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Booth Camp: Peak Performance WBCS 3.11


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Booth Camp: Peak Performance WBCS 3.11

  1. 1. Peak Performance Level 2 Exhibitor Booth Camp Training “ TRADESHOW MARKETING”
  2. 2. About the Speaker <ul><li>Founder/CEO of EXHIB-IT! in February of 2000 and has 16+ </li></ul><ul><li>years Exhibit industry experience </li></ul><ul><li>2007 SBA Small Business Person of the Year for the State </li></ul><ul><li>of New Mexico and competed Nationally </li></ul><ul><li>2007 Greater Albuquerque Chamber of Commerce </li></ul><ul><li>Corporate Citizen Award </li></ul><ul><li>Enterprising Women Magazine's Top 20 Women Entrepreneurs </li></ul><ul><li>in the Nation for 1-5 Million Revenue Category </li></ul><ul><li>EXHIB-IT! Was Awarded New Mexico Business Weekly’s 4 th </li></ul><ul><li>Ranked Fast Tracker list for June 2008 </li></ul><ul><li>Top 50 Women Business Owners in New Mexico (Ranked #25) </li></ul><ul><li>in New Mexico Business Weekly Publication, July 2008 </li></ul><ul><li>2009 Top Performing CEO in New Mexico, NMBW November 2009 </li></ul><ul><li>2010 Albuquerque Hispano Chamber of Commerce Business Person of the Year </li></ul>
  3. 3. Tradeshow History <ul><li>The Great International Exhibition of 1851 was the first International Trade Fair. </li></ul><ul><li>The U.S. hosted a “rash” of world and state fairs from the late 1800’s to the early 1900’s. </li></ul><ul><li>Entrepreneurs and businessmen developed their own specialized Trade Shows. </li></ul><ul><li>Exhibiting locally manufactured goods in a temporary local or regional marketplace gained increasing popularity. </li></ul><ul><li>Trade associations added exhibits to convention programs </li></ul>
  4. 4. Exhibiting Trends Exhibiting Trends will Impact Your Trade Show Display Booth <ul><li>Time limitations by attendees </li></ul><ul><li>There has been an increase in buying teams at events </li></ul><ul><li>compared to a single company representative </li></ul><ul><li>Experiential exhibiting </li></ul><ul><li>Focused attention on building current customer </li></ul><ul><li>relationships </li></ul><ul><li>New registration technology </li></ul><ul><li>Aesthetic mood setting elements </li></ul>
  5. 5. Trade Show Statistics <ul><li>82% of show attendees have the influence to recommend or make final purchasing decisions </li></ul><ul><li>The average total cost of closing a sale in the field is $1.080, while the cost of closing a sale to a qualified trade show prospects is $419. </li></ul><ul><li>50% of show attendees are there with the intention of making a purchasing decision. </li></ul><ul><li>49% of attendees say they plan to buy one or more exhibited products within 12 months of the show </li></ul><ul><li>Exhibitors spend an average of $116 for each potential customer that enters an exhibit, and about $195 for potential customers that actually speak to a staff member </li></ul><ul><li>79% of attendees who visited an exhibit had no contact with that company in the previous 12 months </li></ul><ul><li>(from EXHIBITOR Magazine Full Report January, 2010, & Staggering Stats 2010) </li></ul>
