Trade Shows Should we or shouldn’t we… Betty Eitner Modal Consulting Inc. 01/14/10
Key trade show statistics <ul><li>91% of attendees say that trade shows impact their buying decisions  </li></ul><ul><li>8...
Before you decide <ul><li>Do your research </li></ul><ul><li>Ask questions </li></ul><ul><li>Validate the vendor claims </...
Trade show research 01/14/10 Who attends When they attend What role they play
Trade show musts <ul><li>Define your show objectives </li></ul><ul><li>Clearly display your brand & image </li></ul><ul><l...
Define goals & objectives <ul><li>What do you expect to gain </li></ul><ul><ul><li>New customers & how many </li></ul></ul...
Attract attention <ul><li>Booth placement, design, collateral </li></ul><ul><li>Theme & brand message </li></ul><ul><li>Pr...
Put your best foot forward <ul><li>Your most professional staff </li></ul><ul><li>Your best listeners </li></ul><ul><li>A ...
Keep these at the office 01/14/10
Trade show evaluation <ul><li>What worked? What didn't?  </li></ul><ul><li>What about the booth? Location?  </li></ul><ul>...
We did it !! What’s next… 01/14/10
After the trade show <ul><li>Plan ahead for the “after show” </li></ul><ul><li>Segment your contacts </li></ul><ul><li>Fol...
Plan for the “after show” <ul><li>Ask the right questions at the show </li></ul><ul><li>Define a contact scoring system </...
Why follow up <ul><li>2% of sales are made on the 1st contact </li></ul><ul><li>3% of sales are made on the 2nd contact </...
What are the rules <ul><li>Follow up from 5 to 12 times to get in that 80% bracket </li></ul><ul><li>Let technology assist...
Trade show evaluation <ul><li>What worked? What didn't?  </li></ul><ul><li>What about the booth? Location?  </li></ul><ul>...
Ensure trade show success by implementing powerful and memorable marketing initiatives before, during, and after the event...
<ul><li>Modal Consulting Inc. </li></ul><ul><li>www.modal.biz </li></ul>01/14/10
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Trade Shows - Should we or shouldn't we...

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How to decide whether to attend a trade show; how to prepare for a trade show; how to work a trade show; how to maximize ROI from a trade show.

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  • Ask questions: What other shows have they done? How are they going to market the show? Who are they going to bring in? What kind of advertising tools are they using? Newspapers? Direct mail? TV ads? Radio ads? What is their marketing plan? How much are they spending on marketing? Does the show you are interested in have a dedicated Web site? Is anyone registered or pre-registered to-date? Exhibitors? Attendees?
  • Focus – don’t try to be everything to everyone
  • 48% of sales people never follow up with a prospect 87% of sales people make a single call or mailing 25% of sales people make a second contact and stop 12% of sales people only make three contacts and stop So if you&apos;re like almost half of all sales people and make no more than one follow-up to your prospects... you&apos;re LEAVING 98% of your income on the table for someone else to come along and pick up! Even if you go on to a third follow-up and stop... you&apos;re STILL losing 90%!
  • Don’t believe that one-message-fits-all Contacts need to know what benefits of your product / service work for them
  • Trade Shows - Should we or shouldn't we...

