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Event Marketing
Strategy x F³
(973) 686-9393http://exhibitCraftNJ.com
What is Event
Marketing?
Event Marketing is the opportunity to put your best
asset, your people, in front of your most des...
Why Market at an Event?
In order to make trade shows a powerful dimension in your company’s overall marketing
plan, there ...
Define Your Brand
Messaging and imagery will define your
brand. Make your investment count when
considering an event marke...
Define Your
Message
Build upon your objective and incorporate your message into
your marketing. Make your message prominen...
Positioning
Market position is crucial. Create a well-branded
environment with creative imagery and messaging
that positio...
Display Design
Options
Incorporating your strategic objectives &
design into:
 Renting
 Leasing
 Purchasing
(973) 686-9...
Renting
o Affordable
o Easy
o No Storage
o No Maintenance
o Great Presence
o Match $ and $
Croton
(973) 686-9393http://exh...
Your Investment
under $600
Strategic messaging and imagery.
(973) 686-9393http://exhibitCraftNJ.com
Your Investment
under $1,500
(973) 686-9393http://exhibitCraftNJ.com
Your Investment
under $2,500
Upgrade with a Kiosk!
(973) 686-9393http://exhibitCraftNJ.com
Your Investment
under $7,500
(973) 686-9393http://exhibitCraftNJ.com
Your Investment
…and Beyond
(973) 686-9393http://exhibitCraftNJ.com
F³ Basics
 FUN
 FREE
 FOLLOW-UP… the 24 hour rule!
(973) 686-9393http://exhibitCraftNJ.com
FUNeveryone wants to have it!
 Train Your Staff & Coordinate Attire
 Interactive Client Environment – Appeal to All Sens...
FREE
 Promotional Items
 Coupons
 Drawings
 Entertainment
 Food/Beverage
 Samples
 Information – What’s in it for t...
FOLLOW-UP
 Capture Your Lead Information
 Ask Qualifying Questions & Make Notes
 Have a system in place to call your le...
SUMMARY
 Why Market at an Event?
 Branding, Messaging & Positioning
 Your Investment – How to Display Your Company
 F³...
Now, let’s talk about
how to PLAN and
make it a great show.
(973) 686-9393http://exhibitCraftNJ.com
PRE-SHOW
8-10 Months
 Budget
 Select Show
 Contract Space
 Budget
 Preliminary Plan
 Preliminary Profile of Team
 H...
PRE-SHOW
5-6 Months
 Coordinate Advertising /
Sales/Marketing Departments
 Identify Target Market
 Identify Products an...
PRE-SHOW
2-3 Months
 Finalize “The Show”
 Finalize Booth Design / Begin Production
 Submit Show Forms
 Select Booth St...
PRE-SHOW
1 Month
 Set-up Exhibit / Dry Run
 Staff Meeting / Training
 Written Plan to all Staff
 Confirm Hotel / Trave...
AT THE SHOW
Pre-show Meet Every Morning
 Clarify Schedules
 Confirm Meetings with Key Accounts
 Personal Hygiene
 Lead...
AT THE SHOW
Gather Leads
A. Engage
1. reactive
2. proactive
B. Qualify
1. probe with open ended questions
2. listen
3. who...
AT THE SHOW
Gather Leads - Continued
C. Respond to Needs
1. respond to hot buttons only
2. discuss benefits (streamline)
3...
AT THE SHOW
Take Breaks
 Walk the Show Floor
 Visit Competition
 Call the Office
 Look in Mirror (Hygiene)
 Eat and D...
AT THE SHOW
After Show Daily Review
 Preferably Away from Booth
 De-Brief
 Share Success Stories
 (Positively) Discuss...
POST SHOW
A. Gather Leads
1. preliminary evaluation report
2. fulfillment
3. disburse to sales team
4. start lead tracking...
POST SHOW - continued
C. Track Leads
1. review phone calls and emails
2. track appointments
3. track presentations
4. TRAC...
POST SHOW - continued
D. Start all over
E. Measure and Report
F. Start all over
G. Measure and Report
H. Start all over
(9...
Thank You!!!
For More Info, contact us at
22 Riverview Drive
Wayne, NJ 07470
(973) 686-9393
www.ExhibitCraftNJ.com
(973) 6...
