Creating the Trade Show Experience:
Want to know what to say after “hello”?
Presented to the Hampton Roads Chapter of the American Marketing Association (www.HRAMA.org) by Stephen Schuldenfrei, Trade Show Exhibitors Association www.tsea.org, October 2007
The typical marketing group spends a lot of time, effort and money producing their trade show experience. Sadly, many efforts fall far short of expectations and required results. It's time to change that!
2. Stephen Schuldenfrei
President
Trade Show Exhibitors Association (TSEA)
McCormick Place Suite 1005
2301 South Lake Shore Drive
Chicago, IL 60616
Phone: 312 949-5781
Fax: 312 842-8744
sschuldenfrei@tsea.org
www.tsea.org
5. Economics of Exhibiting
Cost of generating a qualified lead at a show $212.00
Cost of generating a qualified lead in the field $308.00
Cost of closing a qualified lead from a show $705.00
Cost of closing a qualified lead without a show $1,140.00
38% Less When You Exhibit!
6. Who Attends These Days?
83% of visitors have buying power!
86% of visitors will be new contacts!
6+ The number of others visitors will
tell about their experience (IF it’s a GOOD
experience).
8. Engagement
Goals & Objectives
Shows / Events Collateral
Booth Follow Up
Promotion Measurement
You Need An Arsenal of Golden Bullets
to Achieve Success!
10. Why Are You Exhibiting?
1. The Competition is Going
2. We’ve Always Gone
3. Want / Need Exposure
4. We’re Doing an Educational Session
5. See All Our Friends
6. We’d Be Conspicuous By Our Absence
7. We Have an Image to Maintain
8. Support Our Association
9. To Train New Staff
10.The Show is in Hawaii
11. Why Are You Exhibiting?
1. Make Sales!
2. Get Qualified Leads (that will lead to sales)!
3. Reinforce Existing Relationships!
4. Launch a New Product!
5. Get Press!
6. Do Market Research!
7. Find Dealers, Representatives & Distributors!
8. Get Smart!
9. Scope Out Competition!
10.Conduct Sales / Business Meetings!
12. Do You Have Support?
• Senior Marketing Management
• Sales Staff
13. NOTE:
Never Hold A Planning
Meeting Without
Anyone Who Can Veto
The Project!
14. S.M.A.R.T. Goals
Specific
Measurable
Attainable
Realistic
Timely
15. Specific Objectives?
Examples:
3 Contracts on site
50 “A” Leads
200 “B” Leads
5 Interviews with media
200 People at our hospitality event
16. Shows / Events
Choose wisely.
One door leads to increased return on investment,
the other to market meltdown!
17. Your are at the right show when:
You Will Reach the
Right Customer
Right Prospect
Right Suspect
18. Pick the right show!
• Ask your customers what shows they attend
• Talk to current & past exhibitors
• Are your competitors there consistently
• Coverage by your primary trade journal
• Don’t trust the show’s sales staff
• Try before you buy
20. Does Size Does Matter?
Yes – to your booth size. Larger booths
draw more traffic
No – to the size of the show. You can’t
meet everyone anyway
21. Events
P.C.E. – It’s Your Show
• Advantages
• Control who attends
• Guarantee You See Everyone
• Disadvantages
• No new customers / prospects
• Costly
• Small attendance
22. Where to Find The Right Show
• Databases
– www.tradeshowweek.com
– www.tsnn.com
• Magazines
• Customers / Prospects
• Consultants
31. Six Deadly Trade Show
Sales Staff Sins
1. They Tell Instead of Sell
2. They Try Too Much
3. They Ignore Visitor’s Wants
4. They Respond with Features Not Benefits
5. They Spend Too Much Time With Visitors
6. They Don’t Try to Close Business
32. The 3 Most Important Words
Qualify
Qualify
Qualify
42. What To Tell Them
1. You’ll Be At The Show!
2. You Want Them See Them!
Get Their Attention
Clarify & Qualify
Give a Great Reason To Visit
Make It Personal
Mention Any Show Sponsorship and/or
Special Events
Wash, Rinse, Repeat
44. Literature Strategy
1. Create Special Literature As Tools During
Booth Visit / Not Necessarily For Take
Home
2. Limit or Skip The Good Stuff
3. Send or Bring All Collateral To Visitor After
Show
4. Specialized Collateral
1. Press Kits
2. Student / Recruiting Kits
3. “Get Rid of You” Pieces
5. After Visit / Follow Up Piece