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event

PLAN

PRE

AT

POST

event marketing organizer

PLANNING
OBJECTIVES. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
EVENT MESSAGE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  2
INFORMATION COLLECTION. . . . . . . . . . . . . . . . . . . . . . .  3

PRE-SHOW
AWARENESS CAMPAIGN. . . . . . . . . . . . . . . . . . . . . . . . . .  4
INCENTIVES. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  5

AT-SHOW
SIGNAGE & DISPLAYS. . . . . . . . . . . . . . . . . . . . . . . . . . . . .  6
GIVEAWAYS AND PRIZES. . . . . . . . . . . . . . . . . . . . . . . . . .  7
STAFF. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  8

POST-SHOW

Trade shows and exhibitions
provide business and
organizations with a unique
opportunity to see a large
number of people, face-to-face
in a short amount of time.
Whether it’s an expo, trade show
or career fair, attendees visit
these events to hear what you
have to say. Over the past few
years, reports from the Center
for Exhibition Industry Research
(CEIR) state attendees come
to these events intending to
buy. The CEIR found that 91%
of visitors feel they get their
most useful buying information
by attending a show and 75%
buy as result of the information
gathered at a show.

FOLLOW UP. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  9
EVALUATE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .  9

Copyright 2012 Newton Manufacturing Company
2

EVENT MARKETING ORGANIZER

PLANNING

EVENT INFO:

PLAN OBJECTIVES

_________________________

Your objective for exhibiting at an event needs to be specific and
measurable. The particulars of the show will help shape your objective.

_________________________

What do you hope to achieve? _________________________________

Event Name:_______________

Event Location: _____________
_________________________
_________________________

Event Date(s): ______________

_________________________________________________________
_________________________________________________________
_________________________________________________________
Who is your target audience? __________________________________

_________________________

_________________________________________________________

_________________________

_________________________________________________________

_________________________

_________________________________________________________
What constitutes a successful event? (product sold, education, brand awareness)_
_________________________________________________________
_________________________________________________________
_________________________________________________________

DESIGN NOTE:
It is important to have a well
thought, out cohesive theme
displayed through out your
materials. Mismatching graphics
and contradicting messages will
have a negative impact on your
audience’s view of your brand.

PLAN EVENT MESSAGE
Now that your objectives are identified, use them to determine your
marketing message. The message should be aligned with your show
objectives, i.e. are you rolling out a new product, bringing awareness to a
cause or increasing your marketing share?
Things to keep in mind when deciding your message:
Is there any current branding/marketing collateral to build from?
Will it follow corporate guidelines?
Does it support your event objectives?
Is it the right message for your target audience?
3

EVENT MARKETING ORGANIZER

PLANNING

DESIGN NOTE:
Since you will be side-byside with your competitors,
your message and points of
differentiation need to be well
rehearsed by staff and clearly
and creatively displayed on
signage, collateral, samples and
giveaways.

STRATEGY:
An engaging staff is key in
information collection. Well
rehearsed questions and
answers will allow them to
gather the information needed
to qualify leads.

Event Message:_____________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
PLAN INFORMATION COLLECTION
Finally, decide what information needs to be collected to determine if you
have achieved your objectives. Outlining benchmarks will help measure
your overall success.
What benchmarks will you measure?
 Visits
 Leads
 Conversions
 Redemptions
 Other: _________________________________________________
How will you measure these benchmarks?________________________ 	
_________________________________________________________
_________________________________________________________
_________________________________________________________
Planning notes:_____________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
4

EVENT MARKETING ORGANIZER

PRE-EVENT

TIME LINE:
Pre-event preparations should be
started three to four months prior
to the event. That doesn't mean
you should send everything all at
once. A well-timed, multi-touch
campaign will ensure plenty of
traffic at your event.

PRE

AWARENESS CAMPAIGN

Attendees won’t know you are going to be at an event unless you tell
them. 76% of attendees plan their booth visits in advance. Likewise
pre-event promotions have proven to increase booth traffic by 30%*.
Awareness Campaign:
 E-vite:_________________________________________________
_________________________________________________________

DESIGN NOTE:
Design a direct mail piece that
stands out. A 2004 study by the
Direct Marketing Association
found that dimensional or
lumpy mail elicits a response
rate that is 50% better than
traditional flat mail.

