Carol Roth Loyalty 3.0 - Converting New Exhibitors to Regulars

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TED style talk at PCMA Convening Leaders

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  • Carol Roth Loyalty 3.0 - Converting New Exhibitors to Regulars

    1. 1. Customer Loyalty 3.0 Carol RothTwitter: @CarolJSRoth
    2. 2. Loyalty 1.0 - Price Competition-Loyalty to a Program Not a Brand-Spenders vs. Senders
    3. 3. Loyalty 2.0-Loyalty is notTransactional
    4. 4. Loyalty 3.0 -Bridges-Connections-Relationships
    5. 5. 5 PILLARS OF PRODUCT /CUSTOMER SERVICE LOYALTY OFFERING CUSTOMER COMMUNITY / SERVICE AFFINITY GROUPEXPERIENCES BRIDGE
    6. 6. Using the Loyalty 3.0 FrameworkTO TURN NEW EXHIBITORS INTORAVING FANS / LIFELONG EXHIBITORS
    7. 7. Product / Service Offering - #1 sales; #2 sales leads-Not selling space, but givingthem the best opportunity to land customers -Flow set up so attendees have to come past or into their booth;-Integrate them into rooms or non-traditional places;-Integrate them into virtual and hybrid events
    8. 8. Community / Affinity-First time = daunting-Assign someone to bematchmaker with both other first-timers and veterans -Integrate them into activities
    9. 9. Experience & Service - Use a special liaison orwelcoming committee toshow them the ropes and check in on them - Leverage tools andtechnology to make it easy and seamless for them to arrive, set-up, sell and breakdown
    10. 10. Recap 1. Know your senders and spenders 2. Understand the pillars of loyalty that are important to your customers 3. Take appropriate actions to leverage those pillars
    11. 11. Loyalty 3.0TO TURN NEW EXHIBITORS INTORAVING FANS / LIFELONG EXHIBITORSCarol Roth | www.CarolRoth.com

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