How to get most out of exhibiting at Latin-America Show

Maximise Your Exhibition & Show Success

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Objectives ROI What is your objective? What will you get on your investment? How will you measure them? •  Generate new business and partnerships? •  Attract resellers / manufactures / OEMs? •  Solidify past relationships? •  Promotion opportunities? •  Bigger marketing database? •  Networking? •  Change buying behavior / increase sales? •  Increase name awareness? •  Penetrate a new market? •  Launch a new product? •  Introduce a new application of an existing product? •  Recruit new personnel? •  Attract press or analyst coverage? •  Counteract competitor claims? •  Support an industry initiative?

This booklet is an advise on promoting your brand and to help to get most out of exhibiting at Latin-America Show. Use our experts knowledge and expertise as guidance.

Plan of Action How are you going to meet those objectives? What actions to take,during and after the show?

Clients  

Marke-ng  

Contacts  

You  

Press  

Publicity/Promotion (before and after)

Promotion Tools – before the show •  Contact exhibitors, speakers, registrants, media •  Invite to visit, arrange / confirm meetings •  Show trade marketing & publications •  Use website / social media / PR/ newsletters •  Sponsor: according to your budget level •  E-mail (broadcast) / Direct Mail •  Trade Press Ad •  Leverage: partners, vendors, clients •  Press Releases •  Pre-book appointments

Show organisers promote Latin-America Show all year round – get in on their emails, website, newsletters, PRs etc as much as possible

Leveraging Digital Media – pre-Show •  Place show info on homepage •  Email database an invite •  Host a raffle with a special code from the web •  Place banners with show info on your or industry

site(s), e-letters •  Create a “virtual” booth for surfers to visit •  Post a lead form •  Provide Post-Show access to demos /

presentations

Promotion – pre-Show Be ready for follow-up before you go •  Thank you email template /phone script •  Database ready •  Sales packets •  Website changes •  Press release •  Social Media messages

Promotion Tools - at the show and in the booth •  In-booth premiums •  Celebrities •  Live Presentations •  Show your website and an interactive demo •  Billboards •  Send Tweets, Facebook Updates •  Ads •  Show trade marketing & publications.

Let Show marketing campaign support our promotion and brand awareness.

•  Show daily ads •  Hall Ads /Boards •  Press and Interviews •  Highlight any contest winners •  Update your site re: show events, industry news,

thought leader interviews, images of booth visitors •  Troll other booths. Meet show organizers.

Introduce yourself to the competition, co-operation can be good..

Engage! •  Welcoming Staff •  Entertainment •  Demos, Contests, games, drawings •  Prize draw – make it meaningful or different •  Free gift •  Make a special offer •  Find out what the prospect needs •  Keep promises, always deliver what you

promise in a timely manner •  Be different!!!

•  Remember keep give-aways out of site… keeps costs down

Try •  2-part give-aways, be relevant to your brand, cause

interaction and not just pic-up! •  onsite specials •  premiums for demos

Your Stand & Inspiration •  Keep it simple •  Bright and cheerful •  Engaging graphics •  Use your products to create eye catching displays, create a visual desire of your product •  Use imagination, this can transform your stand design and it doesn’t have to cost a

fortune. •  Get to the point quickly (how you help your client is more important than your company

name) •  Keep it clean and tidy

Your Stand – Inspiration Board

People •  Smile •  Smile some more •  Don’t overdress (or underdress) •  Don’t stand waiting •  Talk and engage •  Eye contact •  Make a note of what was said and promised •  Be aware: if you don’t click with the prospect pass

him / her off to a colleague •  Did we mention smiling? •  Have some fun…

Dress appropriately

Staff Training Highlights •  Show objectives: sales, partner recruitment, product

launch •  Specific sales message for the show •  A list of prospects expected at the event •  Understanding the demo and engagement scripts •  Tips on engaging visitors and closing leads / sales •  Assessing prospects •  Collecting complete lead information •  Knowing which materials to give to whom •  How to set-up and breakdown the booth

Always wear your nametag on right side so it can be seen when shaking hands.

Leaflets /Flyers •  Reason to keep it •  Make an offer •  Make it useful •  Keep it simple •  Use lead tracking •  Pictures •  Sell,don’t just tell •  CALL TO ACTION !!!

