Creating The Trade Show Experience

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Creating the Trade Show Experience:
Want to know what to say after “hello”?
Presented to the Hampton Roads Chapter of the American Marketing Association (www.HRAMA.org) by Stephen Schuldenfrei, Trade Show Exhibitors Association www.tsea.org, October 2007
The typical marketing group spends a lot of time, effort and money producing their trade show experience. Sadly, many efforts fall far short of expectations and required results. It's time to change that!

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Creating The Trade Show Experience

  1. 1. Creating the Trade Show Experience Engages the Audience Produces Results
  2. 2. Stephen Schuldenfrei President Trade Show Exhibitors Association (TSEA) McCormick Place Suite 1005 2301 South Lake Shore Drive Chicago, IL 60616 Phone: 312 949-5781 Fax: 312 842-8744 sschuldenfrei@tsea.org www.tsea.org
  3. 3. Trade Shows Are The 2nd Most Expensive Marketing Expense
  4. 4. $132.2 Billion Industry
  5. 5. Economics of Exhibiting Cost of generating a qualified lead at a show $212.00 Cost of generating a qualified lead in the field $308.00 Cost of closing a qualified lead from a show $705.00 Cost of closing a qualified lead without a show $1,140.00 38% Less When You Exhibit!
  6. 6. Who Attends These Days?  83% of visitors have buying power!  86% of visitors will be new contacts!  6+ The number of others visitors will tell about their experience (IF it’s a GOOD experience).
  7. 7. Expecting the Golden Bullet?
  8. 8. Engagement Goals & Objectives Shows / Events Collateral Booth Follow Up Promotion Measurement You Need An Arsenal of Golden Bullets to Achieve Success!
  9. 9. Goals & Objectives
  10. 10. Why Are You Exhibiting? 1. The Competition is Going 2. We’ve Always Gone 3. Want / Need Exposure 4. We’re Doing an Educational Session 5. See All Our Friends 6. We’d Be Conspicuous By Our Absence 7. We Have an Image to Maintain 8. Support Our Association 9. To Train New Staff 10.The Show is in Hawaii
  11. 11. Why Are You Exhibiting? 1. Make Sales! 2. Get Qualified Leads (that will lead to sales)! 3. Reinforce Existing Relationships! 4. Launch a New Product! 5. Get Press! 6. Do Market Research! 7. Find Dealers, Representatives & Distributors! 8. Get Smart! 9. Scope Out Competition! 10.Conduct Sales / Business Meetings!
  12. 12. Do You Have Support? • Senior Marketing Management • Sales Staff
  13. 13. NOTE: Never Hold A Planning Meeting Without Anyone Who Can Veto The Project!
  14. 14. S.M.A.R.T. Goals Specific Measurable Attainable Realistic Timely
  15. 15. Specific Objectives? Examples: 3 Contracts on site 50 “A” Leads 200 “B” Leads 5 Interviews with media 200 People at our hospitality event
  16. 16. Shows / Events Choose wisely. One door leads to increased return on investment, the other to market meltdown!
  17. 17. Your are at the right show when: You Will Reach the  Right Customer  Right Prospect  Right Suspect
  18. 18. Pick the right show! • Ask your customers what shows they attend • Talk to current & past exhibitors • Are your competitors there consistently • Coverage by your primary trade journal • Don’t trust the show’s sales staff • Try before you buy
  19. 19. NOTE: Never Exhibit At A Show You Have Not Personally Walked.
  20. 20. Does Size Does Matter? Yes – to your booth size. Larger booths draw more traffic No – to the size of the show. You can’t meet everyone anyway
  21. 21. Events P.C.E. – It’s Your Show • Advantages • Control who attends • Guarantee You See Everyone • Disadvantages • No new customers / prospects • Costly • Small attendance
  22. 22. Where to Find The Right Show • Databases – www.tradeshowweek.com – www.tsnn.com • Magazines • Customers / Prospects • Consultants
  23. 23. Booth ard! r Billbo ou oth is Y Your Bo
  24. 24. Booth Graphics Tell ‘em… Who Your Are  What You Do  What You Offer  What’s In It For Them 
  25. 25. HEADLINE TEST The 3 Second Rule
  26. 26. Don’t Win The Sausage Award
  27. 27. Open Up
  28. 28. Use All The Senses • Sight • Light • Motion • Sound • Voice • Music • Smell • Food • Drink • Taste • Sample • Touch • Involved
  29. 29. It Is A Different Sell
  30. 30. Choose Staffers Who Are • Experienced • Committed • Knowledgeable • Prepared • Confident • Bold • Friendly • Enthusiastic • Persistent
  31. 31. Six Deadly Trade Show Sales Staff Sins 1. They Tell Instead of Sell 2. They Try Too Much 3. They Ignore Visitor’s Wants 4. They Respond with Features Not Benefits 5. They Spend Too Much Time With Visitors 6. They Don’t Try to Close Business
  32. 32. The 3 Most Important Words Qualify Qualify Qualify
  33. 33. Engagement
  34. 34. You Have Two Ears and One Mouth For a very Good Reason!
  35. 35. NOTE: A Customer Will Tell You Everything You Need to Know for The Sale… If You Just Listen!
  36. 36. Three A’s For an “A” Lead 1. A Need! 2. A Budget! 3. A Purchasing Authority
  37. 37. Promotion Only 3 Times To Promote 1. Pre-Show 2. At Show 3. Post- Show
  38. 38. Why Spend Time & Money To Promote? Bring Hordes Of Prospects To Your Booth!
  39. 39. The Numbers At the Exhibit, The Average Attendee… Spends 2.3 Days Spends a Total of 8.5 Hours Visits Only 25 – 32 Booths!
  40. 40. An Invitation to Come To Your Booth Is VITAL!
  41. 41. NOTE: Sacrifice Anything To Pay For Your Pre- Show Invitation Marketing!
  42. 42. What To Tell Them 1. You’ll Be At The Show! 2. You Want Them See Them! Get Their Attention Clarify & Qualify Give a Great Reason To Visit Make It Personal Mention Any Show Sponsorship and/or Special Events Wash, Rinse, Repeat
  43. 43. Collateral
  44. 44. Literature Strategy 1. Create Special Literature As Tools During Booth Visit / Not Necessarily For Take Home 2. Limit or Skip The Good Stuff 3. Send or Bring All Collateral To Visitor After Show 4. Specialized Collateral 1. Press Kits 2. Student / Recruiting Kits 3. “Get Rid of You” Pieces 5. After Visit / Follow Up Piece
  45. 45. Lead Retrieval • Customized • Automated • Verified
  46. 46. The Magic Question Is this the best phone number to reach you?
  47. 47. NOTE: Never Let a Visitor Leave Your Booth Without Agreeing on a Clear Next Step !
  48. 48. Follow Up PERSISHBILITY RULE: Leads Are Icy Cold After 72 Hours • Thank You For Visiting Our Booth • Action Agreed Upon
  49. 49. Measurement Return On Investment (ROI): % Close x Long Term Value $ Lead Acquisition + $ Lead Management
  50. 50. Return on Objectives • Surveys • 10 minute counts • Number of “A”, “B” and “C” Leads • People at Hospitality Event • Pre-Show Promotion Items
  51. 51. Bring To Show List • Appointment Book • Business Cards • Collateral / Literature • Lead Forms • Phone Number List
  52. 52. Resources • TSEA www.tsea.org • Tradeshow Week www.tradeshowweek.com • CEIR www.ceir.org • TSNN www/tsnn.com
  53. 53. Books Margit Weisgal The Planning Shop Jay Levinson

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