  6. 6. NA Exhibition Industry 2010 Top 10 Convention Centers <ul><li>McCormick Place – Chicago, IL </li></ul><ul><li>Las Vegas Convention Center – Las Vegas, NV </li></ul><ul><li>Washington Convention Center – Washington, DC </li></ul><ul><li>Orange County Convention Center – Orlando, FL </li></ul><ul><li>Georgia World Congress Center – Atlanta, GA </li></ul><ul><li>Dallas Convention Center – Dallas, TX </li></ul><ul><li>The Moscone Center – San Francisco, CA </li></ul><ul><li>Nashville Convention Center – Nashville, TN </li></ul><ul><li>San Diego Convention Center – San Diego, CA </li></ul><ul><li>Ernest Morial Convention Center – New Orleans, LA </li></ul>
  7. 7. Rate of Growth NA Exhibition Industry 3rd Qtr ’09 2008 2007 Exhibiting companies +.5% +.3% +.3% Net sq footage +.3% +.9% +5.9% Revenue from B2B events grew 6.6% in 2008
  8. 8. Top Growth Sectors Sector NSF Exhibitors <ul><li>Government, Public & Non-Profit Services 13.8% 15.0% </li></ul><ul><li>Communications & Info. Technology 5.2% 3.9% </li></ul><ul><li>Sports, Travel, Entertainment 2.0% 3.3% Art & Consumer Services </li></ul><ul><li>Transportation 4.7% 2.6% </li></ul><ul><li>Industrial Machinery 4.7% .07% </li></ul>
  9. 9. List of Resources • CAEM (Canada): • CEIR: • EDPA: • Exhibit Builder: • Exhibitor Magazine: • Exhibit and Events: • IAEE: • Trade Show Expo: • Trade Show Week: • TSEA:
  10. 10. Exhibitor Profile How the Exhibit Dollar is Spent
  11. 11. EXHIB-IT! Tradeshow Marketing Experts <ul><li>Our mission at Exhib-it! Tradeshow Marketing </li></ul><ul><li>Experts is to go beyond just the tools of a great </li></ul><ul><li>booth and graphics. </li></ul><ul><li>We will teach you all the proven ways to turn that precious </li></ul><ul><li>3.8 seconds into a lasting and profitable relationship with </li></ul><ul><li>your tradeshow visitors and customers. </li></ul><ul><li>It's all about you and your objectives from exhibiting. </li></ul>3.8 Seconds...
  12. 12. Define Your Objectives <ul><li> Reasons to Exhibit </li></ul><ul><ul><li>Introduce new products. </li></ul></ul><ul><ul><li>Make contact with distributors. </li></ul></ul><ul><ul><li>Builds relationships. </li></ul></ul><ul><ul><li>Generation of Leads. </li></ul></ul><ul><ul><li>Cost of closing a sale is cheaper. </li></ul></ul><ul><ul><li>Levels the Playing Field. </li></ul></ul>What kind of business are you in? Do you sell software? Cars? Manage a luxury hotel? None of that really matters. When you exhibit at a trade show, you become a card-carrying member of the IDEA industry.
  13. 13. Pre-Show Briefing <ul><li>Show Description </li></ul><ul><li>Your Quantified Exhibiting Objectives </li></ul><ul><li>Booth Overview </li></ul><ul><li>Booth Staff Schedule </li></ul><ul><li>Conduct a review of the expected attendees </li></ul><ul><li>Understand staff's strengths </li></ul><ul><li>Booth Skills </li></ul>
  14. 14. Pre-Show Promotion Techniques <ul><li>Invitations </li></ul><ul><li>Public Relations </li></ul><ul><li>Advertising </li></ul><ul><li>Web announcements </li></ul><ul><li>Incentives </li></ul><ul><li>Choose a consistent format, tone and style </li></ul><ul><li>Keep it simple </li></ul><ul><li>Partner up </li></ul>Don’t Just Rely on Show Management!
  15. 15. <ul><li>Show Selection </li></ul><ul><li>Budgeting </li></ul><ul><li>Staff and Booth Selection </li></ul><ul><li>Pre-Show Promotion </li></ul>Pre-Show
  16. 16. <ul><li>SEO is the process of creating and maintaining a search engine and user friendly site. </li></ul>S earch E ngine O ptimization Internet Marketing Strategy
  17. 18. Pay per click
  18. 19. Conversion The primary goal of your SEO campaign is conversion.
