CTSM CANDIDATE PORTFOLIO - Exhibitor - Best Practices in Trade … · · 2017-01-18Enrolling in the Certified Trade Show Marketing (CTSM) ... Communicating the marketing message

CTSM 2015

Candidate Portfolio

Brandi T. Edwards

CTSM Portfolio Candidate

November 2016

Project and Tradeshow Manager

Shabang Exhibits

Phone: 214-340-2883

Email: [email protected]

www.shabangexhibits.com

mailto:[email protected]

http://www.shabangexhibits.com/

CTSM Candidate Portfolio Brandi T. Edwards

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Table of Contents

1. Vital Statistics 3

2. Overview 12

3. Show Schedule & Measurable Objectives 16

4. Management of Exhibit Design & Production 21

5. Management of Integrated Marketing Communications 32

6. Management of Results Reporting 45

7. Conclusion 48

8. References 49

9. Appendices 50


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1. Vital Statistics

Candidate Profile

Just like so many others before me I can truly say that tradeshow marketing and events is

an industry that “fell into my lap”. I’ve been passionate about planning and coordinating

events since high school but I didn’t know that I would have a career in events marketing

today.

My educational background includes studies in Business Management at Mountain View

College and The University of Phoenix’s Dallas campus. During that time I operated as an

independent hairstylist and toured the country as one part of a well known recording

gospel group. However, I coordinated weddings and events for family, friends, and referrals

whenever needed.

My career began in transportation as an account manager for Com Data assisting

transportation companies with obtaining permits from city and state agencies. From there I

moved on to a position as the Reverse Logistics Manager for Jacuzzi Brands during their

relocation to Addison, Texas from California’s Bay Area.

Jacuzzi decided to relocate their headquarters to Southern California after two years in

Addison. The timing wasn’t right for my family to relocate so I chose to remain in Dallas

and accepted a five year contract opportunity with Mitsui Bussan and their partnership

with the 7-11 Corporation.

After my five year contract with Mitsui Bussan I accepted an opportunity to be part of Quilt

Craft’s project management team. Quilt Craft is a hotel interior design company and our

team was created to oversee the interior décor of The Hotel ZaZa-Dallas. Quilt Craft was

also launching the bedding and room décor into a new market and hired Shabang Exhibits

to oversee their tradeshow marketing program. I recall breaking away from my desk and

viewing Quilt Craft’s exhibit while Shabang was giving it a few final touches. I had no clue

that ten months later I would become a part of the Shabang Exhibits family.

I was hired by Shabang Exhibits, eight years ago, as the Project and Events manager

coordinating logistics and near 200 shows for their client, RealPage.


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RealPage has somewhat of a turnkey program for which Shabang is prepared to coordinate

and ship instantly when needed. RealPage’s tradeshow program requires committed focus

while working as a part of their events marketing team.

As Events Manager for RealPage, I coordinate all of their show services, supervise install

and dismantle, arrange each shows logistics schedule, and coordinate transportation. My

daily operations include consulting with RealPage’s Events Marketing Team, and as liaison

between vendors, suppliers, and show decorators.

Session 52308-Communicating with Others: Essentials for Success taught me the

importance of recognizing various communication styles. I began implementing several

simple processes that were taught in this class and one that I rely on faithfully is to listen to

the other party first, think carefully about what you’ve heard, and then respond with a

summary of what you believe the other party is communicating to you. It has been very

helpful for my role as liaison between Shabang Exhibits, RealPage, show decorators,

suppliers, and other vendors. Communicating effectively the first time around saves me a

lot of work on the “back end” later.


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Company Background

Shabang Exhibits is a full service exhibit house offering

its clients turnkey services from concept to completion.

Shabang is a small company of six including its leaders

yet we service large company clients such as American

Standard, Trane, and of course RealPage.

Shabang Exhibits prides itself on servicing each project

with committed focus and building a culture of true

partnership with its clients. Our team is just as

committed to helping companies achieve their goals as if we are a part of the company

itself.

Partners Rick Young and Doug Wickwire began Shabang Exhibits January 1, 2002. This was

at a time when many companies in the tradeshow industry were permanently closing their

doors due to the economic collapse after the events that took place on September 11, 2001.

However, establishing the company as specialists in rental and custom exhibits they’ve

successfully led Shabang to where it is today.

