Improving Tradeshow Roi Ii
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Getting more sales from your Trade Shows

Getting more sales from your Trade Shows

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Improving Tradeshow Roi Ii Presentation Transcript

  • 1. Welcome“Getting more sales from your Trade Shows”
  • 2. Our Mission Today
    Introductions
    Tradeshow strategies to improve your ROI
    Why
    What
    How
    Q & A
  • 3. 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)
  • 4. Some results
    Center for Exhibition Industry Research (CEIR) study.
  • 5. Tradeshow Preparation
    • Show selection
    • 6. Space selection
    • 7. Budgeting
    • 8. Exhibit design
    • 9. General logistics –
    • 10. Travel, hotel, shipping, etc.
    • 11. Literature needed
    • 12. Promotion – pens, Ipod, etc.
    • 13. Booth staff assigned
  • Tradeshow Preparation – The EXTRA What
    Develop a Trade Show Plan !
    • Strategies
    • 14. Set Objectives & Metrics
    • 15. Pre-Show Tactics
    • 16. At-Show Activities
    • 17. Post-Show Follow up Project
    • 18. Analyze and measure results
  • Trade Show Plan The Engine to Power Your Success
  • 19. 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?
  • 20. Why are you Exhibiting?
    • Lead and opportunity generation
    • 21. Increase sales
    • 22. Customer relations
    • 23. Introducing
    • 24. New products to current markets
    • 25. Existing product to new markets
    • 26. New products to new markets
    • 27. New personnel – execs, sales, dealers…
    • 28. Supporting the industry association
    • 29. Competitors – counteract, intelligence …
    • 30. Find collaborative/strategic partners
    • 31. Additional distribution channels
    • 32. Other – product ideas …
  • Your target audience & will they attend
    • Ask them
    • 33. Survey them
    • 34. Pre-registration list
    • 35. Rank them
  • “Successful Targeting”
  • 36. Message to communicate
    • Communicate your market position such as largest, quality, innovative, etc.
    • 37. Specific product message as only total solution, more efficient, easier to maintain, etc.
    • 38. Acknowledgements such as leader in R&D, community support, diversity, Top 100 employers, etc.
    • 39. Other…
    “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.”
  • 40. Objectives Who is in charge?
    Anything that can be measured (SMART)
    • Visitors from previous year(s)
    • 41. Sales $
    • 42. Leads or Opportunities
    • 43. Investment per lead
    • 44. SME presentations or panel experts
    • 45. Dealers or channels
    • 46. Strategic Partners
    II. Assign someone!
  • 47. 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
  • 48. 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
  • 49. 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
  • 50. 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…
  • 51. So…who?
  • 52. Take-A-Ways
    • Ranking our customers and prospects should help us better focus our limited resources on the best opportunities
    • 53. The majority of attendees possess buying power and have predetermined which exhibitors they will be visiting
    • 54. Setting objectives and goals is critical in measuring our return on trade show spend
  • Discussion Questions
    • 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?
    • 55. 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?
    • 56. 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: kenp@greenthumb-bizdev.com
    Web: www.greenthumb-bizdev.com
    Cell: 651.233.3663
    Find me on:
    • Facebook
    • 57. LinkedIn: http://www.linkedin.com/in/kenpirkl
    • 58. Twitter: @greenthumbizdev