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A SAVVY AND
SYSTEMATIC
APPROACH TO
TRADESHOW
MARKETING
PRESENTED BY TIM PATTERSON
@TRADESHOWGUY
WHAT IS YOUR
MOST CHALLENGING
TRADESHOW
MARKETING
PROBLEM?
The Big
Three
Pre-Show Preparation
Show Execution
Post-Show Follow Up
Pre-Show
Preparation
Determine show OBJECTIVES
Who defines your company objectives
Primary Objective
Secondary objective
W...
Pre-Show
Preparation
Company FOCUS of this PARTICULAR show?
New products
New services
Branding
Client Relations
SALES!
Pre-Show
Preparation
Letting potential attendees know
E-mail
Direct mail
Social media
Telephone
Public relations outreach
...
Pre-Show
Preparation
TRADESHOW BOOTH
What size is it?
How old is it?
How often do you exhibit with the booth?
What’s the b...
Pre-Show
Preparation
TRADESHOW BOOTH, Part 2
Do your graphics deliver the message
effectively?
Do you have any INTERACTIVI...
Show Execution
Show Execution
Booth Staff
Who are the best people for the show?
Are they trained?
Do you have enough people for the
show?...
Show Execution
Booth Staff, Part 2
Do you hire outside staffers just for the
show?
Are they properly trained?
Is a pre-sho...
Show Execution
Booth Staff, Part 3
Booth Staff TASKS
Staff schedule
Overseeing booth set-up and dismantle
Who’s counting v...
Show Execution
Professional Presenters
Do you hire pros?
How do you demo your product?
If so, does it work well?
If not, w...
Show Execution
LEAD GENERATION & TRACKING
Gather bare needed information for good
follow up
WHAT and WHEN is the follow up...
Show Execution
SOCIAL MEDIA
Are you actively engaged during the
show?
Who: in-house, or outside agency?
What platforms are...
Show Execution
SOCIAL MEDIA, Part 2
Content creation:
How adept are your staff at creating
and sharing valuable content?
D...
Show Execution
SOCIAL MEDIA, Part 3
Measuring the metrics:
Likes, clicks, responses: engagement
How many: photos, videos, ...
Post-Show Follow Up
Post-Show
Follow Up
LEADS and SALES
Who follows up - and are they prepared?
How many leads do you have?
What is the result...
Post-Show
Follow Up
SOCIAL MEDIA
Posting more content
Testimonials
Demos
Spread it out over several months
Share links thr...
Post-Show
Follow Up
PUBLIC RELATIONS and OTHER OUTREACH
Press releases
Personal outreach
Post-Show
Follow Up
RECORD KEEPING
Track everything you can
Keep it handy
Share it with others in the company
Refer to it ...
Q&A

WHAT IS YOUR MOST
CHALLENGING TRADESHOW
MARKETING PROBLEM?
PRESENTED BY TIM PATTERSON - @TRADESHOWGUY
SALEM, OREGON
S...
A Savvy and Systematic Approach to Tradeshow Marketing
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A Savvy and Systematic Approach to Tradeshow Marketing

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Learn tradeshow marketing and fill in the holes in your tradeshow marketing strategy. From pre-show preparation to show execution to post-show follow up, it's all here!

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A Savvy and Systematic Approach to Tradeshow Marketing

  1. 1. A SAVVY AND SYSTEMATIC APPROACH TO TRADESHOW MARKETING PRESENTED BY TIM PATTERSON @TRADESHOWGUY
  2. 2. WHAT IS YOUR MOST CHALLENGING TRADESHOW MARKETING PROBLEM?
  3. 3. The Big Three
  4. 4. Pre-Show Preparation Show Execution Post-Show Follow Up
  5. 5. Pre-Show Preparation Determine show OBJECTIVES Who defines your company objectives Primary Objective Secondary objective What is your target market at this show? Does this show meet those objectives? Who are your main competitors at the show?
  6. 6. Pre-Show Preparation Company FOCUS of this PARTICULAR show? New products New services Branding Client Relations SALES!
  7. 7. Pre-Show Preparation Letting potential attendees know E-mail Direct mail Social media Telephone Public relations outreach Advertising In-Person/Other
  8. 8. Pre-Show Preparation TRADESHOW BOOTH What size is it? How old is it? How often do you exhibit with the booth? What’s the best thing about your booth? …what’s the worst? Does it truly represent your brand at a glance?
  9. 9. Pre-Show Preparation TRADESHOW BOOTH, Part 2 Do your graphics deliver the message effectively? Do you have any INTERACTIVITY in the booth to draw visitors? …electronics such as iPads, monitors, etc.?
  10. 10. Show Execution
  11. 11. Show Execution Booth Staff Who are the best people for the show? Are they trained? Do you have enough people for the show? Do they know the company’s products and SHOW OBJECTIVES? Dress code: uniforms or shirts?
  12. 12. Show Execution Booth Staff, Part 2 Do you hire outside staffers just for the show? Are they properly trained? Is a pre-show meeting planned? End-of-day recap?
  13. 13. Show Execution Booth Staff, Part 3 Booth Staff TASKS Staff schedule Overseeing booth set-up and dismantle Who’s counting visitors? What are the most common questions asked by booth visitors?
  14. 14. Show Execution Professional Presenters Do you hire pros? How do you demo your product? If so, does it work well? If not, would your product lend itself to a professional presenter?
  15. 15. Show Execution LEAD GENERATION & TRACKING Gather bare needed information for good follow up WHAT and WHEN is the follow up? How do you qualify or disqualify visitors? How do you track leads? Grading the leads: Cool, Warm, Hot
  16. 16. Show Execution SOCIAL MEDIA Are you actively engaged during the show? Who: in-house, or outside agency? What platforms are you on?
  17. 17. Show Execution SOCIAL MEDIA, Part 2 Content creation: How adept are your staff at creating and sharing valuable content? Do you run contests on social media? Do you save content for future use?
  18. 18. Show Execution SOCIAL MEDIA, Part 3 Measuring the metrics: Likes, clicks, responses: engagement How many: photos, videos, blog posts
  19. 19. Post-Show Follow Up
  20. 20. Post-Show Follow Up LEADS and SALES Who follows up - and are they prepared? How many leads do you have? What is the result of the follow ups? What percentage of all leads are followed up?
  21. 21. Post-Show Follow Up SOCIAL MEDIA Posting more content Testimonials Demos Spread it out over several months Share links throughout the social media world Post-show wrap-up blog post
  22. 22. Post-Show Follow Up PUBLIC RELATIONS and OTHER OUTREACH Press releases Personal outreach
  23. 23. Post-Show Follow Up RECORD KEEPING Track everything you can Keep it handy Share it with others in the company Refer to it when you prepare for next year’s show
  24. 24. Q&A WHAT IS YOUR MOST CHALLENGING TRADESHOW MARKETING PROBLEM? PRESENTED BY TIM PATTERSON - @TRADESHOWGUY SALEM, OREGON SUBSCRIBE TO MY NEWSLETTER AT TRADESHOWGUYBLOG.COM

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