Vision

To be recognized as an industry leader

that succeeds through teamwork,

integrity, creativity and innovation


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Our Products and Services

Shabang Exhibits is well versed in all tradeshow marketing as well as communications,

from pre-show, at show, and post show marketing. We also provide designs and layouts for

brochures, handouts, and creating advertising for tradeshow preview and show dailies. We

are currently focusing on making our company more environmentally friendly.

Rentals

• Pop Up

• Portable

• Modular

• Luminents

• Table Tops

• Used Exhibits

Custom

• CAD

• Banners

• Banner Stands

• Tension Fabrics

• Carpet

• Museums

• Permant Installs

• Grahpics Design

Services Coordination

• Installation

• Dismantle

• Show Coordination

• Storage

• Transportation


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Examples of Our Custom Design

Our design team worked with our client to develop a custom bar and street scene for their

20X20 booth space. The booth was based on a diagonal layout with street scene on the back

side and a real operable bar on the front side.

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Examples of Our Custom Design Continued

RealPage provides its customers with streamlined processes, and modern technology.

Pictured below are two examples of how our design team incorporates “streamlined” and

“modern technology” into RealPage’s exhibits.

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Examples of Our “Used” Rental with Custom Graphics

Enterprise Risk exhibits twice a year so Shabang Exhibit’s solution is a used rental

“Octanorm” structure that is updated with the client’s messaging and objectives for each

show.

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Targeted Markets and Solutions

Shabang services customers in various industries such as financial planning, golf and resort

clubs, and even the hair and beauty industries. Shabang targets markets that tend to

include events marketing as a vital part of their marketing program.

Shabang Exhibit’s Targeted Markets:

Collegiate Marketing

Software and Technology

Non Profit Organizations

Toy Manufacturers

Confectioners

Software and Technology

Collegiate Marketing

Non Profit Organizations

Toy Manufacturers

Confectioners

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Shabang Exhibits’ Competitors

Online Exhibit Retailers

In recent years we’ve noticed an increase in online purchasing of pop up displays, portable

exhibits, and banner stands. With a society that leans towards instant gratification, “do it

yourself (DIY)”, and seemingly easy processes of pick, pay, and receive we’re often

approached by prospects that have these same expectations.

A new majority of our business comes from those that have purchased their exhibits from

online exhibit retailers; however, their experiences with these online retailers weren’t as

seamless as expected or their product was damaged, incorrect, or never received.

Local Exhibit Houses

Of course there are the local offices of several other Exhibit Houses such as:

2020 Exhibits, Houston, TX.

Skyline Exhibits, Arlington, TX.

The Trade Group, Carrollton, TX.

Exhibit Associates, Dallas, TX.

Advertising Agencies

In our local area we’ve experienced

marketing and advertising agencies

that act as trade show marketers,

however, still utilize our services for

their clients because these agencies

aren’t able to secure distributor

accounts with exhibit manufacturers.

Decorator show suppliers

We’ve noticed decorator show

suppliers such as Freeman, Freeman

AV, Brede, and GES offering services

that would normally fall under the

category of an exhibit house; from

storage, to custom exhibit designs.

Events Marketing

Online Exhibit

Retailers

Exhibit Houses

Decorator show

suppliers

Advertising Agencies

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2. Overview

Introduction

Enrolling in the Certified Trade Show Marketing (CTSM) program has given me the

opportunity to become better acquainted with our client’s role as an exhibitor. The CTSM

program has equipped me with tools and information that, as a supplier, prepares me to

assist our clients in areas other than the standard exhibit house services of design,

production, and logistics. I’ve been able to explore and adopt skills in areas such as:

Communicating the marketing message in the booth design

Using tools and techniques to measure the show’s objectives

Tools and instructions to prepare booth staff

Communicating the company’s culture within the booth design

Unique Situation

Although Shabang is dedicated to helping companies with their tradeshow programs, we

do not exhibit ourselves. This portfolio will show Shabang Exhibits’ partnership with

RealPage and how Shabang Exhibits’ goals and objectives are defined to target our client’s

criteria and objectives for their tradeshow program.

From Session329: From Curb to Carpet: Achieve Effective Attendee Engagement I

learned how important it is to engage attendees’ attention even before they reach your

booth space. This class was very helpful in encouraging tradeshow marketers to come up

with creative and new ways to engage attendees.

The expo and display chosen for this portfolio will show how our design team used

RealPage’s objectives and booth criteria to develop a booth design that engaged attendees’

attention well before they reached the booth space.

