how to drive more sales from your next event or trade show
TRANSCRIPT
How To Drive More Sales From Your Next Event or Trade Show
Matt Heinz
President, Heinz Marketing Inc
@heinzmarketing
Washington State Convention CenterOctober 26th, 20118:00 am – 6:00 pm
More information at www.psbjexpo.com
Key Features:
• Business-to-business tradeshow
• Keynote luncheon with panel discussion:
Secrets of the Fastest Growing Companies
• Four breakout seminars with expert speakers
• Continental Breakfast
• Networking After Hours
Agenda
• Establishing goals and ROI• Pre-show strategy & tactics• Booth best & worst practices• Post-show follow-up• Several specific examples• Q&A
Goals & ROI
• Define clearly what success looks like
• Triage the slippery slope of ideas
• Establish immediate and long-term goals
• Templatize a post-event ROI report
Strategy before the show
• Pre-show expectations
• Establish & estimate required ROI
• Pre-show buzz and appointments
• Prospect approach strategy
• After-show follow-up plan
• Long-term conversion tracking
Tactics before the show
• Attendee list
• Customer invites
• Why prioritize your booth?
• Joint offers w other exhibitors
• Booth staff expectations & training
Booth Best Practices
• Make eye contact & say hello
• Script the first five seconds
• State your benefits in bold letters
• Move longer conversations out of traffic
• Value-added giveaways
Booth Bad Practices
• Scanning badges without context
• Failing to qualify
• Scanning for something better
• Ignoring loiterers
• Checking your email
• Bragging about your hangover
Appointment Setting
• Targets
• Offers
• Location
• Follow up
Booth Staff Training
• Pre-event briefing
• Clear roles
• Morning briefings
• Incentive programs
• Secret shopping
Booth Traffic
• Giveaways
• Bring a friend
• Off-booth traffic drivers
Show Follow-up
• Business card triage
• Thank you notes
• Speed
• Timing
• Consistency
Other Considerations
• Know your audience
• Know the show rules
• Learn from other exhibitors
• Conduct & publish a postmortem
Questions?
Washington State Convention CenterOctober 26th, 20118:00 am – 6:00 pm
More information at www.psbjexpo.com
Key Features:
• Business-to-business tradeshow
• Keynote luncheon with panel discussion:
Secrets of the Fastest Growing Companies
• Four breakout seminars with expert speakers
• Continental Breakfast
• Networking After Hours
More information at www.psbjexpo.com
Early Bird Discount: ENDS TOMORROW
Be an Exhibitor!
Standard Exhibitor Package: $600
• 6-ft display table• Two subscriptions to PSBJ
$725
Premium Exhibitor Package:$825
• 6-ft display table• Two subscriptions to PSBJ• Business card-sized advertisement in
the EXPO show guide. Distribution in the October 14th issue AND the at the EXPO.
Be a Sponsor!$17,000
Platinum Sponsor: $18,000Includes a full page color ad, exposure through marketing, multiple speaking opportunities, 10 tickets to the event, 5 tickets to lunch, and more
$14,000Gold Sponsor: $15,000Includes a full page color ad, exposure through marketing, speaking opportunity, 20 tickets to the event, 10 tickets to lunch, and more
$ 4,000Silver Sponsor: $ 5,000Includes a 3/8-page color ad, exposure through marketing, 5 tickets to the event and more
Reserve your space today! Discounts disappear after Friday, May 27th
Kristin Kruger
Marketing & Events Coordinator
206.876.5457
More information at www.psbjexpo.com
To reserve your
exhibitor booth or sponsorship, contact:
Early Bird Deadline: Friday, May 27th