This document provides strategies for improving return on investment from trade shows. It discusses selecting the right trade shows and space based on target audiences. Developing a trade show plan is key, including setting objectives and metrics as well as pre-show, at-show, and post-show tactics. Measuring leads, sales, and other metrics helps analyze results. Assigning accountability is important to follow up on leads and opportunities identified at trade shows.

1. Welcome“Getting more sales from your Trade Shows”

2. Our Mission Today Introductions Tradeshow strategies to improve your ROI Why What How Q & A

3. Trade Shows – The Attraction Ranks #1 in Social Networking 77% of visitors have some kind of buying power 79% of visitors will be new 2/3rds of exhibits are pre-selected 50% of exhibitors set no objectives Source: Center for Exhibition Industry Research (CEIR)

4. Some results Center for Exhibition Industry Research (CEIR) study.

6. Space selection

7. Budgeting

8. Exhibit design

9. General logistics –

10. Travel, hotel, shipping, etc.

11. Literature needed

12. Promotion – pens, Ipod, etc.

14. Set Objectives & Metrics

15. Pre-Show Tactics

16. At-Show Activities

17. Post-Show Follow up Project

19. Key Strategic Questions Why are you exhibiting? Who is your target audience and will they attend? What message do you want to communicate? What is your measure for success? Who is accountable and responsible?

21. Increase sales

22. Customer relations

23. Introducing

24. New products to current markets

25. Existing product to new markets

26. New products to new markets

27. New personnel – execs, sales, dealers…

28. Supporting the industry association

29. Competitors – counteract, intelligence …

30. Find collaborative/strategic partners

31. Additional distribution channels

33. Survey them

34. Pre-registration list

37. Specific product message as only total solution, more efficient, easier to maintain, etc.

38. Acknowledgements such as leader in R&D, community support, diversity, Top 100 employers, etc.

39. Other…“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.”

41. Sales $

42. Leads or Opportunities

43. Investment per lead

44. SME presentations or panel experts

45. Dealers or channels

46. Strategic PartnersII. Assign someone!

47. Pre-show Promote E-mail Website Social Networking Direct mail Telemarketing Press releases Newsletters Segment customers/prospects into rank Special invitations to “A” 1-1 with SME, Top Execs, etc Invitations to meals Hosted function 14

48. At-show Staff prepared Promotions Show wide i.e. hotel room key cards Sponsor an event In exhibit i.e. drawings linked to pre-show promotions Social networking i.e. Twitter about SME presenter or panel experts Use of lead card – ask a few key questions Register for drawing Limited collateral for targeted follow up

49. Post-show Unpack and Relax? Research shows that up to 80% of leads are never pursued! Accountability & responsibility Follow up promptly Target on captured Key Data Measure results

50. Measurement tools Some quick measurement tools: Year over year trade show comparisons on leads, visitors, individual meetings, booth sales. Predictive Sales = # Opportunities X avg close rate X avg sales Cost savings = Compare show cost # key customers/prospects meetings to Total Cost of visiting these key accounts individually Met other critieria: i.e. found new strategic partner, new distribution partner, R&D product or development idea…

51. So…who?

53. The majority of attendees possess buying power and have predetermined which exhibitors they will be visiting

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?

57. LinkedIn: http://www.linkedin.com/in/kenpirkl

58. Twitter: @greenthumbizdev