    1. 1. Trade Shows Should we or shouldn’t we… Betty Eitner Modal Consulting Inc. 01/14/10
    2. 2. Key trade show statistics <ul><li>91% of attendees say that trade shows impact their buying decisions </li></ul><ul><li>85% of an exhibitor’s success lies in the performance of the staff </li></ul><ul><li>83% of the attendees have some kind of buying power </li></ul><ul><li>Trade shows cost 38% less than sales calls </li></ul>01/14/10 Source : Merchant Circle
    3. 3. Before you decide <ul><li>Do your research </li></ul><ul><li>Ask questions </li></ul><ul><li>Validate the vendor claims </li></ul><ul><li>Does this address our target audience ? </li></ul><ul><li>Will we get a good ROI ? </li></ul>01/14/10
    4. 4. Trade show research 01/14/10 Who attends When they attend What role they play
    5. 5. Trade show musts <ul><li>Define your show objectives </li></ul><ul><li>Clearly display your brand & image </li></ul><ul><li>Give attendees a reason to visit your booth </li></ul><ul><li>Put your best foot forward </li></ul><ul><li>Plan the “after show” activities </li></ul>01/14/10
    6. 6. Define goals & objectives <ul><li>What do you expect to gain </li></ul><ul><ul><li>New customers & how many </li></ul></ul><ul><ul><li>Additional business & how much </li></ul></ul><ul><li>Are you promoting existing products/services </li></ul><ul><li>Are you launching something new </li></ul><ul><li>Are you after brand awareness </li></ul>01/14/10
    7. 7. Attract attention <ul><li>Booth placement, design, collateral </li></ul><ul><li>Theme & brand message </li></ul><ul><li>Pre-show advertising and invitations </li></ul><ul><li>Sponsor a seminar or presentation </li></ul><ul><li>Hold product/service demos </li></ul>01/14/10
    8. 8. Put your best foot forward <ul><li>Your most professional staff </li></ul><ul><li>Your best listeners </li></ul><ul><li>A professional speaker, chef, demonstrator </li></ul><ul><li>A way to engage your visitor </li></ul><ul><li>Visit prospects’ booths </li></ul>01/14/10
    9. 9. Keep these at the office 01/14/10
    10. 10. Trade show evaluation <ul><li>What worked? What didn't? </li></ul><ul><li>What about the booth? Location? </li></ul><ul><li>Was this right for our business? </li></ul><ul><li>What did we learn about the competition? </li></ul><ul><li>Did we meet the right people? </li></ul><ul><li>Did we reach our objectives ? </li></ul>01/14/10
    11. 11. We did it !! What’s next… 01/14/10
    12. 12. After the trade show <ul><li>Plan ahead for the “after show” </li></ul><ul><li>Segment your contacts </li></ul><ul><li>Follow-up immediately & stay in touch </li></ul><ul><li>Do not ignore or prejudge a contact </li></ul><ul><li>Have an action plan for turn-downs </li></ul>01/14/10
    13. 13. Plan for the “after show” <ul><li>Ask the right questions at the show </li></ul><ul><li>Define a contact scoring system </li></ul><ul><li>Research before you connect </li></ul><ul><li>Design different marketing materials </li></ul><ul><li>Customize your message </li></ul>01/14/10
    14. 14. Why follow up <ul><li>2% of sales are made on the 1st contact </li></ul><ul><li>3% of sales are made on the 2nd contact </li></ul><ul><li>5% of sales are made on the 3rd contact </li></ul><ul><li>10% of sales are made on the 4th contact </li></ul><ul><li>80% of sales are made on the 5th-12th contact </li></ul>01/14/10 Source : National Sales Executive Association
    15. 15. What are the rules <ul><li>Follow up from 5 to 12 times to get in that 80% bracket </li></ul><ul><li>Let technology assist you with the follow up </li></ul><ul><li>Call your prospects on the phone and make a personal connection </li></ul><ul><li>Use client-centered, benefit-focused copy to get your message across </li></ul>01/14/10
    16. 16. Trade show evaluation <ul><li>What worked? What didn't? </li></ul><ul><li>What about the booth? Location? </li></ul><ul><li>Was this right for our business? </li></ul><ul><li>What did we learn about the competition? </li></ul><ul><li>Did we meet the right people? </li></ul><ul><li>Did we reach our objectives ? </li></ul>01/14/10
    17. 17. Ensure trade show success by implementing powerful and memorable marketing initiatives before, during, and after the event. 01/14/10
    18. 18. <ul><li>Modal Consulting Inc. </li></ul><ul><li>www.modal.biz </li></ul>01/14/10

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