The 1-2-3 ofTrade ShowsThe 1-2-3 ofTrade Shows

Making the most of face-to-face selling

Making the most of face-to-face selling

Presented toAAF-Abilene

January 12, 2010

Presented toAAF-Abilene

January 12, 2010

What this is all aboutWhat this is all about

Face-to-Face Interaction Face-to-Face Interaction

ConsiderConsiderWell-planned and executed trade shows:

• Enhance all other marketing efforts- Ads- Web- Social media- Direct mail- Sales collateral- Electronic direct marketing- Personal selling- Publicity

• Bring the brand to life

Well-planned and executed trade shows:

• Enhance all other marketing efforts- Ads- Web- Social media- Direct mail- Sales collateral- Electronic direct marketing- Personal selling- Publicity

• Bring the brand to life

Who?Who?

• Suspects

• Prospects

• Hot prospects

• Suspects

• Prospects

• Hot prospects

The touch pointsThe touch points

• Ads – reach the masses (suspects)

• Web – reach seekers (prospects)

• Literature – targets hot prospects

…and trade shows touch the buyer

Altogether this creates a whole brand experience for your buyer

• Ads – reach the masses (suspects)

• Web – reach seekers (prospects)

• Literature – targets hot prospects

…and trade shows touch the buyer

Altogether this creates a whole brand experience for your buyer

Consistency & ContinuityConsistency & Continuity

Message consistency and

continuity throughout the

customer touch points

maximizes the return on your

investment.

Message consistency and

continuity throughout the

customer touch points

maximizes the return on your

investment.

ConsiderConsider

Trade shows and events are the most dramatic and memorable extension of your brand

Trade shows and events are the most dramatic and memorable extension of your brand

A unique selling environmentA unique selling environment

• Interactive -- real-time

• Human -- 1-on-1

• Immersive — brand surrounds the buyers

• Dimensional – a 3-D space that is alive

• Interactive -- real-time

• Human -- 1-on-1

• Immersive — brand surrounds the buyers

• Dimensional – a 3-D space that is alive

Three Things:Three Things:

1. Strategy & Planning

2. Execution

3. Measurement

1. Strategy & Planning

2. Execution

3. Measurement

First Thing:First Thing:

Strategy & Planning

Strategy & Planning

• Booth structure- The design, materials and colors match and enhance the themes- The brand picture frame

• Graphics- Carry over and reinforce the text and image messages

• Staff- Trained to speak the 3 to 5 key points- Your brand ambassadors

…to reinforce the message and overall theme.

• Booth structure- The design, materials and colors match and enhance the themes- The brand picture frame

• Graphics- Carry over and reinforce the text and image messages

• Staff- Trained to speak the 3 to 5 key points- Your brand ambassadors

…to reinforce the message and overall theme.

Continuity is the keyContinuity is the key

Setting objectivesSetting objectives

• How many leads do you expect to get?

• Will you be meeting with particular or key customers?

• Is this a new market for you?

• How many leads do you expect to get?

• Will you be meeting with particular or key customers?

• Is this a new market for you?

Selecting showsSelecting shows

• Where do your buyers go?

• What associations do you belong to?

• Where do your partners and competitors exhibit?

• Where do they fall on the calendar?

• Where to look:- Exhibitor.net- TNN.com- Your competitor’s web site

• Where do your buyers go?

• What associations do you belong to?

• Where do your partners and competitors exhibit?

• Where do they fall on the calendar?

• Where to look:- Exhibitor.net- TNN.com- Your competitor’s web site

Exhibit BasicsExhibit Basics

• Choosing a booth

• Creating and including graphics

• Giveaways

• Booth staffing

• Lead collection

• Literature

• Choosing a booth

• Creating and including graphics

• Giveaways

• Booth staffing

• Lead collection

• Literature

BudgetingBudgeting

• Be sure and allocate a realistic budget

- Rule of Thumb: 20-50-20-10- Space-booth-services-transportation

• Include all the pieces- Space- Booth and graphics- Services

Electrical, drayage, set up, rentals

- Transportation Trucking

• Be sure and allocate a realistic budget

- Rule of Thumb: 20-50-20-10- Space-booth-services-transportation

• Include all the pieces- Space- Booth and graphics- Services

Electrical, drayage, set up, rentals

- Transportation Trucking

Budget exampleBudget example

• Excel or Quicken• List all items• Build in a contingency

Second Thing:Second Thing:

Execution

Execution

Exhibit examplesExhibit examples

Exhibit examplesExhibit examples

Exhibit examplesExhibit examples

Exhibit examplesExhibit examples

Before The ShowBefore The Show

• Use direct-mail (US Mail)

• Post on Facebook, LinkedIn and Twitter

• Brief your staff

• Devise a lead strategy

• What is your plan at the show?

• Use direct-mail (US Mail)

• Post on Facebook, LinkedIn and Twitter

• Brief your staff

• Devise a lead strategy

• What is your plan at the show?

At The ShowAt The Show

• Have a staffing schedule

• Know who is wearing what badge

• Hold pre-show and post-show meetings

• Collect the leads daily- Do something with them!

• Visit other booths- Competitors- Partners- Customers

• Have a staffing schedule

• Know who is wearing what badge

• Hold pre-show and post-show meetings

• Collect the leads daily- Do something with them!

• Visit other booths- Competitors- Partners- Customers

Third Thing:Third Thing:

MeasurementMeasurement

After The ShowAfter The Show

• Measure ROI in a number of ways:

- Count the leads

- Calculate potential sales from leads or meetings

- Estimate your spending (costs)

• Measure ROI in a number of ways:

- Count the leads

- Calculate potential sales from leads or meetings

- Estimate your spending (costs)

TakeawaysTakeaways

• Be consistent in your media

• Measure things

• Execute!

• Be memorable

• Be consistent in your media

• Measure things

• Execute!

• Be memorable

This is all about

Face-to-face interaction

This is all about

Face-to-face interaction

TakeawaysTakeaways

SourcesSources

• “Powerful Exhibit Marketing,” Barry Siskind• “How to Get the Most Out of Trade Shows,” by Steve Miller• “Exhibit Marketing” by Edward Chapman

• www.tradeshow-mentor.blogspot.com• www.exhibitor.net• www.tnn.com• www.tradeshowprofitsystems.com

• “Powerful Exhibit Marketing,” Barry Siskind• “How to Get the Most Out of Trade Shows,” by Steve Miller• “Exhibit Marketing” by Edward Chapman

• www.tradeshow-mentor.blogspot.com• www.exhibitor.net• www.tnn.com• www.tradeshowprofitsystems.com

Finding MaynardFinding Maynard

• Blog:www.zachryinc.com/tradeshows

• Linked in: www.linkedin.com/in/

paulmaynard

• E-mail: pmaynard@zachryinc.com

• Blog:www.zachryinc.com/tradeshows

• Linked in: www.linkedin.com/in/

paulmaynard

• E-mail: pmaynard@zachryinc.com