marketing strategies for trade shows - lunch & learn

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MARKETING STRATEGIES For Trade Shows

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Page 1: Marketing Strategies For Trade Shows - Lunch & Learn

MARKETING STRATEGIES

For Trade Shows

Page 2: Marketing Strategies For Trade Shows - Lunch & Learn

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

Page 3: Marketing Strategies For Trade Shows - Lunch & Learn

...achieved by conducting meaningful conversations on

the show floor

Page 4: Marketing Strategies For Trade Shows - Lunch & Learn

Shortening The Sales Cycle

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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

Page 6: Marketing Strategies For Trade Shows - Lunch & Learn

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.

Page 7: Marketing Strategies For Trade Shows - Lunch & Learn

Measure: RO Investment

Total Show Expenses

Total Sales Volume

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

Page 8: Marketing Strategies For Trade Shows - Lunch & Learn

Measure: RO Objective

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

Page 9: Marketing Strategies For Trade Shows - Lunch & Learn

Measure: Cost Per Lead

Total Show Expenses

Total Leads

Page 10: Marketing Strategies For Trade Shows - Lunch & Learn

Measure: Cost Exposure

Total Show Expenses

Total Show Audience

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Measure: Key Contact Value

Total Show Expenses

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

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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

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Pre-show

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

Page 14: Marketing Strategies For Trade Shows - Lunch & Learn

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

Page 15: Marketing Strategies For Trade Shows - Lunch & Learn

Selective Attraction

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

incentive

Page 16: Marketing Strategies For Trade Shows - Lunch & Learn

4-step Trade Show Selling Process

• Engage• Qualify• Present• Close

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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

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Data Collection Paper solutions:• Lead Form

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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

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At-show

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

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Outside The Booth

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

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Outside The Booth

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

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

- Center for Exhibition Industry Research

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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

Page 25: Marketing Strategies For Trade Shows - Lunch & Learn

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

Page 26: Marketing Strategies For Trade Shows - Lunch & Learn

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

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Social Media &Digital PR

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

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

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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)

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Integrating Social MediaPre-show

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Integrating Social MediaPre-show

• Facebook & LinkedIn events• Facebook ads• LinkedIn groups

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Integrating Social Media At Show

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

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Integrating Social Media Post Show

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

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Summary

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

QUESTIONS?

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Resources

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

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Page 37: Marketing Strategies For Trade Shows - Lunch & Learn

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