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Skoda Minotti Speaker Series Presents:        Trade Show Marketing Strategies:     How to Find Qualified Leads in the Crow...
BACKGROUND Visual Marketing           Environmental Branding           Corporate Décor           Retail Branding       ...
Trade Show                                  INTRODUCTION                               Marketing The Trade Show Marketing ...
Trade Show                                    INTRODUCTION                                 MarketingBenefits of Trade Show...
Trade Show                                     INTRODUCTION                                  Marketing Importance of Plann...
Pre-                                                       PLANNING                                                    Sho...
Pre-                                                      PLANNING                                                   ShowT...
Pre-                                  PLANNING                               Show Establish a Show Budget Source: Center f...
Pre-                                  PLANNING                               Show Establish a Show Budget Booth & Show Ser...
Pre-                                             PLANNING                                          Show Establish Show-Spe...
Pre-                                            PLANNING                                         ShowShow-Specific Message...
Pre-                                               PLANNING                                            ShowShow-Specific C...
Pre-                                    PLANNING                                 ShowShow-Specific Communications      Tr...
Pre-                                        PLANNING                                     Show                             ...
Pre-                                        PLANNING                                     ShowShow-Specific Communications ...
Pre-                                      PLANNING                                   ShowShow-Specific Communications   E...
Pre-                                     PLANNING                                  ShowShow-Specific Communications   Ele...
Pre-                                         PLANNING                                      ShowShow-Specific Communication...
Pre-                                        PLANNING                                     ShowShow-Specific Communications ...
Pre-                                          PLANNING                                       ShowShow-Specific Communicati...
Pre-                                           PLANNING                                        ShowExhibit Design• Selecti...
Pre-                                     PLANNING                                  ShowExhibit Design• Table Tops & Banner...
Pre-                                        PLANNING                                     Show                             ...
Pre-                                          PLANNING                                       ShowExhibit Design           ...
Pre-                                             PLANNING                                          ShowExhibit Design• Ren...
Pre-                                  PLANNING                               ShowExhibit Design• Hanging Signs     • Great...
Pre-                                                     PLANNING                                                  ShowGra...
Pre-                                                         PLANNING                                                     ...
At-                                       STRATEGY                                    ShowStaff Selection & Training• Staf...
At-                                                            STRATEGY                                                   ...
At-                                                     STRATEGY                                                  Show At-...
At-                                                  STRATEGY                                               Show At-Show P...
Post-Show                                         STRATEGYPost-Show Communications• Update website banner – Thank You!    ...
Post-Show                                       STRATEGYLead Follow-up• Determine who will follow-up/how• Set a follow up ...
Q&ASkoda Minotti Speaker Series#SMSS
