lanny wilke sbm 338. establish specific objectives develop a realistic budget develop your sales...

Lanny WilkeSBM 338

Establish specific objectives

Develop a realistic budget

Develop your sales message

Create Your Trade Show Marketing Plan• Pre-show• At-show• Post-show

Create an exhibit that grabs attention

Confirm your booth location

Print your marketing materials

Train and schedule your staff

Prepare follow-up info packets

Make travel arrangements

Follow-up with attendees

Evaluate your success

Simple design, strong message

Appeal to the senses• Sight• Sound• Smell

Correlate to your:• Objectives• Product • Plan for generating leads and conducting

business

Guidelines• Products you will promote• Space to showcase those products• Size of signage• Number of staff• Budget

Color

Lighting

Motion

Sound

Smell

Identify your focal point

Visual impact, impression, and message

Other considerations:• Type of lighting supplied by the facility• Can you get more power?• How is lighting attached to your booth?• Budget

Increase traffic

Identify the right people

Understand your prospects and customers

Traffic to business

Increase booth traffic

Considerations• Complement your company and image?• Match your budget?• Contact info?• Can you get it in time?• Is it unique?

Using giveaways effectively

Your staff Training Expectations Staff, but don’t overstaff