creating the trade show experience
DESCRIPTION
Creating the Trade Show Experience: Want to know what to say after “hello”? Presented to the Hampton Roads Chapter of the American Marketing Association (www.HRAMA.org) by Stephen Schuldenfrei, Trade Show Exhibitors Association www.tsea.org, October 2007 The typical marketing group spends a lot of time, effort and money producing their trade show experience. Sadly, many efforts fall far short of expectations and required results. It's time to change that!TRANSCRIPT
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Creating the Creating the Trade Show ExperienceTrade Show Experience
Engages the AudienceProduces Results
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Stephen Schuldenfrei President Stephen Schuldenfrei President
Trade Show Exhibitors Association (TSEA)McCormick Place Suite 10052301 South Lake Shore DriveChicago, IL 60616Phone: 312 949-5781Fax: 312 [email protected]
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Trade Shows Are TheTrade Shows Are The
22ndnd Most Expensive Most Expensive
Marketing ExpenseMarketing Expense
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$132.2 Billion Industry
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Economics of Exhibiting
Cost of generating a qualified lead at a show $212.00Cost of generating a qualified lead in the field
$308.00
Cost of closing a qualified lead from a show $705.00Cost of closing a qualified lead without a show $1,140.00
38% Less When You Exhibit!
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Who Attends These Days?
83% of visitors have buying power!
86% of visitors will be new contacts!
6+ The number of others visitors will tell about their experience (IF it’s a GOOD experience).
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Expecting the Golden Bullet?
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You Need An Arsenal of Golden Bullets to Achieve Success!
Goals & Objectives
Shows / Events
Booth
Promotion
Engagement
Collateral
Follow Up
Measurement
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Goals & Objectives
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Why Are You Exhibiting?
1. The Competition is Going2. We’ve Always Gone3. Want / Need Exposure4. We’re Doing an Educational Session5. See All Our Friends6. We’d Be Conspicuous By Our Absence7. We Have an Image to Maintain8. Support Our Association9. To Train New Staff10.The Show is in Hawaii
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Why Are You Exhibiting?
1. Make Sales!2. Get Qualified Leads (that will lead to sales)!3. Reinforce Existing Relationships!4. Launch a New Product!5. Get Press!6. Do Market Research!7. Find Dealers, Representatives & Distributors!8. Get Smart!9. Scope Out Competition!10.Conduct Sales / Business Meetings!
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Do You Have Support?
• Senior Marketing Management• Sales Staff
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Never Hold A Never Hold A Planning Planning Meeting Meeting WithoutWithout Anyone Who Anyone Who Can Veto The Can Veto The Project!Project!
NOTE:
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S.M.A.R.T. Goals
Specific
Measurable
Attainable
Realistic
Timely
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Specific Objectives?
Examples:
3 Contracts on site
50 “A” Leads
200 “B” Leads
5 Interviews with media
200 People at our hospitality event
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Shows / Events
Choose wisely.
One door leads to increased return on investment, the other to market meltdown!
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Your are at the right show when:
You Will Reach the
Right Customer Right Prospect Right Suspect
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Pick the right show!
• Ask your customers what shows they attend
• Talk to current & past exhibitors• Are your competitors there consistently• Coverage by your primary trade journal • Don’t trust the show’s sales staff• Try before you buy
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Never Exhibit At A Show You Have Not Personally Walked.
NOTE:
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Does Size Does Matter?
– to your booth size. Larger booths draw more trafficYe
s
No – to the size of the show. You can’t meet everyone anyway
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EventsP.C.E. – It’s Your Show
• Advantages
• Control who attends
• Guarantee You See Everyone
• Disadvantages
• No new customers / prospects
• Costly
• Small attendance
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Where to Find The Right Show
• Databases– www.tradeshowweek.com– www.tsnn.com
• Magazines
• Customers / Prospects
• Consultants
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Booth
Your Booth is Your
Billboard!
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Booth Graphics
Tell ‘em…
Who Your Are What You Do What You Offer What’s In It For Them
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The 3 Second Rule
HEADLINE TEST
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Don’t Win The Sausage Award
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Open Up
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Use All The Senses• Sight
• Light • Motion
• Sound• Voice• Music
• Smell• Food• Drink
• Taste• Sample
• Touch• Involved
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It Is A Different Sell
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Choose Staffers Who Are• Experienced
• Committed• Knowledgeable• Prepared• Confident• Bold• Friendly• Enthusiastic• Persistent
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Six Deadly Trade Show Sales Staff Sins
1.1. They Tell Instead of SellThey Tell Instead of Sell
2.2. They Try Too MuchThey Try Too Much
3.3. They Ignore Visitor’s WantsThey Ignore Visitor’s Wants
4.4. They Respond with Features Not BenefitsThey Respond with Features Not Benefits
5.5. They Spend Too Much Time With VisitorsThey Spend Too Much Time With Visitors
6.6. They Don’t Try to Close BusinessThey Don’t Try to Close Business
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The 3 Most Important Words
Qualify
Qualify
Qualify
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Engagement
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You Have Two Ears and One Mouth
For a very Good Reason!
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A Customer Will Tell You Everything You Need to Know for The Sale… If You Just Listen!
NOTE:
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Three A’s For an “A” Lead
1. A Need!2. A Budget!3. A Purchasing
Authority
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1. Pre-Show
2. At Show
3. Post- Show
Promotion
Only 3 Times To Promote
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Why Spend Time & Money
To Promote?Bring Hordes Of Bring Hordes Of
Prospects Prospects To Your Booth!To Your Booth!
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Spends 2.3 Days
Visits Only 25 – 32 Booths!
At the Exhibit, The Average Attendee…
Spends a Total of 8.5 Hours
The Numbers
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An Invitation to Come To Your Booth Is
VITAL!VITAL!
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Sacrifice Anything To Pay For Your Pre-Show Invitation Marketing!
NOTE:
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What To Tell Them1. You’ll Be At The Show!
2. You Want Them See Them!
Get Their Attention
Clarify & Qualify
Give a Great Reason To Visit
Make It Personal
Mention Any Show Sponsorship and/or Special Events
Wash, Rinse, Repeat
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Collateral
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Literature Strategy1. Create Special Literature As Tools During
Booth Visit / Not Necessarily For Take Home
2. Limit or Skip The Good Stuff3. Send or Bring All Collateral To Visitor After
Show4. Specialized Collateral
1. Press Kits2. Student / Recruiting Kits3. “Get Rid of You” Pieces
5. After Visit / Follow Up Piece
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Lead Retrieval
• Customized
• Automated
• Verified
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The Magic Question
Is this the best Is this the best phone number phone number to reach you?to reach you?
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Never Let a Visitor Leave Your Booth Without Agreeing on a Clear Next Step !
NOTE:
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• Thank You For Visiting Our Booth
• Action Agreed Upon
Follow Up
PERSISHBILITY RULE:
Leads Are Icy Cold After 72 HoursLeads Are Icy Cold After 72 Hours
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% Close x Long Term Value
$ Lead Acquisition + $ Lead Management
Measurement
Return On Investment (ROI):
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Return on Objectives
• Surveys• 10 minute counts• Number of “A”, “B” and “C” Leads• People at Hospitality Event• Pre-Show Promotion Items
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Bring To Show List
• Appointment Book
• Business Cards
• Collateral / Literature
• Lead Forms
• Phone Number List
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Resources
• TSEA www.tsea.org• Tradeshow Week
www.tradeshowweek.com• CEIR www.ceir.org• TSNN www/tsnn.com
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Books
Margit Weisgal
The Planning Shop
Jay Levinson
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