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The Power of Tradeshows


    Tradeshows Work
Tradeshows feed a basic
          human need
Tradeshows can be traced back to European market
  fairs and Bedouin bazaars
Evolution has brought us to
        modern tradeshows
• Fulfill the basic need to see other people & touch things
• Establish closer bond with customers and vendors than over the phone
• The medium is all about experiential & visual learning opportunities
Tradeshows =
               Unique Opportunity
The Center for Exhibition Industry Research (CEIR) revealed the
  following about exhibitions:
• 88% of attendees have not been seen by a sales person in the
  preceding 12 months
• Seven out of ten attendees plan to buy one or more products
• 76% asked for quotes and 26% signed purchase orders (average all
  shows)
• 72% of show visitors say the show influenced their buying decision
• 87% of attendees will share some of the information obtained at an
  exhibition
• 64% of attendees tell at least 6 other people about the event
How much does it cost to make initial face-to-
face contact with a potential customer?
With a Tradeshow Lead                                Without an Tradeshow Lead


              $215                                                   $1039
This includes:                                       This includes:
Exhibit construction, storages,                      The $596 cost of contacting the prospect in
transportation, exhibit space,                       the field and the $443 to identify the
salesperson salary, travel, and                      prospect prior to the first sales call
entertainment


According to CEIR Survey SM37 – The Cost Effectiveness of Exhibition Participation: Part 1
Not exactly peanuts
•1.2 million conferences, seminars, corporate
meetings, trade shows and conventions
•US meetings industry is a $96 billion annual
business

•100 million people attend more than 1.2 million
conferences, seminars, corporate meetings, trade
shows and conventions

•Out of that $96 billion - the exhibit services
component is 14 percent, or $13.44billion
Reasons to Exhibit – Not Just to Sell
                  1. Accelerate your product to new markets
Top 15 Reasons:   2. Get qualified leads for follow-up
                  3. Attract meetings and editorial coverage with trade
                     editors
                  4. Introduce your company to financial analysts
                  5. Augment and strengthen your distribution chain
                  6. Coordinate post-show off-site visits with your
                     prospects
                  7. Hands-on demonstration of new products and
                     features of old products
                  8. Perform competitive analysis and market research
                  9. Identify new product applications
                  10.Introduce your product into foreign markets
                  11.Meet potential customers for new applications
                  12.Network with customers not normally called upon
                  13.Qualify buyers and prospects
                  14.Reflect an image of growth and stability
                  15.Reposition your company in a market
Integrated Marketing
• In a world of media proliferation, integrated marketing
  communications is the key to success.
• Business buying is based on relationships as much as it is on
  specifications and product requirements. Even when we are
  buying on behalf of our companies, we are social animals, and
  we are compelled to look the seller in the eye before signing a
  big contract.
• To stay competitive, we must get clearer, focus more tightly on
  our business objectives, and eliminate any wasted effort.

 Ruth P. Stevens, author of Trade Show and Event Marketing, and professor at Columbia Business School
- Continued
• Plan your calendar with great care. View the event as the tip
  of a much larger iceberg. The event itself is only a small part
  of a longer, end-to-end marketing campaign.
• Develop pre-show marketing campaigns and meetings with
  your target audiences in advance.
• Staff your booth and hospitality events with the right team,
  and give them objectives, briefings, and training in advance.
• Ensure that each conversation results in effective follow-up,
  whether it’s further qualification, or collateral material, or a
  sales call. This is where the revenue finally begins to happen
How to select tradeshows -
     Depending upon budget:
• Attend for a year before committing to exhibit

• Prior company history

• Talk to peers

• Trade publications
Internet Searches




          Organizers’ websites
Conference & Tradeshow Prospectus -
           Demographics
Space Pricing & Promotional
Opportunities from Organizers
Keynotes & Presentations
              Increase the credibility
              of your company by
              having CEO, Senior
              Managers, and Industry
              Experts address the
              conference with a
              Keynote or as a Session
              Leader
Booth Space & Exhibit Design
             Studies which are contradictory and inconclusive
             by their conclusions indicate you can still be
             successful no matter your location in the hall
             IAEM Guidelines - Allow you to use an exhibit in
             various shows and venues
             General rules:
             •Inline Booths – 8’ high along back – dropping
             down to 4’ high; ½ the distance to the aisle
             •Peninsula – usually 12’ with sides of back wall
             dropping down to inline heights
             •Island – cubic content up to around 24’
             •Hanging signs – some shows don’t allow
             •Double Decks – engineering certification
                   •Earthquake certification in SFO for any
                   structure over 12’
                   •Las Vegas and Chicago – more stringent
                   rules on sprinkler systems and halogen
                   lights
Table Top Exhibits




