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Gift wrapping  exhibitor training <ul><li>Christophe Landuyt </li></ul><ul><li>Expo-id, Belgium </li></ul>UFI Focus Meetin...
Gift wrapping exhibitor training <ul><li>1. The importance of upward migration </li></ul><ul><li>2. Creating migration mom...
Current situation:  trade shows  and  general audience shows TOP EXHIBITORS FOLLOWERS - MASS UNDERACHIEVERS The importance...
The importance of upward migration <ul><li>Underachievers: </li></ul><ul><ul><li>Late booth reservation </li></ul></ul><ul...
The importance of upward migration <ul><li>Followers: </li></ul><ul><ul><li>Most services ordered on time </li></ul></ul><...
The importance of upward migration <ul><li>Top exhibitors: </li></ul><ul><ul><li>Most services ordered on time </li></ul><...
The importance of upwards migration <ul><li>Upwards migration = </li></ul><ul><ul><li>More satisfied and more loyal exhibi...
The importance of upward migration <ul><li>How to communicate the urge of migration? </li></ul><ul><ul><li>Smaller compani...
The importance of upwards migration <ul><li>How to create migration momentum? </li></ul><ul><ul><li>Gift wrapping training...
Creating migration momentum <ul><li>Technical & logistic briefings: </li></ul><ul><li>+ Low cost - easy to promote </li></...
Creating migration momentum <ul><li>Dedicated training events: </li></ul><ul><li>+ Very intensive - excellent results </li...
Creating migration momentum <ul><li>Mixed (social) industry events: </li></ul><ul><li>+ Brand extension - brand continuity...
Creating migration momentum <ul><li>Some Belgian samples: </li></ul><ul><ul><li>BOSTA: Paper Show  Stand allocation meetin...
What do exhibitors need to know? <ul><li>First timers: </li></ul><ul><ul><li>Often stuck in practical issues </li></ul></u...
What do exhibitors need to know? <ul><li>People related  issues are the common denominator: </li></ul><ul><ul><li>How to c...
What do exhibitors need to know? <ul><li>Choose an attractive form to deliver content, adapted to the level and needs of t...
What do exhibitors need to know? © 2007 Expo-id
What do exhibitors need to know? © 2007 Expo-id
What do exhibitors need to know? -  Create easy to understand and easy to  use formats for training content. -  Visualize ...
The trouble with trainers -  Emerging demand and emerging  (adequate) offer. -  Sales training vs. attitude training -  Sh...
© 2007 Expo-id - All rights reserved
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Ufi Presentation

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How to train exhibitors? Presentation for the UFI Focus Meeting in Milan, 2007.

