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Expo Booth University Presentation
- 2. Agenda What Not To Do What To Do Establish Goals Execute a Plan Measure Your Success Your Display & Message Questions
- 3. Agenda What Not To Do What To Do Establish Goals Execute a Plan Measure Your Success Your Display & Message Questions
- 4. What Not To Do
- 5. What Not To Do
- 6. What Not To Do
- 7. What Not To Do
- 8. Agenda What Not To Do What To Do Establish Goals Execute a Plan Measure Your Success Your Display & Message Questions
- 9. What To Do
- 10. What To Do
- 11. What To Do
- 12. What To Do
- 13. What To Do
- 14. What To Do
- 15. What To Do
- 16. What To Do
- 17. Agenda What Not To Do What To Do Establish Goals Execute a Plan Measure Your Success Your Display & Message Questions
- 18. Establish Goals
- 19. Establish Goals
- 20. Establish Goals
- 21. Establish Goals
- 22. Establish Goals
- 23. Agenda What Not To Do What To Do Establish Goals Execute a Plan Measure Your Success Your Display & Message Questions
- 24. Execute a Plan
- 25. Execute a Plan
- 26. Execute a Plan
- 27. Execute a Plan
- 28. Agenda What Not To Do What To Do Establish Goals Execute a Plan Measure Your Success Your Display & Message Questions
- 34. Agenda What Not To Do What To Do Establish Goals Execute a Plan Measure Your Success Your Display & Message Questions
- 35. Your Display
- 36. Your Display • Welcoming • Creative • Simple, Visible & Legible • Reason to Stop • Clarity • Hands On
- 37. Your Display
- 38. Your Display
- 39. Your Display
- 40. Your Display
- 41. Your Display
- 42. Your Message
- 43. Agenda What Not To Do What To Do Establish Goals Execute a Plan Measure Your Success Your Display & Message Questions
- 44. Questions
Editor's Notes
- Brief statement about what K4 Solutions does… My experience working booths (example from Cocoa Expo) My experience managing a trade show, & working booth for Daytona Half See many doing this poorly Provide this opportunity in advance of Chamber Expo, but valuable any time you are using a booth to promote your products and services
- - Brief review of agenda to set up expectations - We will have time for questions at the end, but please make this a 2-way discussion by asking questions as we go if you would like
- - Let’s play the feud! - I don’t have technology to reveal the answers, but give me some guesses as to what you think are the biggest things people do wrong when working an expo booth. - Answers: Sitting, Behind table, Behind display, on phone, eating, not engaging
- - Sitting - Behind table
- - Hiding behind display - Using phone
- - Eating - Not engaging attendees
- - Bonus points if you can tell me who this is??? - Take your table and throw it out the window! - Or, if you need it to hold papers or some type of display push it to the side or back of your booth (Explain with example of table in room) - Think of your 10x10 space as your showroom, you want to invite people in to your space, not keep them out
- - As we discussed before, sitting is a no-no, so you will be standing for a VERY long time - Wear gel insoles or comfortable shoes - No one will fault you or look down on you if you are wearing a pair of decent, simple tennis shoes instead of those 4 inch heels.
- Grab the attendee by the neck and wrestle them down to the ground so that you have their undivided attention Make Eye Contact make an effort to make eye contact and engage each person You have approximately 4 seconds to get people’s attention - Depending on event, use some discretion and try to target your target demo.
- Be happy! Picture of Gabe Mitchell - SMILE or at least look like you are enjoying being there. - People want to talk to and interact with happy people - Not to mention you represent your company any your brand better with a smile.
- - Wear orange pants!!!, or dress up like a Storm Trooper - Have fun & be creative! - Don’t be afraid to lighten the mood and don’t take yourself so seriously. - Example of fun campaign: Harry the Cactus with sombrero – pictures & margaritas
- - Use premium items, but correctly… - items that connect with your brand & are usefull (chapstick) - Use the item to draw attendees to your booth and engage in conversation - Don’t just shove item in someone’s hand as they walk by - Use premium items strategically – hold in hand, keep out of view
- Gather attendee information through contesting Use something that relates to your brand and something that connects with your audience What type of information are you trying to collect?
- - Everyone loves a deal - Provide some sort of incentive to purchase or take orders on site - Or distribute a coupon or offer discounted service that they can use at a later date
- Going to talk about 4 ideas of goals you might have for your booth There may be others, depending on you business, but these are the 4 most common
- - Brand awareness & re-enforcement If you are a more well-known company, amplifying the reach and awareness of your brand may be your goal You don’t have to be big to focus on this, if you are well known in the specific audience beneficial to re-enforce brand If you are a very new company, looking to make a splash in the market-place.
- - Grow mail/email database - If your company uses direct mail and email marketing effectively, gathering address could be the most important thing for you.
- - Connect attendees to your social media channels - If you have a strong social media presence, this is a great way to engage attendees, take advantage of the virality of their posts and networks, and potentially turn them into future customers/advocates
- - Sell products or take orders - If you are looking to physically sell products or take orders
- - Multiple goals You can certainly combine multiple goals I recommend that you pick two at the most and focus your efforts to maximize results.
- Once you have identified your goal or goals, how are you going to execute a plan to reach those goals.
- - Brand awareness & re-enforcement - Re-enforce your brand through the mass distribution of promotional products Choose the products wisely Consider a sponsorship of the expo you are attending for additional exposure
- - Grow mail/email database - Use a contest to gather desired information Enter to win something of value Keep entry form simple Use technology Formstack app to register digitally Provide instant bounce back communication
- - Connect to your social media channels using a creative social media contest. photos of attendees, shared on FB and tag to enter drive traffic to your page and additional visibility by the contestants friends. - Use event’s hashtag to connect to attendees
- - If your goal is to sell or take orders, make it as simple and easy as possible - limited selection at discounted prices and simple price points - Provide samples and/or give something they can feel and touch - Use contact after the event to sell
- Now that you have a goal and a plan to execute, how are you going to measure your success against your goals?
- - Brand Awareness Track # of promotional items distributed Organize in small stacks or groups to count easier
- - Fishing for Email or Mailing Address - # of addresses or emails collected - Use specific follow up marketing plan and measure results of that campaign conversions - Use CRM program to track leads
- Social This is image of Hootsuite dashboard, or you can use analytics in your social platform - Track # of engagements, contest entries and how many join your social media network(s)
- - Can anyone guess what this is? - The bottom line… - If your goal is to Sell products…
- - Incentivize employees (or yourself) - Offer incentives to your staff and yourself working booth based on your goals - Make them meaningful and attainable, without busting your budget
- So, let’s talk about your display and your message
- Captain Kirk, is not so happy with your display
- - welcome people into your space, so design with this in mind. - Be creative – having fun - simple, visible and legible from distances - Use copy that gives people a good reason to stop - Answer the question for a client “what’s in it for me?” by clearly explaining what your company does and how it benefits the potential client - Include hands on items or something they can touch and feel
- - Ask engaging questions off the bat to find out, in a non-obtrusive way, if they are a potential customer & determine where discussion will go. - Be specific, focus on 2-4 key service areas or products - Tailor different messages to different customers
- Thank you Follow me…