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TRANSCRIPT
CTSM 2015
Candidate Portfolio
Brandi T. Edwards
CTSM Portfolio Candidate
November 2016
Project and Tradeshow Manager
Shabang Exhibits
Phone: 214-340-2883
Email: [email protected]
www.shabangexhibits.com
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Table of Contents
1. Vital Statistics 3
2. Overview 12
3. Show Schedule & Measurable Objectives 16
4. Management of Exhibit Design & Production 21
5. Management of Integrated Marketing Communications 32
6. Management of Results Reporting 45
7. Conclusion 48
8. References 49
9. Appendices 50
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1. Vital Statistics
Candidate Profile
Just like so many others before me I can truly say that tradeshow marketing and events is
an industry that “fell into my lap”. I’ve been passionate about planning and coordinating
events since high school but I didn’t know that I would have a career in events marketing
today.
My educational background includes studies in Business Management at Mountain View
College and The University of Phoenix’s Dallas campus. During that time I operated as an
independent hairstylist and toured the country as one part of a well known recording
gospel group. However, I coordinated weddings and events for family, friends, and referrals
whenever needed.
My career began in transportation as an account manager for Com Data assisting
transportation companies with obtaining permits from city and state agencies. From there I
moved on to a position as the Reverse Logistics Manager for Jacuzzi Brands during their
relocation to Addison, Texas from California’s Bay Area.
Jacuzzi decided to relocate their headquarters to Southern California after two years in
Addison. The timing wasn’t right for my family to relocate so I chose to remain in Dallas
and accepted a five year contract opportunity with Mitsui Bussan and their partnership
with the 7-11 Corporation.
After my five year contract with Mitsui Bussan I accepted an opportunity to be part of Quilt
Craft’s project management team. Quilt Craft is a hotel interior design company and our
team was created to oversee the interior décor of The Hotel ZaZa-Dallas. Quilt Craft was
also launching the bedding and room décor into a new market and hired Shabang Exhibits
to oversee their tradeshow marketing program. I recall breaking away from my desk and
viewing Quilt Craft’s exhibit while Shabang was giving it a few final touches. I had no clue
that ten months later I would become a part of the Shabang Exhibits family.
I was hired by Shabang Exhibits, eight years ago, as the Project and Events manager
coordinating logistics and near 200 shows for their client, RealPage.
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RealPage has somewhat of a turnkey program for which Shabang is prepared to coordinate
and ship instantly when needed. RealPage’s tradeshow program requires committed focus
while working as a part of their events marketing team.
As Events Manager for RealPage, I coordinate all of their show services, supervise install
and dismantle, arrange each shows logistics schedule, and coordinate transportation. My
daily operations include consulting with RealPage’s Events Marketing Team, and as liaison
between vendors, suppliers, and show decorators.
Session 52308-Communicating with Others: Essentials for Success taught me the
importance of recognizing various communication styles. I began implementing several
simple processes that were taught in this class and one that I rely on faithfully is to listen to
the other party first, think carefully about what you’ve heard, and then respond with a
summary of what you believe the other party is communicating to you. It has been very
helpful for my role as liaison between Shabang Exhibits, RealPage, show decorators,
suppliers, and other vendors. Communicating effectively the first time around saves me a
lot of work on the “back end” later.
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Company Background
Shabang Exhibits is a full service exhibit house offering
its clients turnkey services from concept to completion.
Shabang is a small company of six including its leaders
yet we service large company clients such as American
Standard, Trane, and of course RealPage.
Shabang Exhibits prides itself on servicing each project
with committed focus and building a culture of true
partnership with its clients. Our team is just as
committed to helping companies achieve their goals as if we are a part of the company
itself.
Partners Rick Young and Doug Wickwire began Shabang Exhibits January 1, 2002. This was
at a time when many companies in the tradeshow industry were permanently closing their
doors due to the economic collapse after the events that took place on September 11, 2001.
However, establishing the company as specialists in rental and custom exhibits they’ve
successfully led Shabang to where it is today.
Vision
To be recognized as an industry leader
that succeeds through teamwork,
integrity, creativity and innovation
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Our Products and Services
Shabang Exhibits is well versed in all tradeshow marketing as well as communications,
from pre-show, at show, and post show marketing. We also provide designs and layouts for
brochures, handouts, and creating advertising for tradeshow preview and show dailies. We
are currently focusing on making our company more environmentally friendly.