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How to Supercharge Your Tradeshow Performance

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Learn from industry expert, Scott Walode, President and CEO of ExhibitCraft on how to really enhance your tradeshow performance to generate more leads, make better connections and increase your revenue.

Published in: Self Improvement, Business
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Transcript of "How to Supercharge Your Tradeshow Performance"

  1. 1. Event Marketing Strategy x F³ (973) 686-9393http://exhibitCraftNJ.com
  2. 2. What is Event Marketing? Event Marketing is the opportunity to put your best asset, your people, in front of your most desirable goal – new customers. You’ve made the first step by committing to attend the show…now let’s make an impact! What types of events do you and your company go to? (973) 686-9393http://exhibitCraftNJ.com
  3. 3. Why Market at an Event? In order to make trade shows a powerful dimension in your company’s overall marketing plan, there must be total alignment between the strategic marketing and your exhibit marketing plan. Know what you wish to achieve… o Increase market share with existing users; o Introduce new products/services into existing markets or into new markets; o Or introduce existing products/services into new markets... Build upon these ideas. Integrate your intentions through staff training & building a well communicated plan. Reasons Branding Messaging Positioning (973) 686-9393http://exhibitCraftNJ.com
  4. 4. Define Your Brand Messaging and imagery will define your brand. Make your investment count when considering an event marketing company and display. Make your logo, message, and design “speak” to your target market! (973) 686-9393http://exhibitCraftNJ.com
  5. 5. Define Your Message Build upon your objective and incorporate your message into your marketing. Make your message prominent through logo positioning, tagline statements, product/service offerings, onsite demos, promote your website & phone information, and create targeted messaging in your collateral that suits your event needs. o Before the show – invite & mention the event to your market. o During the show – promote your booth – draw a crowd! o After the show – continue the message – follow-up! Trade Show Attendees Profile (973) 686-9393http://exhibitCraftNJ.com
  6. 6. Positioning Market position is crucial. Create a well-branded environment with creative imagery and messaging that positions your company in a way that persuades your customers to visit your space. You have 3 seconds to catch your audience’s attention! Branding + Messaging = Positioning Rolles Royce & Robertet (973) 686-9393http://exhibitCraftNJ.com
  7. 7. Display Design Options Incorporating your strategic objectives & design into:  Renting  Leasing  Purchasing (973) 686-9393http://exhibitCraftNJ.com
  8. 8. Renting o Affordable o Easy o No Storage o No Maintenance o Great Presence o Match $ and $ Croton (973) 686-9393http://exhibitCraftNJ.com
  9. 9. Your Investment under $600 Strategic messaging and imagery. (973) 686-9393http://exhibitCraftNJ.com
  10. 10. Your Investment under $1,500 (973) 686-9393http://exhibitCraftNJ.com
  11. 11. Your Investment under $2,500 Upgrade with a Kiosk! (973) 686-9393http://exhibitCraftNJ.com
  12. 12. Your Investment under $7,500 (973) 686-9393http://exhibitCraftNJ.com
  13. 13. Your Investment …and Beyond (973) 686-9393http://exhibitCraftNJ.com
  14. 14. F³ Basics  FUN  FREE  FOLLOW-UP… the 24 hour rule! (973) 686-9393http://exhibitCraftNJ.com
  15. 15. FUNeveryone wants to have it!  Train Your Staff & Coordinate Attire  Interactive Client Environment – Appeal to All Senses  Be Different from Your Competition  Get Staff Excited About the Show!  Entertain in Your Booth  Demos & Show them What’s New  Workshops & Mini-Seminars  Interactive Multimedia that’s Entertaining! (973) 686-9393http://exhibitCraftNJ.com
  16. 16. FREE  Promotional Items  Coupons  Drawings  Entertainment  Food/Beverage  Samples  Information – What’s in it for them?  What’s New & Exciting? What do you use at your events? (973) 686-9393http://exhibitCraftNJ.com
