Exhibitor Training Seminar 9-16-10


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The Great Big Home & Garden Expo Training Seminar presented September 16, 2010 at the I-X Center

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Exhibitor Training Seminar 9-16-10

  1. 1. February 5 – 13, 2011
  2. 2. <ul><li>Introduction </li></ul><ul><ul><li>Marketplace Events </li></ul></ul><ul><ul><ul><li>30 Shows in 20 Markets </li></ul></ul></ul><ul><ul><li>The Team </li></ul></ul><ul><ul><ul><li>Cathy Berthold, Exhibit Sales </li></ul></ul></ul><ul><ul><ul><li>Jean Sukys, Exhibit Sales </li></ul></ul></ul><ul><ul><ul><li>Rese Pardue, Exhibit Sales </li></ul></ul></ul><ul><ul><ul><li>Sue Huff, Show Manager </li></ul></ul></ul><ul><ul><ul><li>Rosanna Hrabnicky, Sponsorship Manager </li></ul></ul></ul><ul><ul><ul><li>Peggi Wenham, Sponsorship and Show Assistant </li></ul></ul></ul><ul><ul><ul><li>Kevin Grace, Operations Manager </li></ul></ul></ul><ul><ul><ul><li>Lisa Kropf, Senior VP Marketing and Sales </li></ul></ul></ul><ul><ul><ul><li>Bruce Evans, Marketing Director, U.S. </li></ul></ul></ul>
  3. 3. <ul><li>Today’s Agenda </li></ul><ul><ul><li>2010 Show Overview </li></ul></ul><ul><ul><li>2011 Show Updates </li></ul></ul><ul><ul><li>Marketing Research and Opportunities </li></ul></ul><ul><ul><ul><li>Research, Creative, Opportunities and more </li></ul></ul></ul><ul><ul><li>Sponsorship and Features </li></ul></ul><ul><ul><li>Exhibiting Success Tips </li></ul></ul>
  4. 4. <ul><li>Who Attends Our Show? </li></ul><ul><ul><li>92% are homeowners </li></ul></ul><ul><ul><li>93% attend with a project in mind </li></ul></ul><ul><ul><li>65% have a household income of $75,000+ </li></ul></ul><ul><ul><li>92% are in the 25-54 age bracket </li></ul></ul><ul><ul><li>76% attend with spouse – You meet BOTH decision makers! </li></ul></ul><ul><li>Plus… </li></ul>84% of attendees consider the show a “Must-See” event!
  5. 5. <ul><li>We Know what Consumers are looking for… </li></ul><ul><ul><li>32,650 are planning to complete a Major Yard/Garden, Landscaping and/or Patio/Deck project </li></ul></ul><ul><ul><li>42,040 are planning to complete a Kitchen or Bathroom project </li></ul></ul><ul><ul><li>33,520 will be shopping for Home Furnishings </li></ul></ul><ul><ul><li>20,810 will be shopping for Major Appliances </li></ul></ul><ul><ul><li>Nearly 16,000 are planning a project that involves a Garage Door Company </li></ul></ul><ul><li>Ask us how many people are looking for YOUR product or service! </li></ul>
  6. 6. <ul><li>How Much $$ Do Our Attendees Spend? </li></ul><ul><li>At the Show: </li></ul><ul><li>44% will spend at least $100 </li></ul><ul><li>More than 10% will spend at least $500 </li></ul><ul><li>Nearly 7% will spend at least $1,000 </li></ul><ul><li>With Exhibitors in the 6 months following the show: </li></ul><ul><li>75% will spend at least $1,000 </li></ul><ul><li>33% will spend at least $5,000 </li></ul><ul><li>17% will spend at least $10,000 </li></ul>$ $$$$$ $$$ $ $$$$$ $$
  7. 7. <ul><li>We Guarantee Customer Satisfaction! </li></ul><ul><ul><li>Implemented Successfully in 2010 </li></ul></ul><ul><ul><li>Will be implemented again in 2011 </li></ul></ul><ul><ul><li>Promoted/communicated via multiple methods: </li></ul></ul><ul><ul><ul><li>Print Ads, Email, Online, PR </li></ul></ul></ul>
