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American Thoracic Society

New Exhibitor Web-Briefing – Part 1 Workbook

Copyright 2020. Competitive Edge and ATS. All rights reserved.

No portion of this workbook may be reproduced without permission of Competitive Edge.

For questions or permission call 800-700-6174 or 704-814-7355.

1

Present

New Exhibitor Web-Briefing

Inside the ATS Conference, Managing

Money, Avoiding Headaches and Hassles

Custom

Participant Learning Objectives

1. Provide new exhibiting companies and contacts with

important information about ATS 2020, its attendees, and the ins and outs of exhibiting.

2. Inform about resources and support available from ATS.

3. Overview the New Exhibitor On-Boarding program.

4. Provide information and tools to help budget, manage

and control exhibiting costs.

5. How to save money with the general service contractor

and labor.

6. Present 10 big mistakes exhibitors should avoid.






2

ATS Commitment to Exhibitor Education & Success

Exhibitor Success & ROI Center: Step 1. Download planning & implementation tools Step 2. Schedule & complete strategic planning exercises at target

timeframes

Step 3. Watch on-demand webinars

Step 4. Read exhibiting articles for insights and ideas

Step 5. Ask our Team of Tradeshow Experts email Q&A

Access at:

http://conference.thoracic.org/exhibitors/tools/exhibitor-success-roi.php

Exhibitor Support Team

At Your Service

New Exhibitor On-Boarding Program

Step 1. Download Implementation Tools

Tested & Proven Implementation Tools:

Manage and save money with Exhibiting Cost Control Tool

Get control with 16 Week Tradeshow Productivity Planning Tool Keep score with Exhibiting & Financial Performance Metrics Tool

http://conference.thoracic.org/exhibitors/tools/exhibitor-success-roi.php






3

New Exhibitor On-Boarding Program (continued)

Step 2. Schedule and DO Planning Exercises

Five timed instructional exercises guiding you through strategic factors determining success or

failure.

1. 2/20/20 - Define Your Outcomes

2. 2/26/20 – Identify & Attract Your Ideal Visitors

3. 3/11/20 - Manage Your Visitor’s Experience

4. 3/25/20 – Lead Management

5. 4/8/20 - Measure Your Performance & ROI

Watch your email on these dates & DO the exercises!

Step 3. Watch Knowledge Webinars

Step 4. Read Articles for Insights and Ideas

Live & On Demand Topical Webinars

1. Live!! Tradeshow Social Media Practices: Optimizing FREE Marketing to Enhance

Brand Awareness and Drive Booth Traffic

Wednesday, March 18, 2020 @ 2:00 pm Eastern

2. Inside YOUR Exhibiting Numbers: Budgeting, Managing Costs, Measuring & Reporting

Exhibiting Performance, Value & ROI

3. How to Make Your ATS Exhibit Stand Out from the Crowd

4. If Exhibiting ROI is the Name of the Game… Lead Management is the Playbook

5. Increasing Brand Visibility & Driving Qualified Booth Traffic: How to Effectively Use

Integrated Marketing to Brand and Attract Enough of the Right Attendees to Your ATS

Exhibit

6. Meeting Attendees Learning & Shopping Needs Through In-Booth Demonstrations and

Presentations

7. Secrets of the Aisles: How to Prepare Your Booth Staff for Peak Performance

Read Articles Organized by Topical Areas for Additional Insights & Ideas

Step 5. Ask for Help!

Ask the Tradeshow Experts Email Q&A Located on the Exhibitor Success & ROI Center web page - submit your

question by email and Jefferson Davis or one of his team of tradeshow

experts will respond within 24-48 hours.






4

New Exhibitor On-Boarding Program (continued)

Award Winning E3 Exhibit Effectiveness Evaluation at ATS 2020

During open exhibit hours, a tradeshow expert visits your exhibit and

scores overall effectiveness in three areas: 1) Exhibit Presentation, 2)

Product Presentation, and 3) Exhibit Staff

Shortly after the show, you receive a report by email with overall area

scores, spotlighting areas of effectiveness/ineffectiveness, comparing

your scores to show averages by size and to all exhibitors evaluated.

Exhibitor Tools

https://conference.thoracic.org/exhibitors/tools/

https://conference.thoracic.org/exhibitors/tools/






5

Exhibitor Dashboard

https://ats20.exh.mapyourshow.com/6_0/login.cfm

Who Attends ATS International Conference?

Attendee demographic data available:

- ATS 2019 Event Audit

https://conference.thoracic.org/exhibitors/resources/2020/2019-

audit.pdf

- Exhibitor Prospectus

https://conference.thoracic.org/exhibitors/resources/2020/exhibitor-

prospectus.pdf

https://ats20.exh.mapyourshow.com/6_0/login.cfm

https://conference.thoracic.org/exhibitors/resources/2020/2019-audit.pdf

https://conference.thoracic.org/exhibitors/resources/2020/2019-audit.pdf

https://conference.thoracic.org/exhibitors/resources/2020/exhibitor-prospectus.pdf

https://conference.thoracic.org/exhibitors/resources/2020/exhibitor-prospectus.pdf






6

What Do Attendees Want?

