Improving Tradeshow Roi Ii


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Getting more sales from your Trade Shows

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Improving Tradeshow Roi Ii

  1. 1. Welcome“Getting more sales from your Trade Shows”<br />
  2. 2. Our Mission Today<br />Introductions<br />Tradeshow strategies to improve your ROI<br />Why <br />What<br />How <br />Q & A<br />
  3. 3. Trade Shows – The Attraction<br />Ranks #1 in Social Networking<br />77% of visitors have some kind of buying power<br />79% of visitors will be new<br />2/3rds of exhibits are pre-selected<br />50% of exhibitors set no objectives<br />Source: Center for Exhibition Industry Research (CEIR)<br />
  4. 4. Some results<br />Center for Exhibition Industry Research (CEIR) study.<br />
  5. 5. Tradeshow Preparation<br /><ul><li>Show selection
  6. 6. Space selection
  7. 7. Budgeting
  8. 8. Exhibit design
  9. 9. General logistics –
  10. 10. Travel, hotel, shipping, etc.
  11. 11. Literature needed
  12. 12. Promotion – pens, Ipod, etc.
  13. 13. Booth staff assigned</li></li></ul><li>Tradeshow Preparation – The EXTRA What<br />Develop a Trade Show Plan !<br /><ul><li>Strategies
  14. 14. Set Objectives & Metrics
  15. 15. Pre-Show Tactics
  16. 16. At-Show Activities
  17. 17. Post-Show Follow up Project
  18. 18. Analyze and measure results</li></li></ul><li>Trade Show Plan The Engine to Power Your Success<br />
  19. 19. Key Strategic Questions <br />Why are you exhibiting?<br />Who is your target audience and will they attend?<br />What message do you want to communicate?<br />What is your measure for success?<br />Who is accountable and responsible?<br />
  20. 20. Why are you Exhibiting?<br /><ul><li>Lead and opportunity generation
  21. 21. Increase sales
  22. 22. Customer relations
  23. 23. Introducing
  24. 24. New products to current markets
  25. 25. Existing product to new markets
  26. 26. New products to new markets
  27. 27. New personnel – execs, sales, dealers…
  28. 28. Supporting the industry association
  29. 29. Competitors – counteract, intelligence …
  30. 30. Find collaborative/strategic partners
  31. 31. Additional distribution channels
  32. 32. Other – product ideas …</li></li></ul><li>Your target audience & will they attend<br /><ul><li>Ask them
  33. 33. Survey them
  34. 34. Pre-registration list
  35. 35. Rank them</li></li></ul><li>“Successful Targeting”<br />
  36. 36. Message to communicate<br /><ul><li>Communicate your market position such as largest, quality, innovative, etc.
  37. 37. Specific product message as only total solution, more efficient, easier to maintain, etc.
  38. 38. Acknowledgements such as leader in R&D, community support, diversity, Top 100 employers, etc.
  39. 39. Other…</li></ul>“We are a recognized innovative leader amongst our customers and competitors, offering the most efficient products in the market today, winning numerous industry awards for our R&D efforts.”<br />
  40. 40. Objectives Who is in charge?<br />Anything that can be measured (SMART)<br /><ul><li>Visitors from previous year(s)
  41. 41. Sales $
  42. 42. Leads or Opportunities
  43. 43. Investment per lead
  44. 44. SME presentations or panel experts
  45. 45. Dealers or channels
  46. 46. Strategic Partners</li></ul>II. Assign someone!<br />
  47. 47. Pre-show<br />Promote<br />E-mail<br />Website <br />Social Networking<br />Direct mail<br />Telemarketing<br />Press releases<br />Newsletters<br />Segment customers/prospects into rank<br />Special invitations to “A” <br />1-1 with SME, Top Execs, etc<br />Invitations to meals<br />Hosted function<br />14<br />
  48. 48. At-show<br />Staff prepared<br />Promotions <br />Show wide i.e. hotel room key cards<br />Sponsor an event<br />In exhibit i.e. drawings linked to pre-show promotions<br />Social networking i.e. Twitter about SME presenter or panel experts<br />Use of lead card – ask a few key questions<br />Register for drawing <br />Limited collateral for targeted follow up<br />
  49. 49. Post-show<br />Unpack and Relax?<br />Research shows that up to 80% of leads are never pursued!<br />Accountability & responsibility<br />Follow up promptly<br />Target on captured Key Data<br />Measure results<br />
  50. 50. Measurement tools<br /> Some quick measurement tools:<br />Year over year trade show comparisons on leads, visitors, individual meetings, booth sales.<br />Predictive Sales = # Opportunities X avg close rate X avg sales<br />Cost savings = Compare show cost # key customers/prospects meetings to Total Cost of visiting these key accounts individually<br />Met other critieria: i.e. found new strategic partner, new distribution partner, R&D product or development idea…<br />
  51. 51. So…who?<br />
  52. 52. Take-A-Ways<br /><ul><li>Ranking our customers and prospects should help us better focus our limited resources on the best opportunities
  53. 53. The majority of attendees possess buying power and have predetermined which exhibitors they will be visiting
  54. 54. Setting objectives and goals is critical in measuring our return on trade show spend</li></li></ul><li>Discussion Questions<br /><ul><li>What criteria or combination of criteria would best identify our “A” customers. Would it be; average sales over time, average profitability, average number of orders, best payment history?
  55. 55. How can we determine if our target market will be attending the show so we can take advantage of their purchasing power and ensure we are a company they want to meet?
  56. 56. Based on our sales cycle, what predictive sales model might work for us or should we look at other measurements? </li></li></ul><li>Contact information<br />Ken Pirkl<br />Email:<br />Web:<br />Cell: 651.233.3663<br />Find me on:<br /><ul><li>Facebook
  57. 57. LinkedIn:
  58. 58. Twitter: @greenthumbizdev</li>