On October 23rd, 2014, we updated our
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Welcome“Getting more sales from your Trade Shows”
Our Mission Today Introductions Tradeshow strategies to improve your ROI Why What How Q & A
Trade Shows – The Attraction Ranks #1 in Social Networking 77% of visitors have some kind of buying power 79% of visitors will be new 2/3rds of exhibits are pre-selected 50% of exhibitors set no objectives Source: Center for Exhibition Industry Research (CEIR)
Some results Center for Exhibition Industry Research (CEIR) study.
General logistics –
Travel, hotel, shipping, etc.
Promotion – pens, Ipod, etc.
Booth staff assigned
Tradeshow Preparation – The EXTRA What Develop a Trade Show Plan !
Set Objectives & Metrics
Post-Show Follow up Project
Analyze and measure results
Trade Show Plan The Engine to Power Your Success
Key Strategic Questions Why are you exhibiting? Who is your target audience and will they attend? What message do you want to communicate? What is your measure for success? Who is accountable and responsible?
Why are you Exhibiting?
Lead and opportunity generation
New products to current markets
Existing product to new markets
New products to new markets
New personnel – execs, sales, dealers…
Supporting the industry association
Competitors – counteract, intelligence …
Find collaborative/strategic partners
Additional distribution channels
Other – product ideas …
Your target audience & will they attend
Message to communicate
Communicate your market position such as largest, quality, innovative, etc.
Specific product message as only total solution, more efficient, easier to maintain, etc.
Acknowledgements such as leader in R&D, community support, diversity, Top 100 employers, etc.
“We are a recognized innovative leader amongst our customers and competitors, offering the most efficient products in the market today, winning numerous industry awards for our R&D efforts.”
Objectives Who is in charge? Anything that can be measured (SMART)
Visitors from previous year(s)
Leads or Opportunities
Investment per lead
SME presentations or panel experts
Dealers or channels
II. Assign someone!
Pre-show Promote E-mail Website Social Networking Direct mail Telemarketing Press releases Newsletters Segment customers/prospects into rank Special invitations to “A” 1-1 with SME, Top Execs, etc Invitations to meals Hosted function 14
At-show Staff prepared Promotions Show wide i.e. hotel room key cards Sponsor an event In exhibit i.e. drawings linked to pre-show promotions Social networking i.e. Twitter about SME presenter or panel experts Use of lead card – ask a few key questions Register for drawing Limited collateral for targeted follow up
Post-show Unpack and Relax? Research shows that up to 80% of leads are never pursued! Accountability & responsibility Follow up promptly Target on captured Key Data Measure results
Measurement tools Some quick measurement tools: Year over year trade show comparisons on leads, visitors, individual meetings, booth sales. Predictive Sales = # Opportunities X avg close rate X avg sales Cost savings = Compare show cost # key customers/prospects meetings to Total Cost of visiting these key accounts individually Met other critieria: i.e. found new strategic partner, new distribution partner, R&D product or development idea…
Ranking our customers and prospects should help us better focus our limited resources on the best opportunities
The majority of attendees possess buying power and have predetermined which exhibitors they will be visiting
Setting objectives and goals is critical in measuring our return on trade show spend
What criteria or combination of criteria would best identify our “A” customers. Would it be; average sales over time, average profitability, average number of orders, best payment history?
How can we determine if our target market will be attending the show so we can take advantage of their purchasing power and ensure we are a company they want to meet?
Based on our sales cycle, what predictive sales model might work for us or should we look at other measurements?
Contact information Ken Pirkl Email: firstname.lastname@example.org Web: www.greenthumb-bizdev.com Cell: 651.233.3663 Find me on: