Learn from industry expert, Scott Walode, President and CEO of ExhibitCraft on how to really enhance your tradeshow performance to generate more leads, make better connections and increase your revenue.
2. What is Event
Marketing?
Event Marketing is the opportunity to put your best
asset, your people, in front of your most desirable goal
– new customers.
You’ve made the first step by committing to attend the
show…now let’s make an impact!
What types of events do you and your company go to?
(973) 686-9393http://exhibitCraftNJ.com
3. Why Market at an Event?
In order to make trade shows a powerful dimension in your company’s overall marketing
plan, there must be total alignment between the strategic marketing and your exhibit
marketing plan. Know what you wish to achieve…
o Increase market share with existing users;
o Introduce new products/services into existing markets or into new markets;
o Or introduce existing products/services into new markets...
Build upon these ideas. Integrate your intentions through staff training & building a well
communicated plan.
Reasons
Branding Messaging Positioning
(973) 686-9393http://exhibitCraftNJ.com
4. Define Your Brand
Messaging and imagery will define your
brand. Make your investment count when
considering an event marketing company
and display. Make your logo, message,
and design “speak” to your target market!
(973) 686-9393http://exhibitCraftNJ.com
5. Define Your
Message
Build upon your objective and incorporate your message into
your marketing. Make your message prominent through logo
positioning, tagline statements, product/service offerings, onsite
demos, promote your website & phone information, and create
targeted messaging in your collateral that suits your event
needs.
o Before the show – invite & mention the event to your market.
o During the show – promote your booth – draw a crowd!
o After the show – continue the message – follow-up!
Trade Show Attendees Profile
(973) 686-9393http://exhibitCraftNJ.com
6. Positioning
Market position is crucial. Create a well-branded
environment with creative imagery and messaging
that positions your company in a way that persuades
your customers to visit your space.
You have 3 seconds to catch your audience’s attention!
Branding + Messaging = Positioning
Rolles Royce & Robertet
(973) 686-9393http://exhibitCraftNJ.com
14. F³ Basics
FUN
FREE
FOLLOW-UP… the 24 hour rule!
(973) 686-9393http://exhibitCraftNJ.com
15. FUNeveryone wants to have it!
Train Your Staff & Coordinate Attire
Interactive Client Environment – Appeal to All Senses
Be Different from Your Competition
Get Staff Excited About the Show!
Entertain in Your Booth
Demos & Show them What’s New
Workshops & Mini-Seminars
Interactive Multimedia that’s Entertaining!
(973) 686-9393http://exhibitCraftNJ.com
16. FREE
Promotional Items
Coupons
Drawings
Entertainment
Food/Beverage
Samples
Information – What’s in it for them?
What’s New & Exciting?
What do you use at your events?
(973) 686-9393http://exhibitCraftNJ.com
17. FOLLOW-UP
Capture Your Lead Information
Ask Qualifying Questions & Make Notes
Have a system in place to call your leads within 48 hours
of the show! Stay in touch and keep them in the
database. Refer to something you learned about them at
the show.
Track Lead Progress & Sales to Understand Your ROI
Lead Results Will Help Determine Next Year’s Efforts
…like crazy! This is why you go to the show!
PNY / GRAYHAIR (973) 686-9393http://exhibitCraftNJ.com
18. SUMMARY
Why Market at an Event?
Branding, Messaging & Positioning
Your Investment – How to Display Your Company
F³ Factor – Fun, Free & Follow-Up
(973) 686-9393http://exhibitCraftNJ.com
19. Now, let’s talk about
how to PLAN and
make it a great show.
(973) 686-9393http://exhibitCraftNJ.com
20. PRE-SHOW
8-10 Months
Budget
Select Show
Contract Space
Budget
Preliminary Plan
Preliminary Profile of Team
Hotel and Travel Reservations
(973) 686-9393http://exhibitCraftNJ.com
21. PRE-SHOW
5-6 Months
Coordinate Advertising /
Sales/Marketing Departments
Identify Target Market
Identify Products and Services
Start Booth Design**
Plan “The Show”
Set Goals **
(973) 686-9393http://exhibitCraftNJ.com
22. PRE-SHOW
2-3 Months
Finalize “The Show”
Finalize Booth Design / Begin Production
Submit Show Forms
Select Booth Staff/ Schedule Meeting
Press Releases, Pre-show Marketing
Plan Literature and Giveaways
Plan the “Pitch”
Confirm Goals
(973) 686-9393http://exhibitCraftNJ.com
23. PRE-SHOW
1 Month
Set-up Exhibit / Dry Run
Staff Meeting / Training
Written Plan to all Staff
Confirm Hotel / Travel
Pre-show Mailing
Targeted “Hit-List”
Pre-show Tele/Social marketing, Appt Setting
Finalize Literature / Product
Booth Supplies / Giveaways
Ship Exhibit (Trace) (973) 686-9393http://exhibitCraftNJ.com
24. AT THE SHOW
Pre-show Meet Every Morning
Clarify Schedules
Confirm Meetings with Key Accounts
Personal Hygiene
Leader to Psyche-up Team
Emphasis on Team Performance
(973) 686-9393http://exhibitCraftNJ.com
25. AT THE SHOW
Gather Leads
A. Engage
1. reactive
2. proactive
B. Qualify
1. probe with open ended questions
2. listen
3. who, what, how much, when
(973) 686-9393http://exhibitCraftNJ.com
26. AT THE SHOW
Gather Leads - Continued
C. Respond to Needs
1. respond to hot buttons only
2. discuss benefits (streamline)
3. ask / listen for confirmations
4. shut up
D. Closing
1. identify closing signal (create)
2. get agreement on next step
3. schedule next step
4. get commitment
5. document information**
(973) 686-9393http://exhibitCraftNJ.com
27. AT THE SHOW
Take Breaks
Walk the Show Floor
Visit Competition
Call the Office
Look in Mirror (Hygiene)
Eat and Drink Away from the Booth
Don’t chew gum
Don’t Smoke
Sit and rest your feet
(973) 686-9393http://exhibitCraftNJ.com
28. AT THE SHOW
After Show Daily Review
Preferably Away from Booth
De-Brief
Share Success Stories
(Positively) Discuss Suggestions
Share Scoop on New Competition
Are we getting enough leads?
Assign Info Gathering Projects
Clarify Schedules
Secure Leads
(973) 686-9393http://exhibitCraftNJ.com
29. POST SHOW
A. Gather Leads
1. preliminary evaluation report
2. fulfillment
3. disburse to sales team
4. start lead tracking trail
B. Show Analysis
1. rate booth personnel
2. ask for personnel surveys
3. exhibit analysis
4. competitive analysis
5. update budgets and expenses
6. Review goals status
(973) 686-9393http://exhibitCraftNJ.com
30. POST SHOW - continued
C. Track Leads
1. review phone calls and emails
2. track appointments
3. track presentations
4. TRACK SALES
5. review goals
D. Three Months
1. TRACK SALES
2. review goals
3. update budget
(973) 686-9393http://exhibitCraftNJ.com
31. POST SHOW - continued
D. Start all over
E. Measure and Report
F. Start all over
G. Measure and Report
H. Start all over
(973) 686-9393http://exhibitCraftNJ.com
32. Thank You!!!
For More Info, contact us at
22 Riverview Drive
Wayne, NJ 07470
(973) 686-9393
www.ExhibitCraftNJ.com
(973) 686-9393http://exhibitCraftNJ.com