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Exhibitor Webinar: Tips And Tricks For Planning Your Exhibit
Thursday, February 25
1:00 pm – 2:00 pm EST
ONS Webinar Agenda
I. Meet your management and services teams II. Exhibitor Resources
• Key Show Information • Registration and Housing • Exhibitor Marketing Kit • Sponsorship and Advertising Opportunities
III. Cost Savings Tips IV. Marketing Strategies and Exhibit Best Practices
Meet the ONS Show Management
Jennifer Shupe
Sales Director
Amanda Strombeck
Sales Manager
Andrew Haigh
Sales Manager
Alexa Newman
Exhibits & Sponsorship
Director
Jeannie Weber
Exhibits Manager
Katie Regan
Sponsorship Coordinator
Liz Woods
Accounts Receivable
Coordinator
Exhibitor Customer Service Center Phone: 407-888-9669
Shepard Exposition Services – Lauren Bauer, National Sales Manager
Shepard Exposition Services – Tara Szatkowski, National Account Executive
Meet the Shepard Team
Registration and Housing
• All booth staff must have a badge to access the show.
• Registration and Housing are managed through
Experient.
• Visit the Exhibitor Resources Page to access the
Experient portal.
• Contact Experient at [email protected] or
Show Management with questions.
Exhibitor Marketing Kit
• Congress Graphics - Use Congress graphics in presentations, post on your company website, add to your blog, include in newsletters, or use in your email signature.
• Email Template - Generate awareness about your participation at Congress. Personalize the email template and send to all of your colleagues and contacts.
• Social Media Messaging – Blog post copy, tweets, and 50 word Facebook and LinkedIn descriptions are provided for you to personalize and post to your company’s accounts.
• Rent Attendee Lists - Generate traffic to your booth by reaching out to attendees before the show. Rent email lists, postal lists, or save by renting both together.
Sponsorship, Event, and
Advertising Opportunities Consider sponsorship, event, and advertising opportunities to build
brand awareness, educate attendees, drive traffic to your booth, and
create memorable experiences for customers and prospects.
• New opportunities at every price point. Sponsorships begin at
$1,000.
• All opportunities sold on a first-come, first-served basis.
• Prospectus available on the Congress website or contact Show
Management.
Show Growth Opportunity
Have you increased your booth real estate in 2016 over 2015?
2015 exhibitors who increace space by 100 sq ft receive 5% invoice discount with Shepard.
200 sq ft increase or more = 10% invoice discount with Shepard
Ways to increase ROI • Money Saving Tips for ordering early • Exhibit Like and Expert
#1
Pre-Show Exhibit Review
#2
Order Services Early
#3
Limit Give-Aways and Literature
Pre-Show Exhibit Review
Plan Ahead for Success
• What do you plan to bring; Do you have enough materials?
Are you packing accordingly? Do you have a plan?
• Is it time to update your graphics or banner?
• Will you display your items to their best advantage in your space?
Exhibitor Manual & Online Ordering
Ordering
Deadline April 7, 2016
https://www.shepardes.com/G4/showInformation.asp?show=13391
• Know your deadlines! Calendar, critical path, whatever methodology you employ—stay on top of them, to get best pricing, save time, frustration and ensure the most success.
• Provide complete correct data on all your orders. Including booth
numbers, credit card details, etc.
• Provide floor plans for all service orders. • Order online if possible. Available 24/7, in most cases you will get an
automatic order confirmation, and you will have exact details of your order.
• Based on your specific needs, plan accordingly. • Don’t forget planning for the dismantle—once the show opens, your
work is not over.
Exhibitor Manual Best Practices
• Rental Booth can offer cost savings
• Walk in for your booth to be ready for you
• Discount on Material Handling
Marketing Strategies
&
Exhibitor Best Practices
#1
Set Goals for Better Results
#2
Sharpen Your Sales Strategy
#3
Establish Code of Conduct
#4
Create a Dynamic Display
#5
Increase Profits with Promotion
#6
Plan an Effective Follow-Up System
The Landscape
81% of trade show attendees have buying authority
SOURCE: Center for Exhibition Industry Research 2015
48% of attendees say face-to-face interactions are more important than ever
67% of all attendees represent a new prospect for exhibitors
76% of attendees plan their booth visits in advance
The Landscape
Most Popular Ways Attendees Prefer to Interact on an Exhibition Floor
SOURCE: Center for Exhibition Industry Research 2015
Keys to Success
A clearly defined picture of what success looks like for your organization’s participation at ONS Congress
An understanding of the goals and needs of your
target attendees
An experience and environment that aligns your
needs and objectives with those of your customers
and prospects attending the show
A comprehensive plan that includes: strategy &
creative sessions, budget, timeline and duty roster
Creating Success
The Right Intelligence
Know your audience and their needs.
Using your own organization’s marketing and sales goals,
create a set of realistic objectives.
Creating Success
The Right Strategy
Align your objectives with the needs of your trade show
audience.
Create a simple strategy that will guide the creative
development of your booth experience for your audience.
Creating Success
The Right Experience
Design a booth experience with activities and information that will
engage your audience in a meaningful way.
Put yourself in your audience’s shoes and ask,
“What would I need to know, feel and do to be interested in our product or
service?”
Creating Success
The Right Actions
Treat your participation at the 2016 Congress as a campaign to
communicate with your audience targets before, during and
after the show.
Multiple touch-points should be used to tell a compelling story
that will drive them to your booth and create a desire to know
more about your company’s offerings.
