PACK EXPO Exhibitor University A Grand Slam of Know-How Welcome! Exhibitor Portals: Presenter:...

PACK EXPO Exhibitor University A Grand Slam of Know-How

Welcome!

Exhibitor Portals: www.packexpo.com/exhibitorsonly

Presenter:

Merideth Newman, PMMI

Exhibitor Portals

Quick Links

• Exhibitor Services Manual

• Register Booth Personnel

• Exhibitor Updates

Exhibitor Dashboard

What makes up the percentage bar?

• Company Profile

• Products

• Press Releases

• Show Specials

Tasks

Update Company Profile

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New for 2013 –Product Categories are tied to the COMPANY, rather than specific product.

NO LIMIT!

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Product Offerings

Ribbon

Roll your cursor over the headlines in the ribbon for logistical & marketing

tools to help plan your show!

In-Booth Education in Show Specials

Populate information about your Scheduled Educational Presentations In the Show Specials area of the Exhibitor Portals.

Thank you!

Contact the PACK EXPO Show Department at703-243-8555 or expo@pmmi.org

PACK EXPO Exhibitor University A Grand Slam of Know-How

In-Booth Education

Presenter:

Barry Siskind

Build your brand with in-booth education

withBarry Siskind

Agenda

Building customer loyaltyThe role of education marketing

Using education effectively PACK EXPO

What do they have in common?

What else do they have in common?They educate their customers

Reasons for attending- Attendees –

Look for new products/vendors – 91%See and talk to current vendors/suppliers – 75%Look for specific products/vendors – 60%Network with vendors and colleagues – 66%Attend conference programs/sessions – 54%Discuss problems with vendors – 38%Make a purchase – 9%

Source – CEIR – The Role and Value of Face to Face – Report # F05.03

The 54%E.D.U.C.A.T.E.

Enthusiastic – about the opportunities that the right education will provide to themDaunted – in their search for meaningful information Understand – the value in the information they receiveChoosey – about those people/organizations and brands they will listen toAttentive – to the lessons being taughtTeachable – and open to new ideasEarnest – supporters of those who provide valuable information

The result of attending educational seminars

63% of respondents reported that their purchases increased as a result of attending a seminar69% are likely to make additional purchases over the next 12 months38% are directly involved in vendor evaluations32% recommend purchases

Source: CEIR AC29 – The role of seminars as an element of trade shows

Why should I trust your brand?

Trust is earned

Educate don’t

demonstrate

Characteristics of a successful educational seminar

High value content Presented to an audience with common interests Presenters must have good knowledge and excellent presentation skills Allow for audience interaction Demonstrations and hand-on opportunities are well received

Source: CEIR AC29 – The role of seminars as an element of trade shows

Sampling is one traditional method of education marketing at a trade show

But: sampling is not a universal solution

Education marketing for all exhibitors

From: knowledge about the product

To: making knowledge useable

Topic ideas

Managing relationships with vendorsSourcing crossover technologies

Pitfalls to avoid when upgrading equipmentTrends in packaging

Understanding the end customerOther

How to configure a booth for education

The golden rules for preparing an in-booth educational seminar

Timing – how long? – how often? Content – tie the learning points subtly into the product or service AV – planning and checking Audience involvement Seating Promotion Booth staff involvement Rewards

Measure success

Attendee feedback Number of attendees at each session Post-show comments on social media Other

Use feedback and results to improve future shows.

Available at bookstores everywhere

or contact

Barry@siskindtraining.com

Q&A

PACK EXPO Exhibitor University A Grand Slam of Know-How

Thank you for participating!

Join us for the next in the Exhibitor University FREE webinar series:

Pre-Game ProductionWednesday, July 24th - 2:00pm EDT

Register now at www.packexpo.com/exhibitoruniversity

Telephone: 888-222-0475 Attendee code: 5970405