The marxgroup tradeshow_leverage_pdf

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The marxgroup tradeshow_leverage_pdf

  1. 1. How to Get the Most Results from Your Trade Show Experience Tom Marx President & CEO The Marx Group Thursday Oct. 11, 2012 How to Get the Most Results from Your 1 Trade Show Experience
  2. 2. The SEMA Show How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 2
  3. 3. Unique Blend of Audience1. Distributors – Large and Small2. Shops3. Competitors4. Foreign Delegates5. Service Providers: Consultants, Ad/PR Agencies, Insurance Carriers6. Media7. Trade Associations8. Enthusiasts9. Consumers/End Users10. Others How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 3
  4. 4. • 7 out of 10 attendees plan to buy one or more products during a trade show• 72% of show visitors say the show influenced their buying decision• It costs22% less to contact a potential buyer at a show than it does through traditional field sales calls Center for Exhibition Industry Research (CEIR) How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 4
  5. 5. The BIG Questions is…How do you convert the traffic intoa lead AT and AFTER the show How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 5
  6. 6. THE SUCCESS OF YOUR TRADE SHOW RESTS HEAVILY ON THE QUALITY OF YOUR LEADSHow to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 6
  7. 7. The most important trade show tip…QUALIFY AT THE BOOTH! You will achieve greater results How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 7
  8. 8. Qualifying Criteria List • Current client • Prospects that you already have an appointment to meet • Walk-in that has a need and you see as the right fit (size matters!) How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 8
  9. 9. Qualifying Criteria List Walk-in who might have a need – but is ‘shopping’ – not sure if you are the right fit How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 9
  10. 10. Qualifying Criteria List Visitor with no need to purchase product/service but can benefit your company/brand – media, writer, endorsers or ??? How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 10
  11. 11. Qualifying Criteria List • Passerby who visits booth with no need or interest of product or service - possibly there for free promotional items • No interaction with visitor – entered name into ‘fish bowl’ or registered for a prize – not sure why they stopped by the booth How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 11
  12. 12. Define YOUR goals Why are you at SEMA? – Service current customers? – Seek new customers? – Launch new products? – Meet with the media? Do you know your ROI goal?How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 12
  13. 13. Important Goals• Build community• Create buzz• Increase reach with awareness• Get media, bloggers and forums engaged• Excite suppliers• Build partnerships• Convert prospects into leads into customers How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 13
  14. 14. Calculating ROI• Total tradeshow costs vs. revenue• Old school but still important Scenario 1 Scenario 2 Scenario 3 Scenario 4 Tradeshow Cost $ 20,000 $ 20,000 $ 20,000 $ 20,000 Desired ROI 200% 400% 800% 1200%Projected Sales from Event $ 40,000 $ 80,000 $ 160,000 $ 240,000 How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 14
  15. 15. KNOW YOUR TARGET AUDIENCEHow to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 15
  16. 16. Who do you want to attract? Media, Current New Others? Writers Customers Prospects How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 16
  17. 17. THE DIFFERENCE BETWEEN PROSPECTS & LEADSHow to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 17
  18. 18. PROSPECTA visitor that has the potential to be a customer How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 18
  19. 19. LEADa qualified prospect How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 19
  20. 20. THE VALUE OF PRE-QUALIFYING • Sets follow-up priorities • Determines generic vs. personalized follow-up • Creates efficiencies after the eventWHAT DOES QUALIFIED MEAN?• Prospect meets your established criteria• Interested in your products/services• You know what they want, how much they can buy and supplier attributes that are important to the them How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 20
  21. 21. Pre-Show PlanHow to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 21
  22. 22. Pre-Show Plan• Develop pre-qualifying questions – what you need to know to qualify visitors• Create your Qualifying Criteria List form/app• Team meeting – make sure your team understands the qualifying criteria• Design a way for you to capture necessary lead information – lead retrieval machines, forms, iPad app with photo or video, etc. How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 22
  23. 23. Pre-Show Marketing Initiatives• MAKE APPOINTMENTS – NOW!• Promotion• News Release• E-blast• Mailers• Social Media – Invitation to visit booth to see something specific – Pre-show updates create excitement How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 23
  24. 24. At-Show PlanHow to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 24
  25. 25. At-Show Marketing Ideas• Promotion – What are you trying to accomplish?• Handouts/Flyers – Are they necessary?• Social Media – Post promotions, make announcements when celebrity is present, offer specials – give them a reason to come to your booth – Post booth updates, booth pictures, product images, testimonials, endorsements – at least once per day, more frequently if there is value! How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 25
