rethinking trade show giveaways: stop simply giving stuff away

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These slides are the basis for "ReThinking Trade Show Giveaways: Stop Simply Giving Stuff Away," last presented on January 12, 2010, Mandalay Bay, Las Vegas, NV during the PPAI EXPO 2010. They walk you through some creative insights to methodology and implementation of a way of thinking with the goal of increased R.O.I on your trade show investment.

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  • 1. ReThinking Trade ShowGiveaways Presented By:Michael Crooks Crooks Advertising Alliance &PromoReThink.com

2. QUIZ #1 question to ask client wanting trade show item?a) Whats your budget? b) When is the event? c) What quantity do you need? d) None of the above. 3. QUIZ #1 question to ask client wanting trade show item?a) Whats your budget? b) When is the event? c) What quantity do you need? d) None of the above. 4. QUIZ #1 question to ask yourself regarding trade show product selection.a) Does it fit my clients budget? b) Does it fit in an envelope? c) How to utilize product w/o simply giving it away? d) Is the imprint area big enough for the message? 5. QUIZ #1 question to ask yourself regarding trade show product selection.a) Does it fit my clients budget? b) Does it fit in an envelope? c) How to utilize product w/o simply giving it away? d) Is the imprint area big enough for the message? 6. QUIZ 2-word Donald Trump phrase means your client no longer needs your help finding cheap stuff to give away at trade shows because they can go on line and find it for themselves.a) Lets Deal! b) Youre Fired! c) Up Yours! 7. QUIZ 2-word Donald Trump phrase means your client no longer needs your help finding cheap stuff to give away at trade shows because they can go on line and find it for themselves.a) Lets Deal! b) Youre Fired! c) Up Yours! 8. QUIZ What it takes to go on-line and find something cheap to simply give away.a) An I.Q. above room temperature. b) An internet connection c) A pulse d) All of the above 9. QUIZ What it takes to go on-line and find something cheap to simply give away.a) An I.Q. above room temperature. b) An internet connection c) A pulse d) All of the above 10. QUIZ Ideas are more important than product because:a) Price-focused end-users cant Google your ideas. b) I comes before P in the alphabet. c) Ideas elevate your usefulness to your clients. d) a&c 11. QUIZ Ideas are more important than product because:a) Price-focused end-users cant Google your ideas. b) I comes before P in the alphabet. c) Ideas elevate your usefulness to your clients. d) a&c You were promised > 12. Why Ideas Are More Important Than The Product The Difference Between A Giveaway & A Promotion Relevant and Effective Message Development Fallacies of Top-10 Lists Effective Trade Show Traffic-Arrest & Engagement Tactics 13. Why Ideas Are More Important Than Product 14. Why Ideas Are More Important Than ProductShe Cant Google Whats In Your Head. 15. Ideas Are Important 3 SecretsYou Dont Have To Be A Proctologist To Appreciate. Ken > 16. Guide > 17. Rule > 18. Difference between > 19. Why Ideas Are More Important Than The Product. The Difference BetweenA Giveaway & A Promotion. 20. Difference Between a Giveaway and a Promotion A Giveaway Is a One-Way Street 21. Difference Between a Giveaway and a PromotionA Promotion Is a Two-Way StreetTradeShow Design 22. Tradeshow Design Protocol Get something from the prospect that will allow follow up. Have an effective, relevant idea to support your product selection decision. Ensure distribution is targeted. 23. Tradeshow Design Protocol Method of obtaining actionable data. Business Card Registration Form Sign In Sheet Needs Assessment Scan Buy A List / List Vendor Secure Trade Show List Relevant > 24. Tradeshow Design Protocol Get something from the prospect that will allow you to follow up. Have an effective, relevant idea to support your product selection decision. 25. Tradeshow Design Protocol Relevancy:1) Relevant to the wants, needs and desires of your clients prospects, 26. Tradeshow Design Protocol Relevancy:1) Relevant to the wants, needs and desires ofyour prospects,2) Relevant to clients business, product orservice, 27. Tradeshow Design Protocol Relevancy:1) Relevant to the wants, needs and desires of yourprospects,2) Relevant to your business, product or service, 3) Relevant to the wants, needs and desires of yourclients prospects and to your clients business.Targeted Distribution > 28. Tradeshow Design Protocol Get something from the prospect that will allow you to follow up. Have an effective, relevant idea to support your decision. Ensure distribution will be targeted.Different Shows > 29. Tradeshow Design Protocol Ensure distribution will be targeted.Difference in Trade Shows ! General Trade Shows ie: Home Shows ! - More Stuff Collectors weed out Interest Profile/Needs Assessment! Industry Specific Shows ! + More commonality among attendees! 