Welcome“Getting more sales from your Trade Shows”<br />
Our Mission Today<br />Introductions<br />Tradeshow strategies to improve your ROI<br />Why <br />What<br />How <br />Q & A<br />
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 />
Some results<br />Center for Exhibition Industry Research (CEIR) study.<br />
Analyze and measure results</li></li></ul><li>Trade Show Plan The Engine to Power Your Success<br />
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 />
Why are you Exhibiting?<br /><ul><li>Lead and opportunity generation
Message to communicate<br /><ul><li>Communicate your market position such as largest, quality, innovative, etc.
Specific product message as only total solution, more efficient, easier to maintain, etc.
Acknowledgements such as leader in R&D, community support, diversity, Top 100 employers, etc.
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 />
Objectives Who is in charge?<br />Anything that can be measured (SMART)<br /><ul><li>Visitors from previous year(s)
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 />
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 />
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 />
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 />
Take-A-Ways<br /><ul><li>Ranking our customers and prospects should help us better focus our limited resources on the best opportunities
The majority of attendees possess buying power and have predetermined which exhibitors they will be visiting
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?
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?
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: firstname.lastname@example.org<br />Web: www.greenthumb-bizdev.com<br />Cell: 651.233.3663<br />Find me on:<br /><ul><li>Facebook