STRATEGIES:
EVENT
REGISTRATION LIST
If a list of registered attendees
is available, you can simply
invite everyone on the list. Or,
identify customers or high-value
prospects and send them a
special invite with an exclusive
offer.

CREATE A SOCIAL
MEDIA EVENT
Creating an event on Facebook
or LinkedIn is a good way to
measure interest.

*CIER Center for Exhibition
Industry Research www.ceir.org

_________________________________________________________
 Direct Mail:_____________________________________________
_________________________________________________________
_________________________________________________________
 Press Release:___________________________________________
_________________________________________________________
_________________________________________________________
 Social Media Event:______________________________________
_________________________________________________________
_________________________________________________________
 Mobile Marketing:_______________________________________
_________________________________________________________
_________________________________________________________
 Billboard:______________________________________________
_________________________________________________________
_________________________________________________________
 Other:_________________________________________________
_________________________________________________________
_________________________________________________________
5

EVENT MARKETING ORGANIZER

PRE-EVENT

STRATEGIES:
THE RIGHT INCENTIVE
An incentives perceived value
must match the attendee’s
perceived cost in obtaining
it. Likewise, the cost of the
giveaway must match value of
the intended prospect activity.
If it doesn’t, you are simply
throwing money away.

DRAWING CUSTOMERS
Using your own products or
services as prizes creates
interest and more customers
for your offerings that are more
profitable.

PRE

INCENTIVES

Incentives can be added to your awareness campaign effectively driving
traffic to your event with a call to action. These can be structured in
several ways:
 Redemption. Attendees redeem a simple card for a gift._________
_________________________________________________________
_________________________________________________________
_________________________________________________________
 Drawing. Attendees can exchange contact info to be entered into
a raffle.___________________________________________________
_________________________________________________________
_________________________________________________________

TIME LINE:
Send invitations and incentives
no later than three weeks prior
to the event.

_________________________________________________________
 Companion Gift. Send out one item and invite the attendee to pick
up the companion item at your event.____________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
Pre-event notes:_____________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
6

EVENT MARKETING ORGANIZER

AT-EVENT

TIME LINE:
Anything that will need to be
at the event should be ordered
about two months prior to the
event to cover production and
transportation times. This does
not include design and proofing
of products which ideally should
be started three months prior to
the event.

AT

SIGNAGE & DISPLAYS

This will most likely be the first impression attendees, particularly
prospects, will have of your brand. The layout of your space should be
inviting and give a visitor the ability to maneuver through it with ease.
 Floor Displays: __________________________________________
_________________________________________________________
_________________________________________________________
 Table Top Displays: _______________________________________

DESIGN NOTES:

_________________________________________________________

SIGNAGE & DISPLAYS

_________________________________________________________

Your display needs to grab
attention and identify your brand
in just a few seconds, from a
distance of 15-20 feet.

 Retractors/Banners/Flags:__________________________________

Simple design is usually
better. A large, well-designed
graphic, with your message
and logo work best. Displays
with too much information
often overwhelm the audience,
turning them away.

KNOW YOUR LIMITS
Physically taping off the
dimensions of your exhibiting
space will help you plan how to
position your displays and move
attendees through your exhibit.

_________________________________________________________
_________________________________________________________
 Table Covers:____________________________________________
_________________________________________________________
_________________________________________________________
 Podiums/Tables:__________________________________________
_________________________________________________________
_________________________________________________________
 Tents: __________________________________________________
_________________________________________________________
_________________________________________________________
 Other: _________________________________________________
_________________________________________________________
_________________________________________________________
7

EVENT MARKETING ORGANIZER

AT-EVENT

LASTING MESSAGE
The average promotional
product is kept for 5.5 months.
Choosing the right one will
carry your message long
after the event. 2010 ASI
Global Advertising Specialties
Impressions Study, Advertising
Specialty Institute, © 2010, All
Rights Reserved.

