Lead Generation Using TradeshowsScott GuthmannLead Generation Marketing & Sales Consultant(720) 696-1460scottguthman@msn.com

Do trade shows work?

No sales from leads

Do trade shows work?• Trick-or-Treaters• Students

Do trade shows work?No time with quality prospects

Do trade shows work?No visitors to booth

Pro Tip - Choose Better Tradeshows• ROI• Show Design•Written Goals• Planning

Trade show selection - ROI• Cost per lead• Travel + staff + exhibit + premiums•# of booth visitors during breaks estimated

• Calculate ROI

Trade show selection - Goals

• Show goals in advance•New Product Launch•Targeted Customers•Support the Industry•Sales•Sales Leads•Brand Awareness

Trade show selection – Show Design• Attendee breaks• Exhibit hall & speaker session layout• Intentional networking for exhibitors

Trade show selection - Planning

• Attendee list availability pre & post• Visitor contact collection systems

Pro Tip – Choose your team purposefully• Customer Engagement• Industry Trends

Trade Show staffing - Interaction• Training for the team• Sales person efficiency•More prospect conversations in 3 days• Influencers & broader penetration•Demos? Qualifying questions?

Trade Show staffing – Non-Sales Goals• Competitive Research•Rivals• Industry Trends

Pro Tip – Engage & Enjoy

• Clear Messaging• Publicity Opportunities• Social Media• Speaking Opportunities

Engaging & Entertaining – Display• Attendee Interaction• into booth stunt• Into brand story•Contest, raffle, or game

• Trade show displays with simple clear message•Eliminates Confusion•Uses fewer words

Engaging & entertaining - Publicity• Announcements and Media• Media list•Offer feature stories•Offer interviews

• Build twitter lists in advance• Include media on show twitter list

Engaging & Entertaining – Social Media• Social media promotion during event•Hootsuite•Specializations for your team• Photos• Live Tweeting• Media Mentions• Sharing the love• Use event hashtags & sponsor hashtags

• Speaker slots

Pro Tip – Plan & Measure

• Pre-event activities• Event plan & assignments• Post Event followup

How trade show leads are worked?• Pre event plan• Event promotion• Appointments• Prepare publicity & announcements• Prepare Twitter lists• Social media specialization assignments

• Post event plan• Lead Follow-up• Time & Reporting Commitments

Use Best Practices• Create a plan• Implement the plan• Measure the results

Thank you

• Scott Guthmann• Lead Generation Marketing & Sales

Consultant• (720) 696-1460• scottguthman@msn.com