Marketing for Engagement
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Marketing for Engagement By Cari Rosno at the 2017 AMA Iowa Experience Event
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Marketing for Engagement
- 1. Cari Rosno CEO + President IOWA / 515.727.5200 / 2111 Dixon Street / Des Moines, IA 50316 NEBRASKA / 402.592.1486 / 6520 South 118th Street / Omaha, NE 68137
- 2. THE IMPORTANCE OF FACE TO FACE MARKETING84% of trade show attendees have buying power
- 3. WHY EXHIBIT?91% of attendees get their most useful buying information from shows + events
- 4. FIRST STEPSOnly 15% of companies send out information to prospects prior to the show
- 7. ASK THE RIGHT QUESTIONS“Can I help you” vs. “What brings you to the show today?”
- 14. THE PEOPLE YOU SEND TO THE SHOW IS KEY!85% of your exhibiting results are in the hands of the exhibit staff
- 15. For every 50 square feet there should be 1 staff member FIND YOUR SWEET SPOT
- 16. HOW TO BE AN EFFECTIVE BOOTH STAFFER Only 25% of people who walk into a booth are actually talked to
- 17. March 23rd, 2017
- 18. Q+A
Editor's Notes
- The Importance of Face to Face Marketing 84% of trade show attendees have buying power 38% of trade show attendees are new to the show 79% of trade show attendees will be new contacts 49% of attendees plan on purchasing in the next 12 months 22% of sales and marketing executives say trade shows are the #1 source for leads Information from CEIR, TSEA and CEMA
- WHY EXHIBIT Build Real Relationships Establish Personal Connections Hear Client Needs (Clients Want to be Heard!) Increase market share Increase share of customer Positioning or repositioning Enhance your Brand 91% of attendees tell us they get their most useful buying information from shows + events.
- FIRST STEPS A. Invitation Prior to the Show Only 15% of companies send out info to prospects before a show B. Set Appointments Before the Show C. Create Measureable Objectives & Determine Goals
- GET BACK TO THE BASICS Listen and Engage!
- GET BACK TO THE BASICS B. Be Intensely Curious C. You don’t have to have the Solution!
- GET BACK TO THE BASICS D. Ask the Right Questions Helps the client better explain what they want Creates a conversation Open Ended v. Closed Ended Questions “Can I help You” vs. “What brings you to the show today?” or “What do you know about [insert company name]”
- BREATHING EXERCISE
- CREATING AN ATMOSPHERE How can you be different and stand out? How to get Attendees to Realize They Need You Signage Pull them in Visually Inviting Atmosphere
- CREATING AN ATMOSPHERE B. Examples Apple Store vs. Anthropology Abercrombie & Fitch C. What do you find inviting & comfortable? Accents: Flowers, Pictures, Furniture Thinking outside the box!
- CREATING AN ATMOSPHERE D. Incorporating Activities & Technology Behr Coloring Booth
- CREATING AN ATMOSPHERE D. Incorporating Activities & Technology Businessolver Lite Brite Wall
- CREATING AN ATMOSPHERE D. Incorporating Activities & Technology -HeatheCareers Operation Game
- BOOTH STAFFING A. Select a staff that can achieve your objectives! If you have a large exhibit, have a booth captain to supervise and deal with issues that may arise Hold a meeting every day to evaluate what worked and what didn’t so you can make mid-course corrections Make sure all staff understands how to use your lead management system Ask your staff to provide input relative to the value of the event Evaluate your staff and send the evaluation to their supervision after the show
- BOOTH STAFFING Find Your Sweet Spot - For every 50 square feet there should be 1 staff members - Too many staffers makes for an uninvited space Not enough staffers makes for an empty space and uninvited space 85% of your exhibiting results are in the hands of the exhibit staff
- BOOTH STAFFING B. Characteristics of an Effective Booth Staffer Product Knowledge - Application and benefits Friendly & Approachable – Welcoming Professional - Communicate the culture of your organization Communicate Effectively - Clear, concise, understandable Good Listener - Listen with the intent to understand Experienced in the Process - Know how to work the show C. Engage! Being Conversational is Key! Only 25% of people who walk into a booth are actually talked to
- PROMOTE SKYMADNESS
- Question and Answer Time!