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MARKETING STRATEGIES
For Trade Shows
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The key value of exhibitions is accelerating thesales process...
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...achieved by conducting meaningful conversations on
the show floor
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Shortening The Sales Cycle
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Steps To Maximize Return• Setting Goals & Objectives• Measurement• Pre-show activities including Selective Attraction• 4-step selling process• At-show activities• Follow up• Integrating Social Media• Thinking outside the booth
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Set Goals & Objectives
• Goals: broad & cannot be measured• Objectives: narrow & measurable (think tactics)• Examples of goals? • Coordinating objectives? • Use these for post-show measurement
Note: build show goals around corporate marketing plan to help accomplish overall marketing goals.
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Measure: RO Investment
Total Show Expenses
Total Sales Volume
Note: consider all show elements - booth space, exhibit, staff, entertainment, freight, etc. - when tallying expenses
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Measure: RO Objective
• Revisit clearly defined objectives set pre-show: were they met?• Examples of ROO measurement
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Measure: Cost Per Lead
Total Show Expenses
Total Leads
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Measure: Cost Exposure
Total Show Expenses
Total Show Audience
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Measure: Key Contact Value
Total Show Expenses
Number of Key Contacts Made (relative to comparative cost of sales calls/visits)
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Align Goals & Objectives
• Spread the word• Discuss overall goals & objectives with booth staffers• Set expectations•Review before show open
Note: consider a formal training for your booth staff
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Pre-show
• Show specific email campaigns• Branded micro-sites• Direct mail• Selective Attraction• Social Media (more on that later)
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Selective Attraction
• Qualifying and filtering visitors through pre-show or at-show activities • Examples of selective attraction activities• How does this change the at-show conversation?
Note: if giving away premium items for qualified prospects, give some to your staff...they’ll appreciate it
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Selective Attraction
• Pre-qualified • High-level • 2 levels of
incentive
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4-step Trade Show Selling Process
• Engage• Qualify• Present• Close
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Qualify
• 1st or 2nd qualification process = Filter• Determines follow up activities• Ask qualifying questions on the show floor • Use lead qualification software or lead forms
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Data Collection Paper solutions:• Lead Form
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Data Collection Technology solutions:• Badge or card reader• Smart phones and tablet applications for
surveying• E-literature fulfillment• Interactive engagement - games, videos, quizzes • RFID• Exit polls
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At-show
• Ad specialty items• Hospitality suites• Social media (more on that later)
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Outside The Booth
• Venue marketing• Door/Room drops• Leverage the press
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Outside The Booth
• Have booth staff pre-schedule meetings: breakfast, dinner, coffee etc.• Prepare info for pre-qualified prospects• Obtain competitive information
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80% of all show leads never receive post-event follow-up
- Center for Exhibition Industry Research
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Post-show Follow Up• Develop a plan pre-show • Office response team = same day or rapid follow-up• Create a follow-up timeline • Target follow-up response
Note: hold meetings with show staff immediately upon return from event while fresh on everyone’s mind
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Measure
• Measure based on objectives pre-show• Measure year over year
Note: keep all data from past shows. It will help you benchmark success from show to show
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Additional Reasons To Measure
• Should you attend the show next year? • Should you increase or decrease your presence? - Exhibit Size- Booth Staff- Sponsorships- At show events
• Increase or decrease additional marketing efforts
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Social Media &Digital PR
1) Social Networking Sites2) People are now the media• Equivalent to major media outlets• Target Influencers - Digital PR
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Digital PR• Bloggers• Press releases• Event micro-sites • Videos• Social media buzz
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Integrating Social MediaPre-show
• Set up or locate a twitter hashtag for your event• Hashtag: A pound sign followed by a couple key words that help organize information (#CES)
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Integrating Social MediaPre-show
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Integrating Social MediaPre-show
• Facebook & LinkedIn events• Facebook ads• LinkedIn groups
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Integrating Social Media At Show
• Live tweeting• “Like” on the show floor• Interactive social media contests & games • Pocket Pics• QR codes
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Integrating Social Media Post Show
• Add to circles on Google+• Add presentations to SlideShare• Send emails • Follow up with bloggers
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Summary
• All activities should support goals & objectives • Plan, execute and measure• Communicate with team• Have fun!
QUESTIONS?
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Resources
Hot topic white papers and webinars:www.tradegroup.com/info-center
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