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NAFA Fleet Management Association | NAFA.org

Maintain Brand Awareness& Generate Leads by Optimizing and

Driving Traffic to YOUR Virtual BoothWith Tina Mercardo, NAFA

Jefferson Davis, Competitive Edge

NAFA Fleet Management Association

Consultant, trainer, speaker and author 30+ years exhibiting experience Exhibited at over 200 tradeshows E3 team evaluated over 32,000 exhibitors in action Intensely results-focused Developed practical, workable processes to

address critical exhibiting success factors Helped clients generate over $800,000,000 in

tradeshow results.

For a complimentary TeleconsultationCALL: 800-700-6174 in US or 704-814-7355EMAIL: [email protected]

Jefferson Davis, Tradeshow Productivity Expert

mailto:[email protected]


Welcome to the “New Frontier” of Virtual Events!

Short-term solution to help you continue to reach and interact with your market during the pandemic.

Potential long-term solution pivoting live events to hybrid live/virtual - this will extend the reach of future shows beyond the physical walls and offer great benefit to your company and everyone who cannot attend the live event.

It’s NEW to us all - be patient - there will be trial and error… and lots to learn!

We will do our best to help you prepare for success!Your Sales Exec will

send you booth set-up instructions soon!


4 Reasons Why a Virtual Booth is a Smart & Prudent Play Right Now

1. You still have a business to run, marketing and sales goals to pursue, and customers to serve!

2. Research on B2B marketing expenditures during recessions found: “Companies who keep their marketing budget the same or increase it, experience 3x sales growth and faster recovery than those who reduce or cut marketing budgets.” Source: McGraw Hill Research

3. Virtual booths cost significantly less than a face-to-face event.4. Virtual booths offer similar benefits as live and still address the

three main reasons people attend tradeshows: 1. Learning 2. Networking 3. Sourcing


How Virtual Events Differ from Face-to-Face Events

Pros:

NO TRAVEL: Saves everyone time and money!

LONGER EXPOSURE: Event is live 4 days and open 2 weeks after.

EXPANDED MARKET: Makes event accessible to a larger audience.

SIMILAR BENEFITS: For exhibitors and attendees, including 1 to 1 personal interaction.


How Virtual Events Differ from Face-to-Face Events

Challenges: We don’t have as much control over how much time an

attendee spends on the virtual event. Distraction level working on computer at home magnified 10X. PRO TIP: If you have multiple solutions, do NOT try to promote

them all! Lead with NEW! Feature HOT, Trending or Top of Mind Products/Services Reinforce Pillar Products/Services


4 Critical Success Factors for Your Virtual Booth

1. Be sure you’re listed in Proper Directory Listings (up to 4). This is a key navigation point for attendees.

2. You must design a virtual booth experience worthy of attendees’ time and attention.

3. You must proactively promote your participation before & during the event to drive traffic to your booth. NAFA will do their part to promote the event and drive traffic

into the virtual exhibit hall - do not just rely on NAFA!4. You must capture visitor information and follow-up to get them to

take whatever post-event action(s) you seek.


NAFA Virtual Event Visitor Flow

1. Attendees register for event.2. Chat Lounges & Expo Hall open 1 hour before

sessions each day.3. Each day has multiple networking breaks.4. Days 2 & 3 have 5-8 pm Networking Social hours. 5. Attendees enter virtual Expo from the lobby.6. ScanTrivia drives attendees to virtual exhibit hall

and individual exhibitor booths.7. Attendees select exhibitor booths from exhibitor

directory… NEW – Show Partners


Exhibitor Packages & Customizable Booth FeaturesBOOTH FEATURES 1. Must be Videos (1 - 2 - 3)2. Downloads/Brochures (6 – 10 - 15)3. Hyperlinks/Graphics (3 - 6 - 9)4. Chat Box: Group & Private Options5. Supplier Showcase Video (med/lrg)

ENHANCED PACKAGES1. Files in I&E Digital Library2. Banner in Exhibit Hall3. Banner in Event Lobby

INCLUDED 1. Full Access Registrations (4-10)2. Additional registrations @ $199 each 3. Scan Trivia Attendee Traffic Builder4. Attendee List: (name/company or mail list)5. Show Guide Listing

Insert small or medium booth image?