2 tiers of incentives Summary > 30. Tradeshow Design Protocol Get something from the prospect that will allow follow up. Have an effective, relevant idea to support your product selection decision. Ensure distribution is targeted. Message Development > 31. Why Ideas Are More Important Than The Product. The Difference Between A Giveaway and A Promotion. Relevant & Effective Message DevelopmentSecret Tactic > 32. The Secret TacticAmeriMortgageLending Specialists www.AmeriMortgage.comBetter> 33. The Secret TacticAmeriMortgage3 Secrets Lenders DontLending Specialists Want You To Know. www.AmeriMortgage.com www.AmeriMortgage.comYou Do It> 34. The Secret TacticDeveloping Relevant/Effective Messages Three _______ Secrets Every __________ should know. Ex: Three Plumbing Secrets Every Homeowner Should Know. Ex: Three Legal Secrets Every H.R. Manager Should Know. Ex: Three Hand Sanitizer Secrets Every Day Care Should Know. Ex: Three Used Car Dealer Secrets Every Car Buyer Should Know.List Secrets> 35. List The Secrets Three _______ Secrets Every __________ should know. Ex: Three Plumbing Secrets Every Homeowner Should Know. 1. ________________ 2. ________________ 3. ________________ Point> 36. Cant List The Secrets?You dont know your clients business good enough.#1 Question > 37. #1 Question To Ask A Trade Show Client Client: I need something to give away at the trade showYou:Answer > 38. #1 Question To Ask A Trade Show Client Client: I need something to giveaway at the trade show You: What do you want to accomplish atthe trade show?Accomplishment Driven Messages > 39. Accomplishment Driven Message DevelopmentLocal: Drive Traffic To Retail Location: Gift With Purchase, Enter Drawing, Private Sale. Credit Union National > 40. Accomplishment Driven NATIONAL: Drive Traffic To Website Pre-Show? Post-Show? Both? Drive Traffic To Booth (Why?) Top 10 > 41. Why Ideas Are More Important Than The Product. The Difference Between A Giveaway and A Promotion. Relevant & Effective Message Development. Fallacies of Top-10 Lists 42. Top Lists Problem #1They are compiled based on sales volume not effectiveness. 43. Top 10 Lists Problem #2 Preclude uniqueness. 44. Top 10 ListsProblem #3 The list doesnt tell you HOW to effectively utilize the wonderfullypopular products. 45. Top 10 ListsProblem #4They are PRODUCT FOCUSED!!!!. #1 Q 4U > 46. The #1 Question You Must Ask YourselfHow do we effectively use that item to positively affect my clients prospecting ROI without simply giving it away?Stop You Know What > 47. ReThink Point #1Stop Simply Giving Stuff Away!By Asking > 48. Stop Simply Giving Stuff Away By asking you tostop simply giving stuff away,Im not suggesting yousimply stop giving stuff away. Why? 49. WHY?do we want our clients to stop simply giving stuff away? Because anyone > 50. BECAUSE, Anyone with a pulse and an I.Q.above room temperature can go on-line and nd something to simply give away.The Donald > 51. Right Frame > 52. Getting Your Mind Right Divesting from Product Focus & Giveaway Mentality: ReThink Focus On Product ReThink Calling Them Giveaways ReThink Calling Yourself a PPD 53. Focus Difference Product Focus: What do we want to give away Idea Focus: What do we want to accomplish? 54. ReThink Product FocusPull down the ladderafter the ascent. 55. Cortez 56. ReThink Calling Them GiveawaysYou Must Change The NameTo Change The Perception 57. The Difference A Name Makes Rapeseed Oil . Canola OilMarion Michael Morrison . John WayneDiet Deluxe Healthy Choice 58. New Name For Giveaways GiveawaysEnticements Incentives 59. ReThink Calling Yourself a PPDPromotional Products Distributor 60. ReThink Calling Yourself a PPDPromotional Products Distributor Promotional Marketer Promotional Marketing CompanyPromotional Marketing Agency 61. Getting Your Mind Right Divesting from Giveaway Mentality ReThink Product Focus: Focus on the what. What do your clients want to accomplish? ReThink Calling Them Giveaways: Call them Incentives, Enticements, Rewards. ReThink Calling Yourself a PPD: Call yourself a Promotional Marketer, Promotional Marketing Agency.DIY > 62. Targets Reality: The DIYs Are On The Rise PPD Getting Hosed.I have a computer. I can get all the cheapgiveaways I want without you.Targets > 63. Targets Those who cant do it for themselves. 64. Targets Those who cant do it for themselves. Those who wont do it for themselves. 65. Targets Those who cant do it for themselves. Those who wont do it for themselves. Those who want it done better than they can do it themselves. #1 Question > 66. #1 Question To Ask What Do You Want To Accomplish?Screeching Halt/Scary Guy > 67. Um I just want to getmy name out there. You Say > 68. Do you realize that for the same money youll spend getting your name out there, you can 69. Drive trade show trafc to your retail store. Drive trade show trafc to your website Collect actionable data from those who are interested in your product or service. Generate qualied trafc to your trade show booth with a pre show mailing. Nail down appointments. Traffic Arrest > 70. Why Idea