Tradeshow Turnaround - National School Boards...

National School Boards Association

Tradeshow Turnaround Workbook

Copyright 2016. Competitive Edge & NSBA. All rights reserved. No portion of this workbook may be

reproduced without written permission from Competitive Edge. For information call 704-814-7355. 1

Tradeshow Turnaroundtm

The Simple Formula

That Converts Tradeshows from Expensive Appearances

to Profitable Investments

Custom

Present

Webinar Objectives:

1. Reveal a specific formula including

perspectives and practices that improves exhibiting performance and results.

2. Walk through seven exhibiting perspectives factors that point the way

to productivity & profitability.

3. Learn five strategic practices that must

be implemented and mastered to reap maximum tradeshow results.





An Effective Exhibit Program Should…

Is There a Formula for Tradeshow Success?

CP + ESP = MTR

C__________ P_______________ +

Execution of S______________ Practices

=

Maximum Tradeshow Results

Correct Perspectives

CP #1. Get Clear About What You Are Really _________ …

Face-to-Face Contact

Exhibiting results come from how well you put…

company identity, staff, products and services

face-to-face with the right people

to exchange information

that leads to a ____________________to action from visitors.





CP #2. Move From an Expense to an Investment Perspective

Expense: Spend because of __________ or external factors

Investment: Expect, ______________, and demand value and ROI

Where the Trade Show Dollar Goes

CP #3. Be in the Right Shows, at the Right Level, for the Right Reasons

1. Do enough of the right people attend?

2. ________ do they attend?

3. What do they do at the show?

4. Go inside the attendance numbers

5. Base investment on number of profile matches in the show audience

Inside the Attendance Numbers

• Average company

allocates ______% of

marketing budget to

event/exhibit

marketing

• Exhibiting budget is

spent on eight (8)

major areas





CP #4. Make Sure Your Exhibit Team Has a GET FROM

Versus a GET THROUGH Attitude

“Get Through” Attitudes & Behaviors

Sees shows as a “necessary evil”

Little to no pre-show planning

Relies on _________________ to drive traffic

Doesn’t invite _____________________________

More interested in having fun than business results

Spends booth time talking to other staffers

Arrives late, leaves early

Only talks to people in their territory

Doesn’t capture visitor information

Doesn’t follow-up on leads

CP #5. Move From an Event to a ________________ Perspective

Not just four days in Boston!

At least __________ months!

CP #6: Balance Logistics with Results Driven Exhibiting Strategies

1. Average exhibitor spends ____% of time on logistics.

2. Logistics only ensure your booth, products and people show up!

3. Need to spend more time on strategic issues.





CP #7: Execute Strategic Practices That Deliver Financial Results

1. OUTCOMES: Use Exhibiting by Objectives to support marketing, sales and

CRM objectives and take advantage of the many opportunities the NSBA

Annual Conference presents.

2. ATTRACTION: Develop pre and at-show marketing processes to attract

enough of the right people to your exhibit and functions.

3. EXPERIENCE: Deliver a high-quality visitor experience that secures a

commitment to a next action with qualified visitors.

4. FOLLOW-THROUGH: Follow-up leads to convert visitor commitments to

action, ideally purchasing.

5. MEASUREMENT & LEARNING: Measure, report results, and learn from

each show.

Which of the Seven Perspectives Do You Need to Improve Upon?

_____ CP #1: Get Clear About What You Are Really Buying

_____ CP #2: Move From an Expense to an Investment Perspective

_____ CP #3: Be in the Right Shows, at the Right Level, for the Right Reasons

_____ CP #4: Exhibit Team Has a Get From Versus a Get Through Attitude

_____ CP #5: Move From An Event to A Campaign Perspective

_____ CP #6: Balance Logistics With Results Driven Exhibiting Strategies

_____ CP #7: Execute Strategic Practices That Deliver Business & Financial

Results





Strategic Practices

SP #1: Outcomes: Exhibiting by Objectives

Exhibit by Objectives or Exhibit by Hope?

When the doors close, 90, 180 days after the show how will we know we

succeeded…

Sales?

Marketing?

Customer Relationship Management?

SP #2: Attendee Behaviors & Selective Attraction

1. Attendee behaviors have changed.

2. Most exhibitors are unaware and have not adapted:

Fewer days and hours at shows

Pre-planning visit

Only stops at ____________ exhibits

_____% of exhibit stops are pre-planned

3. Get in the mind and on the agenda of enough of the right people!





Recognize You Have a Finite Amount

of Face to Face Interaction Capacity

Exhibit Interaction Capacity: Formula to calculate number of face to face

interactions you can execute in the exhibit.

Example Participant

Exhibiting Hours 10.5 10.5

Times Full-Time Exhibit Staff x 2* x ______

Equals Total Staff Hours = 21 = ______

Times Interactions per/hr/staffer x 3-5** x ______

Exhibit Interaction Capacity 63-105 = ______

* 50 sq. feet/ staffer

** 3/conservative 4/moderate 5/aggressive

Selective Attraction Strategy

1. Calculate Exhibit Interaction Capacity and Set Goal

2. Budget at least _____% to Promoting Your Exhibit

3. Create Ideal visitor Profile(s)

Relationship

Type of School/Organization

Job Function/Titles

Geography

Size

4. Build Ideal Visitor Lists

Internal

External

5. Utilize multiple marketing media to land at least _____ direct hits with your

Ideal Visitors.





Use a Combination of Low-Cost High-Impact Marketing Media

Email

Telephone

Mail

Social Media

Website

In-Person Visits

Print Advertising

At-show Advertising

Craft Compelling Messages That Interrupt & Engage

Interruption Strategies

New

Familiar

_________________

Problematic

Relevance = noticed Importance = engagement

Ask: What situations would prompt them to think about what you do?

