Tradeshow Fulfillment

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Tradeshow Fulfillment

  1. 1. Trade Show Fulfillment The Hardest Job in Tradeshow Management
  2. 2. Troubling Numbers <ul><li>Statistic: </li></ul><ul><li>No further contact from presenting companies </li></ul>80%* of Companies Don’t Follow-up * ceir.org
  3. 3. Goals of a Tradeshow <ul><li>Maximize ROI </li></ul><ul><li>Increase Company Goodwill </li></ul><ul><li>Sell, Sell, Sell! </li></ul>
  4. 4. Tradeshow Mistakes <ul><li>Poorly manned booths </li></ul><ul><li>Poorly trained personnel </li></ul><ul><li>No pre-show publicity </li></ul><ul><li>No pre-planning for shows objectives </li></ul><ul><li>No promotional advertising for attendees </li></ul><ul><li>NO FOLLOW_UP!!!! </li></ul>
  5. 5. Pre-show Planning <ul><li>Create and implement show campaign </li></ul><ul><li>Create your strategy </li></ul><ul><li>Create your tactics </li></ul><ul><ul><li>Announcements </li></ul></ul><ul><ul><li>Print, Technology (Twitter, Facebook, Linkedin) </li></ul></ul><ul><li>Mail, Press Releases, Contests, Advertising Specialties </li></ul>
  6. 6. Show Announcements <ul><li>Print </li></ul><ul><ul><li>Invitations </li></ul></ul><ul><ul><ul><li>Formal, informal, post cards </li></ul></ul></ul><ul><ul><li>Advertising Promotions </li></ul></ul><ul><ul><ul><li>Either small gift included, or invitation to receive larger gift at the show </li></ul></ul></ul>
  7. 7. Advertising Specialties
  8. 8. Post-Show Fulfillment <ul><li>Where the rubber meets the road </li></ul><ul><li>Marketing Departments doing more with less </li></ul><ul><li>Can’t effectively run show fulfillment </li></ul><ul><li>Resources prevent effective sales efforts </li></ul><ul><li>Lack of oversight </li></ul>
  9. 9. Post-Show Fulfillment <ul><li>Print thank you to all leads </li></ul><ul><ul><li>Include Advertising Specialty </li></ul></ul><ul><ul><li>Within one week of the show end </li></ul></ul><ul><li>Phone Call Follow-up Phase I </li></ul><ul><ul><li>Lead requalification – Reduce sales calls to “tire-kickers” </li></ul></ul><ul><ul><li>Within two weeks of the show end. </li></ul></ul><ul><li>Report to management </li></ul><ul><li>Phone Call Follow-up Phase II </li></ul><ul><ul><li>Phone lead to insure company sales have contacted them </li></ul></ul><ul><li>Report to management </li></ul>
  10. 10. T 2 M Trade Show Fulfillment <ul><li>Provides focused customer interaction </li></ul><ul><li>Provides vital follow-up </li></ul><ul><li>Provides “hotter” leads </li></ul><ul><li>Provides direct reporting to key executives </li></ul><ul><ul><li>Eliminates forgotten assignments </li></ul></ul><ul><li>Provides better corporate brand awareness </li></ul><ul><li>Creates higher trade show ROI </li></ul>

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