John F. Kallmeyer                   Director, Visual Marketing                Skoda Minotti Strategic Marketing           ...
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Trade Show Marketing Strategies: How to Find Qualified Leads in the Crowd

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Transcript of "Trade Show Marketing Strategies: How to Find Qualified Leads in the Crowd"

  1. 1. Skoda Minotti Speaker Series Presents: Trade Show Marketing Strategies: How to Find Qualified Leads in the Crowd John F. Kallmeyer Director, Visual MarketingSkoda Minotti Speaker Series#SMSS
  2. 2. BACKGROUND Visual Marketing  Environmental Branding  Corporate Décor  Retail Branding  Themed Environments  Trade Shows, EventsSkoda Minotti Speaker Series 3/14/2013#SMSS 2
  3. 3. Trade Show INTRODUCTION Marketing The Trade Show Marketing Environment  Crowded  Hectic  Fast-Paced  Usually some place FUN!!Skoda Minotti Speaker Series 3/14/2013#SMSS 3
  4. 4. Trade Show INTRODUCTION MarketingBenefits of Trade ShowMarketing  Targeted Audience  Captive Audience  Buyers/Influencers  Motivated Audience92% Of Trade Show Attendees Go To FIND NEW PRODUCTS/SUPPLIERS - Skyline Displays and EXPO magazineSkoda Minotti Speaker Series 3/14/2013#SMSS 4
  5. 5. Trade Show INTRODUCTION Marketing Importance of Planning  Pre-Show Strategy  At-Show Strategy  Post-Show Strategy20% Of Marketing Budgets Spent on Trade Shows & Special Events - Skyline Displays and EXPO magazineSkoda Minotti Speaker Series 3/14/2013#SMSS 5
  6. 6. Pre- PLANNING ShowShow Selection – Finding the Right Venue  Trade Associations  On-Line Resources  Trade Show News Network – TSNN.com  TradeShowFinder.net  National vs. Regional Shows  American Association of Museums – AAM  Ohio Museum Association – OMA  Midwest Museum Association – MMA  Great Plains Museum Association - GMA  The Exhibitor ProspectusSkoda Minotti Speaker Series#SMSS
  7. 7. Pre- PLANNING ShowThe Exhibitor Prospectus HIMSS – Healthcare Information Management Systems SocietySkoda Minotti Speaker Series#SMSS
  8. 8. Pre- PLANNING Show Establish a Show Budget Source: Center for Exhibition Industry ResearchSkoda Minotti Speaker Series#SMSS
  9. 9. Pre- PLANNING Show Establish a Show Budget Booth & Show Services Exhibit & Graphics Marketing & PR Project Management Staffing & TravelSkoda Minotti Speaker Series#SMSS
  10. 10. Pre- PLANNING Show Establish Show-Specific Goals & Objectives  Increase Brand Awareness  Generate New Business Leads  Strengthen/Create Industry Relationships  Meetings with Current Clients  Feeds Return on Investment ROISkoda Minotti Speaker Series#SMSS
  11. 11. Pre- PLANNING ShowShow-Specific Message  Appeal Directly to Attendees  Align with Show Goals & Objectives CORE  Identify with the Hottest MSG Industry Trends  Say More with LessSkoda Minotti Speaker Series#SMSS
  12. 12. Pre- PLANNING ShowShow-Specific Communications  Trade Publications  Advertising  Editorial Content  Pre-Show Campaigns  Direct Mail or Email  Promotional Items SHOW  Electronic Media GOALS  E-mail, Website, Social Media  Public Relations  Press ReleasesSkoda Minotti Speaker Series#SMSS
  13. 13. Pre- PLANNING ShowShow-Specific Communications  Trade Publications  Advertising  Editorial Content  Pre- and Post-Show GlobalShop Pre-Show IssueSkoda Minotti Speaker Series#SMSS
  14. 14. Pre- PLANNING Show PromoShow-Specific Communications  Pre-Show Campaigns  Direct Mail, Promotions  Pre-Show Attendee List Display MailerSkoda Minotti Speaker Series#SMSS
  15. 15. Pre- PLANNING ShowShow-Specific Communications  Pre-Show Campaigns  Direct Mail, PromotionsSkoda Minotti Speaker Series#SMSS
  16. 16. Pre- PLANNING ShowShow-Specific Communications  Electronic Media Promotion  Custom email signaturesSkoda Minotti Speaker Series#SMSS
  17. 17. Pre- PLANNING ShowShow-Specific Communications  Electronic Media Promotion  Update Website BannersSkoda Minotti Speaker Series#SMSS
  18. 18. Pre- PLANNING ShowShow-Specific Communications  Electronic Media Promotion  Social Media - LinkedInSkoda Minotti Speaker Series#SMSS
  19. 19. Pre- PLANNING ShowShow-Specific Communications  Electronic Media Promotion  Social Media - TwitterSkoda Minotti Speaker Series#SMSS
  20. 20. Pre- PLANNING ShowShow-Specific Communications  Public Relations  Well-Timed Press ReleasesSkoda Minotti Speaker Series#SMSS
