Marketing Strategies For Trade Shows - Lunch & Learn
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This document provides strategies for maximizing return on investment from trade shows. It recommends setting clear goals and objectives and measuring performance against them. Key activities include selective pre-show attraction of qualified leads, using a 4-step selling process at the show, collecting lead data, and following up promptly post-show. Integrating social media before, during and after the show is also emphasized to help spread brand awareness and generate additional leads. Measurement of key metrics like cost per lead and return on objectives allows evaluating the effectiveness of show participation.
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Marketing Strategies For Trade Shows - Lunch & Learn
- 1. MARKETING STRATEGIES For Trade Shows
- 2. The key value of exhibitions is accelerating the sales process...
- 3. ...achieved by conducting meaningful conversations on the show floor
- 4. Shortening The Sales Cycle
- 5. Steps To Maximize Return • Setting Goals & Objectives • Measurement • Pre-show activities including Selective Attraction • 4-step selling process • At-show activities • Follow up • Integrating Social Media • Thinking outside the booth
- 6. Set Goals & Objectives • Goals: broad & cannot be measured • Objectives: narrow & measurable (think tactics) • Examples of goals? • Coordinating objectives? • Use these for post-show measurement Note: build show goals around corporate marketing plan to help accomplish overall marketing goals.
- 7. Measure: RO Investment Total Show Expenses Total Sales Volume Note: consider all show elements - booth space, exhibit, staff, entertainment, freight, etc. - when tallying expenses
- 8. Measure: RO Objective • Revisit clearly defined objectives set pre-show: were they met? • Examples of ROO measurement
- 9. Measure: Cost Per Lead Total Show Expenses Total Leads
- 10. Measure: Cost Exposure Total Show Expenses Total Show Audience
- 11. Measure: Key Contact Value Total Show Expenses Number of Key Contacts Made (relative to comparative cost of sales calls/visits)
- 12. Align Goals & Objectives • Spread the word • Discuss overall goals & objectives with booth staffers • Set expectations •Review before show open Note: consider a formal training for your booth staff
- 13. Pre-show • Show specific email campaigns • Branded micro-sites • Direct mail • Selective Attraction • Social Media (more on that later)
- 14. Selective Attraction • Qualifying and filtering visitors through pre-show or at-show activities • Examples of selective attraction activities • How does this change the at-show conversation? Note: if giving away premium items for qualified prospects, give some to your staff...they’ll appreciate it
- 15. Selective Attraction • Pre-qualified • High-level • 2 levels of incentive
- 16. 4-step Trade Show Selling Process • Engage • Qualify • Present • Close
- 17. Qualify • 1st or 2nd qualification process = Filter • Determines follow up activities • Ask qualifying questions on the show floor • Use lead qualification software or lead forms
- 18. Data Collection Paper solutions: • Lead Form
- 19. Data Collection Technology solutions: • Badge or card reader • Smart phones and tablet applications for surveying • E-literature fulfillment • Interactive engagement - games, videos, quizzes • RFID • Exit polls
- 20. At-show • Ad specialty items • Hospitality suites • Social media (more on that later)
- 21. Outside The Booth • Venue marketing • Door/Room drops • Leverage the press
- 22. Outside The Booth • Have booth staff pre-schedule meetings: breakfast, dinner, coffee etc. • Prepare info for pre-qualified prospects • Obtain competitive information
- 23. 80% of all show leads never receive post-event follow-up - Center for Exhibition Industry Research
- 24. Post-show Follow Up • Develop a plan pre-show • Office response team = same day or rapid follow-up • Create a follow-up timeline • Target follow-up response Note: hold meetings with show staff immediately upon return from event while fresh on everyone’s mind
- 25. Measure • Measure based on objectives pre-show • Measure year over year Note: keep all data from past shows. It will help you benchmark success from show to show
- 26. Additional Reasons To Measure • Should you attend the show next year? • Should you increase or decrease your presence? - Exhibit Size - Booth Staff - Sponsorships - At show events • Increase or decrease additional marketing efforts
- 27. Social Media & Digital PR 1) Social Networking Sites 2) People are now the media • Equivalent to major media outlets • Target Influencers - Digital PR
- 28. Digital PR • Bloggers • Press releases • Event micro-sites • Videos • Social media buzz
- 29. Integrating Social Media Pre-show • Set up or locate a twitter hashtag for your event • Hashtag: A pound sign followed by a couple key words that help organize information (#CES)
- 30. Integrating Social Media Pre-show
- 31. Integrating Social Media Pre-show • Facebook & LinkedIn events • Facebook ads • LinkedIn groups
- 32. Integrating Social Media At Show • Live tweeting • “Like” on the show floor • Interactive social media contests & games • Pocket Pics • QR codes
- 33. Integrating Social Media Post Show • Add to circles on Google+ • Add presentations to SlideShare • Send emails • Follow up with bloggers
- 34. Summary • All activities should support goals & objectives • Plan, execute and measure • Communicate with team • Have fun! QUESTIONS?
- 35. Resources Hot topic white papers and webinars: www.tradegroup.com/info-center
- 36. Thank You! We value your feedback. Please complete our survey.
- 37. Thank You!
Editor's Notes
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- These are a few of the core ways to maximize your trade show ROI. We’ll go over each of them in further detail. \n\n
- Sample goals:\n1) increase # of qualified leads\n2) obtain new distributors, partners\n3) increase revenue\n4) improve customer relations\n5) gather info on competition\n\nSample Objectives\n1) Obtain 30 qualified leads\n2) Meet with 5 potential distributors at the show\n3) Produce $100,000 of revenue at show\n4) Coordinate a dinner reception for existing partners - 30 in attendance\n5) Each booth staffer writes written eval of competition’s booth\n\nOther: # new leads\n# on-site sales\n#post-show appointments\n#of meetings with existing customers\n#of one-on-one demonstrations\n\n
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- Goals & objectives are not meant to be kept in a folder or in the board room. \nShare them with your booth staff.\nSet measurable objectives for each staffer and hold them accountable - maybe even do a contest\n\n
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- Consider that it’s rare that the majority of attendees at a show are your target prospect\nWhat can be done pre-show to selectively target key prospects to come to the booth\nPreshow - Stephen Arnold example\nAt-show - Blockbuster example\n\npreshow email with call to action\npreshow phone calls - incentives to set at-show meetings\npreshow postcard with call to action\n\n\nThe conversation then starts later in the sales cycle. \n\n* Email signatures, website, e-communications etc.\n\n
- Azteca example\n
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- If selective attraction is at work, prospects could be pre-qualified. They should have a tangible to help you know this.\n\n
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- * Basic badge or card reader\nDrawback is you may not have the ability to filter or rank leads\n* smart phones and tablets mean mobility and more robust software for qualification - like branching logic\n* attendees decide what literature they want. No human error - or staff laziness in neglecting to send - creates custom experience. \n* games, quizzes, videos and more - rich engaging techniques keep visitors in the booth longer. More of a journey than a qualifying conversation.\n* contact-less information exchange - chip based - hold the chip and the software gathers info, or already knows you. Can alert you to VIPs\n* memorability, exhibit design, booth staffers etc.\n\n\n
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- based on qualification: email, sales rep, letter, info, quote\nyou may want a tiered response\n
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