Booth Camp: Peak Performance WBCS 3.11
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Semelhante a Booth Camp: Peak Performance WBCS 3.11
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Booth Camp: Peak Performance WBCS 3.11
- 1. Peak Performance Level 2 Exhibitor Booth Camp Training “ TRADESHOW MARKETING”
- 7. Rate of Growth NA Exhibition Industry 3rd Qtr ’09 2008 2007 Exhibiting companies +.5% +.3% +.3% Net sq footage +.3% +.9% +5.9% Revenue from B2B events grew 6.6% in 2008
- 9. List of Resources • CAEM (Canada): www.caem.ca • CEIR: www.ceir.org • EDPA: www.edpa.com • Exhibit Builder: www.exhibitbuilder.net • Exhibitor Magazine: www.exhibitoronline.com • Exhibit and Events: www.exhibit-event.com • IAEE: www.iaee.com • Trade Show Expo: www.trade-show-expo.com • Trade Show Week: www.tradeshowweek.com • TSEA: www.tsea.org
- 10. Exhibitor Profile How the Exhibit Dollar is Spent
- 18. Pay per click
- 19. Conversion The primary goal of your SEO campaign is conversion.
- 24. What is Social Media? Marketing tool designed to establish a presence and relationship with your prospects. Internet Marketing Strategy
- 30. Social Media Sites Top Social Media Sites: www.Youtube.com www.twitter.com www.flickr.com www.digg.com www.facebook.com www.squidoo.com www.myspace.com www.linkedin.com www.digit.com www.wordpress.com www.hootsuite.com
- 32. Full Brain Marketing Twitter
- 36. Full Brain Marketing Facebook
- 37. Linked In
- 38. How to use Social Media and Trade Shows Drive people to their trade show booth. Blog at the show Video and Images of the show
- 39. Marketing Strategy Web Site/Internet Offers designed to capture contact information • White papers • Newsletter registrations • Color catalog • CDs
- 40. Marketing Strategy Database Communications • Newsbytes • Multi-topic
- 41. Marketing Strategy • e-Communications • Company web site • Promotions • Webinars/Seminars • Sales leads • Recognition
- 42. Marketing Strategy • Remind exhibitors that trade shows drive sales for tomorrow • Tradeshow Week survey revealed that 41% of exhibitors reported the bulk of their show related sales more than a year after the event Current Clients
- 43. Marketing Strategy Use CEIR Research reports to encourage continued participation in events • 82% of exhibition attendees have buying influence • 33% of attendees do not attend any other exhibition • 33% have not attended the same event the previous Year • 77% of attendees represent a new prospect for exhibiting companies Current Clients
- 44. Marketing Strategy Prospects on Your Database • Longer term prospects represent up to 3x more sales opportunities • 50% of leads require nurturing • House list is the most responsive
- 46. Zone One: Common Interest *Recognizable images *Humor and whit *Instant solution to a buying problem Zone Two: Potential Interest *Signs with more detail *Draws, demonstrations, videos *Catalogs, brochures, giveaways Zone Three: Genuine Interest *Signs with even more information used in presentations *One-on-one presentations, in-booth seminars Attendees absorb less than 10% of information coming at them while walking down the exhibit aisle. Know Your Zones
- 48. 93% of peoples' impressions of others are not directly related to what they say but how they say it. Birds of a Feather… The best staffers communicate in the prospect's style, not their own. Understanding different personality types: To be successful at shows, you must understand and recognize the personality type of the person you are talking to. Your goal is to determine their personality type so you can talk to them based on how they receive information. Each person has a primary personality type (80%) , and a secondary personality type (20%) . The goal is to determine their primary personality type within the first 60 seconds. Each person’s personality type can be recognized based upon how they act, dress, speak and move. We must know our own personality type to communicate successfully.
- 50. Exhibit Trends • Shapes • Colors • Graphics • Materials • Rentals • Hybrids
- 51. Exhibit Trends Organic Shapes • Create movement to generate attention • Complement and/or define space • Provide contrast
- 52. Exhibit Trends Colors • Neutral Base colors with bright colors as accents • Deep, rich, classic, sophisticated palette • Richer, bolder wood tones
- 53. Exhibit Trends
- 54. Exhibit Trends
- 55. Exhibit Trends
- 56. Exhibit Trends
- 57. Lead Information Card Be sure you ask Qualifying Questions from your own Industry and obtain critical key information from your prospect.
- 59. Stay in touch, consistently, personally, and systematically . Stay in Touch You need a SYSTEM!
