how to maximize your trade show roi pre show

M.H. Wood Consulting, LLC all rights reserved 1

Maximizing Your ROI at Trade Shows

Pre-Show Planning

With

Melanie WoodOf

M.H. Wood Consulting, LLCFebruary 25, 2010



This presentation was originally delivered in a live 3-part webinar series at www.PlannersConnect.com , Successful Meetings magazine’s community for meeting planners, exhibitors, business travel and other industry professionals.

We recommend you follow the link below to... View all three recorded webinars Download the handouts, workbooks, tip sheets and articles Join the discussion group for this event , post your own questions

Click here: http://bit.ly/ROI-Webinar-Group Registration and the webinars are free and privacy-protected



Agenda

The Unique Value of Trade Shows as a Sales and Marketing Tool

The first five steps in developing your Trade Show Exhibiting Plan



““Exhibitions can be compared to a portable Exhibitions can be compared to a portable version of your company that is version of your company that is temporarily placed in a unique type of temporarily placed in a unique type of shopping mall that attracts an exclusive shopping mall that attracts an exclusive set of shoppers. It brings sincere buyers set of shoppers. It brings sincere buyers and sellers together.”and sellers together.”

**Trade Shows. . . Their Hidden Value During These Uncertain Times; Marc Goldberg and E. Jane Loirmer, White Paper written for Skyline Exhibits


At a quality trade show, you can see many prospects face to face when they're most focused

and receptive to your message and “ready to buy”

IdentifyProspect

QualifyProspect

SetAppointment

Travel toAppointment

Make TheDeal

Face-to-FaceMeeting

The Sales Process


Why else do Trade Shows speed up the sales process? The buyer has not met the vendor before and has not

seen the products or locations and amenities available The buyer has not met the competition or seen their

products for comparison

Quality Trade Shows allow all of this to happen in a compressed period of time




So…how can you best take advantage of this unique marketplace?

It all begins with a plan---Your Plan!

We’ll organize Your Plan as follows: Pre-Show---Our Topic for this Webinar! At-Show Post-Show



Step #1 Pre-ShowStep #1 Pre-Show

Determine your objectives for the Show

a) Develop solid sales leads

b) Meet face to face with specific meeting planner prospects

c) Introduce a new incentive product/service concept

d) Build awareness for your company in the industry

e) Others…



Step #2 Step #2 Pre-show Pre-show

What do you want the buyers at the trade show to know about your company/incentive product/service?

What makes your company/incentive product/service unique in the industry?

How are you/your company/your incentive product/service different or better from any other incentive product or service at your price point or a a similar price point?

This is called your “unique selling proposition”



Step #3 Step #3 Pre-show Pre-show Promote your Company/product/service to your best prospects prior to

the Trade Show

Who are your best prospects??? They are the companies that you really want to do business with but

currently aren’t Think of the demographic and corporate profile of your best

customers… Are they a certain employee size? Are they in a specific industry—Software? Gaming? Others? Are they in a specific geographic region?



Buyers come with an Agenda…

What influences buyers to stop by your booth??….



Step #4 Step #4 Pre-ShowPre-Show

Habit/Repeat Business Trade Journal Recommendation Random Selection Advertising

Personal Invitation * CEIR Organization



Step #4 Step #4 Pre-ShowPre-ShowKeep your invitation to your targeted buyers simple,

personalized and unique. Here’s how…

Send a personalized letter/email Send a postcard with a good photo of one or more of your flagship

travel incentive locations or incentive products on it with your booth location inviting the buyer to come your booth.

Let the buyer know you have some “special incentive products” that you’re holding for her and/or that you want to show her.

Make calls and set up appointments



Personal Invitation Sample:

Dear Prospect,

On behalf of XYZ company, I’d like to invite you to come and see us at ABC Trade Show in Las Vegas on February 27. At the show in booth # 555, I will personally be presenting our new jewelry incentive line that will feature dramatic, one of a kind pieces that are designed to truly delight, inspire and reward employees like no other lines.

Here’s a sample of that collection: Show photo of one or two pieces

I’ve enclosed a ticket for cappuccino and pastry for you to enjoy as you learn about the many ways your employees can enjoy this unique line.

I look forward to seeing you at the show!



Step #5Step #5 Pre-ShowPre-ShowBooth Staff Selection

Select your best sales people to represent your company who are well informed on:

How you differ from anyone else selling similar lines/products/services at similar price-points

Delivery/Project time frames Why your incentive line/service is attractive to specific

groups of employees Sales techniques



M.H. Wood Consulting LLC

www.mhwoodconsulting.com

330-864-7160

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