  26. 26. At-Show Tips• Be organized – separate folders/envelopes for each criteria – sort while at the show• ‘Fish Bowl’ – determine your goal and strategy – how will you filter qualified leads from booth wanderers?• At-show etiquette• Take advantage of media at event How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 26
  27. 27. At-Show Tips• Take photos of your booth, products, products on show vehicles – anything that can be used as follow-up• Video testimonials and give thank you gift• Use your SEMA lead retrieval devices• Promise follow-up by when How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 27
  28. 28. Post-Show Follow-upHow to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 28
  29. 29. “Almost 80% of leads generated are never followed up with”Center For Exhibition Industry Research (CEIR) How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 29
  30. 30. Not Following Up? Big Loss! Scenario 1 Scenario 2 Scenario 3 Scenario 4 Qualified Leads 40 40 40 40 Average Customer Spends $5,000 $10,000 $20,000 $40,000 Potential Sales $200,000 $400,000 $800,000 $1,600,000 Closing Rate 25% 25% 25% 25% Sales Goal $50,000 $100,000 $200,000 $400,000Only Follow-Up with 20%? 8 8 8 8 Revised Sales $ 10,000 $ 20,000 $ 40,000 $ 80,000 Lost Opportunity $ (40,000) $ (80,000) $ (160,000) $ (320,000) How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 30
  31. 31. Follow-Up Tips• Qualify at event (sorry to be repetitive!)• Follow your plan• Meet with team — the day after the event• Execute your follow-up plan How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 31
  32. 32. Follow-Up Ideas• Email or snail mail thank you• E-blast – product and company information, promotion winners, testimonials, new product showcase awards, industry acknowledgement, etc.• Website – custom url to track visits and downloads• Mailers – send samples of product, catalog, promotions, etc. Better mailed than lost in the goody bag!• Calls within a week• Social Media – Connect with your qualified leads – Build friends, networks• Media – get them engaged How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 32
  33. 33. Follow-Up Plan for Your Criteria CategoriesDescription Follow-up• Current client • Phone call NOW• Prospects that you already have an appointment to meet • Email brochure/product sheets• Walk-in that has a need and you see as the right fit • Send promotion information (size matters!) • Post-show E-blast • Connect via social media• Walk-in who might have a need – but is ‘shopping’ – not • Email brochure/product sheets sure if you are the right fit • Send promotion information • Post-show E-blast • Connect via social media • Call ONLY if qualified• Visitor with no need to purchase product/service but can • Post-show E-blast benefit your company/brand – media, writer, endorsers or • Add to database ???• Passerby who visits booth with no need or interest in • Add to database - if appropriate product or service - possibly there for free promotional items• No interaction with visitor – entered name into ‘fish bowl’ or registered for a prize – not sure why they stopped by the booth How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 33
  34. 34. Sample Follow-Up Schedule Add to CRM system or Week1 Thank you email or snail mail Follow-up meeting with team database; add to regular marketing schedule Connect on social media sites Follow-up email – Upload images to Week 2 1st phone call send appropriate marketing materials Social Media sites – share with your new connections Week 3 E-blast on product information Send samples – after qualifying Week 4 Follow-up Call Survey How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 34
  35. 35. CONSIDER NEW TOOLSHow to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 35
  36. 36. Place Prospects in CRM System or DatabaseCustomer Relationship Management (CRM) Software • Salesforce.com • Microsoft Dynamics • SAP • ZOHO CRM • Sage CRM • SUGAR CRM • ACT! http://crm-software-review.toptenreviews.com/index.html http://www.zdnet.com/the-best-crm-suite-1339324237/ How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 36
  37. 37. Surveys and e-blasts How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 37
  38. 38. iPad OptionsiPad App – capture the data youneed and want from your visitors during the showwww.icapture.com How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 38
  39. 39. iPad OptionsiPad App – Capture leads and view company literaturewww.mktpoint.com/tradeshow How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 39
  40. 40. Business Card Readers Business Card Reader SHAPE GmbHhttp://itunes.apple.com/us/app/business-card- reader/id328175747?mt=8 How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 40
  41. 41. Business Card ReadersWorldCard Mobile - Business card reader and scanner Penpower Technology Ltd. http://itunes.apple.com/us/app/worldcard-mobile- business/id333211045?mt=8 How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 41
  42. 42. Recap1. Think Qualification and Quality2. Develop Criteria3. Set your Goals4. Know your Target Audience5. Understand Prospects vs. Leads6. Execute your Pre-show plan7. Outline an At-show plan8. Have a Follow-up plan9. JUST DO IT! How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 42
  43. 43. Download ROI calculator and Criteria Sheet Visit www.themarxgrp.com/SEMAShowPlanning2012.html THANK YOU! How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 43
  44. 44. TOM MARX tmarx@themarxgrp.com 415.453.0844 x106Subscribe to our monthly newsletter Catalyst for marketing insights. www.themarxgrp.com CREATIVE AND ACCOUNT TEAMS Northern California | New York | Chicago Los Angeles | Detroit | Nashville | Denver How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 44

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