  19. 20. Methods of SEO <ul><li>Linking </li></ul><ul><li>Content </li></ul><ul><li>Keyword Research </li></ul><ul><li>Meta Tags, Titles and Descriptions </li></ul>
  20. 21. Golden Triangle (image)
  21. 22. Tools For SEO <ul><li>WordTracker </li></ul><ul><li>Google Analytics </li></ul><ul><li>Google Adwords </li></ul><ul><li>Industry Professionals </li></ul>
  22. 23. Mistakes To Avoid <ul><li>Link Farms </li></ul><ul><li>Keyword Stuffing </li></ul><ul><li>Flash </li></ul><ul><li>Text Frames </li></ul><ul><li>Working To Quickly And Erratically </li></ul>
  23. 24. What is Social Media? Marketing tool designed to establish a presence and relationship with your prospects. Internet Marketing Strategy
  24. 25. Blogging <ul><li>Blogging is an important part of your internet marketing strategy. </li></ul><ul><li>Fresh, targeted content </li></ul><ul><li>Attracts inbound links </li></ul><ul><li>Relationship building </li></ul><ul><li>Makes you the expert </li></ul>
  25. 30. Social Media Sites Top Social Media Sites:
  26. 31. EXHIB-IT! Twitter
  27. 32. Full Brain Marketing Twitter
  28. 33. DJ Heckes Twitter
  29. 34. DJ Heckes Facebook
  30. 35. EXHIB-IT! Facebook
  31. 36. Full Brain Marketing Facebook
  32. 37. Linked In
  33. 38. How to use Social Media and Trade Shows Drive people to their trade show booth. Blog at the show Video and Images of the show
  34. 39. Marketing Strategy Web Site/Internet Offers designed to capture contact information • White papers • Newsletter registrations • Color catalog • CDs
  35. 40. Marketing Strategy Database Communications • Newsbytes • Multi-topic
  36. 41. Marketing Strategy • e-Communications • Company web site • Promotions • Webinars/Seminars • Sales leads • Recognition
  37. 42. Marketing Strategy • Remind exhibitors that trade shows drive sales for tomorrow • Tradeshow Week survey revealed that 41% of exhibitors reported the bulk of their show related sales more than a year after the event Current Clients
  38. 43. Marketing Strategy Use CEIR Research reports to encourage continued participation in events • 82% of exhibition attendees have buying influence • 33% of attendees do not attend any other exhibition • 33% have not attended the same event the previous Year • 77% of attendees represent a new prospect for exhibiting companies Current Clients
  39. 44. Marketing Strategy Prospects on Your Database • Longer term prospects represent up to 3x more sales opportunities • 50% of leads require nurturing • House list is the most responsive
  40. 45. At-Show <ul><li>In-Booth Activities </li></ul><ul><ul><li>Entertainment </li></ul></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Games </li></ul></ul><ul><li>Tradeshow Giveaways </li></ul><ul><li>& Collaterals </li></ul><ul><li>Qualifying Prospects </li></ul><ul><ul><li>How hot is the lead? </li></ul></ul><ul><li>Communicating with prospects </li></ul><ul><ul><li>Speak your prospect's language. </li></ul></ul><ul><li>Follow-Up System for New Leads </li></ul>
  41. 46. Zone One: Common Interest *Recognizable images *Humor and whit *Instant solution to a buying problem Zone Two: Potential Interest *Signs with more detail *Draws, demonstrations, videos *Catalogs, brochures, giveaways Zone Three: Genuine Interest *Signs with even more information used in presentations *One-on-one presentations, in-booth seminars Attendees absorb less than 10% of information coming at them while walking down the exhibit aisle. Know Your Zones
  42. 47. How Hot is your prospect? <ul><li>Six types of show attendants to know and identify: </li></ul>1) Edgar Done 2) Emma Hope 3) Alley McMate 4) Anita Job 5) Jay No-Way 6) Moe Lassis Four Stage Booth Process Will Change Accordingly 1. Ice Breaker 2. Information Gathering 3. Presentation 4. Disengagement
  43. 48. 93% of peoples' impressions of others are not directly related to what they say but how they say it. Birds of a Feather… The best staffers communicate in the prospect's style, not their own. Understanding different personality types: To be successful at shows, you must understand and recognize the personality type of the person you are talking to. Your goal is to determine their personality type so you can talk to them based on how they receive information. Each person has a primary personality type (80%) , and a secondary personality type (20%) . The goal is to determine their primary personality type within the first 60 seconds. Each person’s personality type can be recognized based upon how they act, dress, speak and move. We must know our own personality type to communicate successfully.