  8. 8. <ul><ul><li>Garden Showcase – gardens designed around movie themes </li></ul></ul><ul><ul><li>Idea Homes </li></ul></ul><ul><ul><li>Celebrity Appearances </li></ul></ul><ul><ul><li>Cooking Stage – new for 2011! </li></ul></ul><ul><ul><li>Celebrity Designer Rooms – new for 2011! </li></ul></ul><ul><ul><li>Man Cave – new for 2011! </li></ul></ul><ul><ul><li>Club Cambria </li></ul></ul><ul><ul><li>Main Stage </li></ul></ul><ul><ul><li>Petitti’s Garden Centers </li></ul></ul><ul><ul><li>Playground World Kids Zone </li></ul></ul><ul><ul><li>Belgard Challenge </li></ul></ul><ul><ul><li>Innovation Avenue </li></ul></ul>2011 Show Updates
  9. 9. Maximizing Your Show Experience Through Marketing Bruce Evans Marketing Director, U.S. Phone: 952-933-3850 ext. 113 [email_address]
  10. 10. <ul><li>Overview </li></ul><ul><ul><li>Marketing Strategy </li></ul></ul><ul><ul><li>Media Plan Highlights </li></ul></ul><ul><ul><li>Promotion Highlights </li></ul></ul><ul><ul><li>Research and Results </li></ul></ul><ul><ul><li>What’s in it for Your Business? </li></ul></ul><ul><ul><ul><li>Exhibitor Marketing Opportunities </li></ul></ul></ul>
  11. 11. <ul><li>Show Marketing </li></ul>
  12. 12. <ul><li>Media Plan Highlights </li></ul><ul><ul><li>Strategic Media Campaign </li></ul></ul><ul><ul><ul><li>Utilizing detailed research from 2010 </li></ul></ul></ul><ul><ul><ul><li>Continue to build strong partnerships with key media </li></ul></ul></ul><ul><ul><li>Promotions & Contest Highlights </li></ul></ul><ul><ul><ul><li>Unique tie-ins with all media partners </li></ul></ul></ul><ul><ul><li>PR Plan </li></ul></ul><ul><ul><ul><li>Developed based on key learnings from 2010 </li></ul></ul></ul><ul><ul><li>Ask us how Your Company can be </li></ul></ul><ul><ul><li>part of a media promotion or PR! </li></ul></ul>
  13. 13. <ul><li>2010 Show Marketing </li></ul><ul><ul><li>How did consumers hear about the show? </li></ul></ul>
  14. 14. <ul><li>Research, Results & Successes </li></ul><ul><ul><li>Online Ticket Sales </li></ul></ul><ul><ul><ul><li>More than 10,000 tickets sold! </li></ul></ul></ul><ul><ul><li>Email Marketing </li></ul></ul><ul><ul><ul><li>Continue to develop database </li></ul></ul></ul><ul><ul><ul><ul><li>Show list: currently more than 6,000 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Company: approximately 300,000 </li></ul></ul></ul></ul><ul><ul><ul><li>Continue testing to improve email blasts </li></ul></ul></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><ul><li>50,712 Unique Visitors </li></ul></ul></ul><ul><ul><ul><li>185,956 Page Views </li></ul></ul></ul><ul><ul><ul><li>Average time on site (2:54 minutes) </li></ul></ul></ul><ul><ul><ul><li>Average page visited (2.90) </li></ul></ul></ul><ul><ul><ul><li>More accurate referring sites </li></ul></ul></ul>
