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Great Big Home & Garden Expo - Exhibitor Training Seminar September 2011

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Check out our 2012 show features, sponsors and marketing opportunities for your business! Do\'s and Don\'ts for your booth displays!

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Great Big Home & Garden Expo - Exhibitor Training Seminar September 2011

  1. 1. February 4 – 12, 2012
  2. 2. <ul><li>Introduction </li></ul><ul><ul><li>Marketplace Events </li></ul></ul><ul><ul><ul><li>31 Shows in 20 Markets </li></ul></ul></ul><ul><ul><li>The Team </li></ul></ul><ul><ul><ul><li>Cathy Berthold, Exhibit Sales </li></ul></ul></ul><ul><ul><ul><li>Jean Sukys, Exhibit Sales </li></ul></ul></ul><ul><ul><ul><li>Rese Pardue, Exhibit Sales </li></ul></ul></ul><ul><ul><ul><li>Sue Huff, Sales Manager </li></ul></ul></ul><ul><ul><ul><li>Rosanna Hrabnicky, Show & Sponsorship Manager </li></ul></ul></ul><ul><ul><ul><li>Peggi Wenham, Operations Coordinator </li></ul></ul></ul><ul><ul><ul><li>Kevin Grace, Operations Manager </li></ul></ul></ul>
  3. 3. <ul><li>Today’s Agenda </li></ul><ul><ul><li>2011 Show Overview </li></ul></ul><ul><ul><li>2012 Show Updates </li></ul></ul><ul><ul><li>Marketing Research and Opportunities </li></ul></ul><ul><ul><ul><li>Research, Creative, Opportunities and more </li></ul></ul></ul><ul><ul><li>Sponsorship and Features </li></ul></ul><ul><ul><li>Exhibiting Success Tips </li></ul></ul>
  4. 4. <ul><li>Who Attends? </li></ul><ul><ul><li>95% are homeowners </li></ul></ul><ul><ul><li>85% attend with a project in mind </li></ul></ul><ul><ul><li>63% have a household income of $75,000+ </li></ul></ul><ul><ul><li>80% are in the 35-64 age bracket </li></ul></ul><ul><ul><li>71% attend with spouse – You meet BOTH decision makers! </li></ul></ul><ul><li>Plus… </li></ul>88% of attendees would recommend this event to friends/family!
  5. 5. <ul><li>We Know what Consumers are looking for… </li></ul><ul><ul><li>48,194 are planning to complete a Major Yard/Garden, Landscaping and/or Patio/Deck project </li></ul></ul><ul><ul><li>26,334 are planning to complete a Kitchen or Bathroom project </li></ul></ul><ul><ul><li>14,394 will be shopping for Home Furnishings </li></ul></ul><ul><ul><li>15,680 will be shopping for Patio Furniture/Outdoor Accessories </li></ul></ul><ul><ul><li>More than 23,000 are planning a project that involves a Home Décor/Design company </li></ul></ul><ul><li>Ask us how many people are looking for YOUR product or service! </li></ul>
  6. 6. <ul><li>We Guarantee Customer Satisfaction! </li></ul><ul><ul><li>Implemented Successfully in 2010 </li></ul></ul><ul><ul><li>ONLY 12 REQUESTED MONEY BACK AT 2011 SHOW </li></ul></ul><ul><ul><li>Promoted/communicated via multiple methods: </li></ul></ul><ul><ul><ul><li>Print Ads, Email, Online, PR </li></ul></ul></ul>
