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Peak Performance Booth Camp 2.10.11


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Peak Performance Booth Camp 2.10.11

  1. 1. Peak Performance Level 2 Exhibitor Booth Camp Training “ TRADESHOW MARKETING” Sponsored by:
  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. 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.
  4. 4. 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>
  5. 5. 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!
  6. 6. List of Resources • CAEM (Canada): • CEIR: • EDPA: • Exhibit Builder: • Exhibitor Magazine: • Exhibit and Events: • IAEE: • Trade Show Expo: • Trade Show Week: • TSEA:
  7. 7. <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
  8. 9. Pay per click
  9. 10. 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>
  10. 11. Golden Triangle (image)
  11. 12. What is Social Media? Marketing tool designed to establish a presence and relationship with your prospects. Internet Marketing Strategy
  12. 13. 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>
  13. 18. Social Media Sites Top Social Media Sites:
  14. 19. EXHIB-IT! Twitter
  15. 20. Full Brain Marketing Twitter
  16. 21. DJ Heckes Twitter
  17. 22. DJ Heckes Facebook
  18. 23. EXHIB-IT! Facebook
  19. 24. Full Brain Marketing Facebook
  20. 25. Linked In
  21. 26. 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
  22. 27. Marketing Strategy Web Site/Internet Offers designed to capture contact information • White papers • Newsletter registrations • Color catalog • CDs
  23. 28. Marketing Strategy Database Communications • Newsbytes • Multi-topic
  24. 29. Marketing Strategy • e-Communications • Company web site • Promotions • Webinars/Seminars • Sales leads • Recognition
  25. 30. 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
  26. 31. 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
  27. 32. 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
  28. 33. 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>
  29. 34. 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
  30. 35. 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
  31. 36. 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.
  32. 37. <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?
  33. 38. Exhibit Trends • Shapes • Colors • Graphics • Materials • Rentals • Hybrids
  34. 39. Exhibit Trends Organic Shapes • Create movement to generate attention • Complement and/or define space • Provide contrast
  35. 40. Exhibit Trends Colors • Neutral Base colors with bright colors as accents • Deep, rich, classic, sophisticated palette • Richer, bolder wood tones
  36. 41. Exhibit Trends
  37. 42. Exhibit Trends
  38. 43. Exhibit Trends
  39. 44. Exhibit Trends
  40. 45. 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>
  41. 46. Stay in touch, consistently, personally, and systematically . Stay in Touch You need a SYSTEM!
  42. 47. <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
  43. 48. <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
  44. 49. <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
  45. 50. “ People will forget what you said , people will forget what you did , but people will never forget how you made them feel .” -- Maya Angelou
  46. 51. 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!