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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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