Trade Shows and Events can help you separate your business from your competitors. This presentation will help you understand how creating a winning events strategy play will help you create a Driven Growth business. The presentation will communicate the following ideas:

1. TRADE SHOW EVENT
AND EVENT MARKETING
SUCCESSFUL TIPS
Copyright Driven Growth 2016 1
And other valuable ideas learned from the
trenches that will take your service
business to the next level.
DrivenGrowth.com @DrivenGrowth

2. Copyright Driven Growth 2016 2
TRADE SHOWS = GREAT OPPORTUNITY
DrivenGrowth.com @DrivenGrowth
Many B2B companies invest more
money on trade shows than most
other marketing spends. That's
because trade shows give great
access and influence on buyers that
cannot be replicated anywhere else.
However, while trade shows are
worthwhile…they are NOT easy.

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DO YOUR RESEARCH
DrivenGrowth.com @DrivenGrowth
• Which trade shows or exhibitions
should your company participate in?
• Do you have a horizontal and/or vertical
industry focus?
• Does your target audience visit these
trade shows?
• What are the cost and logistics involved
in setting up a booth at these events?
Seek trade shows that can provide maximum ROI
to gain long-term business benefits.

4. PLAN EARLY… AND WELL
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Most events require you to start
planning at least 16 weeks in
advance to the event start day.*
*Planning time depends upon event size. Some
events, like CES & Mobile World Congress, require a
year of planning.

5. SET A BUDGET
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Events and trade shows
are generally a great
marketing investment. Set
a budget and plan to
obtain at least a 10X
return on investment from
new sales and business.
Booth Sponsorship
Printing
Swag

6. BUILD A CONTINGENCY INTO YOUR BUDGET
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Things WILL go wrong, even
with all the best planning.
Make sure to build in a 10%
contingency into your budget.

7. SWAG, BANNERS AND IMPRESSIONS
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• Select banners and trade show
supplies that are durable and serve
your brand well.
• Good swag and giveaways continue to
serve as reminders of your brand long
after the trade show is over.
• Try to give away swag that promotes
your product or service.
• Make sure your logo and company
name are on the swag.

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EVENT GOALS
DrivenGrowth.com @DrivenGrowth
• What do you seek to achieve at
the event? New customers?
Brand recognition? Increased
sales opportunities?
• List out all goals and share with
employees.
Staff should have a clear picture of their responsibilities and how
they will contribute to the success of the event.

9. PROMOTE WELL IN ADVANCE
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• Use the power of social media to highlight your participation and demos.
• Promote aggressively to ensure meetings at the event.
• Start setting up meetings at least 2 weeks in advance to the event’s
starting day.

10. EMAIL MARKETING
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11. EMPOWER YOUR SALES TEAM
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• Brochures
• E-Books
• Sales Decks
• Demo Decks
• More!
Image Source: LinkedIn

12. SOCIAL MEDIA
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13. TRACK RESULTS, LEADS, ROI
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• How are you collecting leads at the event?
• Perform an analysis to understand how well you
fared.
• How many potential clients did you meet?
• How many of them will opt for your products or
services?
• How much money did you spend in total?
• Did you get at least 10X of your investment
back?
• Do you recommend attending next time?

14. FOLLOW-UP QUICKLY
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Your follow-up strategy is crucial!
Prioritize your leads and feed them into your
sales pipeline. Speed is of essence!
At the very least, make sure you:
1. Send a link to your leads with
presentations and hand-outs
2. Link those you meet to your social
profile(s)
3. Develop a call-to-action and move them
to the next level

15. CELEBRATE YOUR SUCCESS
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Event marketing is not an
easy task, but it IS an
important part of a B2B’s
marketing tool kit.
Driven Growth’s Helping Hint:
Immediately upon celebrating, get to
work on the next trade show.

16. DRIVEN GROWTH
WWW.DRIVENGROWTH.COM
PHONE: 1.800.216.6103
EMAIL: HELLO@DRIVENGROWTH.COM
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