Trade Show Success · 21/01/2013 · PowerVamp . Involving Visitors . Booth Talent . The Purpose...
Transcript of Trade Show Success · 21/01/2013 · PowerVamp . Involving Visitors . Booth Talent . The Purpose...
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Trade Show Success
PRESENTED BY:
ABCI - Paula Williams, John Williams, Mark Leeper
Schedulers & Dispatchers Conference | San Antonio, TX | January 22 – 25, 2013
January 22 | 5:00 to 5:50 p.m.
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Aviation Trade Shows
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Preparing for the Event
Have a “Call to Action”
Invite your visitor to participate in something!
What do you want him or her to do, know, and feel when he
leaves your booth?
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What’s Your “Call to Action?”
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Call to Action! Examples
• Enter our contest to win a ______________
• Visit Us for a Free Gift!
• Join us for a ten-minute seminar on ________ every even hour!
• Come try the new _____________
• Talk to a ___________ expert about _________.
• Get a Free 15-minute Consultation! (At the show or after)
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Sales Process
Warm Prospect
Get permission to contact them later
Get them involved
with your product
Attract the right
people
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Networking In & Out of the “Booth”
• Make sure booth is attended during “active hours”
• Think outside the “box!”
• Visit complementary or related vendors’ booths
• Visit prospective customers’ booths
• Engage in public speaking opportunities
• Send Press Releases
• Attend lunches, dinners, networking events
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Booth Design/Execution Checklist
We know your booth is already set up, but there are still things you
can do to improve the presentation!
• Can you see what the product or service is?
• Does it invite people to interact?
• Will you remember it after the show?
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Booth Display
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Booth Display– Moore & Giles
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Booth Display – Floor Coatings
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Booth Display – VJS Lincoln
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Booth Display– White Towel Services
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Booth Critique – AD Aerospace
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Aviation Information Services
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Booth Critique – Duncan Aviation
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PowerVamp
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Involving Visitors
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Booth Talent
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The Purpose of a Trade Show
Is To Set Up a Later Contact!
– Offer to send a Special Report
– Offer to send an Information Packet
– Offer to provide a Consultation
– Set an appointment to discuss an issue or answer a
question
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Public Speaking
• Have literature available about your product or service.
• Have someone take a video
• Write a press release
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Press Opportunities
• Get to know reporters beforehand.
• Do something newsworthy.
• Schedule press conferences.
• Prepare press kits.
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Networking
• Stick around where other conventioneers are “hanging out.”
• Use social media to connect with other people attending. (Use
Facebook Events, LinkedIn Updates, and Twitter Hash Tags)
• Attend parties, “tweetups,” lunches & dinners
• Wear your badge, logo, corporate pin or some kind of ID
EVERYWHERE!
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Facebook Events
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Twitter Hashtags
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Tchotchkies – Worth it or Not?
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Tied to Your Marketing Message
• “Don’t gamble with Random Acts of Marketing!”
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Unusual and Memorable!
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After the Show
• Send a personalized postcard immediately.
• Research and connect with people on LinkedIn.
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30 Days After
• Phone Calls
• Information Packages
– Personalized letter
– Audio or video on CD or DVD
– Brochures & product sheets
– Books
– Articles
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90 Days After
• Printed or emailed newsletter
• Reconnect on social media
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Your Objective
• Have a “Call to Action!”
• Be Memorable!
• Have a Reason to Make Contact Later!
• Create Friendships/Relationships!
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