austen hawkins managing director f2f events. agenda the awesome power of exhibitions planning your...
TRANSCRIPT
Austen HawkinsManaging Director
f2f events
Agenda
• The Awesome Power of Exhibitions• Planning Your Way to Exhibition Success
• Lights Camera Action• Reap The Rewards• Questions
THE AWESOME POWER OF EXHIBITIONS
Permission MarketingFace to FaceCommunication vs. ConversationExperiential Marketing – Five Senses
Exhibitions USP
Permission marketing
Face to Face
Communication vs. Conversation
Five Senses
Experiential Marketing
Us = neuroscience
Conscious MindConscious Mind
Sub-Conscious Mind
Constantly informs via
gut feelings & intuitions
Guides behaviour without conscious
analysis
Fast & effortless
The Explicit/Conscious Mind
The Implicit/ ‘Sub-conscious’
Mind
Logical & analytical
Takes time& effort
Us = Decision-making
Characteristics Controlled Uncontrolled
Deductive Effortless
Slow Fast
Self- Aware Unconscious
Brain Analytical Automatic
Examples Foreign language Speaking Mother Tongue
Unfamiliar journey Daily Commute
Learning to drive Wanting Cake
Five Senses
Experiential Marketing
Sound
Taste
Five Senses
Experiential Marketing
Smell
Touch
See
PLANNING YOUR WAY TO EXHIBITION SUCCESS
PLANNING YOUR WAY TO EXHIBITION SUCCESS
SET YOUR OBJECTIVES
PREPARE THE GROUND
What are your objectives
• Sales
PLANNING YOUR WAY TO EXHIBITION SUCCESS
What are your objectives
• Sales - Leads
PLANNING YOUR WAY TO EXHIBITION SUCCESS
- Qualified leads
Sales leads
- How many?
SET MEASURABLE TARGETS
e.g. a 12 m2 stand at a three day show
3 stand staff7 hour day4 qualified leads per hour
TARGET is 3 x 7 x 4 x 3 = 252 leads
PLANNING YOUR WAY TO EXHIBITION SUCCESS
Impossible!
• Company targets are…………
PLANNING YOUR WAY TO EXHIBITION SUCCESS
• So your personal targets is ……..
What are your objectives
Sales Targets
PLANNING YOUR WAY TO EXHIBITION SUCCESS
Thousands invested
PLANNING YOUR WAY TO EXHIBITION SUCCESS
Invite your customers to the standGive them a reason to come Invite your potential customers to the standGive them a reason to come Invite your lapsed customers to the standGive them a reason to come Invite the pressGive them a reason to come
PLANNING YOUR WAY TO EXHIBITION SUCCESS
Arrange loads of meetingsEmail signatureLinkedInTwitterFacebookVideoStaffAdvertising
SUCCESS = OBJECTIVES
“If you can’t measure it, you can’t manage it”
PLANNING YOUR WAY TO EXHIBITION SUCCESS
Plan your stand to meet your objectivesSay exactly what it does on the tin!Don’t use too many wordsLess is more!
STAND DESIGN
Aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it deosn't mttaer in waht oredr the ltteers in a wrod are, the olny iprmoetnt tihng is taht the frist and lsat ltteer be at the rghit pclae. The rset can be a total mses and you can sitll raed it wouthit porbelm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe.
PLANNING YOUR WAY TO EXHIBITION SUCCESS
Brochures
Things I hate!!!!
PLANNING YOUR WAY TO EXHIBITION SUCCESS
Brochures
Stand Staff
Things I hate!!!!
People = Success or Failure
So Train Them
PLANNING YOUR WAY TO EXHIBITION SUCCESS
CHECKLIST
Show tickets/exhibitor passes Accommodation Staff catering Storage Staff rota Staff uniforms/badges Pens, paper, lead forms Business cards
PLANNING YOUR WAY TO EXHIBITION SUCCESS
Stand team briefing checklist Goals Target visitors Responsibilities Personal targets Activities Stand; products, displays, literature, demos Stand location Stand/Shows – location/timings/health and safety Logistics – transportation, accommodation, food, build
up/breakdown
LIGHTS, CAMERA, ACTION!
LIGHTS, CAMERA, ACTION!Engage
Ask the right questions
Noble selling purpose (NSP)
Benefits vs not Features
Story Selling
Record and classify all leads
Body language
LIGHTS, CAMERA, ACTION!Engage
SAY HELLO TO EVERYONE!
LIGHTS, CAMERA, ACTION!
CAN I HELP YOU!