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Portfolio Focus

This Portfolio will focus on Texas Apartment Association’s (TAA) 2015 Operation: Hero

Education Conference & Lone Star Expo in San Antonio, TX at the Henry B. Gonzalez

Convention Center April 22-25, 2015.

From planning to completion the TAA 2015 Lone Star Expo demonstrated the relationship

between an exhibit house and an exhibitor to implement a design that incorporates the

exhibitor’s campaign message, goals, and objectives.

I chose Realpage and the TAA 2015 Lone Star Expo for two primary reasons:

1. Realpage’s tradeshow program demonstrates a structure for :

Developing marketing objectives

Creating a plan to achieve those objectives

Implementing strategies towards those objectives

2. TAA 2015 Lone star Expo demonstrates the partnership between an exhibit

house and their client to integrate the client’s objectives into their tradeshow

marketing program.

RealPage Events Team

ShaBang Exhibits

Trade Show Team

RealPage's Trade Show

Program

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Texas Apartment Association’s (TAA) 2015

Operation: Hero Education Conference & Lone Star Expo The TAA Conference & Expo is Texas’ Multifamily industry event for

rental professionals in Texas. Attendees received educational and

networking opportunities for this year’s focus was geared toward

helping rental operators respond to the growth and changes in the

industry. The expo offered attendees more than 385 booths from

vendors across the State of Texas.

0% 5%

10% 15% 20% 25% 30% 35% 40% 45% 50%

Attendees By Type

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TAA’s 2015 Lone Star Expo

The TAA 2015 Lone Star Expo is the top statewide rental housing education conference and

expo. It is a multifamily industry event for rental professionals in Texas. The chart below

compares TAA’s Profile Points with RealPage’s target objectives.

Multifamily industry

event

• RealPage is the leader in the multifamily housing software industry

Attendees are rental

professionals

• RealPage services rental professionals that manage multifamily and affordable properties

Onsite Managers

Property Managers

Owners

• These are the decision makers that RealPage seeks to qualify as leads

TAA’s Profile

Points

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3. Show Schedule and Measurement

RealPage’s Overall Show Objectives are:

Promote the brand

Promote Company culture

Meet with customers and prospects

Promote the Annual User Conference

Collect qualified leads

RealPage’s Show Objectives for TAA Lone Star 2015:

Hold demonstrations inside the booth

Increase business with current and prospective customers

Attract decision makers/Influencers

Create awareness for the variety of products and services Realpage offers

Further support customer and partner presentations and relationships

Achieve effective attendee engagement

RealPage’s Measurable Objectives for TAA Lone Star 2015:

Attract at least 15 attendees to view demos

Set 5 in booth meetings with current customers/prospects during the trade show

Stay within 5% of the trade show budget

RealPage’s Additional Objectives for TAA Lone Star 2015:

Scout the marketplace for new acquisitions

Scout the marketplace for new talent

Session 104: Advanced Learning Measurement-Did the Strategies and Tactics Work

taught me how to look at the results of our efforts to determine success, or where to make

changes. This class has been helpful for me as a supplier to think of ways to help our

clients reach their goals even with the booth design, and layout.

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I receive an updated spreadsheet at the start of each year as a guideline for RealPage’s

program for the New Year. Although we currently use Eventuosity to manage event

information, I still use the master spreadsheet to track show names, dates, and the

location’s city and state.

The chart below is an example of the master spreadsheet that I receive from RealPage each

year. This spreadsheet is updated throughout the year with any changes.

The show outlined in blue is TAA’s 2015 Lone Star Expo.

(See appendix page 50-61 for a full copy of Realpage’s master show list for 2015)

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RealPage will have participated in 203 events at the close of 2015, and their 2015 show

schedule consisted of:

Smaller industry shows

Managers meetings and conferences

Local apartment association and affordable conferences

Larger State or National Events (Like TAA)

The following pages will demonstrate how Shabang Exhibits derives its strategies and

objectives from RealPage’s measurable goals, objectives, and criteria as our main goal is to

help our clients maximize the efforts of their trade show program.

