marketing strategies for trade shows - lunch & learn

MARKETING STRATEGIES

For Trade Shows

The key value of exhibitions is accelerating thesales process...

...achieved by conducting meaningful conversations on

the show floor

Shortening The Sales Cycle

Steps To Maximize Return• Setting Goals & Objectives• Measurement• Pre-show activities including Selective Attraction• 4-step selling process• At-show activities• Follow up• Integrating Social Media• Thinking outside the booth

Set Goals & Objectives

• Goals: broad & cannot be measured• Objectives: narrow & measurable (think tactics)• Examples of goals? • Coordinating objectives? • Use these for post-show measurement

Note: build show goals around corporate marketing plan to help accomplish overall marketing goals.

Measure: RO Investment

Total Show Expenses

Total Sales Volume

Note: consider all show elements - booth space, exhibit, staff, entertainment, freight, etc. - when tallying expenses

Measure: RO Objective

• Revisit clearly defined objectives set pre-show: were they met?• Examples of ROO measurement

Measure: Cost Per Lead

Total Show Expenses

Total Leads

Measure: Cost Exposure

Total Show Expenses

Total Show Audience

Measure: Key Contact Value

Total Show Expenses

Number of Key Contacts Made (relative to comparative cost of sales calls/visits)

Align Goals & Objectives

• Spread the word• Discuss overall goals & objectives with booth staffers• Set expectations•Review before show open

Note: consider a formal training for your booth staff

Pre-show

• Show specific email campaigns• Branded micro-sites• Direct mail• Selective Attraction• Social Media (more on that later)

Selective Attraction

• Qualifying and filtering visitors through pre-show or at-show activities • Examples of selective attraction activities• How does this change the at-show conversation?

Note: if giving away premium items for qualified prospects, give some to your staff...they’ll appreciate it

Selective Attraction

• Pre-qualified • High-level • 2 levels of

incentive

4-step Trade Show Selling Process

• Engage• Qualify• Present• Close

Qualify

• 1st or 2nd qualification process = Filter• Determines follow up activities• Ask qualifying questions on the show floor • Use lead qualification software or lead forms

Data Collection Paper solutions:• Lead Form

Data Collection Technology solutions:• Badge or card reader• Smart phones and tablet applications for

surveying• E-literature fulfillment• Interactive engagement - games, videos, quizzes • RFID• Exit polls

At-show

• Ad specialty items• Hospitality suites• Social media (more on that later)

Outside The Booth

• Venue marketing• Door/Room drops• Leverage the press

Outside The Booth

• Have booth staff pre-schedule meetings: breakfast, dinner, coffee etc.• Prepare info for pre-qualified prospects• Obtain competitive information

80% of all show leads never receive post-event follow-up

- Center for Exhibition Industry Research

Post-show Follow Up• Develop a plan pre-show • Office response team = same day or rapid follow-up• Create a follow-up timeline • Target follow-up response

Note: hold meetings with show staff immediately upon return from event while fresh on everyone’s mind

Measure

• Measure based on objectives pre-show• Measure year over year

Note: keep all data from past shows. It will help you benchmark success from show to show

Additional Reasons To Measure

• Should you attend the show next year? • Should you increase or decrease your presence? - Exhibit Size- Booth Staff- Sponsorships- At show events

• Increase or decrease additional marketing efforts

Social Media &Digital PR

1) Social Networking Sites2) People are now the media• Equivalent to major media outlets• Target Influencers - Digital PR

Digital PR• Bloggers• Press releases• Event micro-sites • Videos• Social media buzz

Integrating Social MediaPre-show

• Set up or locate a twitter hashtag for your event• Hashtag: A pound sign followed by a couple key words that help organize information (#CES)

Integrating Social MediaPre-show

Integrating Social MediaPre-show

• Facebook & LinkedIn events• Facebook ads• LinkedIn groups

Integrating Social Media At Show

• Live tweeting• “Like” on the show floor• Interactive social media contests & games • Pocket Pics• QR codes

Integrating Social Media Post Show

• Add to circles on Google+• Add presentations to SlideShare• Send emails • Follow up with bloggers

Summary

• All activities should support goals & objectives • Plan, execute and measure• Communicate with team• Have fun!

QUESTIONS?

Resources

Hot topic white papers and webinars:www.tradegroup.com/info-center

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