  7. 7. <ul><ul><li>Garden Showcase – gardens designed around classic TV Shows </li></ul></ul><ul><ul><li>Idea Home </li></ul></ul><ul><ul><li>Celebrity Appearances </li></ul></ul><ul><ul><li>Cooking Stage </li></ul></ul><ul><ul><li>Celebrity Designer Rooms </li></ul></ul><ul><ul><li>Club Cambria </li></ul></ul><ul><ul><li>Main Stage </li></ul></ul><ul><ul><li>Petitti’s Garden Center </li></ul></ul><ul><ul><li>Playground World Kids Zone </li></ul></ul><ul><ul><li>Belgard Challenge </li></ul></ul><ul><ul><li>New for 2012… </li></ul></ul><ul><ul><li>Home Builders Association Pavilion </li></ul></ul><ul><ul><ul><li>Kitchen Stage </li></ul></ul></ul><ul><ul><ul><li>Whirlpool Family Studio </li></ul></ul></ul><ul><ul><ul><li>53 ft. Mobile Showcase </li></ul></ul></ul>2012 Show Updates
  8. 8. <ul><li>NEW SHOW HOURS 2012 </li></ul><ul><li>Saturday, February 4 th 10am – 9pm </li></ul><ul><li>Sunday, February 5 th 10am – 5pm </li></ul><ul><li>Monday, February 6 th through </li></ul><ul><li>Friday, February 10 th 11am – 9pm </li></ul><ul><li>Saturday, February 11 th 10am – 9pm </li></ul><ul><li>Sunday, February 12 th 10am - 6pm </li></ul>
  9. 9. Maximizing Your Show Experience Through Marketing
  10. 10. <ul><li>Show Marketing </li></ul>Sample of Newspaper Print Ad
  11. 11. <ul><li>Media Plan Highlights </li></ul><ul><ul><li>Strategic Media Campaign </li></ul></ul><ul><ul><ul><li>Utilizing detailed research from 2011 </li></ul></ul></ul><ul><ul><ul><li>Continue to build strong partnerships with key media </li></ul></ul></ul><ul><ul><li>Promotions & Contest Highlights </li></ul></ul><ul><ul><ul><li>Unique tie-ins with all media partners </li></ul></ul></ul><ul><ul><li>PR Plan </li></ul></ul><ul><ul><ul><li>Developed based on key learnings from 2011 </li></ul></ul></ul><ul><ul><li>Ask us how Your Company can be </li></ul></ul><ul><ul><li>part of a media promotion or PR! </li></ul></ul>
  12. 12. <ul><li>2011 Show Marketing </li></ul><ul><ul><li>How did consumers hear about the show? </li></ul></ul>
  13. 13. <ul><li>Research, Results & Successes </li></ul><ul><ul><li>Online Ticket Sales </li></ul></ul><ul><ul><ul><li>Over 28,500 tickets sold! </li></ul></ul></ul><ul><ul><li>Email Marketing </li></ul></ul><ul><ul><ul><li>Continue to develop database </li></ul></ul></ul><ul><ul><ul><ul><li>Show list: currently over 13,800 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Company: approximately 404,000 </li></ul></ul></ul></ul><ul><ul><ul><li>Continue testing to improve email blasts </li></ul></ul></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><ul><li>57,099 Unique Visitors </li></ul></ul></ul><ul><ul><ul><li>205,406 Page Views </li></ul></ul></ul><ul><ul><ul><li>Average time on site (3:00 minutes) </li></ul></ul></ul><ul><ul><ul><li>Average page visited (2.75) </li></ul></ul></ul><ul><ul><ul><li>More accurate referring sites </li></ul></ul></ul>
  14. 14. <ul><li>Research, Results & Successes </li></ul><ul><ul><li>Top 5 visited pages on website </li></ul></ul><ul><ul><ul><li>Home Page </li></ul></ul></ul><ul><ul><ul><li>Exhibitor List </li></ul></ul></ul><ul><ul><ul><li>Sponsors Page </li></ul></ul></ul><ul><ul><ul><li>Ticket Prices </li></ul></ul></ul><ul><ul><ul><li>General Info – Dates/Hours/Location </li></ul></ul></ul><ul><ul><li>Top 10 Referring Sites: </li></ul></ul><ul><ul><ul><li>IXcenter.com </li></ul></ul></ul><ul><ul><ul><li>Cleveland.com </li></ul></ul></ul><ul><ul><ul><li>Facebook.com </li></ul></ul></ul><ul><ul><ul><li>Wkyc.com </li></ul></ul></ul><ul><ul><ul><li>Newsnet5.com </li></ul></ul></ul><ul><ul><ul><li>Marketplaceevents.com </li></ul></ul></ul><ul><ul><ul><li>News-herald.com </li></ul></ul></ul><ul><ul><ul><li>Ohio.com </li></ul></ul></ul><ul><ul><ul><li>Norwalkreflector.com </li></ul></ul></ul><ul><ul><ul><li>whbc.com </li></ul></ul></ul>