RealPage Objectives

RealPage Criteria

RealPage Measurable

goals

Shabang designing a

booth to mazimize

RealPage's efforts

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Shabang Exhibit’s Design and Show Service

Objectives for TAA Lone Star Expo

Design must have an open feel

Must represent modern technology (Realpage’s culture)

Create a streamlined design to match company theme and culture

Include storage space that does not take away from the open layout

Need signage that is visible from any location inside the hall

Need extra counter space without overcrowding the booth (for

giveaways, collateral, and tablet demos)

RealPage Objectives for

TAA Lone Star Expo

Hold demos inside the booth

Promote the brand

Collect qualified leads

Effective attendee engagement

Promote Annual User

Conference

Product Awareness RealPage’s Criteria for

TAA Lone Star Expo

Communicate company culture

Adequate space for reps to

meet with attendees inside the

booth

Storage space

Two software demo areas

Ample lighting

Place for giveaways

Maximize booth space height

Logo to be seen from any

location in the exhibit hall

Multiple tablet demos

RealPage Measurable Goals

for TAA Lone Star Expo

Attract at least 15

attendees to view demos

Set 5 in booth meetings

with current customers

or prospects

Stay within 5% of the

trade show budget

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Pictured below is the map of TAA’s 2015 Lone Star Expo exhibit hall at the Henry B.

Gonzalez Convention Center. As taught in Session 21314: Beyond the Basics of Booth

selling; strategy is what you will do to achieve your objectives. Shabang Exhibits’ strategy

began with locating RealPage’s booth selection on the exhibit floor and using that as the

foundation for creating a layout that would position the exhibit in a way that would

maximize attendee engagement as they are walking down the aisles well before they

approach the booth.

RealPage

Booth 131

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4. Management of Exhibit Design/Production

Since there wasn’t a formal RFP, RealPage established criteria for the booth. Shabang

Exhibits followed RealPage’s criteria as a guideline for designing a booth that would help

them reach their goals effectively.

RealPage Criteria

Communicate company culture and brand

Multiple tablet demonstration areas

Adequate space for reps to meet with attendees

Storage space for personal items

Two software demonstration areas

Ample lighting

Place for collateral and giveaways

Installation and Dismantle

Maximize the height of the booth space

Logo to be seen from any location in the exhibit hall

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Shabang Exhibits wanted to create a concept that would match Realpage’s culture of

modern software technology and streamlined processes. The tower structure pictured

below is a concept that delivered a modern, streamlined, and open floor plan. Shabang,

first, located Realpage’s booth placement on the show’s floor plan. Then Shabang began

with a design that would use a minimal amount of space to give the design an open feel.

Figure 1

Shabang Exhibits created the concept of a Tower structure Rental

that would meet the following criteria:

Maximize height of the booth for an open feel

Communicate company culture: streamlined and modern

appeal

Logo to be seen from any location in the exhibit hall

o The tower structure is 16’ft high X 7’ft diameter

o Henry B. Gonzalez Convention Center is 20’ft from

floor to ceiling

Each end of the tower structure has 2’ft of storage

The tower structure is created using Octanorm

Storage Access

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Shabang determined that placing the structure in the booth diagonally would give a better

view from all four sides of the island booth space. Pictured below are the electrical and

internet plans in accordance with the diagonal layout.

Booth 233

Booth 231

500 watt

electric

500 watt

electric

500 watt

electric

500 watt

electric

1000 watt

electric

Laptop on

white counter

Laptop on

white counter

FOOD

Booth 127

2 hard wired

internet lines

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Session 408: Beyond Logistics: Principles, Practices & Play helped me to understand

that it is okay to reach beyond what you would normally do, or how you would normally

arrange your space.

I learned from Session 61715: Graphics Boot Camp that less is more when it comes to

adding messaging to your graphics and that your logo and company branding is most

memorable in the amount of time it takes attendees to glance at your booth space.

RealPage Logo

Figure 2

You will find in the pictures to the

left:

Two software demonstration

areas with 32”h laptop

counters and 60” flat panel

monitors

o Both sides of the

tower are identical for

multiple

presentations on

either side of the

booth from the main

approaching aisles.

o The monitors and

presentations are

visible from the main

aisles on each side of

the booth

Cocktail tables for /meetings

with attendees inside the booth

and tablet demonstrations.

o Also used for collateral

and giveaways

o Orange lighting was

added inside the

pedestals of the cocktail

tables

Add six stem lights here

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RealPage decided to move forward with the Octanorm tower rental for the TAA Lone Star

2015 Expo. Their decision led to a two part process which Shabang Exhibits follows to

bring the design concept to completion. The chart below will demonstrate the process

Shabang Exhibit follows in-house to bring the design to life.