  21. 21. Pre- PLANNING ShowExhibit Design• Selecting the Right Exhibit • Booth size and budget considerations • Logistical considerations – shipping, material handling, installation, disma ntling • Adaptability for other shows/markets servedSkoda Minotti Speaker Series#SMSS
  22. 22. Pre- PLANNING ShowExhibit Design• Table Tops & Banner Stands • Event Sponsorships • Career/Recruiting Fairs • Networking Events • Small Regional ShowsSkoda Minotti Speaker Series#SMSS
  23. 23. Pre- PLANNING Show Exhibit Design • Portable/Pop-Up Displays • 10’ - 20’ In-Line Booths • Quick/Easy Set-Up • Budget Friendly • Large MessagingSkoda Minotti Speaker Series#SMSS
  24. 24. Pre- PLANNING ShowExhibit Design 10’• Modular/Custom-Modular Systems • Pre-fabricated Components • Multiple Design Configurations • Audio/Visual Integration • Easily Adaptable Graphics • Customizable 20’Skoda Minotti Speaker Series#SMSS
  25. 25. Pre- PLANNING ShowExhibit Design• Rental Furniture/Fixtures • Less than making or purchasing • Saves on shipping costs • Adaptable for your brand/messageSkoda Minotti Speaker Series#SMSS
  26. 26. Pre- PLANNING ShowExhibit Design• Hanging Signs • Greater Visibility • Consider Install Cost • Island Displays OnlySkoda Minotti Speaker Series#SMSS
  27. 27. Pre- PLANNING ShowGraphic Design• Effective Graphic Design • Clearly communicate targeted message • Clearly communicate your brand • Adaptability for other shows/markets servedSkoda Minotti Speaker Series#SMSS
  28. 28. Pre- PLANNING ShowGraphic Design• Flexible Graphic Design • Clearly communicate targeted message • Clearly communicate your brand • Adaptability for other shows/markets served harness the POWER of better the DATA platform PATIENT OUTCOMES BIG DATA for your for HEALTHCARE powered by our TESTING & ENTERPRISE BIGEVALUATIONS DATA PLATFORM MANAGEMENTSkoda Minotti Speaker Series#SMSS
  29. 29. At- STRATEGY ShowStaff Selection & Training• Staff based on attendees and show goals• Staff training consistent with target message• Established selling process Hunters/Pre-Qualifiers Informers/Qualifiers Presenters/ClosersSkoda Minotti Speaker Series#SMSS
  30. 30. At- STRATEGY Show Lead Collection & Management Swap 2.5 • Badge Scanners/Lead Retrieval • Lead Management • Integrates with show registration database • Captures leads-per-salesperson and in aggregate • Sales staff can view their leads on smartphones • Take notes within each lead • Answer qualifying questions • Export a list of leads in multiple formats • Works in off-line mode: not dependent upon continuous cellular connectivity • Background syncing occurs automaticallySkoda Minotti Speaker Series#SMSS
  31. 31. At- STRATEGY Show At-Show Promotion • Event Sponsorships • Great for brand awareness, but costly • Hard to measure value, ROI • Speaking Engagements • Typically one year in advance of show • Establishes industry credibility • In-Booth Events • Presentations/Product Demos • Cocktail Receptions • Entertainment/Comic ReliefSkoda Minotti Speaker Series#SMSS
  32. 32. At- STRATEGY Show At-Show Promotion • Hand-outs & Literature • Keep it light and simple • QR codes + mobile-optimized website • Promotional Products • Fun, useful, lasting • Popular item rafflesSkoda Minotti Speaker Series#SMSS
  33. 33. Post-Show STRATEGYPost-Show Communications• Update website banner – Thank You! • Feedback form • Request info/appointment• Post-show mailings Thank You for Visiting • Post-show attendee list We had a GREAT SHOW this year…thanks to all who made it. • Consistent message If you missed us, please drop us a note to schedule an ON-LINE DEMO.• Post-show press release/ e-newsletter • Re-emphasize product launch • Re-state special offersSkoda Minotti Speaker Series#SMSS
  34. 34. Post-Show STRATEGYLead Follow-up• Determine who will follow-up/how• Set a follow up schedule Post-Show Evaluation/ROI • Quickly determine show value • Review and classify leads • Finalize budget • Determine cost -per-lead • Project potential revenue • Commit to next eventSkoda Minotti Speaker Series#SMSS
  35. 35. Q&ASkoda Minotti Speaker Series#SMSS
  36. 36. John F. Kallmeyer Director, Visual Marketing Skoda Minotti Strategic Marketing Ph: 440-449-6800 Email: jkallmeyer@skodaminotti.com www.skodaminottimarketing.comSkoda Minotti Speaker Series#SMSS
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