  15. 15. <ul><li>Research, Results & Successes </li></ul><ul><ul><li>Top 5 visited pages on website </li></ul></ul><ul><ul><ul><li>Home Page </li></ul></ul></ul><ul><ul><ul><li>Exhibitor List </li></ul></ul></ul><ul><ul><ul><li>Sponsors Page </li></ul></ul></ul><ul><ul><ul><li>Ticket Prices </li></ul></ul></ul><ul><ul><ul><li>General Info – Dates/Hours/Location </li></ul></ul></ul><ul><ul><li>Top 10 Referring Sites: </li></ul></ul><ul><ul><ul><li>greatbighomeandgardenexpo.com </li></ul></ul></ul><ul><ul><ul><li>ixcenter.com </li></ul></ul></ul><ul><ul><ul><li>ohio.com </li></ul></ul></ul><ul><ul><ul><li>wkyc.com </li></ul></ul></ul><ul><ul><ul><li>facebook.com </li></ul></ul></ul><ul><ul><ul><li>marketplaceevents.com </li></ul></ul></ul><ul><ul><ul><li>ectravelstore.com </li></ul></ul></ul><ul><ul><ul><li>fox8.com </li></ul></ul></ul><ul><ul><ul><li>twitter.com </li></ul></ul></ul><ul><ul><ul><li>blog.cleveland.com </li></ul></ul></ul>
  16. 16. <ul><li>Research, Results & Successes </li></ul><ul><ul><li>You’ve helped….THANKS! </li></ul></ul><ul><ul><ul><li>Among highest # of visitors from exhibitor sites: </li></ul></ul></ul><ul><ul><ul><ul><li>www.elyriafence.com </li></ul></ul></ul></ul><ul><ul><ul><ul><li>www.petittigardencenter.com </li></ul></ul></ul></ul><ul><ul><ul><ul><li>www.freedomdesignllc.com </li></ul></ul></ul></ul>
  17. 17. <ul><li>Marketing Before the Show and After the Show </li></ul><ul><ul><li>Unique Opportunities </li></ul></ul>% viewed: 39% Click thru: 2% % viewed: 57% Click thru: 34% YOUR AD HERE! Save the date! February X-XX, 2012
  18. 18. <ul><li>Marketing Before the Show – FREE! </li></ul><ul><ul><li>Unique Opportunities – Just for your business! </li></ul></ul>
  19. 19. Sponsors to date
  20. 20. Why Sponsor? <ul><li>Elevate your presence before and during the Event b y setting yourself apart from the competition. </li></ul><ul><li>We customize to reach your marketing goals and fit within your budget. </li></ul><ul><ul><li>Drive booth traffic </li></ul></ul><ul><ul><li>Drive consumers back to your retail locations and websites </li></ul></ul><ul><ul><li>Product/service awareness </li></ul></ul><ul><ul><li>Increase brand loyalty </li></ul></ul><ul><ul><li>Reinforce image </li></ul></ul><ul><ul><li>Close sales on show floor </li></ul></ul><ul><ul><li>Gather qualified leads which results in sales </li></ul></ul><ul><ul><li>Invaluable research information </li></ul></ul>
  21. 21. Marketing Opportunities at Affordable Pricing <ul><li>Marketing Opportunities </li></ul><ul><li>vs. Sponsorships </li></ul><ul><li>Ask you Exhibit Sales Representatives </li></ul><ul><li>From $59 and up </li></ul>
  22. 22. Interactive Exhibitor Listing - $59 <ul><li>Grow your business through our website </li></ul><ul><li>A resource where buyers can search for by company name, category or product </li></ul><ul><li>throughout the year </li></ul><ul><li>Before, during and throughout the year </li></ul>Baird Brothers Fine Hardwoods 7060 Crory Road Canfield, OH 44406 ( see map ) Phone: 330-533-3122 Website: http://bairdbrothers.com This company appears in the following product categories: Construction & Renovation, Remodeling, Contractors Baird Brothers Fine Hardwoods is your complete source for hardwood moldings and millwork, interior doors of any style, traditional solid hardwood flooring, stair treads and components, and much more - including our new line of cedar and redwood products.  Visit us in booth 1099a.