Shabang Exhibit’s Process for TAA 2015

Receive design

Request/

Define Objectives

Create concept

Review the Concept

and Receive Approval

Quote Costs

Build the structure

Create Installation

Drawings

Coordinate all logistics and show services

Pack and ship the

structure

Supervise

Install/Dismantle

Transportation

Reconcile/Invoice

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Below is a list of items and services confirmed between Realpage and Shabang Exhibits for

The TAA 2015 Lone Star Expo:

Rented Octanorm tower structure

Orange carpet

Carpet padding

Two 60” monitors for demonstration counters

Two all white pedestal counters for demo stations

Two wired internet connections

Nine wireless internet connections

Four 500 watt electrical outlets

One 1000 watt electrical outlet

Four glass cocktail height tables

One lead retrieval device

Six yellow and Six white floral arrangements

Two large green fern plants

Two 5’ft tropical green plants

Daily booth cleaning

Drayage

PMI Flyers (qty. 100)

Smart City

• internet

Freeman

• drayage • cleaning • vacuuming • electric • wastebasket

Smart Reg

• lead retrieval

Shabang Exhibits

• installation • dismantle

Services Listed by Vendor

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Session 20914: Show Operation Basics- Part II: On-Site Implementation taught me to

be prepared for any scenario by having confirmations of orders on hand, and verifying

details with trade show management, and show services.

Created showbook with tabs to easily

access order confirmations during

install/dismantle

Print and digital copies of set up

instructions on hand

Created notes for the booth staff to place

in the booth as reminders for login

codes, etc

Onsite Implementation

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Figure 3

This figure shows:

Carpet Installation

o Orange carpet targets more of Realpage’s

brand

o Carpet is laid after internet and electric lines

have been laid by their suppliers

Installation of the tower structure

o Setup instructions that were used onsite

Graphics installation

o Sintra graphics are affixed to the structure

using adhesive back hook and loop Velcro

fasteners

Onsite Implementation

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From Concept to Completion

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Budget Management Session 20308: The Nuts and Bolts of Budgeting for Results taught that budgeting is more than tracking. It is good financial planning so you will know where your money is going. The budget report below represents RealPage’s budget for TAA’s Lone Star Expo. TAA’s 2015 Lone Star Expo

Show Date April 24-25,2015

Venue Henry B. Gonzalez Convention Center

Location San Antonio, Texas

URL www.taa.org

Booth Number 131,133,232,231

Booth Size 20’ X 20’

Market Multifamily

Attendees 2,100

Attendee Profile

Expo exhibitors, Property Mangers, Management Executives, Maintenance Personnel, Owners

Budget Estimate $50,400.00

Actual $44,378.67

Variance $5,021.33

Booth Space $6,600

Sponsorship $20,000

Show Services $8,180.33

http://www.taa.org/

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Budget Management Continued

ITEM BUDGET ACTUAL VARIANCE Booth Space Rental $5,400.00 $6,600.00 $1,200 Tower Structure Rental Package

Octanorm Cocktail tables (Qty.4) Stem lights (Qty.6) Orange table lights (Qty.4) Demo Counters (Qty.2) Orange Carpet Padding

60” Monitor (Qty.2)

$10,100.00 10,100.00

Electrical $4,500.00 $860.97 $3,639.03 Internet $4,000.00 $2,482.50 $1,517.50 Floral $700.00 $1,010 $310.00 Drayage $600.00 $1,152.00 $552.00 Lead Retrieval $400.00 $90.00 $310.00 Vacuuming/Daily $400.00 $173.20 $226.80 I&D Labor $3,000.00 $1,500.00 $1,500.00 Freight/Shipping $1,000.00 $1,125.00 $125.00 Sponsorship $20,000.00 $20,000 Shabang Program Management Fee $300.00 $285.00 $5.00 Total $50,400 $44,378.67

RealPage’s budget for TAA’s 2015 Lone Star Expo was a success with a difference of over

four thousand dollars costs savings. There were a few “good” surprises that helped with

maintaining RealPage’s budget for TAA Lone Star Expo:

Low cost lead retrieval rental

Low electrical cost

Low internet cost

TAA’s 2015 Lone Star Expo

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5. Management of Integrated Marketing

Communications Overview – Integrated Marketing Strategy

In Session 31515: Integrated Marketing Communications we discussed the importance

of communicating a consistent message throughout each of your company’s media sources.