  17. 17. FOLLOW-UP  Capture Your Lead Information  Ask Qualifying Questions & Make Notes  Have a system in place to call your leads within 48 hours  of the show! Stay in touch and keep them in the  database. Refer to something you learned about them at  the show.  Track Lead Progress & Sales to Understand Your ROI  Lead Results Will Help Determine Next Year’s Efforts …like crazy! This is why you go to the show! PNY / GRAYHAIR (973) 686-9393http://exhibitCraftNJ.com
  18. 18. SUMMARY  Why Market at an Event?  Branding, Messaging & Positioning  Your Investment – How to Display Your Company  F³ Factor – Fun, Free & Follow-Up (973) 686-9393http://exhibitCraftNJ.com
  19. 19. Now, let’s talk about how to PLAN and make it a great show. (973) 686-9393http://exhibitCraftNJ.com
  20. 20. PRE-SHOW 8-10 Months  Budget  Select Show  Contract Space  Budget  Preliminary Plan  Preliminary Profile of Team  Hotel and Travel Reservations (973) 686-9393http://exhibitCraftNJ.com
  21. 21. PRE-SHOW 5-6 Months  Coordinate Advertising / Sales/Marketing Departments  Identify Target Market  Identify Products and Services  Start Booth Design**  Plan “The Show”  Set Goals ** (973) 686-9393http://exhibitCraftNJ.com
  22. 22. PRE-SHOW 2-3 Months  Finalize “The Show”  Finalize Booth Design / Begin Production  Submit Show Forms  Select Booth Staff/ Schedule Meeting  Press Releases, Pre-show Marketing  Plan Literature and Giveaways  Plan the “Pitch”  Confirm Goals (973) 686-9393http://exhibitCraftNJ.com
  23. 23. PRE-SHOW 1 Month  Set-up Exhibit / Dry Run  Staff Meeting / Training  Written Plan to all Staff  Confirm Hotel / Travel  Pre-show Mailing  Targeted “Hit-List”  Pre-show Tele/Social marketing, Appt Setting  Finalize Literature / Product  Booth Supplies / Giveaways  Ship Exhibit (Trace) (973) 686-9393http://exhibitCraftNJ.com
  24. 24. AT THE SHOW Pre-show Meet Every Morning  Clarify Schedules  Confirm Meetings with Key Accounts  Personal Hygiene  Leader to Psyche-up Team  Emphasis on Team Performance (973) 686-9393http://exhibitCraftNJ.com
  25. 25. AT THE SHOW Gather Leads A. Engage 1. reactive 2. proactive B. Qualify 1. probe with open ended questions 2. listen 3. who, what, how much, when (973) 686-9393http://exhibitCraftNJ.com
  26. 26. AT THE SHOW Gather Leads - Continued C. Respond to Needs 1. respond to hot buttons only 2. discuss benefits (streamline) 3. ask / listen for confirmations 4. shut up D. Closing 1. identify closing signal (create) 2. get agreement on next step 3. schedule next step 4. get commitment 5. document information** (973) 686-9393http://exhibitCraftNJ.com
  27. 27. AT THE SHOW Take Breaks  Walk the Show Floor  Visit Competition  Call the Office  Look in Mirror (Hygiene)  Eat and Drink Away from the Booth  Don’t chew gum  Don’t Smoke  Sit and rest your feet (973) 686-9393http://exhibitCraftNJ.com
  28. 28. AT THE SHOW After Show Daily Review  Preferably Away from Booth  De-Brief  Share Success Stories  (Positively) Discuss Suggestions  Share Scoop on New Competition  Are we getting enough leads?  Assign Info Gathering Projects  Clarify Schedules  Secure Leads (973) 686-9393http://exhibitCraftNJ.com
  29. 29. POST SHOW A. Gather Leads 1. preliminary evaluation report 2. fulfillment 3. disburse to sales team 4. start lead tracking trail B. Show Analysis 1. rate booth personnel 2. ask for personnel surveys 3. exhibit analysis 4. competitive analysis 5. update budgets and expenses 6. Review goals status (973) 686-9393http://exhibitCraftNJ.com
  30. 30. POST SHOW - continued C. Track Leads 1. review phone calls and emails 2. track appointments 3. track presentations 4. TRACK SALES 5. review goals D. Three Months 1. TRACK SALES 2. review goals 3. update budget (973) 686-9393http://exhibitCraftNJ.com
  31. 31. POST SHOW - continued D. Start all over E. Measure and Report F. Start all over G. Measure and Report H. Start all over (973) 686-9393http://exhibitCraftNJ.com
  32. 32. Thank You!!! For More Info, contact us at 22 Riverview Drive Wayne, NJ 07470 (973) 686-9393 www.ExhibitCraftNJ.com (973) 686-9393http://exhibitCraftNJ.com
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