jj asiag tradeshow tool kit
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Tradeshows are not just logistics, it's all about strategy. This presentation highlights basics; like why go and moves onto budgeting (money, time and staff), defining ROI & ROO, show selection, picking a space, booth behavior tips, capturing leads, staking out the competition, and tips to save money. You will take away sample timelines and checklists for preparing tradeshow programs, promotion plans and a booth first aid kit. There are also tools to evaluate and measure the effectiveness of your tradeshow strategies.
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jj asiag tradeshow tool kit
- 1. Trade Show Strategies trade shows are not just logistics, its all about strategically jodi joseph asiag february 2011
- 7. Show Worksheet Opportunities Competitors Present Date Where Target Type Name / URL few sponsorships remain can partner with resellers strong promo program EVERYONE June 12-14 Santa Fe B2B, manufacturers, resellers 2500 visitors 200 exhibitors Conference + exhibit Toy Summit 2010 www.toy2010.com random, direct sales pre-schedule to meet reps Very costly to sponsor EVERYONE and then some October 15-20 NYC B2C – all types of manufacturers 3000 exhibitors 10,000 visitors/day Expo ToysRYours www.toysryours.com To present/participate in panel Great photo ops 4 leaders March 3 DC C-level of leading companies, gov’t regulators Educators Round Table www.Toys4Teens.com – educators chime in
- 16. Booth First Aid Kit Booth Blank CDs Box Cutter /X-acto Breath mints (NO GUM) Camera Extension Cord First Aid Kit, Aspirin Garbage Bags Hand Cleaner Lead Forms Name Tags Packing Tape Paperclips Paper towels Pens / Pencils Rubber Bands Scissors Paperwork (copies – originals in the office) Booth Picture (set-up/breakdown) Contact List ( Staff, Show and Vendors) Contracts (Show / Vendor) IDs (wallet contents) Hotel Reservations Shipping Bills of Lading / Labels Shipping Inventory/ Instructions Staff Schedule Travel Itineraries Materials – (electronic/print samples/templates) Brochures, Case Studies and etc Business Cards Give-Aways Order Forms Name Tags Press Kits Sewing Kit Shipping Labels Stapler / Staples Tools (screwdriver, hammer, wrench) Transformer Trash bags USB Velcro WhiteOut (Tipex) SAVE THIS!!!
- 17. Promotion Tools – before the show Trade Press Ad Wide reach, Reaches vertical audiences Not selective or targeted Image awareness, Product introduction, Sales Direct Mail Targeted Reach List availability Image awareness, Generate leads, Product introduction, Pre-schedule appointments Telemarketing Direct contact/direct feedback Expensive and time-consuming Generate leads, Pre-schedule appointments, Sales Broadcast Fax Targeted message to a targeted audience List availability Build awareness, Generate leads, Product introduction, Pre-schedule appointments E-mail (broadcast) Targeted message to a targeted audience, Generate a dialogue before the show List availability Build awareness, Generate leads, Product introduction, Pre-schedule appointments Press Releases /editor contact Inexpensive, Credible voice Less control over type of exposure Press exposure, Image awareness, Product introduction
- 18. Promotion Tools – at the show Billboards Wide reach Limited locations Image awareness, Product introduction Airport ads Early exposure Limited time for exposure Image awareness, Product introduction Hotel TV ads Less competition for visibility Limited time for exposure Image awareness, Product introduction Mobile Ads Repeat exposure Restrictions in some cities and for some shows Image awareness, Product introduction In-Room Promos Less competition for visibility Additional time and cost for distribution Image awareness, Product introduction Hospitality events Less competition for visibility Cost, limited control over who shows up Image awareness, Product introduction Show Issue trade publication ads Wide reach Not targeted or selective Image awareness, Generate leads, Product introduction, Sales Show Daily ads Wide reach, show related editorial Readership varies from show to show Image awareness, Generate leads, Product introduction, Sales, Promote your at-show event Hall Ads/Boards Repeat on-site visibility Limited choices Image awareness, Generate leads, Product introduction TV/ Photo ops Local or national exposure Limited time exposure, Little control, Limited audience Image awareness to a public audience, Generate leads, Product introduction Press Briefings/Interviews Inexpensive press coverage, Exposure through a credible source Little control, Requires additional staff to handle the press Image awareness, Product introduction, Press coverage Show Directory Ads Outer covers provide good exposure, Selective reach Limited availability, Costly Image awareness, Generate leads, Product introduction, Sales
- 19. Promotion Tools – in the booth Contests, games, drawings Ability to draw a large audience Time-consuming, Audience too general Generate qualified leads, Product introduction In-booth premiums Generate qualified leads, Relatively inexpensive Frequently misused by staff Generate leads Celebrities Ability to draw a large audience Audience too general Build traffic Live Presentations Ability to draw large audiences, Ability to deliver a targeted message Can draw too general an audience, Can lose targeted prospects if staff fails to interact Build traffic, Product introduction
- 31. Conversation Starters and Enders Thanks for stopping by… I’ve taken enough of your time today… I’m glad we had the chance to meet… Based upon what you have said, I don’t think we can help, but here’s our website for future reference… add a smile, handshake and inexpensive material. Tell me about your business? What about the booth caught your eye? Who are your clients? How do you market your business? What business need are you looking to fill? Which of our products are you familiar with? How can we help you meet your business goals?