Rentals
• Pop Up
• Portable
• Modular
• Luminents
• Table Tops
• Used Exhibits
Custom
• CAD
• Banners
• Banner Stands
• Tension Fabrics
• Carpet
• Museums
• Permant Installs
• Grahpics Design
Services Coordination
• Installation
• Dismantle
• Show Coordination
• Storage
• Transportation
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Examples of Our Custom Design
Our design team worked with our client to develop a custom bar and street scene for their
20X20 booth space. The booth was based on a diagonal layout with street scene on the back
side and a real operable bar on the front side.
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Examples of Our Custom Design Continued
RealPage provides its customers with streamlined processes, and modern technology.
Pictured below are two examples of how our design team incorporates “streamlined” and
“modern technology” into RealPage’s exhibits.
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Examples of Our “Used” Rental with Custom Graphics
Enterprise Risk exhibits twice a year so Shabang Exhibit’s solution is a used rental
“Octanorm” structure that is updated with the client’s messaging and objectives for each
show.
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Targeted Markets and Solutions
Shabang services customers in various industries such as financial planning, golf and resort
clubs, and even the hair and beauty industries. Shabang targets markets that tend to
include events marketing as a vital part of their marketing program.
Shabang Exhibit’s Targeted Markets:
Collegiate Marketing
Software and Technology
Non Profit Organizations
Toy Manufacturers
Confectioners
Software and Technology
Collegiate Marketing
Non Profit Organizations
Toy Manufacturers
Confectioners
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Shabang Exhibits’ Competitors
Online Exhibit Retailers
In recent years we’ve noticed an increase in online purchasing of pop up displays, portable
exhibits, and banner stands. With a society that leans towards instant gratification, “do it
yourself (DIY)”, and seemingly easy processes of pick, pay, and receive we’re often
approached by prospects that have these same expectations.
A new majority of our business comes from those that have purchased their exhibits from
online exhibit retailers; however, their experiences with these online retailers weren’t as
seamless as expected or their product was damaged, incorrect, or never received.
Local Exhibit Houses
Of course there are the local offices of several other Exhibit Houses such as:
2020 Exhibits, Houston, TX.
Skyline Exhibits, Arlington, TX.
The Trade Group, Carrollton, TX.
Exhibit Associates, Dallas, TX.
Advertising Agencies
In our local area we’ve experienced
marketing and advertising agencies
that act as trade show marketers,
however, still utilize our services for
their clients because these agencies
aren’t able to secure distributor
accounts with exhibit manufacturers.
Decorator show suppliers
We’ve noticed decorator show
suppliers such as Freeman, Freeman
AV, Brede, and GES offering services
that would normally fall under the
category of an exhibit house; from
storage, to custom exhibit designs.
Events Marketing
Online Exhibit
Retailers
Exhibit Houses
Decorator show
suppliers
Advertising Agencies
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2. Overview
Introduction
Enrolling in the Certified Trade Show Marketing (CTSM) program has given me the
opportunity to become better acquainted with our client’s role as an exhibitor. The CTSM
program has equipped me with tools and information that, as a supplier, prepares me to
assist our clients in areas other than the standard exhibit house services of design,
production, and logistics. I’ve been able to explore and adopt skills in areas such as:
Communicating the marketing message in the booth design
Using tools and techniques to measure the show’s objectives
Tools and instructions to prepare booth staff
Communicating the company’s culture within the booth design
Unique Situation
Although Shabang is dedicated to helping companies with their tradeshow programs, we
do not exhibit ourselves. This portfolio will show Shabang Exhibits’ partnership with
RealPage and how Shabang Exhibits’ goals and objectives are defined to target our client’s
criteria and objectives for their tradeshow program.
From Session329: From Curb to Carpet: Achieve Effective Attendee Engagement I
learned how important it is to engage attendees’ attention even before they reach your
booth space. This class was very helpful in encouraging tradeshow marketers to come up
with creative and new ways to engage attendees.
The expo and display chosen for this portfolio will show how our design team used
RealPage’s objectives and booth criteria to develop a booth design that engaged attendees’
attention well before they reached the booth space.
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Portfolio Focus
This Portfolio will focus on Texas Apartment Association’s (TAA) 2015 Operation: Hero
Education Conference & Lone Star Expo in San Antonio, TX at the Henry B. Gonzalez
Convention Center April 22-25, 2015.