Creating Success
The Right Measurement Once you have defined what success looks like for your
participation, set measurable objectives for the desired results.
Ask yourself:
What # of information requests should I obtain?
How many # of prospect meetings should I have?
What # of new bid opportunities should we aim for?
What # of demonstrations can we conducted and how many new sales should we obtain?
Such As:
# of qualified leads- ONS offers a Lead Retrieval system to help track this
# of F2F customer meetings - Let ONS help you in booking your meeting space
# of social media interactions - Use #ONSCongress2016 to connect with other attendees
Creating Success
The Right Results
Leverage your show success into continued success through
follow-up.
Capture learnings and best practices from the show – use those to
plan for the next cycle.
Planning for Success
Where you should be as of today with your
Pre-show planning
Outline purpose for participating in ONS Congress 2016.
Read contract carefully: Understand terms, show rules,
payment schedule, and space assignment method.
Prepare budget.
Update Company Profile.
Determine exhibit objectives.
Decide if new exhibit is needed. If so, begin design process.
(If using a portable, the design process may not require this
much lead time.)
Plan ONS Congress 2016 advertising and sponsorships for
more visibility.
Planning for Success
4 Months Out
Select staff and register them before for the discounted rate.
Make airline and hotel reservations.
Determine exhibit needs (if using existing properties):
refurbishments, additions, changes. Select display products.
Communicate with primary vendors (exhibit house, shipping,
installation/ dismantle) regarding services needed and dates.
Develop floor plan for exhibit.
Finalize new exhibit design.
Execute show-related marketing plan.
Planning for Success
Promotional Items and Marketing
• Pack 150 pieces for every 1,000 attendees.
• Use giveaways; don’t waste them.
Planning for Success
3 Months Out
Carefully read and review exhibitor manual.
Register before discounted rate deadline.
Review exhibit floor plan and note target dates and restrictions.
Plan any in- booth presentations/demonstrations.
Create list of required services, noting deadlines for “early-bird”
discounts. Distribute show plan to staff.
Reserve any additional meeting rooms (hospitality events, press
conferences, etc.)
Select catering menus (for hospitality events, press events, etc.)
Submit authorization form if you are using an exhibitor-appointed
contractor.
Plan pre-show meeting.
Planning for Success
3 Months Out
Carefully read and review exhibitor manual.
Register before discounted rate deadline.
Review exhibit floor plan and note target dates and restrictions.
Plan any in- booth presentations/demonstrations.
Create list of required services, noting deadlines for “early-bird”
discounts. Distribute show plan to staff.
Reserve any additional meeting rooms (hospitality events, press
conferences, etc.)
Select catering menus (for hospitality events, press events, etc.)
Submit authorization form if you are using an exhibitor-appointed
contractor.
Plan pre-show meeting.
Planning for Success
2-3 Months Out
Preview new custom exhibit offerings. Finalize graphics art/copy.
Send information to other departments exhibiting in booth.
Prepare orders for: drayage, electrical, cleaning, floral, etc. Take
advantage of any pre-pay discounts. Follow up on all promotions,
making sure everything is ready to ship by target date.
Prepare printed materials.
Develop briefing packet for booth staff.
Schedule training for booth staff at show.
Planning for Success
1 Month Out
Invite ONS attendees to your booth using the provided attendee list.
Follow up on shipping orders.
Follow up on installation/dismantle schedule; get an estimate on costs.
Call to reconfirm airline, hotel and car reservations. Make needed
changes. Follow up on target dates with all vendors.
Confirm availability of display products/literature.
Send all needed materials by target shipping date to avoid express mail
shipments.
Distribute briefing packet, including training materials, to all booth
staffers.
Set up and hold pre-show briefing meeting in office.
Planning for Success
1 Month Out
Invite ONS attendees to your booth using the provided attendee list.
Follow up on shipping orders.
Follow up on installation/dismantle schedule; get an estimate on costs.
Call to reconfirm airline, hotel and car reservations. Make needed
changes. Follow up on target dates with all vendors.
Confirm availability of display products/literature.
Send all needed materials by target shipping date to avoid express mail
shipments.
Distribute briefing packet, including training materials, to all booth
staffers.
Set up and hold pre-show briefing meeting in office.
Planning for Success
Upon Arrival
Pick up badges at registration located in exhibit hall, or at the satellite desks at the
Hyatt and Marriott Rivercenter.
Check on freight arrival.
Check with hotel about reservations for staff, as well as any meeting rooms and
catering orders.
Locate exhibitor service area.
Supervise booth setup.
Hold pre-show briefing and training for staff the day before the show.
Planning for Success
During Show
Reserve next year’s booth space.
Conduct daily meetings with staff and review progress of objectives and to
make necessary adjustments to experience.
Make arrangements for booth dismantle and shipping.
Attend the Exhibitor Feedback Meeting to share your experience with
ONS.
Onsite 2017 Space Selection
ONS 42nd Annual Congress
May 4-7, 2017
Denver, Colorado
Sign up in San Antonio for the best booth location!
More information to come...
Planning for Success
Post Show
Supervise booth dismantle.
Ensure proper follow-up with leads.
Debrief with staff and capture learnings.
Send thank-you notes.
Complete exhibitor post-conference survey.
Page 42
Thank YOU! Questions?
Jeannie Weber, ONS Exhibits Manager, SmithBucklin
312.673.5794
Lauren E. Bauer, National Sales Manager, Shepard
7773.562.9577
Tara Szatkowski, National Account Executive, Shepard
321.229.2191