- 32. Lead Collection Ask the show if they provide visitor lists – research and target potential prospects… also research past attendee lists Have a standard lead rating system – and ensure everyone uses it. Make sure to complete the entire lead form. Ask the show if they have tag readers – but they should not replace your lead rating system.
- 42. Q & A and Thank you sources: exhibitor magazine expoworld national conference center blog skyline successful meetings magazine tradeshow advisor trade show consulting tradeshow resources tradeshow week jodi joseph asiag t: 054 232 2082 e: jjasiag@gmail.com w: www.jjasiag.com twitter: @jodija
Notas do Editor
- Make list of leading shows in your industry who are the backers: trade orgs, analysts, large event planners , user groups, academic orgs where has your competition exhibited: what kind of commitment did they make: sponsor, speak, exhibit only check testimonials and repeat exhibitors Map the show demographics how many and who attend – titles, buying positions, b2b, b2c, geo-market Show Agenda does it fit your style: mass attendance, c-level briefing, seminar, trade fair, trade show, user group, b2b, b2c are there speakers, do you know them, do they have booths , are their networking opportunities, press briefings, scheduled meals, parties and etc, awards, 1-on-1s, pre-post promotion opportunities, associated online elements: webinars, chatrooms, forums, distribution of event content Timing do you have anything to announce: new product, partnership, market penetration are the exhibition times fillers or an integral part of the event Number of booths / Occupancy Rates Rule of thumb: 2wks prior to the show no more than 5-10% empty, avoid “desperate discounts”
- Event Objectives: sales goals, lead generation, publicity, image awareness, brand building, reseller support Define a Budget: be realistic, include ROI & ROO (objectives) Develop/ Use a Winning Sales Message: highlight it in your marketing materials,targeted sales pitch, booth graphics, banners, brochures, ads, promotions, press kits presentations and etc Create a Exciting Exhibit: leverage what you have – custom booth, pop-up, table-top, rental … use design, message, graphics to deliver a WOW Confirm Booth Location in Exhibit Hall and Services : is it in a high traffic spot, access to electricity, cleaning, drayage, shipping, Internet access and etc , what do you have to pay for, pre-order, can you share with a neighbor/partner Order, Print, Ship Marketing Materials: brochures, lead cards, give-aways, datasheets, business cards, press packets think in bulk… use themes for multiple shows Execute a Online Marketing Scheme to Announce Your Participation: update your website, email campaign, rss, social media tools, forums and etc Train and Schedule Staff : do‘s and don’ts, sales message, lead process, closing tips, staff time commitments, wardrobe Shipping and Travel Arrangements: for you, staff, booth, materials, product, supplies – to and fro, consider who you use, when you ship/travel Follow-up Process: pre-define how and who does it have the templates ready (emails, phone scripts) Evaluation: check all supplies, booth, materials, determine if goals (ROI/ROO) were met, identify improvements for next year
- DEFINE PLAN DEVELOP EXECUTE CHECK EVALUATE
- Pre-Show – Show organizers promote their show all year… find out how you can be a part of their activities – newsletters, website, emails, Barter – for space, host a competition, joint press release, blog article, etc Provide – industry info, research, expert interviews… access to press
- Pitch info – new research findings on industry trends, expansion activity, new products, latest economic indicators in your market/vertical Help – provide general info, market overview, connections with competitors/ industry reps