Tradeshow Fulfillment

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