How to drive more sales from your next event or trade show

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  1. 1. How To Drive More Sales From Your Next Event or Trade Show Matt Heinz President, Heinz Marketing Inc [email_address] @heinzmarketing
  2. 2.
    • Washington State Convention Center
    • October 26th, 2011
    • 8:00 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
  3. 3. Agenda
    • Establishing goals and ROI
    • Pre-show strategy & tactics
    • Booth best & worst practices
    • Post-show follow-up
    • Several specific examples
    • Q&A
  4. 4. 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
  5. 5. 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
  6. 6. Tactics before the show
    • Attendee list
    • Customer invites
    • Why prioritize your booth?
    • Joint offers w other exhibitors
    • Booth staff expectations & training
  7. 7. 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
  8. 8. Booth Bad Practices
    • Scanning badges without context
    • Failing to qualify
    • Scanning for something better
    • Ignoring loiterers
    • Checking your email
    • Bragging about your hangover
  9. 9. Appointment Setting
    • Targets
    • Offers
    • Location
    • Follow up
  10. 10. Booth Staff Training
    • Pre-event briefing
    • Clear roles
    • Morning briefings
    • Incentive programs
    • Secret shopping
  11. 11. Booth Traffic
    • Giveaways
    • Bring a friend
    • Off-booth traffic drivers
  12. 12. Show Follow-up
    • Business card triage
    • Thank you notes
    • Speed
    • Timing
    • Consistency
  13. 13. Other Considerations
    • Know your audience
    • Know the show rules
    • Learn from other exhibitors
    • Conduct & publish a postmortem
  14. 14. Questions?
  15. 15. Washington State Convention Center October 26th, 2011 8:00 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
  16. 16. More information at www.psbjexpo.com Early Bird Discount: ENDSTOMORROW Reserve your space today! Discounts disappear after Friday, May 27 th
    • Be an Exhibitor!
    • Standard Exhibitor Package:$600
    • 6-ft display table
    • Two subscriptions to PSBJ
    • $725
    • Premium Exhibitor Package: $825
    • 6-ft display table
    • Twosubscriptions to PSBJ
    • Business card-sized advertisement in the EXPO show guide. Distribution in the October 14 thissue AND the at the EXPO.
    Be a Sponsor! $17,000 Platinum Sponsor: $18,000 Includes a full page color ad, exposure through marketing, multiple speaking opportunities, 10 tickets to the event, 5 tickets to lunch, and more $14,000 Gold Sponsor: $15,000 Includes a full page color ad, exposure through marketing, speaking opportunity, 20 tickets to the event, 10 tickets to lunch, and more $4,000 Silver Sponsor: $5,000 Includes a 3/8-page color ad, exposure through marketing, 5 tickets to the event and more
  17. 17.
    • Kristin Kruger
    • Marketing & Events Coordinator
    • 206.876.5457
    • [email_address]
    More information at www.psbjexpo.com To reserve yourexhibitor booth or sponsorship, contact: Early Bird Deadline: Friday, May 27th