- 63. “ People will forget what you said , people will forget what you did , but people will never forget how you made them feel .” -- Maya Angelou
- 64. This information is confidential and proprietary to EXHIB-IT! Tradeshow Marketing Experts may not be reproduced or further disclosed to anyone other than EXHIB-IT! Tradeshow Marketing Experts and affiliates without written authorization. Questions? Thank You For Your Attention!
Notas do Editor
- There are 10,000 B2B in the US and another 3,000 in Canada and the top destinations are the ones listed above. Important to know where you will be exhibiting because each destination has different rules. (Example: LV – has Bipolar Pin. Banned halogen lights with bipolar pin. That is why we offer Par Halogen Lights that meet code. Chicago is now talking about this same rule.
- The 2009 quarterly results for the overall exhibition industry (per the four Index metrics) reflected the quarterly pattern of the U.S. GDP, as the industry contracted over each of the first three quarters of the year, Q1: down 4.5 percent Q2: 8.8 percent Q3: 11.1 percent before rising 17.7 percent in Q4. However, on a year-over-year basis, Q4 2009 was down 8.9 percent versus Q4 2008. Additionally, all four key industry metrics declined in Q4 2009 versus Q4 2008: NSF, Exhibitors, Attendees and Revenue were down 12.3 percent, 5.8 percent, 4.1 percent, and 13.2 percent, respectively. All 11 industry sectors measured by the CEIR Index declined in 2009. The Government, Public and Nonprofit Services sector was the best performing sector, having declined only 0.4 percent in 2009 versus 2008.
- Based on 2008 CEIR Index. Baseline is year 2000. For 2004 and 2006, the sector that great most was #1. Tracking based on net square feet, # of exhibiting companies, attendance and revenue. Revenue is probably based on show management side. For attendance, it is important to the exhibitor and we have seen w here attendance may go down a bit but higher attendance in qualified attendees. We focus on NSF and Exhibitors for us. Traditionally have seen 10x10 most popular size and space size most new exhibitors gravitate towards.
- Tradeshow resources. Note: CEIR.org site has a new tool recently launched called ROI tool kit and it is free. You do have to create a username and password but can go in as an exhibitor or on behalf of client and can put in key statistics and will help you develop goals and help you develop performance against those goals.
- This info comes from CEIR. Point out: What are fixed and what are variable expenses for the exhibitor. A portion of the overall dollars spent, 1/3 is on the exhibitor space which is nonnegotiable and have to pay. Services also nonnegotiable – you have to pay I&D. Travel and Entertainment a variable expense. Dependent on # of people sending to show, hospitality, etc. Many companies can cut costs here. They tend to zero in on exhibit design and try to find ways to stretch their dollar. Exhibit design is only 11.1% of overall cost. We have an opportunity with portable modular products to help customers stretch their investment in a display. *They may purchase a new display but if purchasing a portable and/or modular display better investment due to reconfigurability, lightweight, saves on transportation, drayage etc. Bullets: Continued Demand for value – What are exhibitors looking for. Be prepared for customers to get value out of their investment. Now more people involved in purchasing decisions. This means the sales person has more people to educate. Demand for Metrics and measure performance – there are still a # of companies that do not measure their performance at shows. Should not come to a surprise if they cut budget for shows unless they can learn to measure and show results.
- You only have 3.8 seconds to catch the attention of prospects when you invest in a tradeshow. EXHIB-IT! always looks to your future. If your needs today are modest, we will recommend ideas that allow growth as your needs evolve, while preserving your initial investment.
- Determine how trade shows can strengthen your present marketing strategy. Do you want to: Increase existing products/services in existing markets? Introduce new products/services into existing markets? Introduce existing products/services into new markets? Introduce new products/services into new markets? Introduce new products. Trade shows are successful vehicles for introducing new product lines. These trade shows also give you the opportunity to pre-sell your product line. In addition, trade shows allow you to feature the company's premiere product or unveil seasonal offerings to consumers or distributors. Make contact with distributors. Trade shows are successful vehicles for introducing new product lines. These trade shows also give you the opportunity to pre-sell your product line. In addition, trade shows allow you to feature the company's premiere product or unveil seasonal offerings to consumers or distributors. Build relationships. Trade shows build the way for future relationships. At the show, you may see current customers, sales representatives, distributors or members of the media. Current customers will be happy to see you and may introduce you to someone who could do business with you. If your product is interesting enough, you may catch the attention of a reporter who wants to do an article about you or your company. Generation of mass amount of Leads The average sales person makes client field visits to 2.7 prospects per day . Based on 5 days per week 50 weeks per year = 675 face to face meetings Compare Example 2,500 attendees divided by 2 trade show days - 13 show hours = 203 prospects per hour= 3.39 prospects per minute (Source: Real World Linux 2004 audit) There is no other type of Advertising were prospects pay money and take time out of there busy days to listen to sales pitches. . Cost of closing a sale is cheaper. The Trade Show Bureau claims that the average total cost of closing a sale in the field is $1,080, while the cost of closing a sale to a qualified trade show prospect is $419. Levels the Playing Field. Trade shows help level the playing field for smaller firms, since booth space is generally inexpensive ($13 per square foot on average, with the typical small booth covering 100 square feet), and even small companies can usually afford attractive displays.
