MAKING TRADE
SHOWS PAY
PAUL KENNEDY MBE

Kennedy Integrated Solutions
Structure for the session
•
•
•
•
•
•
•
•
•
•

Introduction and setting the scene
Some important industry trends
The trade...
Important industry trends
•
•
•
•
•
•
•

Demand for meetings and events is increasing
Substantial increase in supply
Tradi...
The trade show and live event
jungle( excl major conferences)
•
•
•
•
•
•
•
•
•
•
•
•
•
•

Convene
IMEX
EIBTM
IMEX America...
What and how to choose what to do
•
•
•
•
•
•
•
•

Its more effective than advertising
Do it well or don’t do it
It’s a mi...
Why buyers choose destinations and
venues/hotels
•

•

?
Why buyers chooses destinations
• Accessibility of the destinations and the core
facility for the event
• Price/Price flex...
Why buyers choose destinationscurrent focus
•
•
•
•
•
•
•
•

Flexibility
Speed of response
Transparency
Supply chain actin...
Preparing for the event

?
Preparing for the event
•
•
•
•
•

The administrative tasks
Who are your current clients?
Which new clients do you want to...
Researching the prospects

?
Researching the prospects
•
•
•
•
•
•
•
•
•

Correct title and role-do you know what these are
Where they sit within the o...
Preparing for the event what else?
• Communicate to your appointments
• Invite existing clients and target clients to meet...
At the event
• Be early each day and before the buyers arrive
• Read in about your appointments before show
opening times
...
At the event- how to conduct the
business appointment-

?
How to conduct the appointment
• Let the buyer who is probably quite or very senior
give you the information they think is...
How to conduct the appointment
•
•
•
•

What’s their ideal venue/hotel/service
What is their decision making cycle
How do ...
After the event
• Be measured and accept being precise is more
important than sending out bulk next morning but
certainly ...
After the event
• Follow up your follow up but do so in in a precise
and personal way-treat the prospective client as a ke...
Q&A

• There are no stupid questions!!!!!!!!!!
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Making trade shows pay

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Mokymų metu buvo nagrinėjamos parodų - kontaktų mugių subtilybės, kaip geriausiai prisistatyti tokio pobūdžio renginiuose, kokios dažniausiai pastebimos dalyvių klaidos, kaip dirbti su gautomis užklausomis po parodų - kontaktų mugių.

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Making trade shows pay

  1. 1. MAKING TRADE SHOWS PAY PAUL KENNEDY MBE Kennedy Integrated Solutions
  2. 2. Structure for the session • • • • • • • • • • Introduction and setting the scene Some important industry trends The trade show and live event world-lots of choice What and how to choose to spend money on Why buyers choose destinations, the minimum criteria Why buyers choose destinations –current focus Preparing for a trade show Doing the right things in the right way at the event Post event follow up Q&A
  3. 3. Important industry trends • • • • • • • Demand for meetings and events is increasing Substantial increase in supply Traditional business model of DMCs and PCOs is changing and big international agencies at risk It’s a buyers market Increasing political recognition of the importance of the meetings industry which can be measured Major pressure on government expenditure in many countries A shift away from traditional print advertising to live events and digital promotion
  4. 4. The trade show and live event jungle( excl major conferences) • • • • • • • • • • • • • • Convene IMEX EIBTM IMEX America AIBTM GIBTM CIBTM AIME MEEDEX BTC Access IBTM India IT&CM ITCMA • • • • • • • • • • • • • MI Forum-north MI Forum Athens Confex Red Confec Blue Confec Green The Meetings Show International Confex The Conference and Hospitality Show Brussels Workshop Meeting Space Moulden Marketing UK workshop Fam Trips XXXX Site inspections
  5. 5. What and how to choose what to do • • • • • • • • Its more effective than advertising Do it well or don’t do it It’s a mid to long term business development strategy not a quick sales fix-its about creating and building lasting business relationships The decision to participate should be linked to clear business objectives which already exist! Fish where the fishes are It needs senior management commitment and ideally presence Its about listening the majority of the time and then speaking the language of the buyer Its not a holiday on expenses!!!
  6. 6. Why buyers choose destinations and venues/hotels • • ?
  7. 7. Why buyers chooses destinations • Accessibility of the destinations and the core facility for the event • Price/Price flexibility • Quality of facilities • Quality of service • Personal safety • Difference
  8. 8. Why buyers choose destinationscurrent focus • • • • • • • • Flexibility Speed of response Transparency Supply chain acting as one Added value Sustainability Competitiveness Partnership approach
  9. 9. Preparing for the event ?
  10. 10. Preparing for the event • • • • • The administrative tasks Who are your current clients? Which new clients do you want to see? Who has selected a pre scheduled appointment? Researching the above
  11. 11. Researching the prospects ?
  12. 12. Researching the prospects • • • • • • • • • Correct title and role-do you know what these are Where they sit within the organisation What the company does and its structure What the company values are Company financial year Company geography, client base Google the individual, search linked in Types of events they do Current trends in the media affecting their business
  13. 13. Preparing for the event what else? • Communicate to your appointments • Invite existing clients and target clients to meet with you • Make sure you have sufficient marketing literature and business cards • Pack sufficient business clothes to look different and fresh each day
  14. 14. At the event • Be early each day and before the buyers arrive • Read in about your appointments before show opening times • Stand and receive • Smile and have fresh breath! • Listen, listen and then listen some more!!! • Your phone is not part of your body • You must eat but ideally not on the stand
  15. 15. At the event- how to conduct the business appointment- ?
  16. 16. How to conduct the appointment • Let the buyer who is probably quite or very senior give you the information they think is important • Understand clearly you are not the first sales person they have met • Don’t rush into a sales pitch-find out about them first! • Avoid claiming your product is unique • Ask what are the objectives of their events • How do they measure success • What’s their key selection criteria continue
  17. 17. How to conduct the appointment • • • • What’s their ideal venue/hotel/service What is their decision making cycle How do they prefer you to follow up with them Ask permission to pass your business card to them and offer to mail ( email or hard copy) your brochure and material to them-permission marketing is very powerful • Only promise what you can deliver • If you don’t know the answer say so honestly and be clear how and when you can get the answer to them • Be culturally aware of correct protocol
  18. 18. After the event • Be measured and accept being precise is more important than sending out bulk next morning but certainly follow everything up within two working weeks • Send what they want and nothing more unless its directly related to the information you have obtained about them or their events • Make sure you thank them for spending their time with you-at IMEX there are 3500 alternatives ! • Understand the mid to long term nature of live event business development as this should influence your communication style continue
  19. 19. After the event • Follow up your follow up but do so in in a precise and personal way-treat the prospective client as a key existing client • Understand that your ROI of exhibiting can only seriously be measured over 18-36 months each time your exhibit but you can measure this exactly • Write a full contact report for your boss including information about industry trends and key competitor information-its so much more than simply the number of business cards obtained • If you meet an international client at an overseas event get them to Lithuania!!!
  20. 20. Q&A • There are no stupid questions!!!!!!!!!!

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