  15. 15. <ul><li>Research, Results & Successes </li></ul><ul><ul><li>You’ve helped….THANKS! </li></ul></ul><ul><ul><ul><li>Among highest # of visitors from exhibitor sites: </li></ul></ul></ul><ul><ul><ul><ul><li>www.petittigardencenter.com </li></ul></ul></ul></ul><ul><ul><ul><ul><li>www.blindandsons.com </li></ul></ul></ul></ul><ul><ul><ul><ul><li>www.briankyles.com </li></ul></ul></ul></ul>
  16. 16. <ul><li>Marketing Before the Show – FREE! </li></ul><ul><li>Customized EMAIL BLAST </li></ul><ul><ul><li>Unique Opportunities – Just f </li></ul></ul>
  17. 17. Interactive Exhibitor Listing <ul><li>Grow your business through our website </li></ul><ul><li>A resource where buyers can search for by company name, category or product </li></ul><ul><li>throughout the year </li></ul><ul><li>Before, during and throughout the year </li></ul>
  18. 18. <ul><ul><li>Utilizing QR codes </li></ul></ul><ul><ul><ul><li>Testing use of QR codes in marketing </li></ul></ul></ul><ul><ul><ul><li>Encouraging YOU to use at the show! </li></ul></ul></ul><ul><ul><ul><ul><li>It’s easy: http://www.qrstuff.com/ </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Consumers can download your information right at the show! </li></ul></ul></ul></ul>
  19. 19. <ul><li>What’s New! </li></ul><ul><ul><li>New Email System </li></ul></ul><ul><ul><ul><li>Increases deliverability </li></ul></ul></ul><ul><ul><ul><li>Results in cleaner database </li></ul></ul></ul><ul><ul><ul><li>Overall, higher effective emails </li></ul></ul></ul><ul><ul><li>Show Website </li></ul></ul><ul><ul><ul><li>Refresh for 2012 </li></ul></ul></ul><ul><ul><ul><li>More user friendly </li></ul></ul></ul><ul><ul><li>Corporate Facebook Strategy – LIKE OUR PAGE TODAY! </li></ul></ul><ul><ul><ul><li>Launched July 2011 </li></ul></ul></ul><ul><ul><ul><li>Goal to develop unique community </li></ul></ul></ul><ul><ul><ul><li>Have achieved goal of # of Fans </li></ul></ul></ul><ul><ul><ul><li>First Live event took place this week </li></ul></ul></ul><ul><ul><li>And More to come! </li></ul></ul>
  20. 20. Sponsors To Date
  21. 21. Why Sponsor? <ul><li>Elevate your presence before and during the Event b y setting yourself apart from the competition. </li></ul><ul><li>We customize to reach your marketing goals and fit within your budget. </li></ul><ul><ul><li>Drive booth traffic </li></ul></ul><ul><ul><li>Drive consumers back to your retail locations and websites </li></ul></ul><ul><ul><li>Product/service awareness </li></ul></ul><ul><ul><li>Increase brand loyalty </li></ul></ul><ul><ul><li>Reinforce image </li></ul></ul><ul><ul><li>Close sales on show floor </li></ul></ul><ul><ul><li>Gather qualified leads which results in sales </li></ul></ul><ul><ul><li>Invaluable research information </li></ul></ul>
  22. 22. Marketing Opportunities at Affordable Pricing <ul><li>Marketing Opportunities </li></ul><ul><li>vs. Sponsorships </li></ul><ul><li>Ask you Exhibit Sales Consultant </li></ul><ul><li>From $300 and up </li></ul>
  23. 23. Banner Ads (Top of Page & Towers Ads) From $500 - $750
