How Increase Your ROI at RFID LIVE! · How to Increase Your ROI at RFID Journal LIVE! 2011 ... •...
Transcript of How Increase Your ROI at RFID LIVE! · How to Increase Your ROI at RFID Journal LIVE! 2011 ... •...
How to Increase Your ROI at RFID Journal LIVE! 2011
Presented by Sonja Valenta
Director of Marketing, RFID Journal
The Key to Success at Any Trade Show
Develop a comprehensive strategy, provide your team with the necessary resources and motivate them to deliver on it.
• LIVE! attendee demographic overview• Month‐by‐month planning guidelines• Defining goals and marketing plans• How to select booth personnel• Tips for sales staff to use at the show• Marketing and sales strategies that work• Key marketing opportunities—before, during and after • New promotion announcement for exhibitors
RFID Journal LIVE! Attendee Snapshot
Meet end users ready to invest in RFID:
– 63% have the authority to purchase.
– Nearly 60% plan to purchase within the next 12 months.
– 12% plan to spend $1 million or more.
– 44% come from companies with more than 1,000 workers.
– Attendees come from all major industries—including manufacturing, agriculture, health care, pharmaceuticals, retail, food, aerospace, logistics, defense, automotive, security and more—and more than 40 countries.
As soon as possible (9‐12 Months Out):START PLANNING
Goal development and budgeting
It’s a known fact in the trade‐show business, the longer you wait to plan your budget, the more you’ll spend.
• Establish your goals for participation.
• Create a high‐level strategic marketing plan with a calendar and a budget.
• Reserve exhibit space—the earlier you sign on, the lower the cost of exhibit space, and the greater the selection of booth sizes and locations.
Sample Goals for Event ParticipationDefine your goals and develop specific desired outcomes
• Generate new leads and prospects.
• Strive for market penetration or expansion.
• Establish credibility and be recognized as a leader.
• Offer new product introductions or rollouts.
• Close sales with customers in your sales cycle.
• Deliver technical presentations for yourproduct or service.
• Hold face‐to‐face meetings with customers,
prospects and partners, all in one place.
Sample Goals for Event Participation (cont.)
• Get immediate feedback on products.
• Promote a broad range of products in a
short period of time.
• Measure your company’s perception.
• Assess marketplace demands and mood.
• Develop industry partnerships.
• Make competitive comparisons.
• Build or deepen relationships.
What to Start Now (6‐9 Months out):PLAN REFINEMENT
Get specific—and get moving!
• By now, you should have selected your booth; if not, do it today!
• Further define established goals.
• Determine how you will measure success.
• Develop a detailed budget and forecast an ROI.
• Create an integrated marketing campaign.
• Work with your marketing team!
Reasons Why AttendeesGo to an Event:
They are there with an agenda—get on it!
• To learn how RFID is benefiting their industry • To find suitable vendors to solve their business need(s) • To determine if their current system can be upgraded
• To gain new industry insights and assess market trends
• To see what their competitors are doing
• To network with early adopters and peers
4 to 6 Months Out:CREATE YOUR ACTION PLAN
Brainstorm ideas and select your team!
• Design your booth—capture attention, communicate what you do and how your company can help attendees.
• Select staff—it’s one of the most important decisions you will make for the event, so choose wisely!
• Develop product content and attendee experience inside your booth.
• Create marketing collateral and order promotional items.
Key Promotional Opportunities
• Advertise before the event—banner ads, blog postings, e‐mail invitations, social media.
• Public relations—issue press releases and schedule conferences.
• Sponsor the event—conference notebooks, pens, banners, signage, solution provider presentations, private VIP luncheons, or host a social function at the event.
Key Promotional Opportunities (cont.)
• Submit to the RFID Journal Awards—
winners will be showcased at the event
(Jan. 31 entry deadline).
• Take advantage of FREE, customized marketing collateral.
• Social media—don’t miss out on potential prospects and brand advocates.
Marketing Strategies That Work:
• Create a promotion and theme for the show.
• Communicate with attendees before the event.
• Design a booth that communicates what you do in a big, bold and credible way.
• Participate in demonstrations.
• Be memorable!
3 to 4 Months Out: MARKETING
Marketing and training:
• Ensure action items are on all staff calendars.
• Begin making travel arrangements.
• Start training and motivating booth staff.
• Consult exhibitor services manual.
• Be sure to request custom marketing materials.
1 to 3 Months Out:COORDINATION
Send invitations and finalize all plans:
• Continue online marketing efforts.
• Use RFID Connect regularly.
• Develop schedule and communicate with employees.
• Put together follow‐up packets.
• Coordinate with RFID Journal’s staff.
Sales Pitches—Always Stay Focused on the Decision Maker’s Needs!
Examples of effective openers and leading questions:
• What is the business problem you are trying to solve?
• Have you already piloted or deployed, or are you just beginning your research?
• Have you considered other solutions and found them of interest?
• How do our products or services compare to what you now use?•
• What seminars are you attending?
• How many people are here from your team or company?
• What kind of follow‐up is the most appropriate for your needs?
1 Week Out:MOTIVATE
Double‐check all lists:• Confirm shipping and arrival dates.
• Double‐check all action steps on timeline.
• Complete staff training.
• Distribute booth staff schedule.
• Outline roles and techniques for conduct.
• Hold pre‐show meeting to cover the above.
The Art of Effective Booth Etiquette Has Not Changed
• Arrive early and leave late.
• Get a good night’s sleep, and eat before the show.
• Wear comfortable shoes.
• Make sure you bring pens.
• Keep the booth clean at all times.
• Ensure there is no furniture between you and attendees.
• Be visible, out in front of the booth.
• Know your product and have an expert on hand.
• Practice demonstrations ahead of time.
• Schedule breaks and take time to walk the show floor.
The Art of Effective Booth Etiquette Has Not Changed (cont.)
• No cell phone usage in the booth
• No eating in the booth area
• No sitting
• NEVER leave your booth unattended!
• Don’t drink during the show
• Don’t spend excess time speaking with existing clients
• Don’t talk too much—listen to attendees’ needs!
Drive Attendees to LIVE! 2011 and Win FREE Marketing Exposure
Help us make this the best LIVE! yet, and get valuable marketingbenefits during and after the show!
Get the most attendees to register for a LIVE! 2011 Conference Pass using your specific promo code, and win:
‐ 2‐page corporate profile in the event program guide
‐ A FREE webinar, to be held after the event‐ 2‐page ad featured in the May/June issue of RFID Journal
Runner‐up receives:
‐ A business card ad featured in May/June issue of RFID Journal
At the Show: GAME ON!
What brings attendees to your
booth: good product displays,
relevant promotions, crowds
of people and YOU!
Post‐event:1 Day to 1 Week After the Event
Hope you had fun—close those deals!
• Analyze leads and follow up within a week.
• Show them you know them!
• Evaluate the success of your participation.
• Re‐sign at the show for the lowest cost.
Time to start the whole process over again!
Still Have Questions?Online resource—exhibitor section:
www.rfidjournalevents.com/live
Send me your questions via e‐mail: [email protected]
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