From planning to completion the TAA 2015 Lone Star Expo demonstrated the relationship
between an exhibit house and an exhibitor to implement a design that incorporates the
exhibitor’s campaign message, goals, and objectives.
I chose Realpage and the TAA 2015 Lone Star Expo for two primary reasons:
1. Realpage’s tradeshow program demonstrates a structure for :
Developing marketing objectives
Creating a plan to achieve those objectives
Implementing strategies towards those objectives
2. TAA 2015 Lone star Expo demonstrates the partnership between an exhibit
house and their client to integrate the client’s objectives into their tradeshow
marketing program.
RealPage Events Team
ShaBang Exhibits
Trade Show Team
RealPage's Trade Show
Program
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Texas Apartment Association’s (TAA) 2015
Operation: Hero Education Conference & Lone Star Expo The TAA Conference & Expo is Texas’ Multifamily industry event for
rental professionals in Texas. Attendees received educational and
networking opportunities for this year’s focus was geared toward
helping rental operators respond to the growth and changes in the
industry. The expo offered attendees more than 385 booths from
vendors across the State of Texas.
0% 5%
10% 15% 20% 25% 30% 35% 40% 45% 50%
Attendees By Type
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TAA’s 2015 Lone Star Expo
The TAA 2015 Lone Star Expo is the top statewide rental housing education conference and
expo. It is a multifamily industry event for rental professionals in Texas. The chart below
compares TAA’s Profile Points with RealPage’s target objectives.
Multifamily industry
event
• RealPage is the leader in the multifamily housing software industry
Attendees are rental
professionals
• RealPage services rental professionals that manage multifamily and affordable properties
Onsite Managers
Property Managers
Owners
• These are the decision makers that RealPage seeks to qualify as leads
TAA’s Profile
Points
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3. Show Schedule and Measurement
RealPage’s Overall Show Objectives are:
Promote the brand
Promote Company culture
Meet with customers and prospects
Promote the Annual User Conference
Collect qualified leads
RealPage’s Show Objectives for TAA Lone Star 2015:
Hold demonstrations inside the booth
Increase business with current and prospective customers
Attract decision makers/Influencers
Create awareness for the variety of products and services Realpage offers
Further support customer and partner presentations and relationships
Achieve effective attendee engagement
RealPage’s Measurable Objectives for TAA Lone Star 2015:
Attract at least 15 attendees to view demos
Set 5 in booth meetings with current customers/prospects during the trade show
Stay within 5% of the trade show budget
RealPage’s Additional Objectives for TAA Lone Star 2015:
Scout the marketplace for new acquisitions
Scout the marketplace for new talent
Session 104: Advanced Learning Measurement-Did the Strategies and Tactics Work
taught me how to look at the results of our efforts to determine success, or where to make
changes. This class has been helpful for me as a supplier to think of ways to help our
clients reach their goals even with the booth design, and layout.
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I receive an updated spreadsheet at the start of each year as a guideline for RealPage’s
program for the New Year. Although we currently use Eventuosity to manage event
information, I still use the master spreadsheet to track show names, dates, and the
location’s city and state.
The chart below is an example of the master spreadsheet that I receive from RealPage each
year. This spreadsheet is updated throughout the year with any changes.
The show outlined in blue is TAA’s 2015 Lone Star Expo.
(See appendix page 50-61 for a full copy of Realpage’s master show list for 2015)
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RealPage will have participated in 203 events at the close of 2015, and their 2015 show
schedule consisted of:
Smaller industry shows
Managers meetings and conferences
Local apartment association and affordable conferences
Larger State or National Events (Like TAA)
The following pages will demonstrate how Shabang Exhibits derives its strategies and
objectives from RealPage’s measurable goals, objectives, and criteria as our main goal is to
help our clients maximize the efforts of their trade show program.