This section will demonstrate RealPage’s strategy towards achieving their marketing and

tradeshow goals by integrating their objectives throughout their media sources before the

show, at the show, and after the show.

You will also see a demonstration of the tactics that Shabang Exhibits used to integrate

RealPage’s objectives into the design and layout of their booth space for the TAA Lone Star

Expo.

RealPage attends the TAA Lone Star Expo because it is a state association show that

attracts a large group of decision makers such as:

Onsite managers

Property managers

Management Executives

Owners

RealPage's Overall Marketing Objectives

RealPage's Show Objectives for

TAA Lonestar Expo

RealPage's Measurable Objectives

RealPage's Additional Objectives

Shabang Exhibits Objectives

Did the Strategies and Tactics Work?

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Planning and Goals

RealPage launched a new campaign strategy to strengthen awareness about their products,

as well as position RealPage as the leader in the multifamily software industry.

Below is a summary of RealPage’s new campaign:

RealPage’s Marketing Campaign

Campaign Name Numbers Tagline “We Believe There Is Strength In Numbers” Product Focus

Four Product Families (The RealPage Ecosystem)

Asset Optimization Leasing And Marketing Property Management Resident Services

Product Solutions

Sixty plus Product Solutions to help rental professionals:

Increase Revenue Minimize Risk Reduce Expenses

Market Awareness RealPage is the leader in the multifamily software industry…

Supporting ten million units worth at least $100,000 each

Enabling $1 trillion of rental real estate assets to run on

Over 430 billion transactions $240 Million invested in research and

development over the last five years to build an innovative Realpage Ecosystem

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RealPage partnered with Shabang Exhibits to integrate their “Numbers” campaign into

their exhibit experience for the TAA Lone Star Expo.

Shabang Exhibits focused on integrating RealPage’s objectives and messaging into the

actual booth design for the purpose of delivering a unified experience for RealPage’s

customers and potential customers even on the tradeshow floor.

•Marketing Message Industry Leader

•Marketing Objective Promote Company Culture: "Modern Software Technology"

•Marketing Objective Promote Company Culture:"Streamlined Processes"

•Marketing Message Strength in numbers

A design with an open feel / and space to conduct multiple demos at once

Shabang used sleek lines, and clean spaces within the booth design

Make the Booth visible across the tradeshow floor

Use modern features such as lighting to illuminate the space

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RealPage’s Tower is visible across the tradeshow floor

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Pre-Show Communication Plan for TAA Lone Star Expo

Method of Communication

Rationale for use

Target Audience

Assessment Method

Measurable Goals

Results Objective that it

ties to on Page 16

Internal

Staff Briefing and Show Training

Educate the sales team on:

messaging, lead

generation, show

objectives, and goals

Sales Reps that are

scheduled to work the

booth at TAA Lone Star

Expo

Leads and demos

recorded from TAA Lead Retrieval Devices

Schedule 15 demos inside

the booth

Schedule 5 meetings inside the

booth

In booth Demos:

17 In booth meeting:

8

Meet with customers

and prospects

Hold demos in the booth

Support

customer and partner

relationships

External

Pre-Conference Email Marketing to

Pre-registrants

Inexpensive way to

Promote the “Numbers”

campaign and announce

presence at TAA

Contacts from pre-registrant

list

Email performance

reporting

Send 200+ Emails

25% open

rate

5% click through rate

Sent 250 emails

29% open

rate

10% click through

Meet with customers

and prospects

Achieve effective attendee

engagement

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At-Show Communication Plan for TAA Lone Star Expo

Method of Communication

Rationale for use

Target Audience

Assessment Method

Measurable Goals


ties to on Page 16

Internal

Pre Show Meetings

Encourage the sales team on meeting demo

and lead generation goals

Train the sales team on proper booth etiquette

and booth services contact

info

Booth Staff End of Show evaluation form to be

submitted to the marketing

team

Lead forms And online

lead capture list

Pre-schedule 15

demos inside the booth

Pre-schedule

5 meetings inside the

booth

Actual Pre-

scheduled In booth Demos

17

Actual Pre-

scheduled In booth meetings

8

Meet with customers

and prospects

Hold demos in the booth

Support

customer and partner

relationships


engagement

External

Paid Sponsorship

Brand Awareness and to broaden the company’s presence at the

show

Tradeshow attendees that are decision

makers and influencers

Lead forms and online

lead capture list

Capture 20 decision

makers or influencers

Captured 24

Promote the brand

Collect

qualified leads

Attract

decision makers/

Influencers

Marketing Material

Quick and Informative

information for attendees to refer to after the show

Attendees that visit with the

sales team inside the

booth space

Quantity returned to the

office versus the quantity

shipped to the show

100 booklets shipped

10 Booklets returned

to the office

Promote the brand

Promote company culture

Product

Awareness

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Realpage Recognized as a Gold Level Sponsor on the

