PRM Webinar: Fast-Tracking Demand in B-to-B Channels
Optimising your trade show spend
1. Optimising marketing & promotion
spend at trade shows and events
Duncan S McGaw MCIM
salterley associates marketing support
2. “That business purpose and business
mission are so rarely given adequate
thought, is perhaps the most important
cause of business frustration and failure”
Peter F Drucker
American management guru
5. wasting the investment
• Bored & forlorn stand staff a common sight
• Lack of preparation
• Lack of engagement
• Lost opportunities = lost ROI
• Exhibiting is a necessary evil, “We have to be there”
but...
8. • How does the event fit your business strategy?
• Why are you exhibiting?
• What role do you perceive shows to fill?
• Are your expectations realistic?
• Are you maximising your spend?
10. • Are you satisfied with your participation standards?
• What are your expectations?
• What guidance do you provide to your exhibit team?
• Does the bar need raising?
• Do your standards impact on the
success and reputation of the overall event?
13. To assist businesses to optimise the return on
investment from their marketing support and
promotional budgets, we can:
1 evaluate marketing objectives and tactics
2 advise on the most appropriate marketing promotion
‘tools’ to meet objectives within available budgets
3 work with businesses to prepare and execute plans
4 helping develop methods to assess success of their
achievements for continuous improvement in future cycles
our approach
14. pre-planning phase
• Focus clients on why they are exhibiting
• Review event against overall business marketing objectives and
game-plan to ensure alignment with strategy
• Aid creation of focused Marketing Communications & Support Plan
• Establish event objectives
• Establish event key deliverables
• Assess proposed preparations and planned activities and correlate
with objectives
• Refine and focus event preparations and plans as appropriate
Note: Total event management through all phases if required
our approach
15. plan and prep phase
• To guide the client in all aspects of ‘prep and
planning’ to maximise on show objectives
– Customer/contact invitations and management
– Targeted messages, themes
– Branding
– Stand design, graphics and exhibits
– Marketing collateral (digital and print)
– Multi-media
– Peripheral events, presentations
– Hospitality
– Media and public relations
– Regional customs & cultural issues
– Website, social media
– Logistics (transportation, etc)
– Show management, administration and staff preparation
– Budget management
our approach
16. execution phase
• Network of specialists in related services (design,
production, print, photography, advertising,
multi-media, media relations, web, catering) to
support delivery of the event package as required
• Critique on draft deliverables
• On-site monitoring and guidance at set-up
• Support during show
• Assessment of show activity
our approach
17. post-show phase
• Guidance on post-show actions
– follow-up on contacts, leads and meetings
– obtaining focused feedback
• Evaluation of total show participation
– assessing ROI
• Recommendations for future events
our approach
19. this service can…
• bring experience and skills to enhance the value
gained by exhibitors
• help raise standards of exhibits, effectiveness
and customer satisfaction at a show
• develop exhibitors’ awareness and abilities for
future event cycles
• increase event’s client loyalty, reputation and
profile by enhanced success of exhibitors
21. • 40 years in sales and marketing support at world
renowned international organisations
• Over 20 years managing corporate marketing
support programmes
• Hands-on experience and success leading major events
• Understanding of the full marketing support ‘toolbox’
• Roles at corporate and operational level afforded
breadth of visibility and appreciation of market needs
and approaches
• Knowledge and skills developed within full scope of
marketing discipline
• Member of the Chartered Institute of Marketing
23. • A ‘make it happen’ approach
• Strong associate network of specific skills
• Cost-efficient service
• Total event management skills
• Brand management expertise
• Creative copy-writing skills
• Language skills
• Applied and totally relevant experience
• Detailed knowledge of show environments
• ‘Lean’ and continuous improvement philosophy
24. To find out more about how we
can help you to optimise
marketing & promotion spend
at trade shows and events
Call Duncan McGaw MCIM on:
telephone: +44 (0) 1242 232760
mobile: +44 (0) 7802 456100
or email: duncanmcgaw@hotmail.com
salterley associates marketing support