RealPage Objectives
RealPage Criteria
RealPage Measurable
goals
Shabang designing a
booth to mazimize
RealPage's efforts
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Shabang Exhibit’s Design and Show Service
Objectives for TAA Lone Star Expo
Design must have an open feel
Must represent modern technology (Realpage’s culture)
Create a streamlined design to match company theme and culture
Include storage space that does not take away from the open layout
Need signage that is visible from any location inside the hall
Need extra counter space without overcrowding the booth (for
giveaways, collateral, and tablet demos)
RealPage Objectives for
TAA Lone Star Expo
Hold demos inside the booth
Promote the brand
Collect qualified leads
Effective attendee engagement
Promote Annual User
Conference
Product Awareness RealPage’s Criteria for
TAA Lone Star Expo
Communicate company culture
Adequate space for reps to
meet with attendees inside the
booth
Storage space
Two software demo areas
Ample lighting
Place for giveaways
Maximize booth space height
Logo to be seen from any
location in the exhibit hall
Multiple tablet demos
RealPage Measurable Goals
for TAA Lone Star Expo
Attract at least 15
attendees to view demos
Set 5 in booth meetings
with current customers
or prospects
Stay within 5% of the
trade show budget
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Pictured below is the map of TAA’s 2015 Lone Star Expo exhibit hall at the Henry B.
Gonzalez Convention Center. As taught in Session 21314: Beyond the Basics of Booth
selling; strategy is what you will do to achieve your objectives. Shabang Exhibits’ strategy
began with locating RealPage’s booth selection on the exhibit floor and using that as the
foundation for creating a layout that would position the exhibit in a way that would
maximize attendee engagement as they are walking down the aisles well before they
approach the booth.
RealPage
Booth 131
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4. Management of Exhibit Design/Production
Since there wasn’t a formal RFP, RealPage established criteria for the booth. Shabang
Exhibits followed RealPage’s criteria as a guideline for designing a booth that would help
them reach their goals effectively.
RealPage Criteria
Communicate company culture and brand
Multiple tablet demonstration areas
Adequate space for reps to meet with attendees
Storage space for personal items
Two software demonstration areas
Ample lighting
Place for collateral and giveaways
Installation and Dismantle
Maximize the height of the booth space
Logo to be seen from any location in the exhibit hall
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Shabang Exhibits wanted to create a concept that would match Realpage’s culture of
modern software technology and streamlined processes. The tower structure pictured
below is a concept that delivered a modern, streamlined, and open floor plan. Shabang,
first, located Realpage’s booth placement on the show’s floor plan. Then Shabang began
with a design that would use a minimal amount of space to give the design an open feel.
Figure 1
Shabang Exhibits created the concept of a Tower structure Rental
that would meet the following criteria:
Maximize height of the booth for an open feel
Communicate company culture: streamlined and modern
appeal
Logo to be seen from any location in the exhibit hall
o The tower structure is 16’ft high X 7’ft diameter
o Henry B. Gonzalez Convention Center is 20’ft from
floor to ceiling
Each end of the tower structure has 2’ft of storage
The tower structure is created using Octanorm
Storage Access
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Shabang determined that placing the structure in the booth diagonally would give a better
view from all four sides of the island booth space. Pictured below are the electrical and
internet plans in accordance with the diagonal layout.
Booth 233
Booth 231
500 watt
electric
500 watt
electric
500 watt
electric
500 watt
electric
1000 watt
electric
Laptop on
white counter
Laptop on
white counter
FOOD
Booth 127
2 hard wired
internet lines
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Session 408: Beyond Logistics: Principles, Practices & Play helped me to understand
that it is okay to reach beyond what you would normally do, or how you would normally
arrange your space.
I learned from Session 61715: Graphics Boot Camp that less is more when it comes to
adding messaging to your graphics and that your logo and company branding is most
memorable in the amount of time it takes attendees to glance at your booth space.
RealPage Logo
Figure 2
You will find in the pictures to the
left:
Two software demonstration
areas with 32”h laptop
counters and 60” flat panel
monitors
o Both sides of the
tower are identical for
multiple
presentations on
either side of the
booth from the main
approaching aisles.
o The monitors and
presentations are
visible from the main
aisles on each side of
the booth
Cocktail tables for /meetings
with attendees inside the booth
and tablet demonstrations.
o Also used for collateral
and giveaways
o Orange lighting was
added inside the
pedestals of the cocktail
tables
Add six stem lights here
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RealPage decided to move forward with the Octanorm tower rental for the TAA Lone Star
2015 Expo. Their decision led to a two part process which Shabang Exhibits follows to
bring the design concept to completion. The chart below will demonstrate the process
Shabang Exhibit follows in-house to bring the design to life.