- Linking voting, who buys search engine or consumer
- Organic Searches – do not cost but require a lot of hard work to keep at the top 1-3 pages for ranking.
- Pay per Click – you can control costs based on the click and cap it off for a monthly fee to do this alone or simultaneously with organic SEO to help get to the top rankings faster.
- Conversion is getting the visitors on your site to do what you want them to. What are some things you might want someone to do?
- eye tracking heatmaps- have shown that web users tend to scan in an “F” pattern – that is, focusing mainly on the upper left side of the screen and scanning across horizontally and then down the left hand side to check what’s on the page. helped to show typical gaze tendencies, helping designers and web engineers to shape and customize their sites to the user’s needs. - Most often, the relevant results are at the top of the page, listed downwards, and as you read across each entry, you’re going from left to right. - Many web users, however, tend to search Google in a triangular shape. The eye tracking study , jointly conducted by search marketing firms Enquiro and Didit.com, in cooperation with Eyetools, an eye tracking firm based in San Francisco, has shown that the majority of eye tracking activity during a search happens in a triangle at the top of the search results page. And they’re calling this area of maximum interest a “golden triangle.”
- Design- Flash isn’t read by SEO, Text boxes, Call to action. However there is some talk about this changing in the future.
- What do you think is social media?
- Example of a blog page that I personally write marketing blogs weekly and have many of them published online. http://www.exhib-it.com/pages/blogpage.html. To this link page there are actually three separate blog banners that go to three blog pages – Marketing; Design; and Tradeshow News. This blog page: http://www.fullbrainmarketing.com/_blog/blog/
- Video Blog Page. http://blog.exhib-it.com/
- Tradeshow News Blog Page. http://www.exhib-it.com/blog/
- This Blog Page: http://www.mystudioe.com/blog
- This is the comprehensive list of best Social Media and Social Bookmarking sites. I have sorted it by Alexa ranking which roughly represents the popularity of a website.
- Our EXHIB-IT! Business custom branded twitter page.
- Full Brain Marketing custom branded Twitter Page.
- DJ Heckes personal Twitter custom branded page.
- An example of DJ Heckes Facebook page.
- An example of EXHIB-IT! Facebook page.
- An example of Full Brain Marketing Facebook page.
- An example of LinkedIn Page.
- If you are working so hard on the front end to get people to come to your web site and when they get there, you need to capture visitor names as leads, give them a reason to give up their name. What are you offering to capture their information? People love resources and free information. You can create places on your web site to give away info. This allows you to gather leads to your sales force. 10-20% of leads generated will be sales ready, but 50% will tend to be nurtured over time.
- Advise people to exhibit smarter as opposed to generic tradeshow info. Marketers need some diversification in their portfolio, they will want to do some electronic marketing and some face to face marketing. If you do have to trim, be sure to trim in a smart way. MC2 recently came out with a white paper with quick tips in exhibiting in a challenging economy. Times are tight, exhibitors are challenged in cost cutting. When it is time to cut costs, some exhibitors cut line items or cancel giveaways. What are your best cost cutting tips?
- Talk about how we have e-communications which includes hot lines, email newsletter that comes out once a month. Having a website dedicated to the consumer for meeting their needs. What promotions do you offer for your consumers? Do you offer webinars or seminars? How do you gather sales leads at shows nad your process for fulfillment of lead generation contact. Recognition programs?
- There was a tradeshow week article that talked about exhibitors mentioning that most of the sales they receive from a show happens about six months after the show. Shows are to generate future sales. Companies that stop marketing in an economic downturn, end up being behind when the economy bounces back. You may have to find ways to market smarter in your own budget but do not cut your marketing too much.
- CEIR came out with 7 reports. These four spoke to what is it that you get out of doing tradeshows that you do not get from other forms of marketing media? Buying influence See Actual CEIR Reports.
- Your existing customers are your best way to market in the future. Studies have shown that longer term prospects in your database that may be overlooked actually represent 3x as many sales opportunities to work with. Another study done about 10-30% of marketing leads come in sales ready to turn over to a sales person . Another 50% require multiple touch points. Another 25% end up being disqualified. What do you do to nurture that 50% of the captured leads on your database or at shows?