https://youtu.be/tfu74Njp8aA


Practical Strategies & Ideas to Take Full Advantage of Your Virtual Booth Capabilities

SCANTrivia Attendee Traffic Builder• Drives attendees to Booths and Show Guide to earn points.• Attendees must answer a question or poll to earn points.• Each booth has at least 1 question, larger packages have 2.• System has a leaderboard built in to drive competition.• NAFA will give away prizes: tablets, wireless earbuds, etc.• Exhibitor must create the question:

• Tie it to something in the booth – can be a short video or brochure• Can be true/false or multiple choice

• Use open-ended or poll question


Practical Strategies & Ideas to Take Full Advantage of Your Virtual Booth Capabilities

Electronic Exhibitor Listing• 100 word limit – choose every word wisely!• PRO TIP: You must write this differently than you would for a live exhibition.

Primary goal of your description is to prompt the visitor to want to immediately learn more about your offerings and engage with your virtual content, schedule meetings or chats, and contact you.

Think about what BIG problems your customers might be experiencing.

Think about what your target customers may want or need to LEARN about right now.

• Start your company description with a strong QUESTION hook. Problem to solveOpportunity to seize Something to learnNEW

• Be sure to include a clear call to action in your description.


Practical Strategies & Ideas to Take Full Advantage of Your Virtual Booth’s Capabilities

Video (1 to 3 based on booth size)

• Send in mp4. to play in booth • Video topics could include: Problem/hook type videoProduct/service field demosShort company overviewMeet our teamFacility tourCustomer interviews

Video Best Practices• Keep it short: 3 to 5 minutes – have video

length visible, if possible.

• Create a compelling title – it should make visitor want to view the video!

• Use sub-titles and captions in video.

• Include people in your videos… people are people watchers!

• Always include a call to action at the end of your video telling what you want the viewer to do next, verbally and visually.

• PRO TIP: Use the hook/story/close model to script videos.



Hyperlink/Visual Downloads• 3 – 6 – 9 based on booth size• Insert an image in each frame.• Things to consider:

Make visual image interesting.Use eye catching marketing pieces.Link to product or service websites.Link to videos housed on YouTube or Vimeo.Add a lead gen/sales landing page(s) Registration for webinars



Download Menu• 6 – 10 -15 based on booth size• PDF Documents to consider: Product/service brochuresWhite papersCase studiesIndustry intelligence reportsAwards and recognitionClient list and/or testimonials



Downloads/Brochures Best Practices • Consider creating a quick read one page overview

document that concisely presents: Who you are and who you serve. What your core products and services are. What your value proposition to your market is. What makes your company and your products/services

different and better than your competition. How to engage with your virtual staff & contact you.



Downloads/Brochures Best Practices • Consider creating a checklist of the primary evaluation

criteria and key questions a customer should ask when considering or purchasing your type of product/service.Make it three columns.Fill in the answers for your offering in first column.Leave the other two blank - most buyers typically

shortlist to three potential vendors.



Chat Box Chat anywhere in the event.

• Shows full name and company name.

• Starts as Group Chat• Invite attendees to Private or Small group chats.

• System tracks your Chats, private and group.

Chat Box – Booth additions• Can assign specific reps to ‘log in’ to the booth chat.

• If no one is logged in, an ‘out of office’ style message is used and a scheduler can be set for attendees to book time.

• Schedule request or message left by attendee is emailed to main contact.



Your Chat Staff• You receive 4 - 6 - 10 registrations based on booth size.• Feature product managers/technical experts - and promote that

they will be accessible during the virtual event!• Make sure your virtual booth personnel are scheduled and

available during open event hours and during Networking Social Hours on Tuesday and Wednesday.

• PRO TIP: Consider having special hours to engage with senior executives in your company.



Staff Prep for Chats & Private Meetings 1. Make sure your staff looks the part for video chats.2. For scheduled meetings, prepare an agenda. 3. Develop of list of seek to understand questions for chats and

meetings.4. PRO TIP: Develop a FAQ list about your company and featured

solutions.5. Script your best answers. 6. Make sure your chat and meeting staff are trained to quickly and

effectively answer your top questions in a consistent, concise and effective manner.



Supplier Showcase1. Medium & large packages include a 3 to 4 minute on demand video.

