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Maximising Exhibtion ROI


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Maximising Exhibtion ROI

  1. 1. Generate More Leads From YourExhibitionFuel Event Activation
  2. 2. What the Organiser Doesn’t MentionHow to be in the Top 5%There are 350-400 exhibitors in the average trade showThe average attendee only visits 21 standsAnd walk into the exhibition already knowing 75% of the exhibits they want to seeWe want you to be in the top 5%
  3. 3. What the Organiser Doesn’t MentionFew exhibitors successfully translate their marketing activity into leads acceptable to the theirsales staffWe know from registration companies that less than 20% of exhibitors follow up on generatedleads because the data is either too hard to use or the leads are in a format too hard to exploit How many leads did your last trade show generate? What was your cost per lead?
  4. 4. Event Sales ActivationOutcomes
  5. 5. Brand Awareness• Raise national awareness of the importance of International Humanitarian Law (IHL)• Use non traditional channels to achieve effective cut through• Inspire debate• Campaign achieved global coverage and massive national media engagement across radio, online, TV and press• Drove huge controversy via talk back radio over a week and significantly increased awareness
  6. 6. Integrated Pre-Event & In Show Launch• Target $200,000+ car buyers• Fully BTL integrated campaign to cast a halo over entire Nissan vehicle range• Drive GT-R sales enquiry• Maximize extremely limited budget to deliver national launch• Every GT-R sold (200) before landing in the country• Purchase price $175,000
  7. 7. Event Campaign & Lead Generation• Demystify blood and generate ongoing donor commitment• Build a travelling exhibition solution for all national cities as well as smaller regional footprint• Encourage visitation and blood type awareness• Achieved 27,000 visits nationally +195%• Test targets +158%• Over 2.5 years of donation pledges in 11 hours
  8. 8. Pre & In Event Lead Generation• Drive awareness of BMW bike range• Generate Dealership traffic and test ride enquiry• Deliver fully integrated campaign within 4 weeks on small budget• Achieved more test rides in 4 weeks from campaign activity than the entire previous year for Southgate BMW
  9. 9. In Show Visitor Activation• Develop an exhibition theme for the Australian Pharmacy Professional Conference• Drive engagement with brand• Effectively capture data• Draw on our newly developed Guild proposition ‘advice that matters’• A record 1,600 delegates visited the stand with more than 2,500 pieces of advice posted leading to over 120 meetings post the event
  10. 10. Display Activation• Create a presence for launch in valuable AB demographic high traffic areas - airport• Capture prospect enquiry and drive sales through purchase funnel• Over 7,000 brochures taken• Over 8,000 visitor interactions• Over 56,000 kiosk navigations• Average dwell time over 6 minutes• Test Drives generated 78
  11. 11. Pre Event & In Show Visitor Activation• Drive attendance to Australia largest Franchise expo• Ensure exhibitors extract maximum value• Empower visitors to take control of their working lives• Pre-Registration 237% above target• Across Syd, Per, Mel & Bri we increased visitor by 89% in 2009 & a further 14.3% in 2010• $28m of sales leads generated• 79.5% of visitors rated the event successful or better Winner - 2009 Most Innovative Marketing Campaign / Winner - 2010 Most Innovative Marketing Campaign / Finalist – 2011 Most Innovative Marketing Campaign at the Exhibition & Event Australasia Awards 2009
  12. 12. Pre Event & In Show Visitor Activation• Generate more leads and sales at Fitness• Extend market appeal without losing business value to visitors• Even on an target increase of 6% Fuel delivered a 22% return.• Lifted trade numbers by over 200%• Consumer visitors increased by more than 76%• Generated almost 20,000 visitors, a number previously thought unattainable for Fitness
  13. 13. Pre Event & In Show Visitor Activation• Drive stand attendance• Design & build a reusable stand• Promote 4 different brands under the one stand solution• Achieved record attendance at stand• Over 1,500 attendees entered stand competition from newspaper wrap• Over 3,000 oversized show bags used promoting Symbion brand
  14. 14. Our AdvantageFuel Event Activation
  15. 15. Our AdvantageInnovation & executionfocused on your ROIFuel is a campaign agency focused on ROIWe are experts at delivering leads through integrated campaign activityWe have the connections and experience to leverage your exhibition organisers and suppliersWhich is why we are the agency of choice across 8 of Australia largest business and consumereventsAnd used for global event by clients including, BMW, Symbion Pharmaceutical, The GuildGroup, Moonlight Cinemas, Diversified Exhibitions, Australian Red Cross, Nissan Australia andmore.With our data capture, management and reporting expertise we provide leads that are customprepared for your sales staff
  16. 16. Innovative Approach• Integrated thinking• Demonstrates connectivity and outcome focus• Simple to understand & sell in
  17. 17. Your InvestmentDecide on the right fit1. Unleaded 2. Regular 3. Hi Octane• Campaign creative • Event campaign creative • Event campaign creative• Integrated event • Integrated event • Integrated event approach, strategy & planning approach, strategy & planning approach, strategy & planning• In show campaigning • Pre event & in show • Stand design• Database, Lead Management campaigning • Pre event & in show & follow up • Database & Lead Capture campaigning• Campaign Metrics Reporting • DM & eDM strategy, activity & • Database, Lead Management & deployment follow up • Microsite, registration • DM & eDM strategy, campaign • Competition & creative • Social Media campaigning • Media planning & management • Campaign Metrics Reporting • Microsite, registration • Competition • Social Media campaigning • Campaign Metrics Reporting• $20k circa • $50k circa • $100k circa
  18. 18. Next StepWant to:1. Discover how leading exhibitors achieved results exceeding 200% of target2. Triple your investment impact3. Generate measured returns from your exhibition investment &4. Sell more products to more customers more oftenthen a 30 min catch up with Fuel could be the best decision you make this year.Call Fuel on +61 3 8415 8600 and let us show you how.
  19. 19. Increase Exhibition Return• Discover how to be in the top 5% before you even bump in• Use proven in-show activation to capture a huge portion of the visitor market• Ensure your leads can be easily followed up by the sales team once the show is done, and• Create real, measurable returns from your investment in the exhibition• If you’re hoping to generate leads at an exhibition this year then a 30 min catch up with Fuel could be one of the best decisions you make in 2012.Call Fuel on +61 3 8415 8600 and let us show you how.
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