Shabang Exhibit’s Process for TAA 2015
Receive design
Request/
Define Objectives
Create concept
Review the Concept
and Receive Approval
Quote Costs
Build the structure
Create Installation
Drawings
Coordinate all logistics and show services
Pack and ship the
structure
Supervise
Install/Dismantle
Transportation
Reconcile/Invoice
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Below is a list of items and services confirmed between Realpage and Shabang Exhibits for
The TAA 2015 Lone Star Expo:
Rented Octanorm tower structure
Orange carpet
Carpet padding
Two 60” monitors for demonstration counters
Two all white pedestal counters for demo stations
Two wired internet connections
Nine wireless internet connections
Four 500 watt electrical outlets
One 1000 watt electrical outlet
Four glass cocktail height tables
One lead retrieval device
Six yellow and Six white floral arrangements
Two large green fern plants
Two 5’ft tropical green plants
Daily booth cleaning
Drayage
PMI Flyers (qty. 100)
Smart City
• internet
Freeman
• drayage • cleaning • vacuuming • electric • wastebasket
Smart Reg
• lead retrieval
Shabang Exhibits
• installation • dismantle
Services Listed by Vendor
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Session 20914: Show Operation Basics- Part II: On-Site Implementation taught me to
be prepared for any scenario by having confirmations of orders on hand, and verifying
details with trade show management, and show services.
Created showbook with tabs to easily
access order confirmations during
install/dismantle
Print and digital copies of set up
instructions on hand
Created notes for the booth staff to place
in the booth as reminders for login
codes, etc
Onsite Implementation
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Figure 3
This figure shows:
Carpet Installation
o Orange carpet targets more of Realpage’s
brand
o Carpet is laid after internet and electric lines
have been laid by their suppliers
Installation of the tower structure
o Setup instructions that were used onsite
Graphics installation
o Sintra graphics are affixed to the structure
using adhesive back hook and loop Velcro
fasteners
Onsite Implementation
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Budget Management Session 20308: The Nuts and Bolts of Budgeting for Results taught that budgeting is more than tracking. It is good financial planning so you will know where your money is going. The budget report below represents RealPage’s budget for TAA’s Lone Star Expo. TAA’s 2015 Lone Star Expo
Show Date April 24-25,2015
Venue Henry B. Gonzalez Convention Center
Location San Antonio, Texas
URL www.taa.org
Booth Number 131,133,232,231
Booth Size 20’ X 20’
Market Multifamily
Attendees 2,100
Attendee Profile
Expo exhibitors, Property Mangers, Management Executives, Maintenance Personnel, Owners
Budget Estimate $50,400.00
Actual $44,378.67
Variance $5,021.33
Booth Space $6,600
Sponsorship $20,000
Show Services $8,180.33
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Budget Management Continued
ITEM BUDGET ACTUAL VARIANCE Booth Space Rental $5,400.00 $6,600.00 $1,200 Tower Structure Rental Package
Octanorm Cocktail tables (Qty.4) Stem lights (Qty.6) Orange table lights (Qty.4) Demo Counters (Qty.2) Orange Carpet Padding
60” Monitor (Qty.2)
$10,100.00 10,100.00
Electrical $4,500.00 $860.97 $3,639.03 Internet $4,000.00 $2,482.50 $1,517.50 Floral $700.00 $1,010 $310.00 Drayage $600.00 $1,152.00 $552.00 Lead Retrieval $400.00 $90.00 $310.00 Vacuuming/Daily $400.00 $173.20 $226.80 I&D Labor $3,000.00 $1,500.00 $1,500.00 Freight/Shipping $1,000.00 $1,125.00 $125.00 Sponsorship $20,000.00 $20,000 Shabang Program Management Fee $300.00 $285.00 $5.00 Total $50,400 $44,378.67
RealPage’s budget for TAA’s 2015 Lone Star Expo was a success with a difference of over
four thousand dollars costs savings. There were a few “good” surprises that helped with
maintaining RealPage’s budget for TAA Lone Star Expo:
Low cost lead retrieval rental
Low electrical cost
Low internet cost
TAA’s 2015 Lone Star Expo
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5. Management of Integrated Marketing
Communications Overview – Integrated Marketing Strategy
In Session 31515: Integrated Marketing Communications we discussed the importance
of communicating a consistent message throughout each of your company’s media sources.