  24. 24. <ul><li>Marketing Before the Show and After the Show </li></ul><ul><ul><li>Unique Opportunities </li></ul></ul>% viewed: 39% Click thru: 2% % viewed: 57% Click thru: 34% Email Blasts to Show Consumer Database - from $300
  25. 25. Promotional Contests No charge to list on site or offer at Show $1,500 to ask two questions to receive survey results Are you looking to replace your countertops within the next 12 months? Would you be interested in receiving information from Firenza Stone? RESULTS: 510 are looking to replace their countertops within the next 12 months 726 would like to receive more information Total entries: 1,275
  26. 26. Marketing Opportunities at the Show ENTRANCE/EXIT FLOOR DECALS CELEBRITIES
  27. 27. Marketing Opportunities at the Show IDEA HOMES Celebrity Designer Rooms
  28. 28. Sponsorship Opportunities… <ul><li>Features: </li></ul><ul><ul><li>Garden Showcase </li></ul></ul><ul><ul><li>Main Stage </li></ul></ul><ul><ul><li>Cooking Stage </li></ul></ul><ul><ul><li>Designer Rooms </li></ul></ul><ul><ul><li>Idea Homes </li></ul></ul><ul><ul><li>Information Booth </li></ul></ul><ul><ul><li>Ticket Booths </li></ul></ul><ul><li>Official Product Sponsor </li></ul><ul><li>Celebrities & Experts on </li></ul><ul><li>Main Stage </li></ul><ul><li>Create your own… </li></ul><ul><ul><li>Girl’s Night Out </li></ul></ul><ul><ul><li>Fashion Shows </li></ul></ul><ul><ul><li>Big Boy Toys </li></ul></ul><ul><ul><li>Do it yourself renovation area </li></ul></ul><ul><ul><li>Electronics and technology area </li></ul></ul>
  29. 29. Exhibiting Success Tips
  30. 30. Before You Get There Congratulations – 2011 Exhibitor Awards Best In Show
  31. 31. <ul><li>Exhibitor Awards 2012 </li></ul><ul><ul><li>Best In Show </li></ul></ul><ul><ul><li>Best Dressed </li></ul></ul><ul><ul><li>Best Attitude of the Day </li></ul></ul><ul><ul><li>Most Tickets Sold through Promo Code </li></ul></ul>
  32. 32. <ul><ul><li>Two Months Prior to Show </li></ul></ul><ul><ul><ul><li>Read Exhibitor Kit & Promotion Kit - respond before deadlines to save time & money! </li></ul></ul></ul><ul><ul><ul><li>Order Show Services - electric, plumbing, wifi, AV equipment, plants/flowers, furniture, carpeting, skirted tables, signage </li></ul></ul></ul><ul><ul><ul><li>Confirm Quantities of Marketing Materials - brochures, literature, samples </li></ul></ul></ul><ul><ul><ul><li>Execute Pre-Show Promotions - web site, direct mail, advertising </li></ul></ul></ul><ul><ul><ul><li>Booth Staff Schedule </li></ul></ul></ul><ul><ul><ul><li>Booth Design - should reflect your brand, your “special show deals/discounts”, new products/trends </li></ul></ul></ul>Before You Get There
  33. 33. <ul><li>Set Goals </li></ul><ul><ul><li>Fact: less than 25% of exhibitors set goals </li></ul></ul><ul><li>Staff Training </li></ul><ul><ul><li>Share goals with staff </li></ul></ul><ul><ul><li>Goals must be measurable, realistic, and communicated </li></ul></ul><ul><ul><li>Schedule staff to attend December training </li></ul></ul>Before You Get There Before You Get There
