <ul><li>Agenda </li></ul><ul><ul><li>The Unique Value of Trade Shows as a Sales and Marketing Tool </li></ul></ul><ul><ul><li>The first five steps in developing your Trade Show Exhibiting Plan </li></ul></ul>M.H. Wood Consulting, LLC all rights reserved
  4. 4. M.H. Wood Consulting, LLC all rights reserved Maximizing Your ROI at Trade Shows <ul><ul><li>“ Exhibitions can be compared to a portable version of your company that is temporarily placed in a unique type of shopping mall that attracts an exclusive set of shoppers. It brings sincere buyers and sellers together.” **Trade Shows. . . Their Hidden Value During These Uncertain Times; Marc Goldberg and E. Jane Loirmer, White Paper written for Skyline Exhibits </li></ul></ul>
  5. 5. M.H. Wood Consulting, LLC all rights reserved At a quality trade show, you can see many prospects face to face when they're most focused and receptive to your message and “ready to buy” Identify Prospect Qualify Prospect Set Appointment Travel to Appointment Make The Deal Face-to-Face Meeting The Sales Process
  6. 6. <ul><li>Why else do Trade Shows speed up the sales process? </li></ul><ul><ul><li>The buyer has not met the vendor before and has not seen the products or locations and amenities available </li></ul></ul><ul><ul><li>The buyer has not met the competition or seen their products for comparison </li></ul></ul><ul><ul><li>Quality Trade Shows allow all of this to happen in a compressed period of time </li></ul></ul>Maximizing Your ROI at Trade Shows M.H. Wood Consulting, LLC all rights reserved
  7. 7. Maximizing Your ROI at Trade Shows <ul><li>So…how can you best take advantage of this unique marketplace? </li></ul><ul><li>It all begins with a plan --- Your Plan! </li></ul><ul><li>We’ll organize Your Plan as follows: </li></ul><ul><ul><li>Pre-Show---Our Topic for this Webinar! </li></ul></ul><ul><ul><li>At-Show </li></ul></ul><ul><ul><li>Post-Show </li></ul></ul>M.H. Wood Consulting, LLC all rights reserved
  8. 8. Maximizing Your ROI at Trade Shows <ul><li>Step #1 Pre-Show </li></ul><ul><li>Determine your objectives for the Show </li></ul><ul><ul><li>a ) Develop solid sales leads </li></ul></ul><ul><ul><li>b ) Meet face to face with specific meeting planner prospects </li></ul></ul><ul><ul><li>c ) Introduce a new incentive product/service concept </li></ul></ul><ul><ul><li>d ) Build awareness for your company in the industry </li></ul></ul><ul><ul><li>e ) Others… </li></ul></ul>M.H. Wood Consulting, LLC all rights reserved
  9. 9. Maximizing Your ROI at Trade Shows <ul><li>Step #2 Pre-show </li></ul><ul><li>What do you want the buyers at the trade show to know about your company/incentive product/service? </li></ul><ul><ul><li>What makes your company/incentive product/service unique in the industry? </li></ul></ul><ul><ul><li>How are you/your company/your incentive product/service different or better from any other incentive product or service at your price point or a a similar price point? </li></ul></ul><ul><ul><li>This is called your “unique selling proposition” </li></ul></ul>M.H. Wood Consulting, LLC all rights reserved
  10. 10. Maximizing Your ROI at Trade Shows <ul><li>Step #3 Pre-show </li></ul><ul><li>Promote your Company/product/service to your best prospects prior to the Trade Show </li></ul><ul><li>Who are your best prospects??? </li></ul><ul><ul><ul><li>They are the companies that you really want to do business with but currently aren’t </li></ul></ul></ul><ul><ul><ul><li>Think of the demographic and corporate profile of your best customers… </li></ul></ul></ul><ul><ul><ul><ul><li>Are they a certain employee size? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Are they in a specific industry—Software? Gaming? Others? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Are they in a specific geographic region? </li></ul></ul></ul></ul>M.H. Wood Consulting, LLC all rights reserved
  11. 11. Maximizing Your ROI at Trade Shows <ul><li>Buyers come with an Agenda… </li></ul><ul><li>What influences buyers to stop by your booth??…. </li></ul>M.H. Wood Consulting, LLC all rights reserved
  12. 12. Maximizing Your ROI at Trade Shows <ul><li>Step #4 Pre-Show </li></ul><ul><li> Habit/Repeat Business </li></ul><ul><li> Trade Journal </li></ul><ul><li> Recommendation </li></ul><ul><li> Random Selection </li></ul><ul><li>Advertising </li></ul><ul><li>Personal Invitation </li></ul><ul><li>* CEIR Organization </li></ul>M.H. Wood Consulting, LLC all rights reserved
  13. 13. Maximizing Your ROI at Trade Shows <ul><li>Step #4 Pre-Show </li></ul><ul><li>Keep your invitation to your targeted buyers simple, personalized and unique. Here’s how … </li></ul><ul><ul><ul><li>Send a personalized letter/email </li></ul></ul></ul><ul><ul><ul><li>Send a postcard with a good photo of one or more of your flagship travel incentive locations or incentive products on it with your booth location inviting the buyer to come your booth. </li></ul></ul></ul><ul><ul><ul><li>Let the buyer know you have some “special incentive products” that you’re holding for her and/or that you want to show her. </li></ul></ul></ul><ul><ul><ul><li>Make calls and set up appointments </li></ul></ul></ul>M.H. Wood Consulting, LLC all rights reserved
  14. 14. Maximizing Your ROI at Trade Shows <ul><li>Personal Invitation Sample: </li></ul><ul><li>Dear Prospect, </li></ul><ul><li>On behalf of XYZ company, I’d like to invite you to come and see us at ABC Trade Show in Las Vegas on February 27. At the show in booth # 555, I will personally be presenting our new jewelry incentive line that will feature dramatic, one of a kind pieces that are designed to truly delight, inspire and reward employees like no other lines. </li></ul><ul><li>Here’s a sample of that collection: </li></ul><ul><li>Show photo of one or two pieces </li></ul><ul><li>I’ve enclosed a ticket for cappuccino and pastry for you to enjoy as you learn about the many ways your employees can enjoy this unique line. </li></ul><ul><li>  </li></ul><ul><li>I look forward to seeing you at the show! </li></ul><ul><li>  </li></ul>M.H. Wood Consulting, LLC all rights reserved
  15. 15. Maximizing Your ROI at Trade Shows <ul><li>Step #5 Pre-Show </li></ul><ul><li>Booth Staff Selection </li></ul><ul><li>Select your best sales people to represent your company who are well informed on: </li></ul><ul><ul><li>How you differ from anyone else selling similar lines/products/services at similar price-points </li></ul></ul><ul><ul><li>Delivery/Project time frames </li></ul></ul><ul><ul><li>Why your incentive line/service is attractive to specific groups of employees </li></ul></ul><ul><ul><li>Sales techniques </li></ul></ul>M.H. Wood Consulting, LLC all rights reserved
  16. 16. Maximizing Your ROI at Trade Shows <ul><li>M.H. Wood Consulting LLC </li></ul><ul><li>www.mhwoodconsulting.com </li></ul><ul><li>330-864-7160 </li></ul>M.H. Wood Consulting, LLC all rights reserved

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