Opportunities NB Webinar Series

Making Trade Shows Work for YouAired May 3rd, 2016In Conjunction with:

Hosts: Jon Downey / Irenia Roussel Marketing / ExportOpportunities NB

Guest: Carolann Harding

Director of International Business Development Dept. of Business, Tourism, Culture and Rural Development - Newfoundland and Labrador

Client-focused, proactive, professional and accountable, Opportunities NB is the first point of contact for local and foreign businesses looking to grow, expand or locate. We are focused on performance, high growth opportunities and growing New Brunswick. Opportunities NB is poised to:

• Support business development inside New Brunswick, including business support services for small, medium-sized and large businesses;

• Proactively pursue high growth opportunities through exports and foreign investment; and

• Work with industry partners, economic development stakeholders and public sector partners to identify, build and support a portfolio of significant high growth opportunities both within and outside the province!

If growth through exporting is in your business plan, you’ve come to the right place. We specialize in providing one-on-one counseling and specialized services to export-ready companies and existing exporters.

Making Trade Shows Work For You

Carolann HardingDirector of International Business Development

Trade Shows

• B to B Trade Shows• What to expect … or not! • Risk vs payoff• Finances • Do it right… 1st impressions count• Research…and plan• Who is your customer ?

What we are covering…

• Choosing the right trade show • Preparing before attending the trade show• Setting your goals and objectives • How to work the trade show floor• Marketing your product• Finding the decision makers• Spotting trends • Best Practices • Follow-up

Choose the right show

• Research the show – How many attendees (make-up ?)– Attendee’s main goal is…?– Testimonials– Competition? Who and are they present?– Affordability (check the small print)

– Credibility– 1st impressions– Budget – think of everything!

Goals and Objectives

• Why attend?• Goals and objectives – important• Needle in a haystack• Plan, plan and plan• Attendees…who and how can you get to them• Mine the lists – do your homework• Focus your attention – conquer and divide• Espionage… aka market research

Pre-show Preparation

• Let the G&O guide you• Craft your message … be concise • Find the media, have a press kit, get seen• Training • Schedule• Save the date cards• Pre-show introductions

– Give them a reason to come by your booth• Giveaways …focused only

• Be seen, be remembered– What are you wearing

• Pack your kit

Show Toolkit

• All tech needs• Business tools – cards, postcards, swag• Clothing• Water, mints, Advil• Comfortable shoes• Calendar• Map• Stapler, office supplies etc.

Work the Floor

• Find your “spidey” senses … and use them• Basics – not gum, clean clothing, no food, no chatting• Be engaging• Ask questions that you cannot answer with yes or no• Be inviting• Take breaks• Again…craft your message…your value statement/s• Make it hands on• Entice the attendees

The Floor

The Floor

Who’s who of who-ville?

• Generate your leads…pre-show• Prepare a lead card…a must do

– Ask the right questions– Find the decision maker– Get the contact info– Record the info– FOLLOW-UP … divide and conquer

Marketing & Promotion

• Devise a plan• Have a professional image• Website – post you will be attending• Be seen• Kitchy? Think not … unique…yes• Marketing plan• What does the show offer• News release

Trends

• Spend time spotting the trends• What is a trend?• Walk the floor• Find your competitor• Look at the media coverage • Take note of where the excitement is

– What are they doing? Saying? The look? – Booth layouts, swag, etc.

Best Practices

• Record what went well each day• De-brief at the end of each day• What conversations stood out • Need to change anything?• Define your best practices/record • Research and see what experts say

Follow Up

• Set a time line• Schedule time• Divide the list• follow up with who? – lead cards• Have info ready to send• Thank you notes

Extras

• Networking… don’t discount the benefit from networking• Go to events – be seen• Logos…tag lines… etc• Take advantage of show perks• Devour the show guide• Check the garbage … see what swag/printed materials

are being thrown out• What is the hot topic of the day• Have fun, eat well • Stay on-site if possible

Opportunities NB Webinar Series

Tel: 1.506.453.5471Toll free: 1.855.746.4662 

Email: info@onbcanada.ca