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!
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37. Thank You!