NAFA Fleet Management Association | NAFA.org
Maintain Brand Awareness& Generate Leads by Optimizing and
Driving Traffic to YOUR Virtual BoothWith Tina Mercardo, NAFA
Jefferson Davis, Competitive Edge
NAFA Fleet Management Association
Consultant, trainer, speaker and author 30+ years exhibiting experience Exhibited at over 200 tradeshows E3 team evaluated over 32,000 exhibitors in action Intensely results-focused Developed practical, workable processes to
address critical exhibiting success factors Helped clients generate over $800,000,000 in
tradeshow results.
For a complimentary TeleconsultationCALL: 800-700-6174 in US or 704-814-7355EMAIL: [email protected]
Jefferson Davis, Tradeshow Productivity Expert
NAFA Fleet Management Association
Welcome to the “New Frontier” of Virtual Events!
Short-term solution to help you continue to reach and interact with your market during the pandemic.
Potential long-term solution pivoting live events to hybrid live/virtual - this will extend the reach of future shows beyond the physical walls and offer great benefit to your company and everyone who cannot attend the live event.
It’s NEW to us all - be patient - there will be trial and error… and lots to learn!
We will do our best to help you prepare for success!Your Sales Exec will
send you booth set-up instructions soon!
NAFA Fleet Management Association
4 Reasons Why a Virtual Booth is a Smart & Prudent Play Right Now
1. You still have a business to run, marketing and sales goals to pursue, and customers to serve!
2. Research on B2B marketing expenditures during recessions found: “Companies who keep their marketing budget the same or increase it, experience 3x sales growth and faster recovery than those who reduce or cut marketing budgets.” Source: McGraw Hill Research
3. Virtual booths cost significantly less than a face-to-face event.4. Virtual booths offer similar benefits as live and still address the
three main reasons people attend tradeshows: 1. Learning 2. Networking 3. Sourcing
NAFA Fleet Management Association
How Virtual Events Differ from Face-to-Face Events
Pros:
NO TRAVEL: Saves everyone time and money!
LONGER EXPOSURE: Event is live 4 days and open 2 weeks after.
EXPANDED MARKET: Makes event accessible to a larger audience.
SIMILAR BENEFITS: For exhibitors and attendees, including 1 to 1 personal interaction.
NAFA Fleet Management Association
How Virtual Events Differ from Face-to-Face Events
Challenges: We don’t have as much control over how much time an
attendee spends on the virtual event. Distraction level working on computer at home magnified 10X. PRO TIP: If you have multiple solutions, do NOT try to promote
them all! Lead with NEW! Feature HOT, Trending or Top of Mind Products/Services Reinforce Pillar Products/Services
NAFA Fleet Management Association
4 Critical Success Factors for Your Virtual Booth
1. Be sure you’re listed in Proper Directory Listings (up to 4). This is a key navigation point for attendees.
2. You must design a virtual booth experience worthy of attendees’ time and attention.
3. You must proactively promote your participation before & during the event to drive traffic to your booth. NAFA will do their part to promote the event and drive traffic
into the virtual exhibit hall - do not just rely on NAFA!4. You must capture visitor information and follow-up to get them to
take whatever post-event action(s) you seek.
NAFA Fleet Management Association
NAFA Virtual Event Visitor Flow
1. Attendees register for event.2. Chat Lounges & Expo Hall open 1 hour before
sessions each day.3. Each day has multiple networking breaks.4. Days 2 & 3 have 5-8 pm Networking Social hours. 5. Attendees enter virtual Expo from the lobby.6. ScanTrivia drives attendees to virtual exhibit hall
and individual exhibitor booths.7. Attendees select exhibitor booths from exhibitor
directory… NEW – Show Partners
NAFA Fleet Management Association
Exhibitor Packages & Customizable Booth FeaturesBOOTH FEATURES 1. Must be Videos (1 - 2 - 3)2. Downloads/Brochures (6 – 10 - 15)3. Hyperlinks/Graphics (3 - 6 - 9)4. Chat Box: Group & Private Options5. Supplier Showcase Video (med/lrg)
ENHANCED PACKAGES1. Files in I&E Digital Library2. Banner in Exhibit Hall3. Banner in Event Lobby
INCLUDED 1. Full Access Registrations (4-10)2. Additional registrations @ $199 each 3. Scan Trivia Attendee Traffic Builder4. Attendee List: (name/company or mail list)5. Show Guide Listing
Insert small or medium booth image?
