Webinar #3 slideshare march 10 maximizing your trade show roi trade show lead follow up

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  • Great presentation! Following up is definitely important if you want to turn leads into customers. I read one study that revealed about 80% of exhibitors fail to do this. The use of lead forms is definitely a more effective way of collecting their information instead of gathering a stack of business cards that could get lost along the way. Thanks for sharing!
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  • 1. Maximizing Your ROI at Trade Shows Trade Show Lead Follow-UP With Melanie Wood Of M.H. Wood Consulting March 10, 2010
  • 2. Maximizing Your ROI at Trade Shows
    • 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.
    • We recommend you follow the link below to...
      • View all three recorded webinars
      • Download the handouts, workbooks, tip sheets and articles
      • Join the discussion group for this event , post your own questions
    • Click here: http://bit. ly /ROI- Webinar -Group
      • Registration and the webinars are free and privacy-protected
  • 3. Maximizing Your ROI at Trade Shows
    • Agenda
      • Brief Review
      • Nine steps to Developing your Post-Show Plan to Maximize Your ROI at Trade Shows
  • 4.
    • Capturing Quality Sales Leads is vitally important to leveraging your Trade Show ROI
    • Let’s briefly review your homework and what might constitute a good lead for you …
    Maximizing Your ROI at Trade Shows
  • 5.  
  • 6.
    • The trade show is over. You’re exhausted from all of the excitement and work.
    • So---what are some of the things you tell yourself about why you don’t have to follow up immediately on those sales leads you collected?? Chat to me….
    Maximizing Your ROI at Trade Shows
  • 7.
    • What we sometimes tell ourselves about not following up immediately…
    • Those contacts are just as tired as I am. They don’t want to be bothered now.
    • I should give them time to “catch up” at work.
    • They might not be back in the office for a few days so they can rest up.
    • And so on……
    Maximizing Your ROI at Trade Shows
  • 8.
    • What’s the reality about trade show lead follow-up?
    • The attendees you talked with typically return home more energized about their businesses and are more ready to take action then.
    • Don’t let this opportunity go to waste!
    Maximizing Your ROI at Trade Shows
  • 9.
    • Let’s be honest…how anxious do you think your sales team is to follow-up on the Trade Show Leads you bring back with you?
    • - Chat with me….
    Maximizing Your ROI at Trade Shows
  • 10.
    • If your sales team isn’t anxious to follow-up on these leads, why do you think that is???
    • - Chat with me….
    Maximizing Your ROI at Trade Shows
  • 11.
    • Key points to remember:
      • 80% of Exhibitors make no attempt to follow up on leads from Trade Shows!*
      • 43% of prospective buyers report receiving materials they had requested at a trade show after they had already made their purchasing decision**
      • * CEIR Center for Exhibition and Industry Research
      • ** University of Massachusetts Center for Marketing Communications Study
    Maximizing Your ROI at Trade Shows
  • 12. Maximizing Your ROI at Trade Shows
    • Let’s hear from you..
    • How many of you have a process in place for Trade Show Lead Follow-Up? Chat to me…
    • If you have a process, tell me what it is….
  • 13. Maximizing Your ROI at Trade Shows
    • The show may be over, but you’re work in maximizing your ROI for that show has just begun!
    • It starts with a plan….
  • 14. Maximizing Your ROI at Trade Shows
    • Step #1 Trade Show Lead Follow-Up
    •  Assign one person the responsibility of physically collecting all of the leads taken at the end of each day at the show and bringing them back to the office at the end of the show.
    • If everyone is responsible---no one is responsible.
  • 15. Maximizing Your ROI at Trade Shows
    • Step #2 Trade Show Lead Follow-Up
    •  Assign one person the responsibility of reviewing the leads, prioritizing them into one of three categories, distributing them and entering them into your Customer Database .
      • Hot Leads
      • Warm Leads
      • Nurture Leads
  • 16. Maximizing Your ROI at Trade Shows
    • Step #3 Trade Show Lead Follow-Up
    •  How to Prioritize Leads
      • Hot Leads
      • Call Now & Email Now within 3 days of the show
        • They have a budget for your product/service and an appropriate buying time frame
        • The contact has decision making authority
        • You know you can deliver what they want
        • You’ve agreed with the prospect on your “first step” with them
  • 17. Maximizing Your ROI at Trade Shows
    • Step #3 (cont’d) Trade Show Lead Follow-Up
    •  How to Prioritize Leads
      • Warm Leads
      • Call & Email within 7 days
        • They might not be buying in the next 6 months but you’ve talked with the decision maker
        • You know you can deliver what they want
        • You want to be sure you’re “top of mind” with them when they’re ready to buy
  • 18. Maximizing Your ROI at Trade Shows
    • Step #3 (cont’d) Trade Show Lead Follow-Up
    •  How to Prioritize Leads
      • Nurture Leads
      • Mail & Email within 14 days
        • They might not be buying in the next 12 months but you’ve talked with the decision maker
        • They may be unsure of exactly how they can best utilize you at the moment, but you see “opportunity” there
        • You want to be sure you’re “top of mind” with them when they’re ready to buy
  • 19. Maximizing Your ROI at Trade Shows
    • Step #4
    • Close the Loop ----determine:
    • Who is responsible for lead management reporting?
    • When and to whom does the sales team report their follow-up results?
  • 20. Maximizing Your ROI at Trade Shows
    • Step #5
    • Tailor your communication to your Prospect
    • Mention specific information the prospect shared while visiting your booth--- Customize the content based on the needs they discussed with you.
      • Don’t bombard your “Hot Leads” with loads of generic marketing information about your company/product/service.
  • 21. Maximizing Your ROI at Trade Shows
    • Step #5 (cont’d)
    • Follow-Through on the Next Steps you discussed at your booth
    • Do what you promised!
    • Make appointments
    • Email/send “fact sheets,” articles, studies that specifically address each customer’s needs
  • 22. Maximizing Your ROI at Trade Shows
    • Step #6
    • Vary your communication to the prospect
    • Chat with me about some of the communication methods you could use for your follow-up
  • 23. Maximizing Your ROI at Trade Shows
    • Step #6 (cont’d)
    • Phone calls
    • Emails
    • Snail Mail thank-you’s
    • A “post” on your website/newsletters
  • 24. Maximizing Your ROI at Trade Shows
    • Step #7
    • Determine the number of times you’ll “touch” the prospect, what methods you’ll and the intervals between the communication
    • Call, email, call
    • Call, mail, email
    • etc
  • 25. Maximizing Your ROI at Trade Shows
    • Step #8
    • Let’s not forget the people you wanted to see but didn’t and ….let them know you missed them and what you have to offer them.
    • Do you have demo videos you can share with them that were done at or for the show?
    • Can you extend special show pricing to them?
  • 26. Maximizing Your ROI at Trade Shows
    • Step #9
    • Differentiate yourself---Follow-Up!!
    • It’s the chief way to gain ROI from your investment
    • It sends a message of service and commitment on your part
  • 27. Maximizing Your ROI at Trade Shows
    • Sources you may find helpful
      • www.exhibitoronline.com
      • www.ceir.org
  • 28. Maximizing Your ROI at Trade Shows
    • M.H. Wood Consulting LLC
    • www. mhwoodconsulting .com
    • 330-603-9836