Trade Shows that Make       Money          Coach ThomBusiness Counselor, Advisor and Coach               2013
Trade Shows that Make       Money          Coach ThomBusiness Counselor, Advisor and Coach               2013
If I gave you $1,000…• What are three ways you could possibly  invest it• Then select your top one• Volunteers?
As a Coach….• I’m charged with paying for myself THEN delivering a  whopping return• Work with the owner and the team to r...
6                        Number of Leads                                x                        Conversion Rate          ...
With just a 10% increase...Number of Leads      4,000      4,400      X                X           XConversion Rate      2...
Did You Know That...Number of Leads     A 10% increase in each of the 5 areas will        x           result in a 61% incr...
How We Will Apply the Rule of “10 by 10” to        Grow Your Business...   Number of Leads     Work on 5 LG Strategies    ...
Steps to a Profitable Trade Show1. Determine Break Even2. Determine Goals  1.   Sales  2.   Leads  3.   Units  4.   Prospe...
In Trade Shows….                      Goal: Get new leads at show. NotNew Lead Generation   branding, or name out there.  ...
Marketing Campaign Break-Even Analysis          Is This Show worth it Registration                      $______ Labor     ...
Marketing Campaign Break-Even Analysis          Is This Show worth it Registration                            $ 500 Labor ...
Profitable Marketing ...
Two sides to marketing ...• If you invested $300     • If your customer spent  advertising and got 10     $550 a year for ...
Steps to a Profitable Trade Show1. Determine Break Even2. Determine Goals  1.   Sales  2.   Leads  3.   Units  4.   Prospe...
Message and Offer• Any Message > no Message  – New* USP  – New* service or product launch  – New * change in policy• Offer...
Message and Offer• Think Romance…Small Steps• Not “Will you Marry Me” at a show…• What will you say to those folks passing...
The Booth Display• Scout your location like a neighborhood  block  – Traffic flows, neighbors, rush hour, dead    times  –...
Modalities ofCommunication ...
The Booth Display for Visuals            Checklist• Signage  – Notice -ability        _______  – Readability            __...
The Booth Display for Visuals            Checklist• Merchandising  – Big Items-how the product is enjoyed aka    staging, ...
The Booth Display for Auditories              Checklist•   Noises that will create attention•   Sham WOW, Ladder and Knife...
The Booth Display for Kinesthetics           Checklist• Samples that invite touching, holding  interacting• Displays or se...
Giveaways•   ROI•   Branding or call to action•   Everyone or just qualified•   Trick or Treat for Adults
Booth Staffing• Create SMART supply/demand schedule• Save on labor costs, increases profit and  won’t overpower would be v...
Cure for Show Boredom• BEST opportunity for market research.  Hundreds of a decent target in an intense  environment.• STU...
Cure for Show Boredom• How do they interact with your booth/other  booths? Eye movements, enter, leave,  how long do they ...
Conversation Starters•   Open Ended not closed•   Nothing that elicits “No Thanks”•   SECONDS•   The Rules of 3•   My favo...
I Want Leads….• High Quantity with questionable quality• Low Quantity with better quality• How to best collect the type of...
I Want Leads….• Low Quantity with better quality• Separating the wheat from the chaff/qualified vs.  un qualified• Develop...
I Want Leads….• Low Quantity with better quality• Can I follow up with you (then shut up) or  should I follow up with you?...
Creating Your Own Lead Form• Most common question at show from  visitors: How_____________?• Price Transparency as a by pr...
Creating Your Own Lead Form• Show attendees empty out their bag the  day after the show and go through all  those expensiv...
Creating Your Own Lead Form• A ball park quote form giving them some  basic ranges• Pre printed with you information on it...
Logo- your name- company- name contact                      Cell Phone       Office Phone               Ball Park Quote fo...
Logo- your name- company- name contact                      Cell Phone       Office Phone               Ball Park Quote fo...
Take 5 minutes and create your own firstversion of a Ball Park QuoteForm you can use at a show
Steps to a Profitable Trade Show1.   Determine Break Even2.   Determine Goals3.   Determine Offer and Message4.   Set up y...
Post Show: Follow ups and             Analysis• Prioritize the leads• FAST follow up on the warm.• If too soon, ask “Ok…wh...
Post Show: Follow ups and               Analysis•   Do a Post Mortem Analysis•   Did it break even/make profit?•   Did you...
• How to set show        expectations• Develop show goals• What’s your message and offer• Setting up and manning the booth...
LearningsQuestionsDiscussionFeedback
Home Shows that Make      Money          Coach ThomBusiness Counselor, Advisor and Coach               2013
About Our Coach•Former Business Owner who can relate to trialsand triumphs of small business•Coached 338 small businesses•...
Trade shows that make money
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Trade shows that make money

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Trade shows that make money

  1. 1. Trade Shows that Make Money Coach ThomBusiness Counselor, Advisor and Coach 2013
  2. 2. Trade Shows that Make Money Coach ThomBusiness Counselor, Advisor and Coach 2013
  3. 3. If I gave you $1,000…• What are three ways you could possibly invest it• Then select your top one• Volunteers?