This section will demonstrate RealPage’s strategy towards achieving their marketing and
tradeshow goals by integrating their objectives throughout their media sources before the
show, at the show, and after the show.
You will also see a demonstration of the tactics that Shabang Exhibits used to integrate
RealPage’s objectives into the design and layout of their booth space for the TAA Lone Star
Expo.
RealPage attends the TAA Lone Star Expo because it is a state association show that
attracts a large group of decision makers such as:
Onsite managers
Property managers
Management Executives
Owners
RealPage's Overall Marketing Objectives
RealPage's Show Objectives for
TAA Lonestar Expo
RealPage's Measurable Objectives
RealPage's Additional Objectives
Shabang Exhibits Objectives
Did the Strategies and Tactics Work?
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Planning and Goals
RealPage launched a new campaign strategy to strengthen awareness about their products,
as well as position RealPage as the leader in the multifamily software industry.
Below is a summary of RealPage’s new campaign:
RealPage’s Marketing Campaign
Campaign Name Numbers Tagline “We Believe There Is Strength In Numbers” Product Focus
Four Product Families (The RealPage Ecosystem)
Asset Optimization Leasing And Marketing Property Management Resident Services
Product Solutions
Sixty plus Product Solutions to help rental professionals:
Increase Revenue Minimize Risk Reduce Expenses
Market Awareness RealPage is the leader in the multifamily software industry…
Supporting ten million units worth at least $100,000 each
Enabling $1 trillion of rental real estate assets to run on
Over 430 billion transactions $240 Million invested in research and
development over the last five years to build an innovative Realpage Ecosystem
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RealPage partnered with Shabang Exhibits to integrate their “Numbers” campaign into
their exhibit experience for the TAA Lone Star Expo.
Shabang Exhibits focused on integrating RealPage’s objectives and messaging into the
actual booth design for the purpose of delivering a unified experience for RealPage’s
customers and potential customers even on the tradeshow floor.
•Marketing Message Industry Leader
•Marketing Objective Promote Company Culture: "Modern Software Technology"
•Marketing Objective Promote Company Culture:"Streamlined Processes"
•Marketing Message Strength in numbers
A design with an open feel / and space to conduct multiple demos at once
Shabang used sleek lines, and clean spaces within the booth design
Make the Booth visible across the tradeshow floor
Use modern features such as lighting to illuminate the space
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RealPage’s Tower is visible across the tradeshow floor
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Pre-Show Communication Plan for TAA Lone Star Expo
Method of Communication
Rationale for use
Target Audience
Assessment Method
Measurable Goals
Results Objective that it
ties to on Page 16
Internal
Staff Briefing and Show Training
Educate the sales team on:
messaging, lead
generation, show
objectives, and goals
Sales Reps that are
scheduled to work the
booth at TAA Lone Star
Expo
Leads and demos
recorded from TAA Lead Retrieval Devices
Schedule 15 demos inside
the booth
Schedule 5 meetings inside the
booth
In booth Demos:
17 In booth meeting:
8
Meet with customers
and prospects
Hold demos in the booth
Support
customer and partner
relationships
External
Pre-Conference Email Marketing to
Pre-registrants
Inexpensive way to
Promote the “Numbers”
campaign and announce
presence at TAA
Contacts from pre-registrant
list
Email performance
reporting
Send 200+ Emails
25% open
rate
5% click through rate
Sent 250 emails
29% open
rate
10% click through
Meet with customers
and prospects
Achieve effective attendee
engagement
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At-Show Communication Plan for TAA Lone Star Expo
Method of Communication
Rationale for use
Target Audience
Assessment Method
Measurable Goals
Results Objective that it
ties to on Page 16
Internal
Pre Show Meetings
Encourage the sales team on meeting demo
and lead generation goals
Train the sales team on proper booth etiquette
and booth services contact
info
Booth Staff End of Show evaluation form to be
submitted to the marketing
team
Lead forms And online
lead capture list
Pre-schedule 15
demos inside the booth
Pre-schedule
5 meetings inside the
booth
Actual Pre-
scheduled In booth Demos
17
Actual Pre-
scheduled In booth meetings
8
Meet with customers
and prospects
Hold demos in the booth
Support
customer and partner
relationships
Achieve effective attendee
engagement
External
Paid Sponsorship
Brand Awareness and to broaden the company’s presence at the
show
Tradeshow attendees that are decision
makers and influencers
Lead forms and online
lead capture list
Capture 20 decision