Ask the right question
LIGHTS, CAMERA, ACTION!
Target visitors
What do we want to know
Agree follow-up
Keep spread sheet
Ask the right questions
LIGHTS, CAMERA, ACTION!
Noble selling purpose (NSP)
What is NSP?
What is yours?
Benefits not Features
Customers don’t care about features
In fact customers don’t care about the product itself
Offer problem-solving information than a straight sales pitch?
LIGHTS, CAMERA, ACTION!
LIGHTS, CAMERA, ACTION!
Nobody who bought a drill wanted a drill.
They wanted a hole!
Therefore, if you sell drills, you should advertise information about making holes, not about drills!
LIGHTS, CAMERA, ACTION!
Practical Example
Suppose someone is a bit over weight and they are shopping around for a good weight lose book
Book A has the following marketing
156 pages of pure content Images and illustrations to illustrate the concepts Many diets you can choose from A complete list of cardio and strength exercises
LIGHTS, CAMERA, ACTION!
Practical Example
Book B has the following list describing it
Start losing weight today 20 exercises that will melt that abdominal fat away Discover how to lose 4 pounds every week with proper nutrition Tone your muscles while losing weight
LIGHTS, CAMERA, ACTION!
Benefits not Features
Benefits offer solutions Benefits appeals to the customer emotions Benefits should exceed customers cost of purchase
LIGHTS, CAMERA, ACTION!
Story Selling
What is it
Why do it- Customer are naturally suspicious of sales pitch (well you say that)- Product visualization- The science; FMRI (Functional Magneta Resonance Imaging). Human brains are stimulated by stories
The Steve Jobs Way
Five Senses
Experiential Marketing
LIGHTS, CAMERA, ACTION!
Story Selling - The Steve Jobs Way
Planned and rehearse like a movie director
Single-sentence description for every product- iPad; a revolution and magical product, more capable than a smart phone and more intimate than a laptop
A villain
Focus on benefits
Three point story/roadmap
LIGHTS, CAMERA, ACTION!
Story Selling - The Steve Jobs Way
Sell dreams not products
- Passion, emotion and enthusiasm
- iPod 2001 “In our own small way we are going make the world a better place
- Some people say you have to be a little crazy to buy a Mac. Well, in that craziness we see genius and that is who we make tools for
Steve jobs once said that his goal was not to die the richest man in the cemetery. It was to go to bed at nigh thinking that he had done something wonderful.
Make your brand story something meaningful
LIGHTS, CAMERA, ACTION!
Story Selling - The Steve Jobs Way
Images
Neuroscientist have found that when information is delivered verbally, people will remember about ten per cent of the info 72 hours later.
The retention rate soars to sixty five per cent if that information is presented verbally and visually at the same time
LIGHTS, CAMERA, ACTION!
Story Selling - The Steve Jobs Way
Make number meaningfuliPod launched 2001; five gigabyte storage vs 1000 songs in your pocket
Plain language
Holy smoke momentsIpod with touch controls, revolution phone, breakthrough internetdevise
Practice
LIGHTS, CAMERA, ACTION!
What’s your story!
LIGHTS, CAMERA, ACTION!
Record and classify all leads
Are you still with me
Awareness Test!
Body language
What does your say?
Just THREE SecondsJust THREE Seconds
To get your message across
First impressions are created by
What people see 55%
What people hear 38%
The words we use 7%
There’s never a second chance to create a first impression
What People See
What People Hear
Tone Volume Speed Emphasis Clarity
The words we use Use effective open questionsProbe to extract the level of detailFocus on benefitsBe succinct, energetic, enthusiastic
Basic Rules No clutter Limit chatting to each other Cover entire stand area No huddling Never eat on stand Never use mobile phones
Stand StaffPersonal qualities are most important: Enthusiasm Professionalism Energy Positive attitude Reliance
Categories of Visitor
The Really Interested
The Curious
The Don’t Want to Knows
SecureCapture all the details
Use the prescribed format Record information correctly and legibly Secure agreement to follow up
The Successful Encounter5 Step Cycle Open discussion Qualify visitor Get your message across Agree follow-up action Close discussion
The Successful Encounter
And say THANK YOU!
The good……..
….the BAD……
….and the UGLY!
REAP THE REWARDS
Follow up the leads
Follow up the leads
FOLLOW UP THE LEADS!
REAP THE REWARDS
70% DO NOT!
REAP THE REWARDS
DO IT A LEAST SIX TIMES
BE COMPETITIVE & MAKE
LOTS OF MONEY
THANK YOU
