Now is not the Time to Hide from your CustomersRizwan iqbalManaging Partner

First Trade ShowGo Green Displays

Kelloggs wins During Depression

What are the Challenges?We are in a recessionMarketing spending is tightYou need to justify every dollar of spendManagement does not understand the return from eventsNon-Critical travel is limitedTradeshow attendance is down

Why you must be out thereYour competition probably isCustomers/Prospects who can buy still need to meet youIf you go dark, your customers assume the worstYour competition will make sure they know itAnd the best reason2010

What you need to do nowSelect the best shows for your organizationDetermine your event objectives for todays environmentWork Smarter to reduce costsMeasure the return on your eventsSell to the decision maker

Selecting the Right ShowsJust keep doing what we have been doingDetermine shows you should be atMatch shows to marketing objectivesTalk to your customersReview the universe of showsEvaluate opportunitiesMake decisionsAnnual evaluation/Online tools

Dive Deep with Show ManagementPast year total and net attendancePast and upcoming show exhibitorsWho is attending?TitlesCompaniesEducational programCost per sq ft

What are my objectives?Take into account the current economic environmentLayout the quantifiable objectivesGain agreement on qualitative objectives with teamPlan in advance and ensure your systems are up to the task

Setting GoalsA goalI want to generate a lot of new customers from the showA SMART GoalI want to generate 100 new leads at the show and convert 10 of them into new customers by the end of the yearSpecificMeasurableAgreed uponRealisticTime bound

Measurable ObjectivesTotal LeadsQualified LeadsCost per LeadSales at different intervalsAt show1 month3 month6 month1 yearHave basis of comparisonBenchmark to industryBenchmark to other sales toolsHistorical

What else?Establish/reinforce brand positioningPublicize new promotional messageNew Product IntroLearn about competitorsCurrent customer relations/salesNetworking within the industryCollect feedback from current customersAdvance existing pipelinePR opportunities

How do you work smarter?What is the total cost of show participationWhat are your key cost drivers?Can you change your work habits?How much space do you really need for your booth?

Understand your Costs

Key Cost Components to ManageBooth MaterialsShippingI&DDrayageTravel & HospitalityStaffing

Break Bad Work HabitsLast minute=Higher CostRush charges from suppliersShipping chargesOvertime I&D/DrayageLower weight=lower costShipping decreasesDrayage decreasesQuestion everything

Matching your Booth to Your ObjectivesRight-Size your booth to your needsMeetingsDemonstrationsProduct ShowcaseWhat are you communicating?MessageMarket StrengthPositioning

Does Renting Make Sense?Need a new booth, but dont have budget?How many shows?Want to try before you buy?Do you have custom needs?

Going Green Doesnt Have to Cost a Lot of GreenGreen is not a fadFocus on practical greenCost effective green that doesnt compromise

Increasing Trade Show ReturnIts Easy!Reduce costs of attending trade showsIncrease revenue attributed to trade showsReality is much more complicatedHow do you give a value to soft benefits?How do you track it all?Are all leads worth the same to the organization?How do you reduce costs with out affecting performance?

What was the show ROI?

What was the show ROO?Define specific objective for attending a showWeight the objectives in terms of importanceAttach a metric to each objectiveRank metrics based on importanceScore each show on common scale

Develop a Scorecard

Was the show a success?Perform a post show evaluationDid it meet or exceed your goals?Did the ROI make sense?How strong other benefits?Brand AwarenessCompetitor InsightCustomer RetentionNetworkingFeedback

How to sell it to management?Clearly define ROO vs. ROIMeasure itWeb traffic landing pagePre/post show surveysFocus on the factsQuantifiable ResultsMeasurement against Objectives

Not just a budget lineInvite managers to showSet up meetings with top influencersArrange speaking engagementsSend updates from the floorPost show write upDo a face-to-face annual reviewBefore budget time

What Does It All Mean?

Now, get out there

Thank You!

Gary SurvisGarys@GoGreenDisplays.com

732-602-7799www.FirstTradeShow.comwww.GoGreenDisplays.comFollow us on

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Thankswww.GoGreenDisplays.com

732-723-7799RizwanI@GoGreenDisplays.comFollow us on

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