makers or influencers
Captured 24
Promote the brand
Collect
qualified leads
Attract
decision makers/
Influencers
Marketing Material
Quick and Informative
information for attendees to refer to after the show
Attendees that visit with the
sales team inside the
booth space
Quantity returned to the
office versus the quantity
shipped to the show
100 booklets shipped
10 Booklets returned
to the office
Promote the brand
Promote company culture
Product
Awareness
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Realpage Recognized as a Gold Level Sponsor on the
Texas Apartment Association Website
Promote the brand
Achieve effective
attendee
engagement
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CTSM Candidate Portfolio Brandi T. Edwards
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RealPage Recognized as a Gold Level Sponsor on the
TAA Lone Star Expo 2015 Tradeshow Website
Promote the brand
Achieve effective
attendee
engagement
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RealPage “Numbers” Campaign Marketing Brochure
(This Brochure folds down to a 3¾ X 5½)
RealPage Numbers Brochure
(Outside View)
Promote the brand
Promote Company
Culture
Marketing Message
“Strength in
Numbers”
RealPage Numbers Brochure
(Inside View)
Create awareness
for the variety of
products and
services Realpage
offers
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The “Numbers” Campaign and Branding integrated across all
RealPage Exhibit Displays
Realpage has 6-10X10
Xpressions Pop-up
displays to cover smaller
tradeshows and
meetings.
This is the only 10X20 semi-
Pop-up display used to
cover medium sized
tradeshows and executive
manager conferences.
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Post-Show Communication Plan for TAA Lone Star Expo
Method of Communicati
on
Rationale for use
Target Audience
Assessment Method
Measurable Goals
Results Objective that it
ties to on Page 16
Internal
Post Show Booth Staff
To measure the value of the
show
To determine whether or not marketing and
Shabang Exhibits
delivered everything as promised and
needed
Lead Generation
Booth Staff Based upon the answers from the booth staff
9 Services ordered by
Shabang
15 demos
5
meetings
9 Services
were ordered
17
demos
8 meetings
Achieve effective attendee
engagement
External
Track leads in SalesForce
Follow up communication
Attendees scanned
from lead retrieval device or noted on the lead
form
The report documenting
leads that were tagged to the TAA
show campaign in SalesForce
Follow up with leads from the
show 24
Qualify
leads for sales
follow up meetings
10
The Sales Reps did follow-up
with 24 leads
10 leads qualified for sales meetings
Collect qualified
leads
Increase business
with current and
prospective customers
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Recommendations for Improved
Marketing Efforts in the Future
For Shabang Exhibits and Realpage’s Partnership
I would recommend:
Advance planning of larger shows, graphics production, and display changes
Purchasing and stocking items such as bar tables to reduce the cost of show services
Running demos from a USB flash drive to cut internet costs for the following shows:
Smaller industry shows
Managers meetings and conferences
Local apartment association and affordable conferences
Consistent communication
Tracking and reporting systems in place to minimize the challenges that are within
our team’s control.
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6. Management of Results Reporting
Overview
Session 10814: How to Measure the Value of Trade Show Participation: Basic
Concepts: Part I has helped me to understand the importance of developing reasonable
objectives to measure trade show performance. As a supplier our main objective is to help
our clients achieve their objectives and that is accomplished by adopting our client’s
objectives and working that into their actual booth space and display.
The chart below demonstrates RealPage’s show objectives for TAA in comparison to the
design results that Shabang created to assist our client with achieving their show
objectives:
RealPage’s Measurable Show Objectives For TAA Shabang Exhibit’s Corresponding Results
Attract at least 15 attendees to view demos
Created an open feel within the booth space so that attendees feel welcome to step inside the booth space
Set 5 in booth meetings with current customers/prospects
The design included 6 demo areas to allow for multiple demos at once within the booth space
Stay within 5% of the trade show budget Show services were ordered before the advance deadline date and the new booth design required less internet, and electrical power which allowed Realpage to stay under their budget by more than 10%
Since Shabang Exhibits doesn’t exhibit we do not have system for reporting results. We
typically determine our success based on the client’s feedback; then from there we will
make adjustments to our process if necessary.
