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Tips to businesses for better ROI on trade show exhibiting. Presented to members of the Lakeland Builders Association before their annual New Home and Remodeling Expo. Originally presented in 2011.
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Tips for Marketing at the Expo and Beyond
Get more than just exposure at your trade show. Get sales!
February 22, 2011
Presented by Patricia Bladow
Walworth County Sales Manager
CSI Media, LLC
Why exhibit? What’s exciting? Concerns? Past experience?
Trade Show Marketing
Before the show Why are you exhibiting? Planning and invitations
During the show Meet prospective, current and past clients
After the show Follow up
Agenda
Return on investment
Close Deals & Sell More Product
Remain “Top of Mind” for Prospects and Existing Customers
Make High Quality Connections
ROI
Have a promotional plan. Send out as many personal invitations as
possible Make new friends, but keep the old. In terms of profit, an established customer is worth
from five to seven times what a new customer is worth.
Use all available channels to inform customers of your participation
Prepare ahead for effective participation.
Before the show
Before the show
Keep a high profile during the show. Record leads Have a compelling one-line statement to begin
discussion. Social media during the show
Moving into the show Speakers Don’t miss the exhibits Seminars, seminars, seminars Special guests Location highlights
During the show
Follow up 80% of exhibitors make no attempts to follow up on
leads from trade shows. 95% of customers who perceive service to be
immediate will do business with you again.
Out of sight doesn’t have to be out of mind. Maintain the connections you make at trade shows with targeted emails, Twitter, LinkedIn, and other social media.
After the show
Plan for success Work for success Follow up for success
www.thetradeshowcoach.com (articles by Susan Friedmann) www.marketing.about.com, (search trade show marketing) www.marketingtoday.com/shows/index.htm www.exhibitoronline.com www.trade-show-guide.com