impr trade show marketing - enhancing roi

www.imillerpr.com

Tradeshow Marketing: Enhancing ROIDecember 4, 2014

Presented by: Ilissa Miller, CEO, iMiller Public Relationswww.imillerpr.com

Tradeshow Marketing 101Overview

2

Follow Up

On-Site

Before a Tradeshow

Evaluating TradeshowsCreate Your CaseResearch the 5 W’s

3

Who

What

WhenWhere

Why

Researching: Who?• Who will be attending?

• Who are the sponsors? Exhibitors? Speakers?

• What is the total number of anticipated attendees

• Who are they targeting?

• What is the mix of companies (i.e. are there enough end-users?)

4

Researching: What?• What do you want to achieve?

• What speaking opportunities may be available?

• What are the requirements?

• What are the due dates?

• What topics can you position by whom?

• What are the types of sponsorships available?

• What type of exposure do you receive (pre, during, post event?)

• What are you ‘buying?’

• What Exhibition Booths are available and how are they positioned?

• What type of exhibition stand do you have/want?

• What is your budget?

• What is included in the sponsorship packages

• What are the costs to sponsor, speak, attend (including T&E)

5

Researching: When?

• When does the tradeshow take place?

• When does it fall on the calendar?

• When does the event take place in

association with your strategic

initiatives?

• When are other events taking place?

• Do the dates conflict internally?

6

Researching: Where?

7

1. Location, location, location

• Where is the event?

• Is it reasonable to consider T&E?

• Does it fit the budget?!

2. Is the location in a region or

within a region you are targeting?

Researching: Why?

8

Broad Goals

Specific Goals

Assess Your Goals

Why Do You Want to Participate in This Tradeshow?

Next Step: Establish a Timetable

9

eDM Schedule

Social Media

Signage/

Stand

Ordering Items

Create Your Initial Timetable to Include Key Deliverables:

The schedule should include: deadlines, dates, tasks, roles & responsibilities and status notes to help manage all deliverables.

Timeline Management

10

Deadline Date Task Responsibility Status/Notes

1 Week Out 11/27/2014 Finalize the

presentation

materials

Presenter Completed

1 Day Out 12/03/2014 Event

Reminder

Digital

Marketing

Team

Scheduled /

Completed

Day Of 12/04/2014 Webinar – test,

run thru, send

reminders with

dial-in details

Webinar Team Scheduled

Sample Timeline

Pre-Tradeshow Prepping

11

Create Your BUDGET

• Base it on the goals you have set

• Plan for Essential Items

Sponsorship / Participation Fees

Travel Accommodations

Design Costs

Collateral Printing

• Additional Items to Consider

Signage

Booth Layout

Giveaways

Tablecloth

Don’t forget the small items (that’s right, business cards!)

Pre-Tradeshow Planning Items

12

eDirect Mail

• Is it appropriate? What do you want to say? What are

the calls-to-action? How are you going to manage

inquiries?

• Identify the list(s) you will send to – is there a list of

attendees?

• Designing and then ensuring you have the platform to

deliver the eDM.

What may be appropriate messages?

• Announcing participation at an event

• Announcing sponsorship of an event

• Invitation to visit your booth space

• Reminder of booth number and attendance

Pre-Tradeshow Planning Items

13

Social Media Plan

• Create based on company’s key messaging and branding

• Plan for dissemination before and during the event

• Platforms to consider:

• Twitter

• Facebook

• LinkedIn

• Google+

Pre-Tradeshow Planning Items

14

Items to Consider When Creating Social Media Content:

• Use the event #hashtag

• Promote images and videos including eDMs and invitations

• Don’t be afraid to give shout-outs to companies you would like to meet with

• Highlight the show’s attributes

• Looking forward to the great agenda #eventhashtag has revealed.

Going to be a great event.”

• Not all messages have to be about your direct participation

• Discussing other event items may provide you with more traction

• Make sure your messages remain focused on what you’re offering during

the show

• Look back at your goals

Pre-Tradeshow Planning Items

15

Lead Generation

• Remember your tradeshow goals

• Research companies already attending the event

• Narrow your target demographic

• Find the right database to market to outside of event

attendees and invite them to the event

• Be prepared when the target leads arrive at your

booth

• Follow up is a critical element in nurturing their

needs

Pre-Tradeshow Planning Items

16

Booth Signage/ Collateral

• Create content based on your strategic communications plan

• Consider Postcard Hand-Outs (or other ‘lures’)

• General bullet points that showcase what your company does/offers

• Should be eye-catching, making people want to learn more

• These should be an informative overview with incentive to contact you for

more information

Signage

Brochures / Data Sheets

Pre-Tradeshow Planning Items

Attendee Gifts

• Why? They entice attendees to stop by your booth

• Any type of item people can keep is a potential way to start

a conversation

• Some common items include:

• Branded pens

• USBs with a presentation about your company

• Branded notepads

• Having unique or applicable items are one way to stand out

over other companies:

• Phone charger

• Device screen cleaner

• Hand sanitizer

• Gift cards

17

Giveaways

Do the items you give

away complement

your messaging?

Pre-Tradeshow Planning Items

1. Identify and select easy to find locations

• Booth, nearby restaurant, lobby, registration desk, press room

2. Meeting room questions to ask before you book it:

• How long is the room available?

• How many people can the room hold?

• Where is it in relation to presentations / exhibit areas?

• How many meetings can it hold simultaneously?

• How many meetings can we book?

• Is it in my budget?

3. Amenities to Consider for the Meeting Room

• Food / beverages

• Room branding

18

Scheduling Meetings During the Show

Pre-Tradeshow Planning Items

19

1. Develop a Media Relations strategy specific

to the tradeshow and align with your goals

and key messaging

2. Identify media and research what they

cover versus your story angle

3. Create the right pitch – not too long – that

tells them why you are relevant to their

publication

4. Pitch and schedule 1:1 interviews with

relevant media

5. Prepare briefing packets and background

materials for spokespeople

Media Interviews

On-Site Tradeshow ParticipationBooth

• Who will talk to the participants?

• What do we need to standout?

• Do you have a schedule to ensure it is manned at all times?

Meetings• Make sure rooms are set-up or confirm reservations

• Ensure timing and smooth transitions between meetings

• Confirm with participants location / time and provide and ask for mobile

phone numbers

Show Floor• Identify and find target companies’ booth spaces

• Don’t be shy to check out your competition!

• Pass out your postcard invitations or other memorable enticement

• Network to find the right targets / be curious!

20

Effective Follow Up

21

1. Make sure to follow up with new contacts

immediately

2. Highlight items you discussed during the

show

3. Schedule a time to discuss potential

business items

4. Stay in touch regardless!

How Will This Increase Your ROI?

22

You’ll stick to your budget

You won’t forget your goals

You’ll create and nurture new leads

You’ll be unforgettable and stay connected to both potential and existing clients

www.imillerpr.com

THANK YOU

QUESTIONS?www.imillerpr.com