Promotion Tools - After the show •  Record and contact leads. Follow up (with every single contact) – the personal touch goes a long way •  Add all contacts to a CRM •  Deferred rewards – personalized promotional products •  Send out a newsletter with tips n’ tricks •  Feature contest winners with pics and profiles •  Video and pics from booth •  Kick-off a low-touch sales program •  Update your site re: show events, industry news, thought leader interws, images of booth visitors •  List exhibition and webcast schedule •  If you promised something then do as you said

And Finally…. •  Exhibiting is a marketing exercise so make sure

you have some objectives and a plan for reaching them .

•  Aim for Return on Investment (ROI)!

Evaluation – ROI •  Was this the right show for us? •  Was the booth functional, appropriate? •  A good location? Was there a better one? •  Did we meet our target contacts? •  Did we attract the right prospects? •  Was the marketing material effective? •  Promotional opportunities – were there enough? Did we

miss any? •  Staffing – effective, enough, trained? •  Number of leads and/or sales generated 3,6, 9 months

post-show? •  Worth doing again? •  Increase in web or social media traffic at or post-show? •  Track lead movement during and after show.

Show Time Line

12 + months •  Define role of events within

overall marketing strategy •  Develop a detailed budget and

ROI/ROO projection •  Research and identify the

events to attend via target/opportunity

•  Request info from host and keep up to date with opportunities

9 - 12 + months •  Set objectives for each event •  Define resource needs: space

type of exhibit promotional items marketing materials

•  Register and reserve space •  Develop a trade show

marketing plan – pre/at/post show

6 - 9 Months •  Develop your sales message,

elevator pitch and close •  Vet and select vendors •  Finalise booth design, give-

aways •  Define promotional strategies

Promotion Timeline - pre-show

5 – 6 months to Show - Define •  Define objectives budget

strategies •  Select target publications/

websites •  Content planning •  Select / build lists for email /

telemarketing

2 months to go – Finalise •  Finalise / Order mailing lists •  Produce direct mail piece •  Distribute Press Release •  Update website / social media

1 months to go – DO •  Send direct mail piece •  Contact clients and press to schedule

meetings •  Start email and other campaign •  Distribute Press Release •  Update website / social media

3 -6 months to go – Plan •  Define and plan direct mail options •  Select and order incentives •  Plan and write press releases •  Create telemarketing and demo scripts,

follow-up mails •  Create and schedule advertising •  Send ad proofs to publications •  Update website / social media

Trade Show Check List •  Event Objectives •  Define a Budget •  Develop and Use a Winning Sales Message •  Create a Exciting Exhibit •  Confirm Booth Location in Hall and Services •  Order and Print Marketing Materials •  Develop and Execute a Online and Offline Marketing Scheme •  Train and Schedule Staff •  Shipping and Travel Arrangements •  Follow-up Process •  Evaluation / Fix List

Saving Costs •  Watch for “early bird” specials •  Plan / research travel / shipping alternatives in advance if required •  Order / print materials in advance to avoid rush / overnight fees •  Try to print materials for multiple shows •  Consider renting, adapting or reconditioning display systems

- maybe use a local partner / reseller - Rent out space in the booth to a partner / reseller

•  Order show services early to prevent price hikes •  Leverage partnerships and resellers – ask them to bring materials

from their offices and send them refills later…rent them space in the booth – you increase your reach and give them a chance to market on a larger scale…raffle off signage and etc to resellers / partners

•  Label well - prevents losses and reshipping

Show Time Line 3-6 months •  Order printed materials •  Proceed with vendors •  Confirm delivery dates and

show limitations •  Determine staffing requirements

and schedules, plan training •  Make travel plans •  Launch pre-show activities •  Plan and write your press

release

1-3 months •  Compile follow-up packs •  Continue pre-event marketing •  Confirm travel arrangements if

necessary •  Contact event host for updates

on exhibitors •  Finalise booth, marketing

materials etc •  Schedule meetings with

prospects, resellers, analytics clients, press

1 Week before Show •  Double check everything •  Practice setting up the booth •  Make tradeshow “first aid kit” •  Create away message (email/

phone)

Post Show

•  Analyse leads, send follow-up

packets, make contacts •  Evaluate tradeshow ROI/ROO •  Review budget •  Thank you email and follow up •  Suggest improvements for next

year

One last time. Make sure you have good

Clients  

Marke-ng  

Contacts  

You  

Press  

Publicity/Promotion (before and after)

We are wishing you successful Show 2015!

Latin-America Show team

Please give us a call or send us an email if you have any queries

or if you would like to discuss through some options with us: +44 (0) 20 7193 9876 or e-mail info@latinamericashow.com