  4. 4. As a Coach….• I’m charged with paying for myself THEN delivering a whopping return• Work with the owner and the team to reach GOALS by – Focusing – Motivating – Teaching – Counseling – Advising – Pleading – Begging – Beating – Crying – Threatening – And sometimes extorting…
  5. 5. 6 Number of Leads x Conversion Rate = Who wants more….. Customers x # of Transactions x Avg. $$$ Sale = Revenue X Margin = $ Profit $
  6. 6. With just a 10% increase...Number of Leads 4,000 4,400 X X XConversion Rate 25% 27.5% = = = 1,000 1,210 Customers X X X 2 2.2No of Transactions X X X $100 $110 Avg. $$$ Sale = = = $200,000 $292,820 Revenue X X X 25% 27.5% Profit Margins = = = $50,000 $80,525 $ Profits $
  7. 7. Did You Know That...Number of Leads A 10% increase in each of the 5 areas will x result in a 61% increase in Profits?Conversion Rate = Customers x# of Transactions x Avg. $$$ Sale = Revenue x Profit Margins Do it 2 years in a row and your profits will = increase by 159% compared to baseline?$ Profits $
  8. 8. How We Will Apply the Rule of “10 by 10” to Grow Your Business... Number of Leads Work on 5 LG Strategies x Conversion Rate Work on 5 CR Strategies = Customers x Work on 5 #T Strategies # of Transactions x Work on 5 Avg. $$ Sale Strategies Avg. $$$ Sale = Revenue x Work on 5 PM Strategies Profit Margins = $ Profits $
  9. 9. Steps to a Profitable Trade Show1. Determine Break Even2. Determine Goals 1. Sales 2. Leads 3. Units 4. Prospects 5. Profit 6. Surveys3. MESSAGE AND OFFER…..
  10. 10. In Trade Shows…. Goal: Get new leads at show. NotNew Lead Generation branding, or name out there. x Conversion Rate Goal: Convert prospects at show = Customers x Goal: Rapport with past customers # of Transactions for more purchases x Goal: Upsell/add on sell Avg. $$$ Sale = Revenue x NOT APPLICABLE Profit Margins = $ Profits $
  11. 11. Marketing Campaign Break-Even Analysis Is This Show worth it Registration $______ Labor $______ Incidentals $______ Total Cost $ ______ divided by Average Profit ($) per Customer $ ______ equals Number of Customers Required ______ divided by Measured Conversion Rate ______ equals Number of Leads Required ______ What is the probability that the campaign will generate the required number of Leads?
  12. 12. Marketing Campaign Break-Even Analysis Is This Show worth it Registration $ 500 Labor $ 1,000 Incidentals $ 300 Total Cost $ 1,800 divided by Average Profit ($) per Customer $ 150 Average Sale is $500 with 30% PM=$150 equals Number of Customers Required 12 divided by Measured Conversion Rate 20% equals Number of Leads Required 60 What is the probability that the campaign will
  13. 13. Profitable Marketing ...
  14. 14. Two sides to marketing ...• If you invested $300 • If your customer spent advertising and got 10 $550 a year for 6 customers ... years ...• You paid $30 each ... • That’s $3,300 to you!• How can we reduce • How do we increase that ... ? that ... ?
  15. 15. Steps to a Profitable Trade Show1. Determine Break Even2. Determine Goals 1. Sales 2. Leads 3. Units 4. Prospects 5. Profit 6. Surveys3. MESSAGE AND OFFER…..
  16. 16. Message and Offer• Any Message > no Message – New* USP – New* service or product launch – New * change in policy• Offer At Show – BOGO – Gift with Purchase – Relaxed Rules – If you_______, I will_____________ – Discounts as last resort• * New or NEW TO THEM
  17. 17. Message and Offer• Think Romance…Small Steps• Not “Will you Marry Me” at a show…• What will you say to those folks passing by?• What will you say to those more interested?
  18. 18. The Booth Display• Scout your location like a neighborhood block – Traffic flows, neighbors, rush hour, dead times – Pick a location based on those goals- tons of leads, or better prospects
  19. 19. Modalities ofCommunication ...
  20. 20. The Booth Display for Visuals Checklist• Signage – Notice -ability _______ – Readability _______ – Position _______ – Clarity _______ – Don’t Assume they know _______ – Extra secondary signage to say what you might not get a chance
  21. 21. The Booth Display for Visuals Checklist• Merchandising – Big Items-how the product is enjoyed aka staging, a private chat area – Small items hand level with extension – Traffic flow like a store – Multiple entrances – Use inventory to fill in – Loss Leaders front and center
  22. 22. The Booth Display for Auditories Checklist• Noises that will create attention• Sham WOW, Ladder and Knife guys• Don’t annoy your neighbors• On going demonstrations• Speak loudly like a tour guide what you might not get a chance
  23. 23. The Booth Display for Kinesthetics Checklist• Samples that invite touching, holding interacting• Displays or self demonstrations “ “• Mindful of YOU crowding – create an employee area – Not a bank guard – Step out and away• Smells-candles, sprays
  24. 24. Giveaways• ROI• Branding or call to action• Everyone or just qualified• Trick or Treat for Adults
  25. 25. Booth Staffing• Create SMART supply/demand schedule• Save on labor costs, increases profit and won’t overpower would be visitors• Spread out and don’t huddle• Frequent hand offs and breaks to stay fresh with enthusiasm and body language• IF YOU MUST SIT….• Never read.