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Ufi Presentation

  1. 1. Gift wrapping exhibitor training <ul><li>Christophe Landuyt </li></ul><ul><li>Expo-id, Belgium </li></ul>UFI Focus Meeting Best Practices in Exhibitor Training © 2007 Expo-id
  2. 2. Gift wrapping exhibitor training <ul><li>1. The importance of upward migration </li></ul><ul><li>2. Creating migration momentum </li></ul><ul><li>3. What do exhibitors need to know? </li></ul><ul><li>4. The trouble with trainers </li></ul>
  3. 3. Current situation: trade shows and general audience shows TOP EXHIBITORS FOLLOWERS - MASS UNDERACHIEVERS The importance of upward migration
  4. 4. The importance of upward migration <ul><li>Underachievers: </li></ul><ul><ul><li>Late booth reservation </li></ul></ul><ul><ul><li>Little services </li></ul></ul><ul><ul><li>Little visitor promotion </li></ul></ul><ul><ul><li>Little added value to the show </li></ul></ul><ul><ul><li>Low ROI </li></ul></ul><ul><ul><li>Low satisfaction </li></ul></ul><ul><ul><li>Low fidelity to the show </li></ul></ul>
  5. 5. The importance of upward migration <ul><li>Followers: </li></ul><ul><ul><li>Most services ordered on time </li></ul></ul><ul><ul><li>Average visitor promotion </li></ul></ul><ul><ul><li>Average added value to the show </li></ul></ul><ul><ul><li>Most of the budget allocated to proper booth </li></ul></ul><ul><ul><li>Average satisfaction - average involvment </li></ul></ul><ul><ul><li>Relatively high fidelity to the show </li></ul></ul>
  6. 6. The importance of upward migration <ul><li>Top exhibitors: </li></ul><ul><ul><li>Most services ordered on time </li></ul></ul><ul><ul><li>High visitor promotion (special events / niche targets) </li></ul></ul><ul><ul><li>High added value to the show </li></ul></ul><ul><ul><li>High budget, only part allocated to booth </li></ul></ul><ul><ul><li>High satisfaction - very high involvement </li></ul></ul><ul><ul><li>(Relatively) high fidelity to the show </li></ul></ul>
  7. 7. The importance of upwards migration <ul><li>Upwards migration = </li></ul><ul><ul><li>More satisfied and more loyal exhibitors… </li></ul></ul><ul><ul><li>… with an increasing show budget </li></ul></ul><ul><ul><li>… who buy more services and </li></ul></ul><ul><ul><li>… actively promote the show with niche visitors </li></ul></ul><ul><ul><li>… and add to the shows pizzazz. </li></ul></ul><ul><ul><li>- Extra value for visitors… </li></ul></ul><ul><ul><li>- …without having to pay through the nose. </li></ul></ul>
  8. 8. The importance of upward migration <ul><li>How to communicate the urge of migration? </li></ul><ul><ul><li>Smaller companies: </li></ul></ul><ul><ul><li>CEO - Owner </li></ul></ul><ul><ul><li>- Larger companies: </li></ul></ul><ul><ul><li>Marketing executive </li></ul></ul>
  9. 9. The importance of upwards migration <ul><li>How to create migration momentum? </li></ul><ul><ul><li>Gift wrapping training content reduces resistance and eases acceptance. </li></ul></ul><ul><ul><li>- Adapt training content, setting and timing according to exhibitor's needs and agenda. </li></ul></ul><ul><ul><li>- Different events => different target audience </li></ul></ul><ul><ul><li>=> different training content </li></ul></ul><ul><ul><li>=> different outcome </li></ul></ul>
  10. 10. Creating migration momentum <ul><li>Technical & logistic briefings: </li></ul><ul><li>+ Low cost - easy to promote </li></ul><ul><li>Logical wrapping </li></ul><ul><li>At the right moment </li></ul><ul><li>- Level of participants </li></ul><ul><li>Time left until D-day </li></ul><ul><li>Perceived value </li></ul>
  11. 11. Creating migration momentum <ul><li>Dedicated training events: </li></ul><ul><li>+ Very intensive - excellent results </li></ul><ul><li>Brand extension - exhibitor value </li></ul><ul><li>Motivated audience </li></ul><ul><li>- Likely to attract best of class </li></ul><ul><li>Number of attendees </li></ul><ul><li>Availability </li></ul><ul><li>Time consuming - expensive </li></ul>
  12. 12. Creating migration momentum <ul><li>Mixed (social) industry events: </li></ul><ul><li>+ Brand extension - brand continuity </li></ul><ul><li>High attendance (eventually) </li></ul><ul><li>Targeted audience </li></ul><ul><li>Community building </li></ul><ul><li>- Sandwiched training content </li></ul><ul><li>Gradual administration </li></ul><ul><li>Fallacy of perfection </li></ul>
  13. 13. Creating migration momentum <ul><li>Some Belgian samples: </li></ul><ul><ul><li>BOSTA: Paper Show Stand allocation meeting </li></ul></ul><ul><ul><li>Fedagrim: Agribex Exhibitor Academy </li></ul></ul><ul><ul><li>FISA: Batibouw Building Lunch </li></ul></ul><ul><ul><li>TMAB: (ICT2day) Exhibitions work! </li></ul></ul>
  14. 14. What do exhibitors need to know? <ul><li>First timers: </li></ul><ul><ul><li>Often stuck in practical issues </li></ul></ul><ul><ul><li>How to read visitor statistics </li></ul></ul><ul><ul><li>Bridging the 2D-3D gap </li></ul></ul><ul><ul><li>Motivational issues - Team building </li></ul></ul><ul><li>Experienced exhibitors: </li></ul><ul><ul><li>People related issues </li></ul></ul><ul><ul><li>Lead management </li></ul></ul><ul><ul><li>Result enhancement </li></ul></ul>
  15. 15. What do exhibitors need to know? <ul><li>People related issues are the common denominator: </li></ul><ul><ul><li>How to compose a project team </li></ul></ul><ul><ul><li>How to staff my booth </li></ul></ul><ul><ul><li>How to brief/train booth staff </li></ul></ul><ul><ul><li>What do visitors do at shows? </li></ul></ul><ul><ul><li>How to detect visitors' needs? </li></ul></ul><ul><ul><li>How to interact efficiently with visitors? </li></ul></ul>
  16. 16. What do exhibitors need to know? <ul><li>Choose an attractive form to deliver content, adapted to the level and needs of the audience: </li></ul><ul><ul><li>Hands on </li></ul></ul><ul><ul><li>Recognizable </li></ul></ul><ul><ul><li>Light hearted </li></ul></ul>
  17. 17. What do exhibitors need to know? © 2007 Expo-id
  18. 18. What do exhibitors need to know? © 2007 Expo-id
  19. 19. What do exhibitors need to know? - Create easy to understand and easy to use formats for training content. - Visualize your message. - Use real life examples/ pictures. - Repeat your message through different channels before and after the show. - Measure the impact or create tools to do so.
  20. 20. The trouble with trainers - Emerging demand and emerging (adequate) offer. - Sales training vs. attitude training - Shows are changing, most trainers not. - New visitor-oriented approach - Training trainers: who & how
  21. 21. © 2007 Expo-id - All rights reserved

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