Texas Apartment Association Website

Promote the brand

Achieve effective

attendee

engagement

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RealPage Recognized as a Gold Level Sponsor on the

TAA Lone Star Expo 2015 Tradeshow Website

Promote the brand

Achieve effective

attendee

engagement

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RealPage “Numbers” Campaign Marketing Brochure

(This Brochure folds down to a 3¾ X 5½)

RealPage Numbers Brochure

(Outside View)

Promote the brand

Promote Company

Culture

Marketing Message

“Strength in

Numbers”

RealPage Numbers Brochure

(Inside View)

Create awareness

for the variety of

products and

services Realpage

offers

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The “Numbers” Campaign and Branding integrated across all

RealPage Exhibit Displays

Realpage has 6-10X10

Xpressions Pop-up

displays to cover smaller

tradeshows and

meetings.

This is the only 10X20 semi-

Pop-up display used to

cover medium sized

tradeshows and executive

manager conferences.

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Post-Show Communication Plan for TAA Lone Star Expo

Method of Communicati

on

Rationale for use

Target Audience

Assessment Method

Measurable Goals


ties to on Page 16

Internal

Post Show Booth Staff

Email

To measure the value of the

show

To determine whether or not marketing and

Shabang Exhibits

delivered everything as promised and

needed

Lead Generation

Booth Staff Based upon the answers from the booth staff

9 Services ordered by

Shabang

15 demos

5

meetings

9 Services

were ordered

17

demos

8 meetings


engagement

External

Track leads in SalesForce

Follow up communication

Attendees scanned

from lead retrieval device or noted on the lead

form

The report documenting

leads that were tagged to the TAA

show campaign in SalesForce

Follow up with leads from the

show 24

Qualify

leads for sales

follow up meetings

10

The Sales Reps did follow-up

with 24 leads

10 leads qualified for sales meetings

Collect qualified

leads

Increase business

with current and

prospective customers

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Recommendations for Improved

Marketing Efforts in the Future

For Shabang Exhibits and Realpage’s Partnership

I would recommend:

Advance planning of larger shows, graphics production, and display changes

Purchasing and stocking items such as bar tables to reduce the cost of show services

Running demos from a USB flash drive to cut internet costs for the following shows:

Smaller industry shows

Managers meetings and conferences

Local apartment association and affordable conferences

Consistent communication

Tracking and reporting systems in place to minimize the challenges that are within

our team’s control.

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6. Management of Results Reporting

Overview

Session 10814: How to Measure the Value of Trade Show Participation: Basic

Concepts: Part I has helped me to understand the importance of developing reasonable

objectives to measure trade show performance. As a supplier our main objective is to help

our clients achieve their objectives and that is accomplished by adopting our client’s

objectives and working that into their actual booth space and display.

The chart below demonstrates RealPage’s show objectives for TAA in comparison to the

design results that Shabang created to assist our client with achieving their show

objectives:

RealPage’s Measurable Show Objectives For TAA Shabang Exhibit’s Corresponding Results

Attract at least 15 attendees to view demos

Created an open feel within the booth space so that attendees feel welcome to step inside the booth space

Set 5 in booth meetings with current customers/prospects

The design included 6 demo areas to allow for multiple demos at once within the booth space

Stay within 5% of the trade show budget Show services were ordered before the advance deadline date and the new booth design required less internet, and electrical power which allowed Realpage to stay under their budget by more than 10%

Since Shabang Exhibits doesn’t exhibit we do not have system for reporting results. We

typically determine our success based on the client’s feedback; then from there we will

make adjustments to our process if necessary.