  23. 23. Banner Ads (Top of Page, Left Navigation & Towers Ads) From $500 - $750
  24. 24. <ul><li>Marketing Before the Show and After the Show </li></ul><ul><ul><li>Unique Opportunities </li></ul></ul>% viewed: 39% Click thru: 2% % viewed: 57% Click thru: 34% Email Blasts - from $300
  25. 25. Promotional Contests No charge to list on site or offer at Show $1,500 to ask two questions to receive survey results Are you looking to replace your countertops within the next 12 months? Would you be interested in receiving information from Firenza Stone? RESULTS: 510 are looking to replace their countertops within the next 12 months 726 would like to receive more information Total entries: 1,275
  26. 26. Marketing Opportunities at the Show ENTRANCE/EXIT FLOOR DECALS CELEBRITIES
  27. 27. Marketing Opportunities at the Show IDEA HOMES MAN CAVE
  28. 28. <ul><li>Feature Opportunities </li></ul><ul><ul><li>Innovation Avenue Presented by Post Up Stand/Wallzaz </li></ul></ul><ul><ul><ul><li>New Products feature </li></ul></ul></ul><ul><ul><ul><li>One of main reasons consumers attend show is to see New Products! </li></ul></ul></ul><ul><ul><ul><li>Media requests to see New Products! </li></ul></ul></ul><ul><ul><ul><li>Presented by Matt Fox </li></ul></ul></ul>
  29. 29. Sponsorship Opportunities… <ul><li>Features: </li></ul><ul><ul><li>Garden Showcase </li></ul></ul><ul><ul><li>Main Stage </li></ul></ul><ul><ul><li>Cooking Stage </li></ul></ul><ul><ul><li>Designer Rooms </li></ul></ul><ul><ul><li>Idea Homes </li></ul></ul><ul><ul><li>Information Booth </li></ul></ul><ul><ul><li>Ticket Booths </li></ul></ul><ul><li>Official Product Sponsor </li></ul><ul><li>Celebrities & Experts on </li></ul><ul><li>Main Stage </li></ul><ul><li>Create your own… </li></ul><ul><ul><li>Girl’s Night Out </li></ul></ul><ul><ul><li>Fashion Shows </li></ul></ul><ul><ul><li>Big Boy Toys </li></ul></ul><ul><ul><li>Do it yourself renovation area </li></ul></ul><ul><ul><li>Electronics and technology area </li></ul></ul>
  30. 30. Online Discount Ticket Sponsorship PROMOTE YOUR BRAND * VALUABLE MARKET RESEARCH RECEIVE QUALIFIED LEADS & BUILD YOUR DATABASE <ul><li>Discount mention “Courtesy of Company” </li></ul><ul><li>Promoted in all paid print, TV & radio where discount is mentioned </li></ul><ul><li>Ticket purchasers will and questions supplied by “Company” during ticket ordering process </li></ul><ul><li>Company to receive leads and database </li></ul>75.10% 3155 No   24.90% 1046 Yes   Would you be interested in receiving information form Time Warner Cable? 48.52% 1345 No   51.48% 1427 Yes   Would you recommend Time Warner Cable to friends and family? 51.77% 1754 No   48.23% 1634 Yes   Do you currently have Time Warner Cable services? Percent Count Answer Question
  31. 31. <ul><ul><li>Two Months Prior to Show </li></ul></ul><ul><ul><ul><li>Read exhibitor kit & promotion kit upon receipt--respond before deadlines to save time & money! </li></ul></ul></ul><ul><ul><ul><li>Order show services---electric, plumbing, wifi, AV equipment, plants/flowers, furniture, carpeting, skirted tables, signage </li></ul></ul></ul><ul><ul><ul><li>Confirm quantities of brochures, literature, samples </li></ul></ul></ul><ul><ul><ul><li>Execute pre-show promotions (web site, direct mail, advertising) </li></ul></ul></ul><ul><ul><ul><li>Create booth staff schedule </li></ul></ul></ul><ul><ul><ul><li>Product selection for your booth display should reflect your brand, your “ special show deals/discounts ”, new products/trends </li></ul></ul></ul>Before You Get There
  32. 32. <ul><li>Set Goals </li></ul><ul><ul><li>Fact: less than 25% of exhibitors set goals </li></ul></ul><ul><li>Staff Training </li></ul><ul><ul><li>Share goals with staff </li></ul></ul><ul><ul><li>Goals must be measurable, realistic, and communicated </li></ul></ul><ul><ul><li>Schedule staff to attend December training </li></ul></ul>Before You Get There Before You Get There