  44. 49. <ul><ul><li>Having good </li></ul></ul><ul><ul><li>communication </li></ul></ul><ul><ul><li>skills is for </li></ul></ul><ul><ul><li>the birds! </li></ul></ul>Eagle Peacock Dove Owl Birds of a Feather… Which Bird are you?
  45. 50. Exhibit Trends • Shapes • Colors • Graphics • Materials • Rentals • Hybrids
  46. 51. Exhibit Trends Organic Shapes • Create movement to generate attention • Complement and/or define space • Provide contrast
  47. 52. Exhibit Trends Colors • Neutral Base colors with bright colors as accents • Deep, rich, classic, sophisticated palette • Richer, bolder wood tones
  48. 53. Exhibit Trends
  49. 54. Exhibit Trends
  50. 55. Exhibit Trends
  51. 56. Exhibit Trends
  52. 57. Lead Information Card Be sure you ask Qualifying Questions from your own Industry and obtain critical key information from your prospect.
  53. 58. Post Show <ul><li>This is your chance to really shine as a company! </li></ul><ul><li>Frightening tradeshow facts: </li></ul><ul><ul><li>-30% - 45% of leads that were not considered viable opportunities by the sales team actually became sales ready opportunities within 12-months. </li></ul></ul><ul><li>Lead Follow-Up </li></ul><ul><li>Make your follow up timely </li></ul><ul><li>Use the information from the Lead Generation Card </li></ul><ul><li>Reinforce your exhibit theme in your follow up to help with recall </li></ul><ul><li>Always respond in the way the prospect told you to </li></ul>
  54. 59. Stay in touch, consistently, personally, and systematically . Stay in Touch You need a SYSTEM!
  55. 60. <ul><li>Thank you for being my customer </li></ul><ul><li>Thinking of you </li></ul><ul><li>Birthday card </li></ul><ul><li>Thank you card on their anniversary </li></ul><ul><li>We miss you card to a former customer </li></ul><ul><li>Fun and zany holidays cards </li></ul><ul><li>Special offers for loyal customers </li></ul><ul><li>Apologize when something goes wrong </li></ul>Stay In Touch Ideas
  56. 61. <ul><li>Nice to meet you </li></ul><ul><li>When would you like to meet? </li></ul><ul><li>Announcements - Tradeshows </li></ul><ul><li>Thank you for stopping by our booth </li></ul><ul><li>Call me </li></ul>Follow Up Ideas
  57. 62. <ul><li>Put your picture in or on the card </li></ul><ul><li>Put their picture on or in the card </li></ul><ul><li>Add a heartfelt personal message in </li></ul><ul><li>your own handwriting </li></ul><ul><li>Express sincere appreciation and </li></ul><ul><li> gratitude </li></ul><ul><li>Celebrate their accomplishments </li></ul><ul><li>Add humor – make them smile & laugh </li></ul>Make Your Cards Memorable
  58. 63. “ People will forget what you said , people will forget what you did , but people will never forget how you made them feel .” -- Maya Angelou
  59. 64. This information is confidential and proprietary to EXHIB-IT! Tradeshow Marketing Experts may not be reproduced or further disclosed to anyone other than EXHIB-IT! Tradeshow Marketing Experts and affiliates without written authorization. Questions? Thank You For Your Attention!