…dangle situations!

Position visiting exhibit as the place to SEE, DO, LEARN & GET

SP #3: Managing the Visitor Experience

Three primary needs of tradeshow attendees:

1. L_____________

2. S_____________

3. Networking

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5 Things Your Exhibit MUST DO to Become a WORTHY

DESTINATION:

1. Get Seen and Be Noticed

2. Quickly & Visually Communicate a Value Proposition

3. Be Approachable, Easy to Enter & Navigate

4. Provide Brief, but Meaningful & Engaging Interactivity

5. Teach and Deliver Something Valuable & Useful

6 Ways to Make Your Exhibit MORE VISIBLE:

1. Lighting

2. Imagery

3. Clear & Informative Messaging

4. Creative Use of A/V

5. Interactivity & Engagement

6. Proactive Booth Staff

Notes from Photos:

Best People Forward – 10 Attributes of an Effective Booth Staffer

1. ______________ ____________________

2. Professional & Courteous

3. Physical Energy

4. Outgoing Personality

5. Effective __________________

6. Good Listener

7. Doesn’t Fear Rejection

8. Knows Products, Company and Market

9. Communicates Concisely, Persuasively and Interactively

10. Has a Commitment Mentality





SP #4 Lead Management

Define What Is and What Isn’t a Lead

1. What isn’t a Lead?

Badge swipe or scan

Business card with no electronic capture

2. What is a Lead?

Personal Interaction

Qualifying Questions Asked

Answers Documented

Next ___________ Identified & Agreed To by Visitor

Information Rich + Committed Next Action

Capture More Information to Generate Higher Quality Leads

1. You may never have this chance again!

2. Don’t just accept what’s _______________ in the badge!

3. Engage _________ to determine what information they want to value leads

more.

4. Typical information areas might include:

Email Address

Specific Project/Application/Needs

Requirements or Specifications

Product Interest & Level of Interest

Buying Role and/or Influence

Evaluation and/or Decision Team

Competitors

Budget

Timeframe

Specific Next Action Step





Formula for Setting Realistic Lead Goals

Use Exhibit Interaction Capacity formula to set lead goals:

# of Exhibiting Hours 10.5

# of Exhibit Staff x 2

Total Staff Hours 21

Times Interactions per/hr/staffer x 4

Total Target Interactions 84

% of Visitors to Lead x .25

Lead Goal 21

SP #5 Measurement & Learning: Exhibiting Performance Metrics

1. Exhibit Interaction Capacity/Utilization

2. Cost Per Interaction

3. Cost Per Lead

4. Potential Value of Leads Captured

5. Hard Dollar ROI

6. Soft Dollar ROI

1. Exhibit Interaction Capacity/Utilization

Example Participant

Actual # of Exhibit Interactions 47 _________

Divide by Exhibit Interaction Capacity 84 _________

Exhibit Capacity Utilization 56% _________

Target: 80 to 100%

2. Cost Per Interaction (CPI)

Total Show Investment $10,000 $_________

Divide by # of Interactions 84 _________

Cost Per Interaction $119 $_________

Average cost of a North America B2B

field sales call: $596 (Source: CEIR)





3. Cost Per Lead (CPL)

Example Participant

Total Show Investment $10,000 $__________

Divide by Actual # of Leads 21 __________

Cost Per Lead $476 $__________

Average cost of a North America B2B

tradeshow lead: $283 (Source: Exhibit Surveys)

4. Potential Value of Leads

Actual # of Leads 21 __________

Times Average Sale Amount $5,000 $__________

Potential Lead Value $105,000 $__________

Divided by Show Investment $10,000 $__________

Soft Dollar ROI $10.5 to $1 $__________

Two Types of ROI

Hard Dollar ROI: _______________ received that can be credited in full or in part

to the show, typically in the form of at-show and/or post-show sales.

Can be measured in top line revenue or gross margin.

Soft Dollar ROI: ________________ received that can be quantified/expressed in

numeric terms, typically in the form of money saved.

Return on Investment HARD Dollar Formula & Example Calculation*

Top Line Revenue From At/Post Show Sales $60,000

Less Exhibiting Investment - 10,000

Gross Margin $50,000

Divided by Exhibiting Investment $ 10,000

Exhibiting Return on Investment 500%

*These sample calculations are not a promise of a specific ROI, but simply an illustration of a method for calculating exhibiting ROI.





Cost Per Interaction Soft Dollar ROI Contribution*

Total Show Investment $10,000

Divide by Actual # of Exhibit Interactions 47

Cost Per Interaction $213

Comparative (Field Sales Call) $596

Less Cost Per Interaction - $213

CPI Savings $383

Times Actual # of Interactions x 47

Soft Dollar ROI Contribution $18,001=180%SD/ROI

Tradeshow Turnaround Summary…

Tradeshows can deliver serious value and ROI, when done properly!

Use the formula you learned today:

1. CP Correct Perspectives +

2. ESP Execute Strategic Practices =

3. MTR Maximum Tradeshow Results

Watch Your Exhibiting Results SOAR!

What were the three most important ideas you learned in this webinar?

1.______________________________________________________________________

2. ______________________________________________________________________

3. ______________________________________________________________________

*These sample calculations are not a promise of a specific ROI, but simply an illustration of a method for calculating exhibiting ROI.





NSBA Commitment to Exhibitor Education & Success

Exhibitor ROI Center:

Live and Re-playable webinar

“How to” exhibiting article series

Ask the tradeshow expert email Q&A

Bookmark, Share and Access at:

http://www.nsba.org/conference/exhibitors/exhibitor-roi-center

E3 Exhibiting Effectiveness Evaluations

http://www.nsba.org/conference/exhibitors/exhibitor-roi-center

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