  33. 33. <ul><li>Two Weeks Before Show </li></ul><ul><li>Pack all materials for show </li></ul><ul><li>Nail down show pricing/show special and signage </li></ul><ul><li>Sales Training - role play with staff </li></ul><ul><ul><li>Opening statements </li></ul></ul><ul><ul><li>Qualifiying questions </li></ul></ul><ul><ul><li>Appointment setting </li></ul></ul><ul><li>Reiterate goals with staff on paper </li></ul><ul><ul><li>Hand out daily expectations (# of leads, # of appointments set) </li></ul></ul><ul><ul><li>Create a contest for your sales staff at show </li></ul></ul>Before You Get There Before You Get There
  34. 34. <ul><li>Supervise set up at move in </li></ul><ul><li>Have a tool kit on hand – tape, two sided tape, office supplies, s-hooks </li></ul><ul><li>Set up area for lead cards, appointment calendar, brochures, catalogs </li></ul><ul><li>Create an attractive bin for contest entries </li></ul>Before You Get There Set Up Day
  35. 35. <ul><li>Be on time and work until show close </li></ul><ul><ul><li>#1 complaint at our 2010 show: exhibitors not in their booths at show opening and show evenings until close, remember, many serious shoppers come in the evenings </li></ul></ul><ul><li>Track lead progress daily </li></ul><ul><ul><li>Lead cards </li></ul></ul><ul><li>Share successes with staff daily </li></ul><ul><ul><li>Email team or distribute daily memos at show to your staff working the show </li></ul></ul>Before You Get There During The Show
  36. 36. <ul><li>Literature and giveaways should be strategically planned </li></ul><ul><ul><li>Logical </li></ul></ul><ul><ul><li>Memorable </li></ul></ul><ul><ul><li>Practical </li></ul></ul><ul><li>Think billboard not bulletin board </li></ul><ul><li>Use a theme to create an experience </li></ul><ul><li>Neatness counts </li></ul><ul><li>Interactive demonstrations help to reinforce the features and benefits of your product </li></ul>Before You Get There Top Tips For Your Display
  37. 37. <ul><li>Anthony Slabaugh Remodeling & Design </li></ul><ul><li>Land Creations </li></ul><ul><li>Freedom Design </li></ul><ul><li>Home Exteriors </li></ul>Before You Get There Congratulations – 2010 Exhibitor Awards
  38. 38. <ul><ul><ul><ul><li>You can visualize how you use the product! </li></ul></ul></ul></ul>EXHIBIT SPACE DESIGN DO’S!
  39. 39. <ul><ul><ul><ul><li>Contest! Enter to Win! </li></ul></ul></ul></ul>EXHIBIT SPACE DESIGN DO’S!
  40. 40. <ul><ul><ul><ul><li>Eye catching display of products! </li></ul></ul></ul></ul>EXHIBIT SPACE DESIGN DO’S!
  41. 41. <ul><ul><ul><ul><li>Let shoppers TRY your products! </li></ul></ul></ul></ul>EXHIBIT SPACE DESIGN DO’S!
  42. 42. <ul><li>Not enough space in booth </li></ul><ul><li>No goals </li></ul><ul><li>Forgetting the “three second rule” </li></ul><ul><li>Lousy signage </li></ul><ul><li>Booth design that acts as a barrier </li></ul><ul><li>Passing out literature instead of having a conversation </li></ul><ul><li>Inexperienced show staff </li></ul><ul><li>Lack of training for show sales </li></ul><ul><li>Talking and not listening </li></ul><ul><li>Sitting in the back of booth or eating </li></ul><ul><li>Poor follow up or no follow up </li></ul>Before You Get There 10 Most Common Mistakes
  43. 43. <ul><ul><ul><ul><li>Messy – missing skirt for table and what is with the construction cones? </li></ul></ul></ul></ul>EXHIBIT SPACE DESIGN DON’TS
  44. 44. <ul><ul><ul><ul><li>Would you buy from them? </li></ul></ul></ul></ul>EXHIBIT SPACE DESIGN DON’TS
  45. 45. <ul><ul><ul><ul><li>Storage is in site of consumer! </li></ul></ul></ul></ul>EXHIBIT SPACE DESIGN DON’TS
  46. 46. <ul><ul><ul><ul><li>What are they selling? </li></ul></ul></ul></ul>EXHIBIT SPACE DESIGN DON’TS
  47. 47. <ul><li>Thank you for attending! </li></ul>