AT

GIVEAWAYS AND PRIZES

A promotional product that is relevant, unique and fun can create a
buzz around your booth. The right item can create envy among other
attendees and become a viral, word-of-mouth component to your event
marketing plan.
Things to keep in mind when deciding on your giveaways:
Is this product appropriate for my target audience?
Is it a convenient size? Is it travel friendly?

STRATEGIES:
GET SOMETHING BACK
If you are taking a more targeted
approach and want to move
prospects closer to a sale, make
them earn the redemption item
by listening to a presentation or
watching a demonstration.

SOCIAL MEDIA
Use social media to drive traffic
and enhance your presence at
the event. You can use:
Live updates from the show
remind people to stop by your
booth.
Find relevant hashtags on
Twitter and participate in
discussions to share your
expertise and draw attendees to
your booth.
Post pictures or video from
activities at the event so that
those who could not attend can
still experience it.

Is the product cost equal to the return?
If someone gave this to you would You keep it?
Giveaway Ideas:____________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
Prize Ideas:________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
8

EVENT MARKETING ORGANIZER

AT-EVENT

DESIGN NOTE:
LOOK THE PART
The type of apparel your staff
wears leaves an impression on
your audience. A t-shirt says
something completely different
than a performance polo or
dress shirt.

STRATEGY:
GET INVOLVED
Many exhibitions or shows
have more going on than
what’s happening on the show
floor. Get involved in education
sessions, socials, special
presentations, etc. This may
include participating or hosting a
session or sponsoring an event.
These are great opportunities
for you to interact with industry
influencers, show your thought
leadership or simply share your
passion. It’s one more way to
build your brand at the show.

AT

STAFF

Staff at the show are the face of your company and could be the first
personal interaction that a visitor has with your brand. They should
have a cohesive, on-brand and professional look and should be easy to
identify even if they are not at your booth.
 Apparel: ________________________________________________
_________________________________________________________
_________________________________________________________
 Name Tags/Lanyards/etc.: __________________________________
_________________________________________________________
_________________________________________________________
 Other: _________________________________________________
_________________________________________________________
_________________________________________________________

At-event notes:_____________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
_________________________________________________________
9

EVENT MARKETING ORGANIZER

POST-EVENT

TIME LINE:
Your follow-up correspondence
should start one or two weeks
after the event. It’s a short
enough time frame so the
information is still fresh, but long
enough your messages aren’t
lost in their post-show catch up.

STRATEGIES:
THANK YOU
If possible, personalize your
thank you by mentioning
something that was discussed
at the booth. This will help them
remember your conversation
better.

STAFF FEEDBACK
Talk to booth staff about
their observations regarding
the booth, visitor feedback,
industry trends, how well the
branding and promotions were
received and thoughts on the
competition. Ask staff what they
would do differently at the next
show. Taking their experience
into account for future show
planning will help your exhibition
perform better.

POST FOLLOW UP
After the event is where the money is made and, according to the CEIR,
80% of exhibitors do nothing. After investing in driving traffic to your
booth and connecting with attendees, it would be a tragedy to waste that
effort by simply packing up and going home. Follow up on those leads
and contacts that you made.
 Thank You note: _________________________________________
_________________________________________________________
_________________________________________________________
 Personal communication: __________________________________
_________________________________________________________
_________________________________________________________
 Product information packets: _______________________________
_________________________________________________________
_________________________________________________________
POST EVALUATE
The final step of any marketing plan is to evaluate the results of the
campaign. Start by reviewing the performance of the marketing plan
itself. Determine if the pre-show marketing drove the desired amount of
traffic and if it was the right traffic. Of those visitors, how many turned
into leads? Track post-show communication to determine the quality
of those leads. And finally, look at the sales conversions to ultimately
determine the return on investment.
10

NOTES

EVENT MARKETING ORGANIZER

________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
________________________________________________________________________________________
11

SKETCHES

EVENT MARKETING ORGANIZER
12

EVENT MARKETING ORGANIZER

ABOUT NEWTON MANUFACTURING COMPANY
Newton Manufacturing is an industry leading promotional products
distributor specializing in innovative advertising, performance and
recognition solutions. Along with our nationwide network of representatives,
we offer superior service as we deliver the ideas, products and programs to
achieve your business goals and exceed your expectations.
Newton focuses on value in each solution we develop by placing an
emphasis on building your brand, reducing costs and moving your target
audience to action. For over 100 years we have been the trusted source
for some of the world’s biggest brands. We invite you to visit
www.newtonmfg.com to see how we deliver on our promise of
“Way More Than You Expected.”