  34. 34. <ul><li>Two Weeks Before Show </li></ul><ul><li>Pack All Materials for Show </li></ul><ul><li>Finalize Show Pricing/Show Specials – don’t forget signage </li></ul><ul><li>Sales Training - role play with staff </li></ul><ul><ul><li>Opening statements </li></ul></ul><ul><ul><li>Qualifying questions </li></ul></ul><ul><ul><li>Appointment setting </li></ul></ul><ul><li>Reiterate Goals with Staff on Paper </li></ul><ul><ul><li>Hand out daily expectations (# of leads, # of appointments set) </li></ul></ul><ul><ul><li>Create a contest for your sales staff at show </li></ul></ul>Before You Get There Before You Get There
  35. 35. <ul><li>Supervise Set Up at Move In </li></ul><ul><li>Tool Kit on Hand – tape, two sided tape, office supplies, s-hooks </li></ul><ul><li>Set Up Area - lead cards, appointment calendar, brochures, catalogs </li></ul><ul><li>Create an Attractive Bin for Contest Entries </li></ul>Before You Get There Set Up Day
  36. 36. <ul><li>Be on Time and Work Until Show Close </li></ul><ul><ul><li>#1 complaint at our 2010 show: exhibitors not in their booths at show opening and show evenings until close, remember, many serious shoppers come in the evenings </li></ul></ul><ul><li>Track Lead Progress Daily </li></ul><ul><ul><li>Lead cards – free lead cards on our show site! </li></ul></ul><ul><li>Share Successes with Staff Daily </li></ul><ul><ul><li>Email team or distribute daily memos at show to your staff working the show </li></ul></ul>Before You Get There During The Show
  37. 37. <ul><li>Literature and Giveaways - should be strategically planned </li></ul><ul><ul><li>Logical </li></ul></ul><ul><ul><li>Memorable </li></ul></ul><ul><ul><li>Practical </li></ul></ul><ul><li>Think Billboard - not bulletin board </li></ul><ul><li>Use a Theme to Create an Experience </li></ul><ul><li>Neatness Counts </li></ul><ul><li>Interactive Demonstrations- help to reinforce the features and benefits of your product </li></ul>Before You Get There Top Tips For Your Display
  38. 38. Let homeowners touch and try your products EXHIBIT SPACE DESIGN DO’S !
  39. 39. Great Signage Well Dressed Products Galore! EXHIBIT SPACE DESIGN DO’S!
  40. 40. Fabulous Retail Store Show Specials EXHIBIT SPACE DESIGN DO’S!
  41. 41. Good Signage Product Everywhere Professional Dress with Company Logo EXHIBIT SPACE DESIGN DO’S!
  42. 42. Good Signage Tell Consumer What They Do Many Samples of Product EXHIBIT SPACE DESIGN DO’S!
  43. 43. <ul><li>Not enough space in booth </li></ul><ul><li>No goals </li></ul><ul><li>Forgetting the “three second rule” </li></ul><ul><li>Lousy signage </li></ul><ul><li>Booth design that acts as a barrier </li></ul><ul><li>Passing out literature instead of having a conversation </li></ul><ul><li>Inexperienced show staff </li></ul><ul><li>Lack of training for show sales </li></ul><ul><li>Talking and not listening </li></ul><ul><li>Sitting in the back of booth or eating </li></ul><ul><li>Poor follow up or no follow up </li></ul>Before You Get There 10 Most Common Mistakes
  44. 44. “ Castle Build” EXHIBIT SPACE DESIGN DON’TS
  45. 45. Sloppy – no skirted table cloth EXHIBIT SPACE DESIGN DON’TS
  46. 46. Nice Outfit! Hand Written Sign EXHIBIT SPACE DESIGN DON’TS
  47. 47. No Tents! EXHIBIT SPACE DESIGN DON’TS
  48. 48. Nail Polish White Tee Shirt EXHIBIT SPACE DESIGN DON’TS
  49. 49. Lunch Break in Booth EXHIBIT SPACE DESIGN DON’TS
  50. 50. <ul><li>Thank you for attending! </li></ul>

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