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Trade show success

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Trade show success

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Trade show success

  1. 1. MARKETING COMMUNICATION INTEGRATING ONLINE AND OFFLINE WITH SOCIAL MEDIA Heidi Hellström Master of Economic Sciences, Senior Lecturer University of Applied Sciences, Vaasa
  2. 2. EXAMPLE 1 TRADE SHOW
  3. 3. QUESTION WHAT IS SOSTAC MODEL?
  4. 4. SITUATION – TO EXHIBIT OR NOT? Objectives – prioritize exhibition objectives Strategy – develop an exhibition strategy • selecting the right shows • agreeing a design strategy Tactics – determine pre-show promotional tactics Action – train exhibition staff: finalize the exhibition operational (daily action) plan Control – evaluate the post-show
  5. 5. ADVANTAGES?
  6. 6. Bring all your markets together! Products and services can be seen, demonstrated and tested Face-to-face contact can be made with a large number of relevant decision makers To sell more / launch new products Release press release Make market research TRADE SHOW ADVANTAGES
  7. 7. Get customer contact information Competitor analysis Staff motivation BUT.. Of course very careful planning should be done TRADE SHOW ADVANTAGES
  8. 8. GRAND MOTHER TEST When you next visit an exhibition look around you and see how many (if any) stands clearly tell you what they offer. How many exhibition stands actually explain what business the exhibitors are in? Do any of them explain benefits? How many stand designs actually help you within three to five seconds before you pass by?
  9. 9. PRE SHOW ACTIVITIES • Send mail invitations (with an incentive?) • E-marketing invitations and reminders • Telesales key customers or prospects • Press activities • Sales force briefing (to invite their customers) • Company calendars, diaries, etc, which can include dates of key exhibitions • Sponsored activities
  10. 10. POST SHOW ACTIVITIES HOW WOULD YOU EVALUATE SUCCESS AFTER THE TRADE SHOW?
  11. 11. LIST REASONS FOR POOR TRADE SHOW PERFORMANCE
  12. 12. 1.Bad segmentation 2.Wrong show 3.No correct measurements for post show activities 4.Staff does not serve customers / lack of presonnel 5.Booth challenges REASONS FOR A POOR PERFORMANCE?

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