Total Participation Techniques Persida Himmele & William Himmele
March 2011 Green Exhibitor Workshop Techniques to Make the Most of Event Participation.
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Transcript of March 2011 Green Exhibitor Workshop Techniques to Make the Most of Event Participation.
March 2011
Background QuestionsLast Year’s Participation
More than 5 Green Events
Products vs. Services
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Topics to Cover
• Event Strategy
» Set goals and create a plan
» Consider the event attendees
» Establish the best messaging strategy
• Display Details
» Impression of your display
» Giveaways and promotional materials
» Sweepstakes and contests
» Market Research Opportunity
• Before, During and After
» Before - Promote your participation
» During – Enjoy, Educate and Engage
» After – Follow up and follow through
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Set Goals – No Right Answer….
• Awareness
• Lead Generation
• Sales
• Relationship Building
• Market Research
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Consider the Attendees
• The Green Lifestyle is quite broad and covers two main areas:
1. Reduce Greenhouse Gasses• Reducing your “carbon footprint” (CO2)• Conserve energy• Reduce / Reuse / Recycle
2. Reduce toxins in your life• Improve air quality in your home/office• Remove pesticides from the food you eat• Understand ingredients in personal care products
• This broader definition is sometimes referred to as LOHAS or “Lifestyle of Health and Sustainability”
• Approximately 60% of the US Population sees one or both of these issues as a priority
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Green Segments – Assess Your Visitors
Create messages that will resonate with each group
Smart GreensLooking for cost-effective ideas to save money and be greener at the same time
Healthy GreensEnvironmentally responsible, actively involved in making lifestyle changes
Advocate GreensPolitical and socio-economic motivations drive this group
Hip GreensEnjoy the image and idea of being eco-conscious
Tech GreensInterested in the technologies that will advance the sustainability movement
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Everything Communicates…
Business
Identity
Print Materials
Signs
Clothing
What is your display saying?
Table Coverings
Giveaways
Product or Service
Language;Word Choice
Accessories
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Print Materials – Things to Consider
• What to Include» Just the basics – they will go to your website to learn more» Web Address» Contact Information» Event specials if applicable
• Consider size and quantity» Doesn’t need to be elaborate – smaller can be better» Print only what you need» Ensure the end product doesn’t look “wasteful”
• Paper and Printing» Many options available – Recycled content, non-paper (banana, poo, etc.)» Note – Photo paper is not recyclable» Soy or vegetable based inks» Processor-less printer plates
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Other Considerations
• Sweepstakes» Ensure you have a goal for collecting names» Don’t push visitors to enter information» Commit to follow through with post-event communication
• Market Research» Shift the focus of the event» Learn from visitors» Ask the questions you wish you knew the answers to
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Before the Event - Promote Your Participation!
• Your Marketing Materials» Place a festival web logo, link, announcement or story on your website» Send an announcement to your email to your list » Include details in your newsletters » Leverage social media. Connect through Facebook and invite your friends
to join our Facebook page: www.facebook.com/miglf» Hand out postcards to your customers and post posters at your store, office
or other prominent locations.
• Media and Press» Prepare and send a press release describing your event participation» With Earth Day coming up, position your company for a story» Submit a listing to media calendars
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During the Event – Enjoy, Engage, and Educate
• Enjoy» Relax and have fun» Demonstrate your passion for your business and your product
• Engage» Say “hello” and learn a bit about your visitors» Demonstrate your product/service in a way that is relevant to their needs» Get some input and insights on your offerings
• Educate» Teach visitors about your product and services» Promote green, healthy living» Let them know of other great vendors at the show they might want to visit
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After the Event – Evaluate and Follow Up
• Evaluate» Assess performance to your goals» What went well? What could have gone better?» Most Important – How will you adjust for the next event?
• Follow up» Connect with all contacts that were made» Thank customers for visiting» Remind them of a special offer if applicable» Ask for input on how you could improve next time