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The chart below demonstrates RealPage’s show objectives for TAA in comparison to the

actual results achieved at TAA’s 2015 Lone Star Expo:

RealPage Show Objectives for TAA TAA Show Results Attract at least 15 attendees to view demos

Conducted 17 demos inside the booth space

Set 5 appointments with current customers/prospects

8 meetings were scheduled and held inside the booth

Stay within 5% of the trade show budget Exceeded expectations by almost 10%

1. Attract at least 15 attendees to view demos –

RealPage was able to exceed this objective by capturing two more attendees to view

demos inside the booth space. Nine sales representatives registered to work

RealPage’s booth at TAA’s Lone Star Expo 2015. I think that an increase in sales

representatives allowed RealPage to capture the additional demos. My

recommendation is to continue to follow the guidelines for an open feel and

increased demo space for future booths to allow more sales representatives to work

the booth at once.

2. Set 5 appointments with current customers/prospects –

RealPage exceeded their expectations for this objective. My only suggestion would

be to increase their expectations for appointments at larger shows where there will

be an increase in the number of sales representatives working the booth.

3. Stay within 5% of the trade show budget –

The expectations for this objective were exceeded due to several services that were

surprisingly lower than what we’ve experienced in the past with previous shows of

this size. Shabang Exhibits was also at the show site to negotiate unforeseen internet

and utility needs as learned. My only recommendation here is that both Shabang

Exhibits and RealPage are fully aware of the booth staff’s utility and internet

requirements in advance of the show services deadline dates as taught in Session

20614 Show Operation Basics- Part I: Pre-Show Planning.

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RealPage Results Reporting for TAA’s 2015 Lone Star Expo

An overview recap of the show is created and used as a guide towards planning for the

following year’s tradeshow. A copy of the recap is emailed to the following:

The Events Team

Senior Manager

The Booth Staff

The booth staff used a digital lead retreival

device that was offered by an official show

vendor. The staff entered the information into

SalesForce.com

Paper note pads called "lead pads" were placed

at each demo station. The booth staff entered the

information into SalesForce.com

Salesforce.com

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7. Conclusion

A large tradeshow program such as RealPage’s tradeshow program presents a lot of

challenges. However, I’ve learned that with advance planning, consistent communication,

and tracking and reporting in place we can minimize the challenges that are within our

team’s control.

Shabang Exhibits and RealPage have a strategy plan in place to help us remain consistent in

our communication, advance planning, and tracking and reporting:

We now use Eventuosity, an online events tracking system, which allows us to track

tasks, documents, events calendar, event maps and so much more. Eventuosity also

comes with a mobile app which we access on the go

I communicate with RealPage’s Events Team on a daily basis and receive instant

notifications and updates through Eventuosity

We conduct quarterly inventory checks and meetings to revisit our processes

RealPage really stands out within their industry and I’ve noticed this even outside of

working as a part of the team. I look forward to seeing what concepts develop in the future

that will further establish RealPage as the industry leader.

The CTSM program has definitely helped me to approach the planning process with a

complete understanding of how each step affects either our process as a supplier or our

client’s process as an exhibitor, especially, when it comes to changes or desires that could

affect deadline dates and adhering to a realistic timeframe in order to accomplish a

successful experience for each show.

Working with RealPage definitely ignited my interest in pursuing the CTSM certification. I

am excited about the opportunity to participate in the Program and I hope that you will

find this presentation and my submission worthy of receiving the CTSM designation.

Sincerely,

Brandi T. Edwards

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References

Required

Session 52308 Communicating with Others: Essentials for Success 4

Session 21314 Beyond the Basics of Booth Selling 20

Session 61715 Graphics Boot Camp 24

Session 20914 Show Operation Basics-Part II: On-Site Implementation 25

Session 20308 The Nuts and Bolts of Budgeting for Results 30

Session 31515 Integrated Marketing Communications 32

Session 10814 How to Measure the Value of Trade Show Participation 45

Basic Concepts: Part I

Session 20614 Show Operations Basics- Part I Pre-Show Planning 46

Electives

Session 329 From Curb to Carpet: Achieve Effective Attendee Engagement 12

Session 104 Advanced Learning Measurement 16

Did the Strategies and Tactics Work?

Session 408 Beyond Logistics: Principles, Practices & Play 24

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Appendices

Master Calendar of Events (List for 2015)

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Documents

CTSM CANDIDATE PORTFOLIO - Exhibitor - Best Practices in Trade … · · 2017-01-18Enrolling in the Certified Trade Show Marketing (CTSM) ... Communicating the marketing message