•Still possible to stand
out from the crowd

•Consider using a table
skirt with logo
Inline Exhibits
Island Exhibits




Island exhibits provide greater opportunities to expand your brand with additional
multimedia as in the large LED screen and individual division plasma screens.
You can also incorporate live theater and live talent and draw
attention with theatrical lighting
Semi-private and private hospitality areas increase time
spent in the booth by customers
Large scale graphics
Design Trends
          • Fabric
          • Aluminum
          • Modular

          Driven by desire for
             lower weight -
             producing savings in
             freight, labor, and
             drayage and advances
             in dye-sub fabrics
Green
        • Frame Components: 100%
          recyclable extruded
          aluminum
        • Panels: Recycled and
          recyclable PVC foam board
        • Lighting: Low voltage LED
          lighting
        • Graphics: Eco Solvent
          printing for maximum
          durability and reduced
          environmental impact
        • Lightweight exhibit
          components reduce
          shipping and drayage costs
Pre – show Marketing
• Average attendee will visit 31 exhibitors
• 76% of attendees arrive with an agenda of exhibitors they plan to
  visit
• 3 out of 4 visits are preplanned – grab them before they reach the
  show floor
• Less than 20% of exhibitors utilized pre-show marketing campaigns
• Invest 15% or more of your total show budget toward pre-show
  marketing.
• Identify who you want to visit your exhibit and build target visitor
  lists.
• Give attendees a compelling reason to visit your exhibit .
• Use a combination of media to execute an integrated pre-show
  marketing campaign.
• Email Blasts – may drive
                                        prospects to:
                                      • Dedicated website pages
                                      • Direct Mail
                                      • Surveys
                                      • Telemarketing
Email blast                           • Promotions to be
                                        redeemed at the exhibit
                                      • Free registration
                                      • Display advertising
                                          All the electronic methods allow for
                                          surveying – to pre-qualify & develop
                                          current contact info for CRM & post show
                                          follow-up

       Dedicated tradeshow website page
Costly expense
        Or
Sound Investment ?


How would you know?
Post Show –
          Follow-up & Measurement
Nearly ½ of all exhibitors do not have a method to establish a
  value to their tradeshow/event participation
Measure the Success of your Business Objectives:
• Communicate a leadership image of the organization
• Increase awareness
• Attract __?__ qualified attendees to the booth
• Attract _?_ customers and a ?%-?% response to the pre mailer
• Attract _?_ meetings with trade editors and _?_ post-show
  editorial comments
• Meet with __?__ financial analysts during the event
Objectives Drive the Metrics




By Ruth Stevens, Author of Trade Show and Event Marketing
Metrics
                    Costs and Results Metrics from a Hypothetical
                         Manufacturer’s Tradeshow Program
Metrics                                                         Costs and Results
Tradeshow costs, fully loaded                                                         $500,000

Qualified leads generated                                                                   200
Costs per lead ($500k / 200)                                                            $2,500
Leads to sales conversion rate                                                             40%
Leads converting to sales (200 x .40)                                                        80
Average order size (or average incremental revenue)                                   $100,000
Cost per sale ($2,500 x .40 or $500k / 80)                                              $6,250
Sales revenue (80 x $100k)                                                           $8 million
Gross margin rate                                                                          45%
Gross margin on the tradeshow revenue ($8 million x .45)                            $3.6 million
E:R ($ 500k / $ 8 million)                                                               6.25%

ROI (($3.6 million - $500k) / $ 500k)                                                     620%



 By Ruth Stevens, Author of Trade Show and Event Marketing
Follow - up

• It is estimated that fewer than 46% of all trade
  show leads are actually followed up by sales
  and marketing efforts
• Stand out from the pack – FOLLOW – UP
ROI + ROO = Success !!




