how to drive more sales from your next event or trade show

How To Drive More Sales From Your Next Event or Trade Show

Matt Heinz

President, Heinz Marketing Inc

matt@heinzmarketing.com

@heinzmarketing

Washington State Convention CenterOctober 26th, 20118:00 am – 6:00 pm

More information at www.psbjexpo.com

Key Features:

• Business-to-business tradeshow

• Keynote luncheon with panel discussion:

Secrets of the Fastest Growing Companies

• Four breakout seminars with expert speakers

• Continental Breakfast

• Networking After Hours

Agenda

• Establishing goals and ROI• Pre-show strategy & tactics• Booth best & worst practices• Post-show follow-up• Several specific examples• Q&A

Goals & ROI

• Define clearly what success looks like

• Triage the slippery slope of ideas

• Establish immediate and long-term goals

• Templatize a post-event ROI report

Strategy before the show

• Pre-show expectations

• Establish & estimate required ROI

• Pre-show buzz and appointments

• Prospect approach strategy

• After-show follow-up plan

• Long-term conversion tracking

Tactics before the show

• Attendee list

• Customer invites

• Why prioritize your booth?

• Joint offers w other exhibitors

• Booth staff expectations & training

Booth Best Practices

• Make eye contact & say hello

• Script the first five seconds

• State your benefits in bold letters

• Move longer conversations out of traffic

• Value-added giveaways

Booth Bad Practices

• Scanning badges without context

• Failing to qualify

• Scanning for something better

• Ignoring loiterers

• Checking your email

• Bragging about your hangover

Appointment Setting

• Targets

• Offers

• Location

• Follow up

Booth Staff Training

• Pre-event briefing

• Clear roles

• Morning briefings

• Incentive programs

• Secret shopping

Booth Traffic

• Giveaways

• Bring a friend

• Off-booth traffic drivers

Show Follow-up

• Business card triage

• Thank you notes

• Speed

• Timing

• Consistency

Other Considerations

• Know your audience

• Know the show rules

• Learn from other exhibitors

• Conduct & publish a postmortem

Questions?

Washington State Convention CenterOctober 26th, 20118:00 am – 6:00 pm

More information at www.psbjexpo.com

Key Features:

• Business-to-business tradeshow

• Keynote luncheon with panel discussion:

Secrets of the Fastest Growing Companies

• Four breakout seminars with expert speakers

• Continental Breakfast

• Networking After Hours

More information at www.psbjexpo.com

Early Bird Discount: ENDS TOMORROW

Be an Exhibitor!

Standard Exhibitor Package: $600

• 6-ft display table• Two subscriptions to PSBJ

$725

Premium Exhibitor Package:$825

• 6-ft display table• Two subscriptions to PSBJ• Business card-sized advertisement in

the EXPO show guide. Distribution in the October 14th issue AND the at the EXPO.

Be a Sponsor!$17,000

Platinum Sponsor: $18,000Includes a full page color ad, exposure through marketing, multiple speaking opportunities, 10 tickets to the event, 5 tickets to lunch, and more

$14,000Gold Sponsor: $15,000Includes a full page color ad, exposure through marketing, speaking opportunity, 20 tickets to the event, 10 tickets to lunch, and more

$ 4,000Silver Sponsor: $ 5,000Includes a 3/8-page color ad, exposure through marketing, 5 tickets to the event and more

Reserve your space today! Discounts disappear after Friday, May 27th

Kristin Kruger

Marketing & Events Coordinator

206.876.5457

kkruger@bizjournals.com

More information at www.psbjexpo.com

To reserve your

exhibitor booth or sponsorship, contact:

Early Bird Deadline: Friday, May 27th