- Know your Zones: The most critical is moving from Zone 2 to Zone 3! This is where the relationship building begins.
- TO DO INTRO WORK. THEN DO ROLE PLAYING. Select from Audience an Owl and Dove for role playing and interaction re communication in booth space.
- This came from an article in Exhibitor Magazine. Trends are slower.
- More organic shapes and more dynamic and create movement and help define space.
- The Color Marketing Group is an organization with designers around the world that forecast color trends for the future. We all know that trade shows and exhibitions are fashion forward venues. What we tend to see on the consumer world makes its way to shows. Forecasted for past couple of years is neutrals – standard colors but with color accents to help bring life contrast colors. You may see the base colors neutral but accents switched out from show to show or year to year. LED Lighting – color changing to give ability to cast colors on your booth. We will be seeing more deeper richer wood tones. How many remember a few years back when you saw blonde woods and they came through with cherry, mahogany, etc.
- Graphics plays a large role in the attention getting of your attendee. You will see bigger, bolder imagery. Years ago, going back to back to my earlier years, designers were so enamored with technology they layered and had lots of special effects. Now we have come back to bold, big and basic images with people interacting with products, people displaying product attributes. You can also see this on tv ads.
- Fabrics have been getting more prominent over the past 5-6 yrs. You can use large space, print images direct, use large text and make a statement on fabric. Use lighting to light up the image and these can be more cost effective compared to traditional graphics where you have to be more careful with creasing, damaging.
- Rentals have become extremely popular because (1) you have entrants in the trade show arena and rentals is a great way to start out and put your money into the graphics and branding. (2) Also great for companies who want to preserve their cash flow. They want the expense to hit their operating budget vs. capital investment budget. You can get a look that is unique to you with the graphics and no one would even know it was a rental as in the old days everything was A, B, C or D. Choose one and pick a color – Black or Blue? You knew it was a rental unit structure. Today you can get a customized rental with customized graphics and when done with show, no worries about transporting and storage. Many companies who do 5-6 large show a year, may invest in rentals to look different at shows – large island for larger show and regional events smaller displays. OR they can take displays they own and take rental components added and use in an island setting to fill space without having to purchase additional properties.
- Hybrids – Blend multiple systems into a single solution. If you look at hybrid cars or hybrid plants, those are our desire to marry two entities into one. Hybrids draw on pop-ups, tension fabrics, truss displays, aluminum extrusions and blend together to create a modular solution. Can break apart and use for larger or smaller unit needs. They also give you a look that is different than a single line look. Back in the earlier days, you would either have a pop-up, custom laminate, truss. Each would have their own accessories and now you can integrate accessories across the board to be more efficient. Today, if a client purchases a set of lights for their pop-up you can purchase an accessory clip to transfer the lighting to another display. Again lightweight and save on costs. Also Nomadic’s LIFETIME Warranty allows the display to be in the Green category for the hardware to save on reuse over time.
- Example Manual Lead Form when you do not have access to electronic scanning of leads.
- Develop a follow-up system. Whatever system you use, ensure follow-up is prompt, within three to five days after the show. The quickest follow-up occurs when you input lead information into a computerized system and transmit it immediately for fulfilment. If you don’t follow up, your competition will! There are several good lead management software applications on the market. Find one that fits your needs or consider designing your own—the simpler the better. Decide what kind of questions you will receive and how to respond to them. Consider different follow-up methods for the various types of visitors, e.g. prospects with an immediate need, prospects interested in buying within the next six months, prospects who are only partially interested. 10 . Re-evaluate regularly . You should continually re-evaluate the reasons why you re-select a show. Make sure they continue to attract your target audience and get results. Here are some tips you can use to follow up after the trade show and stand out from the crowd. 1. Make your follow up timely. One exhibitor wondered why a prospect was being so evasive on the phone when she called to follow up. She later learned that her competitor was meeting with the prospect at the moment she called. Lesson learned: Be the first to follow up! 2. Use the notes captured on the leads to personalize the follow up. This doesn’t mean personalizing a form letter like the sweepstakes companies do – sprinkling the recipient’s name throughout the letter. True personalization goes way beyond that! Use the information gathered on the lead form, such as where they are located or what their most important needs are. Incorporate items such as, “When Client XYZ was facing [the same problem the attendee indicated], we helped them find a way to ...” 3. Reinforce your exhibit theme in your follow up to help with recall. One exhibitor continued a food-themed booth by sending mailers that looked like recipe cards, along with a shopping list pad. 4. Always respond in the way the prospect told you to. Attendees are annoyed when they don’t receive the information they were promised. This proves you weren’t listening to their needs. If they want a catalog and you call them on the phone, they will just tell you again to please send a catalog. Get it right the first time!