By following a few key rules regarding show selection, pre-show marketing, exhibit
design, and post-show follow-up , your measurement on both return and
objectives are sure to be successful.

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Power Of Tradeshows.Standalone.Show

  • 1. The Power of Tradeshows Tradeshows Work
  • 2. Tradeshows feed a basic human need Tradeshows can be traced back to European market fairs and Bedouin bazaars
  • 3. Evolution has brought us to modern tradeshows • Fulfill the basic need to see other people & touch things • Establish closer bond with customers and vendors than over the phone • The medium is all about experiential & visual learning opportunities
  • 4. Tradeshows = Unique Opportunity The Center for Exhibition Industry Research (CEIR) revealed the following about exhibitions: • 88% of attendees have not been seen by a sales person in the preceding 12 months • Seven out of ten attendees plan to buy one or more products • 76% asked for quotes and 26% signed purchase orders (average all shows) • 72% of show visitors say the show influenced their buying decision • 87% of attendees will share some of the information obtained at an exhibition • 64% of attendees tell at least 6 other people about the event
  • 5. How much does it cost to make initial face-to- face contact with a potential customer? With a Tradeshow Lead Without an Tradeshow Lead $215 $1039 This includes: This includes: Exhibit construction, storages, The $596 cost of contacting the prospect in transportation, exhibit space, the field and the $443 to identify the salesperson salary, travel, and prospect prior to the first sales call entertainment According to CEIR Survey SM37 – The Cost Effectiveness of Exhibition Participation: Part 1
  • 6. Not exactly peanuts •1.2 million conferences, seminars, corporate meetings, trade shows and conventions •US meetings industry is a $96 billion annual business •100 million people attend more than 1.2 million conferences, seminars, corporate meetings, trade shows and conventions •Out of that $96 billion - the exhibit services component is 14 percent, or $13.44billion
  • 7. Reasons to Exhibit – Not Just to Sell 1. Accelerate your product to new markets Top 15 Reasons: 2. Get qualified leads for follow-up 3. Attract meetings and editorial coverage with trade editors 4. Introduce your company to financial analysts 5. Augment and strengthen your distribution chain 6. Coordinate post-show off-site visits with your prospects 7. Hands-on demonstration of new products and features of old products 8. Perform competitive analysis and market research 9. Identify new product applications 10.Introduce your product into foreign markets 11.Meet potential customers for new applications 12.Network with customers not normally called upon 13.Qualify buyers and prospects 14.Reflect an image of growth and stability 15.Reposition your company in a market
  • 8. Integrated Marketing • In a world of media proliferation, integrated marketing communications is the key to success. • Business buying is based on relationships as much as it is on specifications and product requirements. Even when we are buying on behalf of our companies, we are social animals, and we are compelled to look the seller in the eye before signing a big contract. • To stay competitive, we must get clearer, focus more tightly on our business objectives, and eliminate any wasted effort. Ruth P. Stevens, author of Trade Show and Event Marketing, and professor at Columbia Business School
  • 9. - Continued • Plan your calendar with great care. View the event as the tip of a much larger iceberg. The event itself is only a small part of a longer, end-to-end marketing campaign. • Develop pre-show marketing campaigns and meetings with your target audiences in advance. • Staff your booth and hospitality events with the right team, and give them objectives, briefings, and training in advance. • Ensure that each conversation results in effective follow-up, whether it’s further qualification, or collateral material, or a sales call. This is where the revenue finally begins to happen
  • 10. How to select tradeshows - Depending upon budget: • Attend for a year before committing to exhibit • Prior company history • Talk to peers • Trade publications
  • 11. Internet Searches Organizers’ websites
  • 12. Conference & Tradeshow Prospectus - Demographics
  • 13. Space Pricing & Promotional Opportunities from Organizers
