the 1 2 3 of trade shows for aaf 01 12 10
DESCRIPTION
Presentation given to Ad Fed of Abilene (www.aafabilene.com)TRANSCRIPT
The 1-2-3 ofTrade ShowsThe 1-2-3 ofTrade Shows
Making the most of face-to-face selling
Making the most of face-to-face selling
Presented toAAF-Abilene
January 12, 2010
Presented toAAF-Abilene
January 12, 2010
What this is all aboutWhat this is all about
Face-to-Face Interaction Face-to-Face Interaction
ConsiderConsiderWell-planned and executed trade shows:
• Enhance all other marketing efforts- Ads- Web- Social media- Direct mail- Sales collateral- Electronic direct marketing- Personal selling- Publicity
• Bring the brand to life
Well-planned and executed trade shows:
• Enhance all other marketing efforts- Ads- Web- Social media- Direct mail- Sales collateral- Electronic direct marketing- Personal selling- Publicity
• Bring the brand to life
Who?Who?
• Suspects
• Prospects
• Hot prospects
• Suspects
• Prospects
• Hot prospects
The touch pointsThe touch points
• Ads – reach the masses (suspects)
• Web – reach seekers (prospects)
• Literature – targets hot prospects
…and trade shows touch the buyer
Altogether this creates a whole brand experience for your buyer
• Ads – reach the masses (suspects)
• Web – reach seekers (prospects)
• Literature – targets hot prospects
…and trade shows touch the buyer
Altogether this creates a whole brand experience for your buyer
Consistency & ContinuityConsistency & Continuity
Message consistency and
continuity throughout the
customer touch points
maximizes the return on your
investment.
Message consistency and
continuity throughout the
customer touch points
maximizes the return on your
investment.
ConsiderConsider
Trade shows and events are the most dramatic and memorable extension of your brand
Trade shows and events are the most dramatic and memorable extension of your brand
A unique selling environmentA unique selling environment
• Interactive -- real-time
• Human -- 1-on-1
• Immersive — brand surrounds the buyers
• Dimensional – a 3-D space that is alive
• Interactive -- real-time
• Human -- 1-on-1
• Immersive — brand surrounds the buyers
• Dimensional – a 3-D space that is alive
Three Things:Three Things:
1. Strategy & Planning
2. Execution
3. Measurement
1. Strategy & Planning
2. Execution
3. Measurement
First Thing:First Thing:
Strategy & Planning
Strategy & Planning
• Booth structure- The design, materials and colors match and enhance the themes- The brand picture frame
• Graphics- Carry over and reinforce the text and image messages
• Staff- Trained to speak the 3 to 5 key points- Your brand ambassadors
…to reinforce the message and overall theme.
• Booth structure- The design, materials and colors match and enhance the themes- The brand picture frame
• Graphics- Carry over and reinforce the text and image messages
• Staff- Trained to speak the 3 to 5 key points- Your brand ambassadors
…to reinforce the message and overall theme.
Continuity is the keyContinuity is the key
Setting objectivesSetting objectives
• How many leads do you expect to get?
• Will you be meeting with particular or key customers?
• Is this a new market for you?
• How many leads do you expect to get?
• Will you be meeting with particular or key customers?
• Is this a new market for you?
Selecting showsSelecting shows
• Where do your buyers go?
• What associations do you belong to?
• Where do your partners and competitors exhibit?
• Where do they fall on the calendar?
• Where to look:- Exhibitor.net- TNN.com- Your competitor’s web site
• Where do your buyers go?
• What associations do you belong to?
• Where do your partners and competitors exhibit?
• Where do they fall on the calendar?
• Where to look:- Exhibitor.net- TNN.com- Your competitor’s web site
Exhibit BasicsExhibit Basics
• Choosing a booth
• Creating and including graphics
• Giveaways
• Booth staffing
• Lead collection
• Literature
• Choosing a booth
• Creating and including graphics
• Giveaways
• Booth staffing
• Lead collection
• Literature
BudgetingBudgeting
• Be sure and allocate a realistic budget
- Rule of Thumb: 20-50-20-10- Space-booth-services-transportation
• Include all the pieces- Space- Booth and graphics- Services
Electrical, drayage, set up, rentals
- Transportation Trucking
• Be sure and allocate a realistic budget
- Rule of Thumb: 20-50-20-10- Space-booth-services-transportation
• Include all the pieces- Space- Booth and graphics- Services
Electrical, drayage, set up, rentals
- Transportation Trucking
Budget exampleBudget example
• Excel or Quicken• List all items• Build in a contingency
Second Thing:Second Thing:
Execution
Execution
Exhibit examplesExhibit examples
Exhibit examplesExhibit examples
Exhibit examplesExhibit examples
Exhibit examplesExhibit examples
Before The ShowBefore The Show
• Use direct-mail (US Mail)
• Post on Facebook, LinkedIn and Twitter
• Brief your staff
• Devise a lead strategy
• What is your plan at the show?
• Use direct-mail (US Mail)
• Post on Facebook, LinkedIn and Twitter
• Brief your staff
• Devise a lead strategy
• What is your plan at the show?
At The ShowAt The Show
• Have a staffing schedule
• Know who is wearing what badge
• Hold pre-show and post-show meetings
• Collect the leads daily- Do something with them!
• Visit other booths- Competitors- Partners- Customers
• Have a staffing schedule
• Know who is wearing what badge
• Hold pre-show and post-show meetings
• Collect the leads daily- Do something with them!
• Visit other booths- Competitors- Partners- Customers
Third Thing:Third Thing:
MeasurementMeasurement
After The ShowAfter The Show
• Measure ROI in a number of ways:
- Count the leads
- Calculate potential sales from leads or meetings
- Estimate your spending (costs)
• Measure ROI in a number of ways:
- Count the leads
- Calculate potential sales from leads or meetings
- Estimate your spending (costs)
TakeawaysTakeaways
• Be consistent in your media
• Measure things
• Execute!
• Be memorable
• Be consistent in your media
• Measure things
• Execute!
• Be memorable
This is all about
Face-to-face interaction
This is all about
Face-to-face interaction
TakeawaysTakeaways
SourcesSources
• “Powerful Exhibit Marketing,” Barry Siskind• “How to Get the Most Out of Trade Shows,” by Steve Miller• “Exhibit Marketing” by Edward Chapman
• www.tradeshow-mentor.blogspot.com• www.exhibitor.net• www.tnn.com• www.tradeshowprofitsystems.com
• “Powerful Exhibit Marketing,” Barry Siskind• “How to Get the Most Out of Trade Shows,” by Steve Miller• “Exhibit Marketing” by Edward Chapman
• www.tradeshow-mentor.blogspot.com• www.exhibitor.net• www.tnn.com• www.tradeshowprofitsystems.com
Finding MaynardFinding Maynard
• Blog:www.zachryinc.com/tradeshows
• Linked in: www.linkedin.com/in/
paulmaynard
• E-mail: [email protected]
• Blog:www.zachryinc.com/tradeshows
• Linked in: www.linkedin.com/in/
paulmaynard
• E-mail: [email protected]