fresh summit marketing toolbox webinar - may
TRANSCRIPT
Achieving and Measuring Success Through Your PMA
ExhibitMay 15, 2012
Agenda
Here’s what we will cover today:
•Creating a successful marketing plan
•Achieving measurable return on investment (ROI)
•Increasing sales and enhancing branding
•Leveraging social media
What Makes a Great Marketing Plan?
Know Your Audience!
A great PMA exhibitor marketing plan begins with a good understanding of the
people attending each of the two trade shows.
Net Buying Influences (NBI)
Consistently Strong Audience at Fresh Summit
PMA 10-Year Average: 84%
NBI
Business Segments2008
%2009
%2010
%2011
%Supermarket/Mass Market 99 98 97 100Wholesaler 93 94 100 100Grower/Shipper/Processor 89 87 88 96Broker 88 80 81 93Distributor 98 93 100 92Industry Product/Service Provider 83 75 66 69
Purchasing Authority of Foodservice Attendees
Hours Spent on the Show Floor
Time spent by Business SegmentAverage Hours
Retailers 10.9
Grower/Shipper/Processor 10.5
Distributor 10.2
Broker 10.4
Wholesaler 9.3
Industry Product/Service Provider 10.5
Fresh Summit attendees spent average of 10.3 hours over 2.1 days
88% of Foodservice attendees spent 3 or more hours on the show floor (up from 76% in 2010)
What are Attendees Expecting?
Target Marketing
• Current customers• Prospects• Industry leaders• Others
WHO are you targeting?
Reaching Target Audiences
HOW are you reaching your target audience?
Increase Sales and Enhance Branding
Take Advantage of the Marketing Toolbox
Searchable Directory Listings
Don’t miss the
deadlines!!!
Don’t miss the
deadlines!!!
Set Achievable Goals
Top PMA Exhibitor Objectives: • Increase company or brand awareness• Obtain qualified sales leads• Maintain image, awareness, presence• New product introduction • Establish a presence or image
Staffing the Exhibit for Success
Team Meeting
Review Objectives
Selling is Personal
The 3 – 30 – 60 Rule
Ready to GO!
YOUR WINNING TEAM!
Classifying Leads Results in Increased ROI
A System for Classifying Leads
A Lead: Large $$$ program & short lead timeB Lead: Small $ program & short lead time or Large $$$ program & long lead time
C Lead: Small $ program & long lead time
D Lead: Potential contact for future business
Measuring Return on Investment (ROI)
How PMA exhibitors measure ROI:
• Potential sales• Number of qualified leads• Brand awareness• Total number of leads
The majority of PMA exhibitors realize their ROI within the first 9 months after each show.
Leverage Social Media
Leverage social media
for achieving customer growth and satisfaction
Social Networking for Produce/Floral Industry
Visits to Social Media Sites
%
Visit
Frequency
Every day
Three times a week
Once a week
Once every
2 weeksOnce a month
Several times a
year
Once
a year Never
YouTube 75 (62) 5 10 17 12 16 13 225
(38)
Facebook 70 (68) 32 12 12 5 5 3 130
(42)
LinkedIn 62 (NA) 9 10 20 8 9 5 138
(NA)
Twitter 28 (17) 6 2 4 2 7 5 272
(83)
Numbers in parenthesis are 2010 scores.
Social Media Gaining in Usage – Promote Show
Demographics: Social Media Users by Job Title
Sales/Marketing functions are the heaviest social media users.
Social Media Users Combined (53%)
Sales/Marketing Managers & Associates 50%
VP Sales/Marketing 19%
President, CEO, COO, Partner, Owner 11%
Adv./Mark. Communications Manager 10%
Director New Business Development 8%
Exhibit Manager 2%
The Value of Exhibitions
Exhibitions continue to provide value:
•Exhibitor cost to make first contact with trade show lead: $235 vs. $1,039 without a trade show lead
•Exhibitor’s average cost to close a sale: $2,188 with a trade show lead VS $3,102 without a trade show lead
•Exhibitor’s ROI from trade shows is $4 to $6 for every $1 invested.
Source: CEIR Research Data (2011) on Leads and ROI
Summary
Identify your target audience(s) Create a marketing plan Enhance your brand and messaging through PMA tools
and social media Follow-up on leads and with post-show communication Measure your ROI
Special Thanks
We appreciate the support of GES – our Global Experience Specialists –
for bringing us this webinar!