  • 14. Keynotes & Presentations Increase the credibility of your company by having CEO, Senior Managers, and Industry Experts address the conference with a Keynote or as a Session Leader
  • 15. Booth Space & Exhibit Design Studies which are contradictory and inconclusive by their conclusions indicate you can still be successful no matter your location in the hall IAEM Guidelines - Allow you to use an exhibit in various shows and venues General rules: •Inline Booths – 8’ high along back – dropping down to 4’ high; ½ the distance to the aisle •Peninsula – usually 12’ with sides of back wall dropping down to inline heights •Island – cubic content up to around 24’ •Hanging signs – some shows don’t allow •Double Decks – engineering certification •Earthquake certification in SFO for any structure over 12’ •Las Vegas and Chicago – more stringent rules on sprinkler systems and halogen lights
  • 16. Table Top Exhibits •Still possible to stand out from the crowd •Consider using a table skirt with logo
  • 18. Island Exhibits Island exhibits provide greater opportunities to expand your brand with additional multimedia as in the large LED screen and individual division plasma screens.
  • 19. You can also incorporate live theater and live talent and draw attention with theatrical lighting
  • 20. Semi-private and private hospitality areas increase time spent in the booth by customers
  • 22. Design Trends • Fabric • Aluminum • Modular Driven by desire for lower weight - producing savings in freight, labor, and drayage and advances in dye-sub fabrics
  • 23. Green • Frame Components: 100% recyclable extruded aluminum • Panels: Recycled and recyclable PVC foam board • Lighting: Low voltage LED lighting • Graphics: Eco Solvent printing for maximum durability and reduced environmental impact • Lightweight exhibit components reduce shipping and drayage costs
  • 24. Pre – show Marketing • Average attendee will visit 31 exhibitors • 76% of attendees arrive with an agenda of exhibitors they plan to visit • 3 out of 4 visits are preplanned – grab them before they reach the show floor • Less than 20% of exhibitors utilized pre-show marketing campaigns • Invest 15% or more of your total show budget toward pre-show marketing. • Identify who you want to visit your exhibit and build target visitor lists. • Give attendees a compelling reason to visit your exhibit . • Use a combination of media to execute an integrated pre-show marketing campaign.
  • 25. • Email Blasts – may drive prospects to: • Dedicated website pages • Direct Mail • Surveys • Telemarketing Email blast • Promotions to be redeemed at the exhibit • Free registration • Display advertising All the electronic methods allow for surveying – to pre-qualify & develop current contact info for CRM & post show follow-up Dedicated tradeshow website page
  • 26. Costly expense Or Sound Investment ? How would you know?
  • 27. Post Show – Follow-up & Measurement Nearly ½ of all exhibitors do not have a method to establish a value to their tradeshow/event participation Measure the Success of your Business Objectives: • Communicate a leadership image of the organization • Increase awareness • Attract __?__ qualified attendees to the booth • Attract _?_ customers and a ?%-?% response to the pre mailer • Attract _?_ meetings with trade editors and _?_ post-show editorial comments • Meet with __?__ financial analysts during the event
  • 28. Objectives Drive the Metrics By Ruth Stevens, Author of Trade Show and Event Marketing
  • 29. Metrics Costs and Results Metrics from a Hypothetical Manufacturer’s Tradeshow Program Metrics Costs and Results Tradeshow costs, fully loaded $500,000 Qualified leads generated 200 Costs per lead ($500k / 200) $2,500 Leads to sales conversion rate 40% Leads converting to sales (200 x .40) 80 Average order size (or average incremental revenue) $100,000 Cost per sale ($2,500 x .40 or $500k / 80) $6,250 Sales revenue (80 x $100k) $8 million Gross margin rate 45% Gross margin on the tradeshow revenue ($8 million x .45) $3.6 million E:R ($ 500k / $ 8 million) 6.25% ROI (($3.6 million - $500k) / $ 500k) 620% By Ruth Stevens, Author of Trade Show and Event Marketing
  • 30. Follow - up • It is estimated that fewer than 46% of all trade show leads are actually followed up by sales and marketing efforts • Stand out from the pack – FOLLOW – UP
  • 31. ROI + ROO = Success !! By following a few key rules regarding show selection, pre-show marketing, exhibit design, and post-show follow-up , your measurement on both return and objectives are sure to be successful.