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The chart below demonstrates RealPage’s show objectives for TAA in comparison to the
actual results achieved at TAA’s 2015 Lone Star Expo:
RealPage Show Objectives for TAA TAA Show Results Attract at least 15 attendees to view demos
Conducted 17 demos inside the booth space
Set 5 appointments with current customers/prospects
8 meetings were scheduled and held inside the booth
Stay within 5% of the trade show budget Exceeded expectations by almost 10%
1. Attract at least 15 attendees to view demos –
RealPage was able to exceed this objective by capturing two more attendees to view
demos inside the booth space. Nine sales representatives registered to work
RealPage’s booth at TAA’s Lone Star Expo 2015. I think that an increase in sales
representatives allowed RealPage to capture the additional demos. My
recommendation is to continue to follow the guidelines for an open feel and
increased demo space for future booths to allow more sales representatives to work
the booth at once.
2. Set 5 appointments with current customers/prospects –
RealPage exceeded their expectations for this objective. My only suggestion would
be to increase their expectations for appointments at larger shows where there will
be an increase in the number of sales representatives working the booth.
3. Stay within 5% of the trade show budget –
The expectations for this objective were exceeded due to several services that were
surprisingly lower than what we’ve experienced in the past with previous shows of
this size. Shabang Exhibits was also at the show site to negotiate unforeseen internet
and utility needs as learned. My only recommendation here is that both Shabang
Exhibits and RealPage are fully aware of the booth staff’s utility and internet
requirements in advance of the show services deadline dates as taught in Session
20614 Show Operation Basics- Part I: Pre-Show Planning.
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RealPage Results Reporting for TAA’s 2015 Lone Star Expo
An overview recap of the show is created and used as a guide towards planning for the
following year’s tradeshow. A copy of the recap is emailed to the following:
The Events Team
Senior Manager
The Booth Staff
The booth staff used a digital lead retreival
device that was offered by an official show
vendor. The staff entered the information into
SalesForce.com
Paper note pads called "lead pads" were placed
at each demo station. The booth staff entered the
information into SalesForce.com
Salesforce.com
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7. Conclusion
A large tradeshow program such as RealPage’s tradeshow program presents a lot of
challenges. However, I’ve learned that with advance planning, consistent communication,
and tracking and reporting in place we can minimize the challenges that are within our
team’s control.
Shabang Exhibits and RealPage have a strategy plan in place to help us remain consistent in
our communication, advance planning, and tracking and reporting:
We now use Eventuosity, an online events tracking system, which allows us to track
tasks, documents, events calendar, event maps and so much more. Eventuosity also
comes with a mobile app which we access on the go
I communicate with RealPage’s Events Team on a daily basis and receive instant
notifications and updates through Eventuosity
We conduct quarterly inventory checks and meetings to revisit our processes
RealPage really stands out within their industry and I’ve noticed this even outside of
working as a part of the team. I look forward to seeing what concepts develop in the future
that will further establish RealPage as the industry leader.
The CTSM program has definitely helped me to approach the planning process with a
complete understanding of how each step affects either our process as a supplier or our
client’s process as an exhibitor, especially, when it comes to changes or desires that could
affect deadline dates and adhering to a realistic timeframe in order to accomplish a
successful experience for each show.
Working with RealPage definitely ignited my interest in pursuing the CTSM certification. I
am excited about the opportunity to participate in the Program and I hope that you will
find this presentation and my submission worthy of receiving the CTSM designation.
Sincerely,
Brandi T. Edwards
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References
Required
Session 52308 Communicating with Others: Essentials for Success 4
Session 21314 Beyond the Basics of Booth Selling 20
Session 61715 Graphics Boot Camp 24
Session 20914 Show Operation Basics-Part II: On-Site Implementation 25
Session 20308 The Nuts and Bolts of Budgeting for Results 30
Session 31515 Integrated Marketing Communications 32
Session 10814 How to Measure the Value of Trade Show Participation 45
Basic Concepts: Part I
Session 20614 Show Operations Basics- Part I Pre-Show Planning 46
Electives
Session 329 From Curb to Carpet: Achieve Effective Attendee Engagement 12
Session 104 Advanced Learning Measurement 16
Did the Strategies and Tactics Work?
Session 408 Beyond Logistics: Principles, Practices & Play 24
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Appendices
Master Calendar of Events (List for 2015)