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Tradeshow Workbook

  • 1. event PLAN PRE AT POST event marketing organizer PLANNING OBJECTIVES. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 EVENT MESSAGE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 INFORMATION COLLECTION. . . . . . . . . . . . . . . . . . . . . . . 3 PRE-SHOW AWARENESS CAMPAIGN. . . . . . . . . . . . . . . . . . . . . . . . . . 4 INCENTIVES. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 AT-SHOW SIGNAGE & DISPLAYS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 GIVEAWAYS AND PRIZES. . . . . . . . . . . . . . . . . . . . . . . . . . 7 STAFF. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 POST-SHOW Trade shows and exhibitions provide business and organizations with a unique opportunity to see a large number of people, face-to-face in a short amount of time. Whether it’s an expo, trade show or career fair, attendees visit these events to hear what you have to say. Over the past few years, reports from the Center for Exhibition Industry Research (CEIR) state attendees come to these events intending to buy. The CEIR found that 91% of visitors feel they get their most useful buying information by attending a show and 75% buy as result of the information gathered at a show. FOLLOW UP. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 EVALUATE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Copyright 2012 Newton Manufacturing Company
  • 2. 2 EVENT MARKETING ORGANIZER PLANNING EVENT INFO: PLAN OBJECTIVES _________________________ Your objective for exhibiting at an event needs to be specific and measurable. The particulars of the show will help shape your objective. _________________________ What do you hope to achieve? _________________________________ Event Name:_______________ Event Location: _____________ _________________________ _________________________ Event Date(s): ______________ _________________________________________________________ _________________________________________________________ _________________________________________________________ Who is your target audience? __________________________________ _________________________ _________________________________________________________ _________________________ _________________________________________________________ _________________________ _________________________________________________________ What constitutes a successful event? (product sold, education, brand awareness)_ _________________________________________________________ _________________________________________________________ _________________________________________________________ DESIGN NOTE: It is important to have a well thought, out cohesive theme displayed through out your materials. Mismatching graphics and contradicting messages will have a negative impact on your audience’s view of your brand. PLAN EVENT MESSAGE Now that your objectives are identified, use them to determine your marketing message. The message should be aligned with your show objectives, i.e. are you rolling out a new product, bringing awareness to a cause or increasing your marketing share? Things to keep in mind when deciding your message: Is there any current branding/marketing collateral to build from? Will it follow corporate guidelines? Does it support your event objectives? Is it the right message for your target audience?
  • 3. 3 EVENT MARKETING ORGANIZER PLANNING DESIGN NOTE: Since you will be side-byside with your competitors, your message and points of differentiation need to be well rehearsed by staff and clearly and creatively displayed on signage, collateral, samples and giveaways. STRATEGY: An engaging staff is key in information collection. Well rehearsed questions and answers will allow them to gather the information needed to qualify leads. Event Message:_____________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ PLAN INFORMATION COLLECTION Finally, decide what information needs to be collected to determine if you have achieved your objectives. Outlining benchmarks will help measure your overall success. What benchmarks will you measure?  Visits  Leads  Conversions  Redemptions  Other: _________________________________________________ How will you measure these benchmarks?________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ Planning notes:_____________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________
  • 4. 4 EVENT MARKETING ORGANIZER PRE-EVENT TIME LINE: Pre-event preparations should be started three to four months prior to the event. That doesn't mean you should send everything all at once. A well-timed, multi-touch campaign will ensure plenty of traffic at your event. PRE AWARENESS CAMPAIGN Attendees won’t know you are going to be at an event unless you tell them. 76% of attendees plan their booth visits in advance. Likewise pre-event promotions have proven to increase booth traffic by 30%*. Awareness Campaign:  E-vite:_________________________________________________ _________________________________________________________ DESIGN NOTE: Design a direct mail piece that stands out. A 2004 study by the Direct Marketing Association found that dimensional or lumpy mail elicits a response rate that is 50% better than traditional flat mail. STRATEGIES: EVENT REGISTRATION LIST If a list of registered attendees is available, you can simply invite everyone on the list. Or, identify customers or high-value prospects and send them a special invite with an exclusive offer. CREATE A SOCIAL MEDIA EVENT Creating an event on Facebook or LinkedIn