optimising your trade show spend

Optimising marketing & promotion spend at trade shows

and events

Duncan S McGaw MCIM

salterley associates marketing support

“That business purpose and business mission are so rarely given adequate

thought, is perhaps the most important cause of business frustration and

failure”

Peter F Drucker American management guru

the problem...

the problem...

wasting the investment

• Bored & forlorn stand staff a common sight• Lack of preparation• Lack of engagement• Lost opportunities = lost ROI• Exhibiting is a necessary evil, “We have to be there”

but...

…raised game = raised success

=raised returns

Ask yourselves the following questions...

• How does the event fit your business strategy?• Why are you exhibiting?• What role do you perceive shows to fill?• Are your expectations realistic?• Are you maximising your spend?

then ask yourselves...

• Are you satisfied with your participation standards? • What are your expectations?• What guidance do you provide to your exhibit team?

• Does the bar need raising?• Do your standards impact on the success and reputation of the overall event?

do the answers worry you? we can help...

our approach...

To assist businesses to optimise the return on investment from their marketing support and promotional budgets, we can:

1 evaluate marketing objectives and tactics

2 advise on the most appropriate marketing promotion ‘tools’ to meet objectives within available budgets

3 work with businesses to prepare and execute plans

4 helping develop methods to assess success of their achievements for continuous improvement in future cycles

our approach

pre-planning phase

• Focus clients on why they are exhibiting

• Review event against overall business marketing objectives and game-plan to ensure alignment with strategy

• Aid creation of focused Marketing Communications & Support Plan

• Establish event objectives

• Establish event key deliverables

• Assess proposed preparations and planned activities and correlate with objectives

• Refine and focus event preparations and plans as appropriate

Note: Total event management through all phases if required

our approach

plan and prep phase

• To guide the client in all aspects of ‘prep and planning” to maximise on show objectives

– Customer/contact invitations and management– Targeted messages, themes– Branding – Stand design, graphics and exhibits– Marketing collateral (digital and print)– Multi-media– Peripheral events, presentations– Hospitality– Media and public relations– Regional customs & cultural issues– Website, social media– Logistics (transportation, etc)– Show management, administration and staff preparation– Budget management

our approach

execution phase

• Network of specialists in related services (design, production, print, photography, advertising, multi-media, media relations, web, catering) to support delivery of the event package as required

• Critique on draft deliverables

• On-site monitoring and guidance at set-up

• Support during show

• Assessment of show activity

our approach

post-show phase

• Guidance on post-show actions – follow-up on contacts, leads and meetings – obtaining focused feedback

• Evaluation of total show participation – assessing ROI

• Recommendations for future events

our approach

conclusion...

this service can…

• bring experience and skills to enhance the value gained by exhibitors

• help raise standards of exhibits, effectiveness and customer satisfaction at a show

• develop exhibitors’ awareness and abilities forfuture event cycles

• increase event’s client loyalty, reputation and profile by enhanced success of exhibitors

our experience...

• 40 years in sales and marketing support at world renowned international organisations

• Over 20 years managing corporate marketing support programmes

• Hands-on experience and success leading major events

• Understanding of the full marketing support ‘toolbox’

• Roles at corporate and operational level afforded breadth of visibility and appreciation of market needs and approaches

• Knowledge and skills developed within full scope of marketing discipline

proven performance...

• A ‘make it happen’ approach• Strong associate network of specific skills• Cost-efficient service• Total event management skills• Brand management expertise• Creative copy-writing skills• Language skills• Applied and totally relevant experience• Detailed knowledge of show environments• ‘Lean’ and continuous improvement philosophy

To find out more about how we can help you to optimise

marketing & promotion spend at trade shows and events

Call Duncan McGaw on: +44 (0) 1242 232760 mobile: +44 (0) 7802 456100or email: duncanmcgaw@hotmail.com

salterley associates marketing support