  26. 26. Cure for Show Boredom• BEST opportunity for market research. Hundreds of a decent target in an intense environment.• STUDY THEM. – What other bags/brochures do they have – What logos on their T shirts – Kids/no kids – Age
  27. 27. Cure for Show Boredom• How do they interact with your booth/other booths? Eye movements, enter, leave, how long do they stay, traffic patterns• How do they “view” you? Avoid eye contact, nod, run away• L I S T E N for the questions they ask
  28. 28. Conversation Starters• Open Ended not closed• Nothing that elicits “No Thanks”• SECONDS• The Rules of 3• My favorite….What do you think?• Empty Handed or with a hand out?
  29. 29. I Want Leads….• High Quantity with questionable quality• Low Quantity with better quality• How to best collect the type of leads you want• Register to win/Free Giveways/Tons of handouts• Treasure Hunts, Trick or Treat and Tire Kickers
  30. 30. I Want Leads….• Low Quantity with better quality• Separating the wheat from the chaff/qualified vs. un qualified• Develop a qualifying question• Good in all sales scenarios• “Do you have a place for it?”• “Do you own land?”• “Do you currently own a ______”• Not so much the answer but the clues you get in an longer answer
  31. 31. I Want Leads….• Low Quantity with better quality• Can I follow up with you (then shut up) or should I follow up with you? When?• Take advantage of the personal truthful nature of face to face sales situations• Your forcefulness is only in your head.
  32. 32. Creating Your Own Lead Form• Most common question at show from visitors: How_____________?• Price Transparency as a by product of net• Not troublesome, an opportunity: – BALL PARK Prices – 3 ranges….small is around $ 5 – Medium is between $7-9 – Large can be anywhere from $10-12
  33. 33. Creating Your Own Lead Form• Show attendees empty out their bag the day after the show and go through all those expensive beautiful brochures• They probably trash some of it, and keep the rest for the future….• But what if YOU piece of information was different…• What if you gave them a ball park quote form
  34. 34. Creating Your Own Lead Form• A ball park quote form giving them some basic ranges• Pre printed with you information on it• Some other useful advice including what their next steps should be• Maybe a 2 part form-one for you, one for them
  35. 35. Logo- your name- company- name contact Cell Phone Office Phone Ball Park Quote for a _________________ You’re Using your new ________ for: The things that are important for you are: We can do this a few different ways. Here are a few options: Option A Option B and Option CBall Park Price: Ball Park Price: Ball Park Price:Want to learn more? Our next step is come out and visit you in person so we could get a first hand feel of your project How about___________________________ at ____________________What’s your address?_______________________________________ Or, we can speak by phone after the show What’s Your Name____________________________ Phone Number________________________________
  36. 36. Logo- your name- company- name contact Cell Phone Office Phone Ball Park Quote for a _________________ You’re Using your new ________ for: The things that are important for you are: We can do this a few different ways. Here are a few options: Option A Option B and Option CBall Park Price: Ball Park Price: Ball Park Price:Want to learn more? Our next step is come out and visit you in person so we could get a first hand feel of your project How about___________________________ at ____________________What’s your address?_______________________________________ Or, we can speak by phone after the show What’s Your Name____________________________ Phone Number________________________________
  37. 37. Take 5 minutes and create your own firstversion of a Ball Park QuoteForm you can use at a show
  38. 38. Steps to a Profitable Trade Show1. Determine Break Even2. Determine Goals3. Determine Offer and Message4. Set up your Booth wisely5. Gathering new leads6. Following up and analysis
  39. 39. Post Show: Follow ups and Analysis• Prioritize the leads• FAST follow up on the warm.• If too soon, ask “Ok…when?”• Make your follow up specific, guiding them to the next step• Assign a likelihood of closing so you can……
  40. 40. Post Show: Follow ups and Analysis• Do a Post Mortem Analysis• Did it break even/make profit?• Did you reach your goals?• Why?/Why not? Your fault or not?• LB and NT
  41. 41. • How to set show expectations• Develop show goals• What’s your message and offer• Setting up and manning the booth for VAK• High Quality Leads• Follow up and Final Analysis
  42. 42. LearningsQuestionsDiscussionFeedback
  43. 43. Home Shows that Make Money Coach ThomBusiness Counselor, Advisor and Coach 2013
  44. 44. About Our Coach•Former Business Owner who can relate to trialsand triumphs of small business•Coached 338 small businesses•Industrial Psychologist specializing smallbusinesses sales and revenue growth•Reputation as the “Call it Tight” and ResultsCoach•Average increase to net income is 31%/1st year•Experience in the outdoor structure industry

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