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Marketing Tips For A Successful Trade Show


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Marketing Tips For A Successful Trade Show

  1. 1. Marketing Tips for Exhibitors - Making the Most of Your Investment! Thursday, November 5, 2009 DCU Center, Worcester, MA
  2. 2. Mass-ALFA’s 2009 Fall Conference and Trade Show – Mastering the Balancing Act! The premier annual event for the Massachusetts assisted living industry, showcasing the people, products, ideas and innovations that drive the future of quality senior and assisted living services.
  3. 3. Exhibitor Smarter! <ul><li>Tradeshows are one of the most effective marketing and sales media - if done properly.  </li></ul><ul><li>By exhibiting at Mass-ALFA, you can accomplish more in one day than you could in weeks in the field.  </li></ul><ul><li>Make sure your appearance delivers meaningful and measurable contributions to your company's sales and marketing objectives.  </li></ul>
  4. 4. Exhibitor Tips <ul><li>This presentation contains some helpful tips that will help make your exhibit at Mass-ALFA’s 2009 Fall Conference and Trade Show a highly productive, enjoyable experience, and a profitable investment! </li></ul><ul><li>Contact Mass-ALFA if you have general questions about the trade show. </li></ul><ul><li>Contact SER Services for special needs like carpeting or electricity for your booth, etc. </li></ul>
  5. 5. Before the Trade Show
  6. 6. Research Massachusetts’ Assisted Living Industry <ul><li>Use the Mass-ALFA website to familiarize yourself with the assisted living industry in Massachusetts ( www. massalfa .org ) </li></ul><ul><ul><li>Research Mass-ALFA membership, both providers and industry partners </li></ul></ul><ul><li>Read industry-related articles via local newspapers and online search engines </li></ul><ul><li>Consider membership in Mass-ALFA and join a committee </li></ul>
  7. 7. Invest in Staff <ul><li>Invest in motivated staff . </li></ul><ul><ul><li>Properly train and bring only motivated staff to work the show. </li></ul></ul><ul><ul><li>Make sure your exhibit booth personnel represent your company brand and the image you wish to present. </li></ul></ul>
  8. 8. Invest in Graphics <ul><li>Invest in graphics for your booth. </li></ul><ul><ul><li>An exhibit graphic is a magnet that attracts visitor attention into the exhibit. </li></ul></ul><ul><ul><li>Create an image, a memory, to make your branding message pop. </li></ul></ul><ul><ul><li>Attendees begin to look at your exhibit from 15 - 30 feet away. </li></ul></ul>
  9. 9. Color & Coordination <ul><li>Coordinate color, logo and clothing for impact. </li></ul><ul><li>Have your trade show staff color code their attire. </li></ul><ul><ul><li>Wearing the same color tailored shirts, slacks and even sneakers are ways of branding your trade show booth staff. </li></ul></ul><ul><li>Match your trade show staff's clothing and/or accessories to your company's logo colors. </li></ul><ul><li>Color repetition is a significant way to brand your trade show display and your trade show staff and gain memorability. </li></ul>
  10. 10. Set Appointments <ul><li>Before the show, check in with your </li></ul><ul><li>customers and set appointments. </li></ul><ul><ul><li>Position yourself to make the experience more meaningful for you and your prospect. </li></ul></ul><ul><ul><li>When you do this you take the dialogue to the next level. </li></ul></ul>
  11. 11. Advertising and Sponsorship
  12. 12. Ads and Sponsors <ul><li>Conference Program Book Ad </li></ul><ul><li>Full Page: Black and White: $789 </li></ul><ul><li>Color Upgrade: add $100 (=$889) </li></ul><ul><li>Half Page: Black and White: $539 </li></ul><ul><li>Color Upgrade: add $100 (=$639) </li></ul><ul><li>Quarter Page: Black and White: $289 </li></ul><ul><li>Color Upgrade: add $100 (=$389) </li></ul><ul><li>All program book ads due to </li></ul><ul><li>Mass-ALFA by no later than </li></ul><ul><li>Friday, 9/11/09 </li></ul><ul><li>Order form: </li></ul><ul><li>Conference Sponsorships </li></ul><ul><li>Product Sponsor $1699 </li></ul><ul><li>(e.g., pens, note pads, in tote bag) </li></ul><ul><li>Print Sponsor $1299 </li></ul><ul><li>Tote Bag Flyer Insert $999 </li></ul><ul><li>(8”x11” or smaller flyer in tote bag) </li></ul><ul><li>Conference Track Sponsor $899 </li></ul><ul><li>Conference Workshop Sponsor $329 </li></ul><ul><li>Meal Sponsor $539 </li></ul><ul><li>Order form: </li></ul><ul><li> </li></ul>