To see __________ products and developments.

Focused, relevant, and informative ________________ communications to help them plan their

visit and experience.

Information and interactions on-site that allow them to better understand and easily compare

products and services.

Interactive displays and presentations showing products in the practice/clinical setting

demonstrating quality and performance.

How Do Attendees Behave?

Tend to plan ahead, set agendas and visit booths with products/services that support their current

and future interests and needs

Have a low tolerance for promotions and exhibits that are all sizzle, no substance.

Benchmark Annual Exhibit Spend

Average company spends 41% of annual

marketing budget on tradeshows. (Source: CEIR Marketing Spend Decision Report)

Watch Driving Qualified Booth Traffic WEBINAR

www.ceir.org






7

Use Tradeshow Budgeting Rule of Thumb For an Individual Show

Floor Space Cost x 3 to 5 = Total Show Budget Example Participant

Floor Space Cost $4,500 $_________

x 3 to 5 x 3-5 x_________

= Total Show Budget $13,500 $_________

to $22,500

When to increase? Use x5 when in a big show, high competitive presence, and/or a higher cost convention

city.

Track and Benchmark Individual Show Spend by Major Areas

Leverage 4 Areas That Make the Biggest Difference in Results

1. ___________________ __________________

2. Advertising/Promotion

3. Exhibit Staff Training

4. Lead Gathering/Fulfillment

Use FREE Exhibiting Cost Control Spreadsheet Tool

FREE Exhibiting Cost Control Tool available online at the Exhibitor Success & ROI Center web page.

www.ceir.org






8

Money Saving Tips

Additional Sources:

Exhibitor Magazine CEIR

Industry Insights Series, Trade-Show-Adviser.com






9

Saving Money With the General Service Contractor & Labor

MATERIAL HANDLING:

1. Have all ________________ paperwork with you and available.

2. Consolidate boxes.

3. Palletize freight (crated is more economical vs loose boxes).

4. FedEx / UPS are considered special handling and are charged more than ground carriers.

5. If shipping to warehouse, have it arrive before deadline to avoid late fees.

6. Provide outbound information prior to the show – will help expedite the paperwork on the

outbound.

LABOR:

1. Union jurisdiction varies in Philadelphia is different… be sure to read the service kit.

2. Order in advance of the show!!!

3. Provide all information requested (work to be performed, estimated # of men needed).

4. Be aware that ____________ hours worked will be billed (typical _____ hours).

5. Be aware of Straight Time (ST) / Overtime (OT) / Double Time (DT) categories.

10 BIG Mistakes to Avoid

1. Failure to read the Exhibitor Service Manual.

2. Unrealistic ________________.

3. Failure to set clear exhibiting goals.

4. Relying on/blaming booth location for success or failure.

5. Failure to pre-market their exhibit.

6. ________________ exhibit design and/or layout.

7. Not enough thought given to product/service presentation.

8. Improper ____________ behaviors.

9. Poor lead capture and/or follow-up.

10. Lack of time perspective in evaluating show results.






10

Bonus Tip: Don’t Bring Too Much Stuff!

Get Ready for a Positive & Profitable Exhibiting Experience!

ATS International Conference is one of your most effective marketing and sales media, when

viewed and executed properly.

ATS gives you the resources, road map, tools and support to be as successful as you want to be.

Use what you learned today and follow the five-step implementation plan presented today.

https://conference.thoracic.org/exhibitors/tools/exhibitor-success-roi.php

About Your Expert Presenter Jefferson Davis, President, Competitive Edge

The Tradeshow Productivity Expert tm

Jefferson is President of Competitive Edge, a highly-specialized consulting and

training firm on a mission to inspire, lead and direct businesses on how to more

effectively use exhibiting to visibly support core business objectives and generate

measurable financial value, far beyond cost.

His mission is achieved by challenging companies to re-evaluate limiting perspectives about

exhibiting and getting them focused on precision execution of five critical exhibiting success factors.

His Tradeshow Turnaround philosophy and practices are the exposition industry’s definitive guide to

quickly turning tradeshows from “expensive appearances” to “productive, profitable investments.”

Jefferson is available to personally help companies implement the Tradeshow Turnaround philosophy and practices. Call 800-700-6174 in the US or 704-814-7355 and visit

www.tradeshowturnaround.com

https://conference.thoracic.org/exhibitors/tools/exhibitor-success-roi.php

http://www.tradeshowturnaround.com/

present new exhibitor web-briefing · exhibiting performance, value & roi 3. how to make your...

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