The document provides guidance on using trade shows to market business products and services. It outlines key reasons for targeting trade shows, including prospecting qualified audiences, moving prospects through sales cycles, retaining and cross-selling customers, and introducing new products. The document then details steps for an effective trade show strategy, such as selecting the right event, setting objectives, promoting the event, maximizing booth traffic, capturing leads, and following up post-event. Specific recommendations are provided under each step to help businesses optimize their trade show marketing.

1. 1
Business Performance
Assessment

2. Introduction of deAsra
2
Supported success of 25,000
small businesses by 2020
To provide 100,000 jobs
deAsra Foundation is a
not for profit company

3. How to assess business performance – the
5 KPI’s – key performance indicators
3
Availability of Cash
Growth in Salesn Sales
Growth in Profit
Compliance
Asset efficiency

4. Business Health Assessment
https://urlzs.com/2x8zF

5. 5 5
deAsra Services

6. Trade Show Marketing
The Marketing Strategies For Your Products
6

7. Why Target Exhibition/Trade Shows
• Prospecting among highly qualified audience.
• Moving prospects along the sales cycles.
• Retaining and Cross-selling current customers.
• Industry/Competitive positioning and research.
• Introducing new products or entering new markets.

8. 8
• Select the right trade show.
• Develop Your Objectives.
• Promote the events.
• Maximize Booth Traffic.
• Capture Leads.
• Follow-Up post events.
Agenda

9. 9
Select the right trade show
• Total net attendance in past 3 years and
projected next year.
• Audience demographics (titles, industries,
company size, buying authority product
interest).
• Top-10 exhibitors.
• Times and dates of exhibit hall opening versus
program sessions.
• Promotional budget and plans for the event.

10. Develop Your Objectives
• Generating additional sales.
• Generating qualified sales leads.
• Introducing a new product or service.
• Entering a new market.
• Building awareness.
• Recruiting channel partners.
• Gathering new prospects for later
cultivation.

11. • Set appointments to bring them to your
booth.
• Qualify recipients with your copy.
• Identify and send communications to
business buyers.
Promote the event-pre-show

12. Pre-Show Promotion Checklist
• On Social Media - Facebook, Instagram.
• Create a mini-site from your home page
or a pop-up.
• Mailings:
a.) Exhibit hall passes
b.) Personal letter
c.) Call or email to set up
appointments
• Your customer Database- WhatsApp

13. Maximise Booth Traffic
• Differentiated Signage
• Showcase your Signature products
• Promotions:
a.Demo
b.Contests
c.Sampling/ Tasting
• Offers

14. Capture Leads
• Contact Information
• Needs assessment or qualification
assessment.
• Follow-Up Plan
• Notes on the discussion.
• Name of the rep.
• Show name, location, date.

15. A Follow-up Post Event
• Personal e-mail thank you note.
• Personalized letter with the
information requested at the show.
• Personal thank you letter with final
expiration date for the trade show
special offer.
• Request to follow on social media.
• Request to join whatsapp.

16. Did you find this knowledge beneficial?
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& the feedback link.
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17. Need our Assistance? Connect with us.
17
We would be happy to help!
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18. Thank You !
18