2. Videos will be shown like sessions available on-demand during entire conference.

3. The goal is to use the video to drive traffic to your virtual exhibit for further engagement.

4. Use the HOOK – STORY – CLOSE model to create your video.

5. Include a call to action to visit your booth.



Interacting With Attendees Before & During Event• Use included Attendee List to know who are registered attendees. Reach out and let them know

you are participating. Encourage them to visit your booth, play ScanTrivia and chat with your team.

• All exhibit personnel are included in Targeted Connections which matches exhibitors and attendees based on interest and product interests, but everyone MUST fill out a profile.

• Attendees can request scheduled meetings with you through booth and Targeted Connections. The Targeted Connections platform allows for video calls, texts and email.

• Use chat to schedule meetings during 1st hour of event and during networking breaks. Make sure to attend Networking Social Hours on Tuesday & Wednesday evenings.

• Avoid interrupting attendees while they are in Keynote, General and Educational Sessions.

• Engage with attendees in the lounges. You can join the chat in these areas, and you can have multiple chat boxes open. Monitor your booth and assign a staffer to each lounge!



Capturing Leads• 3 types of leads:

Targeted Connections: 20 connections per person

ScanTrivia: People who answer your trivia question (medium & large booths)

Visitors who Chat with you or leave message in your booth

• BONUS PROMO: Use one of your hyperlinks to run a contest! Use a giveaway as a lead capture device and include an information capture form. NAFA will promote your contests or giveaways on their website and pre-show emails.

• BONUS REPORT: Platform will provide a generic report of how many visitors you had and what they clicked on.

• PRO TIP: Be sure to capture visitor information during a live chat or scheduled meeting!



Following Up With Leads• Import visitors into your CRM quickly

Source or tag them to NAFA

Enter activity in contact record of existing contacts

Manage 1 to 1 follow-up through your CRM

• Define various follow-up actions.• Develop follow-up plan in advance.• Ask visitors how they would like to be followed up with.• Follow-up fast – do what you say you will! • Deliver value on each touch point.• PRO TIP: Don’t stop short – it takes average of 12 touches to convert

lead.


Leverage NAFA Marketing Opportunities:1. Design engaging ScanTrivia question(s) and promote them.

2. Use the included Attendee Lists and reach out to them.

3. Create a compelling Supplier Showcase video to drive traffic.

4. Make sure your banner in Event Lobby or Exhibit Hall gives attendees a reason to visit your booth.

5. Purchase mailing list/eblast or reg bag insert for an extra touch point.

For More Information, Please Contact:Tina Mercardo, NAFA Director, Meetings & Events

[email protected] or (609)986-1050

Marketing Your Virtual Booth




Do It Yourself Marketing1. Work your warm circle: Encourage them to register!

• Customers: active and inactive • Prospects in your sales pipeline • Recent inquiries about your product/services • Website visitors• People who have downloaded documents you’ve offered, etc.• Visitors to your past live tradeshow booths• Social media connections



Do It Yourself Marketing

2. Create segmented lists, design messaging/content specific to each type.

3. Start marketing two-three weeks before the virtual event.

4. Use email, telephone and social media as your primary outreach.

5. Plan for at least three direct touch points, ideally through multiple media.

6. PRO TIP: Give a clear and compelling reason to attend the virtual event and to visit your exhibit. See – Do – Learn - Get



Do It Yourself Marketing

7. PRO TIP: Review sessions being held and determine which sessions relate to your products /services – promote those sessions and suggest they visit you after viewing the session.

8. Offer a reward for attending the event and visiting your virtual exhibit.

9. Consider increasing the reward for completing one to one chats with your staff or scheduling a private meeting.


Summary & Key Actions

1. Virtual exhibiting is an exciting and NEW marketing opportunity.2. Take full advantage of your virtual booth to create an experience

worthy of attendees’ time. 3. Proactively promote your participation to drive traffic to your virtual

booth. 4. Secure commitments to clear next action with virtual visitors and

follow-up to get them to take whatever post-event actions you seek.

What are the three most important ideas you learned and will apply to improve your virtual exhibit program over the next two weeks?


For a complimentary tradeshow teleconsultationCALL: 800-700-6174 in US or 704-814-7355EMAIL: [email protected]

Please complete the post-

webinar email survey. Thank

you!

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