  13. 13. Important Dates! <ul><li>Friday, September 11, 2009 </li></ul><ul><ul><li>Ads and logos from sponsors due to Mass-ALFA to appear in Program Guide Book </li></ul></ul><ul><ul><li>Company description due to Mass-ALFA for Program Guide Book </li></ul></ul><ul><li>Monday, October 5, 2009 </li></ul><ul><ul><li>Hotel reservations must be made to get discounted rate ($129) </li></ul></ul><ul><li>Thursday, October 8, 2009 </li></ul><ul><ul><li>Names of booth members due to Mass-ALFA </li></ul></ul><ul><li>Wednesday, October 28, 2009 </li></ul><ul><ul><li>Special requests orders and payment to SER Expo Services due. </li></ul></ul>
  14. 14. During the Show
  15. 15. Work the Show <ul><li>Plan to work the show every moment </li></ul><ul><li>the show is open. </li></ul><ul><ul><li>Statistics show that you can obtain that good prospect the last half hour of a show. </li></ul></ul><ul><ul><li>You are “on” 24 hours a day. </li></ul></ul><ul><ul><li>You are selling when you are walking down an aisle, in the restaurant, in an elevator or escalator. </li></ul></ul><ul><ul><li>Company logo shirts remind people of who you are wherever you may be. </li></ul></ul><ul><ul><li>Write your booth number on the back of your business card when handing them out. </li></ul></ul>
  16. 16. Listen and Learn <ul><li>Learn about the assisted living industry! </li></ul><ul><li>Participate in the new Exhibitor session and learn about the industry and what keeps assisted living administrators up at night! </li></ul><ul><li>Attend a workshop or two to gain a deeper understanding of the challenges facing managers. </li></ul><ul><li>Keynote Sessions and Workshops may provide you with key opportunities to make introductions and discover new business prospects. </li></ul><ul><ul><li>Explore sponsoring a workshop! (See earlier information in this presentation re: conference sponsorships.) </li></ul></ul>
  17. 17. Network with Fellow Exhibitors <ul><li>Take advantage of all opportunities to interact with not only conference attendees but also other exhibitors. </li></ul><ul><ul><li>Your next hot lead might not only be with an assisted living provider but also an industry partner or fellow exhibitor! </li></ul></ul><ul><ul><li>Observe their “best practices” </li></ul></ul><ul><ul><li>Look for potential business alliances </li></ul></ul>
  18. 18. Professional Standards <ul><li>Our reputation can precede and follow us. </li></ul><ul><li>Maintain professional standards in presenting information about one's own program, product or company; always provide accurate and relevant information about your program. </li></ul><ul><li>Beware of promising more than you can deliver – Or, put another way: under sell and over deliver. </li></ul><ul><li>Display respectful behavior toward other exhibitors, programs and companies. </li></ul>
  19. 19. After the Show
  20. 20. Post-Show Follow-Up <ul><li>All Exhibitors will receive a CD-ROM with the names, addresses and contact information of all attendees and exhibitors for use after the trade show. </li></ul><ul><ul><li>This information will not be available prior to the event. </li></ul></ul><ul><li>Send follow-up letters thanking those you have met at the trade show. </li></ul>
  21. 21. Post-Show Follow-Up <ul><li>Supply any promised samples and/or information within two weeks. </li></ul><ul><li>Send a letter and/or email to announce that more detailed information will be forthcoming. Follow-up letters and/or emails with a phone call, and it at all possible, with an appointment. </li></ul>
  22. 22. Post-Show Follow-Up <ul><li>Establish a tickler file to prompt you to make regular recurring contacts at appropriate time intervals. </li></ul><ul><ul><li>Follow-up should be done in accordance with the buyer’s request. Too soon or too often won’t help. </li></ul></ul>
  23. 23. For More Information Call or Email Mass-ALFA (781) 622-5999 [email_address] Or Visit our website www. massalfa .org