is a good way to measure interest. *CIER Center for Exhibition Industry Research www.ceir.org _________________________________________________________  Direct Mail:_____________________________________________ _________________________________________________________ _________________________________________________________  Press Release:___________________________________________ _________________________________________________________ _________________________________________________________  Social Media Event:______________________________________ _________________________________________________________ _________________________________________________________  Mobile Marketing:_______________________________________ _________________________________________________________ _________________________________________________________  Billboard:______________________________________________ _________________________________________________________ _________________________________________________________  Other:_________________________________________________ _________________________________________________________ _________________________________________________________
  • 5. 5 EVENT MARKETING ORGANIZER PRE-EVENT STRATEGIES: THE RIGHT INCENTIVE An incentives perceived value must match the attendee’s perceived cost in obtaining it. Likewise, the cost of the giveaway must match value of the intended prospect activity. If it doesn’t, you are simply throwing money away. DRAWING CUSTOMERS Using your own products or services as prizes creates interest and more customers for your offerings that are more profitable. PRE INCENTIVES Incentives can be added to your awareness campaign effectively driving traffic to your event with a call to action. These can be structured in several ways:  Redemption. Attendees redeem a simple card for a gift._________ _________________________________________________________ _________________________________________________________ _________________________________________________________  Drawing. Attendees can exchange contact info to be entered into a raffle.___________________________________________________ _________________________________________________________ _________________________________________________________ TIME LINE: Send invitations and incentives no later than three weeks prior to the event. _________________________________________________________  Companion Gift. Send out one item and invite the attendee to pick up the companion item at your event.____________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ Pre-event notes:_____________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________
  • 6. 6 EVENT MARKETING ORGANIZER AT-EVENT TIME LINE: Anything that will need to be at the event should be ordered about two months prior to the event to cover production and transportation times. This does not include design and proofing of products which ideally should be started three months prior to the event. AT SIGNAGE & DISPLAYS This will most likely be the first impression attendees, particularly prospects, will have of your brand. The layout of your space should be inviting and give a visitor the ability to maneuver through it with ease.  Floor Displays: __________________________________________ _________________________________________________________ _________________________________________________________  Table Top Displays: _______________________________________ DESIGN NOTES: _________________________________________________________ SIGNAGE & DISPLAYS _________________________________________________________ Your display needs to grab attention and identify your brand in just a few seconds, from a distance of 15-20 feet.  Retractors/Banners/Flags:__________________________________ Simple design is usually better. A large, well-designed graphic, with your message and logo work best. Displays with too much information often overwhelm the audience, turning them away. KNOW YOUR LIMITS Physically taping off the dimensions of your exhibiting space will help you plan how to position your displays and move attendees through your exhibit. _________________________________________________________ _________________________________________________________  Table Covers:____________________________________________ _________________________________________________________ _________________________________________________________  Podiums/Tables:__________________________________________ _________________________________________________________ _________________________________________________________  Tents: __________________________________________________ _________________________________________________________ _________________________________________________________  Other: _________________________________________________ _________________________________________________________ _________________________________________________________
  • 7. 7 EVENT MARKETING ORGANIZER AT-EVENT LASTING MESSAGE The average promotional product is kept for 5.5 months. Choosing the right one will carry your message long after the event. 2010 ASI Global Advertising Specialties Impressions Study, Advertising Specialty Institute, © 2010, All Rights Reserved. AT GIVEAWAYS AND PRIZES A promotional product that is relevant, unique and fun can create a buzz around your booth. The right item can create envy among other attendees and become a viral, word-of-mouth component to your event marketing plan. Things to keep in mind when deciding on your giveaways: Is this product appropriate for my target audience? Is it a convenient size? Is it travel friendly? STRATEGIES: GET SOMETHING BACK If you are taking a more targeted approach and want to move prospects closer to a sale, make them earn the redemption item by listening to a presentation or watching a demonstration. SOCIAL MEDIA Use social media to drive traffic and enhance your presence at the event. You can use: Live updates from the show remind people to stop by your booth. Find relevant hashtags on Twitter and participate in discussions to share your expertise and draw attendees to your booth. Post pictures or video from activities at the event so that those who could not attend can still experience it. Is the product cost equal to the return? If someone gave this to you would You keep it? Giveaway Ideas:____________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ Prize Ideas:________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________
  • 8. 8 EVENT MARKETING ORGANIZER AT-EVENT DESIGN NOTE: LOOK THE PART The type of apparel your staff wears leaves an impression on your audience. A t-shirt says something completely different than a performance polo or dress shirt. STRATEGY: GET INVOLVED Many exhibitions or shows have more going on than what’s happening on the show floor. Get involved in education sessions, socials, special presentations, etc. This may include participating or hosting a session or sponsoring an event. These are great opportunities for you to interact with industry influencers, show your thought leadership or simply share your passion. It’s one more way to build your brand at the show. AT STAFF Staff at the show are the face of your company and could be the first personal interaction that a visitor has with your brand. They should have a cohesive, on-brand and professional look and should be easy to identify even if they are not at your booth.  Apparel: ________________________________________________ _________________________________________________________ _________________________________________________________  Name Tags/Lanyards/etc.: __________________________________ _________________________________________________________ _________________________________________________________  Other: _________________________________________________ _________________________________________________________ _________________________________________________________ At-event notes:_____________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________ _________________________________________________________
  • 9. 9 EVENT MARKETING ORGANIZER POST-EVENT TIME LINE: Your follow-up correspondence should start one or two weeks after the event. It’s a short enough time frame so the information is still fresh, but long enough your messages aren’t lost in their post-show catch up. STRATEGIES: THANK YOU If possible, personalize your thank you by mentioning something that was discussed at the booth. This will help them remember your conversation better. STAFF FEEDBACK Talk to booth staff about their observations regarding the booth, visitor feedback, industry trends, how well the branding and promotions were received and thoughts on the competition. Ask staff what they would do differently at the next show. Taking their experience into account for future show planning will help your exhibition perform better. POST FOLLOW UP After the event is where the money is made and, according to the CEIR, 80% of exhibitors do nothing. After investing in driving traffic to your booth and connecting with attendees, it would be a tragedy to waste that effort by simply packing up and going home. Follow up on those leads and contacts that you made.  Thank You note: _________________________________________ _________________________________________________________ _________________________________________________________  Personal communication: __________________________________ _________________________________________________________ _________________________________________________________  Product information packets: _______________________________ _________________________________________________________ _________________________________________________________ POST EVALUATE The final step of any marketing plan is to evaluate the results of the campaign. Start by reviewing the performance of the marketing plan itself. Determine if the pre-show marketing drove the desired amount of traffic and if it was the right traffic. Of those visitors, how many turned into leads? Track post-show communication to determine the quality of those leads. And finally, look at the sales conversions to ultimately determine the return on investment.
  • 10. 10 NOTES EVENT MARKETING ORGANIZER ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________
  • 12. 12 EVENT MARKETING ORGANIZER ABOUT NEWTON MANUFACTURING COMPANY Newton Manufacturing is an industry leading promotional products distributor specializing in innovative advertising, performance and recognition solutions. Along with our nationwide network of representatives, we offer superior service as we deliver the ideas, products and programs to achieve your business goals and exceed your expectations. Newton focuses on value in each solution we develop by placing an emphasis on building your brand, reducing costs and moving your target audience to action. For over 100 years we have been the trusted source for some of the world’s biggest brands. We invite you to visit www.newtonmfg.com to see how we deliver on our promise of “Way More Than You Expected.”