NAFA Fleet Management Association
Practical Strategies & Ideas to Take Full Advantage of Your Virtual Booth Capabilities
SCANTrivia Attendee Traffic Builder• Drives attendees to Booths and Show Guide to earn points.• Attendees must answer a question or poll to earn points.• Each booth has at least 1 question, larger packages have 2.• System has a leaderboard built in to drive competition.• NAFA will give away prizes: tablets, wireless earbuds, etc.• Exhibitor must create the question:
• Tie it to something in the booth – can be a short video or brochure• Can be true/false or multiple choice
• Use open-ended or poll question
NAFA Fleet Management Association
Practical Strategies & Ideas to Take Full Advantage of Your Virtual Booth Capabilities
Electronic Exhibitor Listing• 100 word limit – choose every word wisely!• PRO TIP: You must write this differently than you would for a live exhibition.
Primary goal of your description is to prompt the visitor to want to immediately learn more about your offerings and engage with your virtual content, schedule meetings or chats, and contact you.
Think about what BIG problems your customers might be experiencing.
Think about what your target customers may want or need to LEARN about right now.
• Start your company description with a strong QUESTION hook. Problem to solveOpportunity to seize Something to learnNEW
• Be sure to include a clear call to action in your description.
NAFA Fleet Management Association
Practical Strategies & Ideas to Take Full Advantage of Your Virtual Booth’s Capabilities
Video (1 to 3 based on booth size)
• Send in mp4. to play in booth • Video topics could include: Problem/hook type videoProduct/service field demosShort company overviewMeet our teamFacility tourCustomer interviews
Video Best Practices• Keep it short: 3 to 5 minutes – have video
length visible, if possible.
• Create a compelling title – it should make visitor want to view the video!
• Use sub-titles and captions in video.
• Include people in your videos… people are people watchers!
• Always include a call to action at the end of your video telling what you want the viewer to do next, verbally and visually.
• PRO TIP: Use the hook/story/close model to script videos.
NAFA Fleet Management Association
Practical Strategies & Ideas to Take Full Advantage of Your Virtual Booth’s Capabilities
Hyperlink/Visual Downloads• 3 – 6 – 9 based on booth size• Insert an image in each frame.• Things to consider:
Make visual image interesting.Use eye catching marketing pieces.Link to product or service websites.Link to videos housed on YouTube or Vimeo.Add a lead gen/sales landing page(s) Registration for webinars
NAFA Fleet Management Association
Practical Strategies & Ideas to Take Full Advantage of Your Virtual Booth’s Capabilities
Download Menu• 6 – 10 -15 based on booth size• PDF Documents to consider: Product/service brochuresWhite papersCase studiesIndustry intelligence reportsAwards and recognitionClient list and/or testimonials
NAFA Fleet Management Association
Practical Strategies & Ideas to Take Full Advantage of Your Virtual Booth’s Capabilities
Downloads/Brochures Best Practices • Consider creating a quick read one page overview
document that concisely presents: Who you are and who you serve. What your core products and services are. What your value proposition to your market is. What makes your company and your products/services
different and better than your competition. How to engage with your virtual staff & contact you.
NAFA Fleet Management Association
Practical Strategies & Ideas to Take Full Advantage of Your Virtual Booth’s Capabilities
Downloads/Brochures Best Practices • Consider creating a checklist of the primary evaluation
criteria and key questions a customer should ask when considering or purchasing your type of product/service.Make it three columns.Fill in the answers for your offering in first column.Leave the other two blank - most buyers typically
shortlist to three potential vendors.
NAFA Fleet Management Association
Practical Strategies & Ideas to Take Full Advantage of Your Virtual Booth’s Capabilities
Chat Box Chat anywhere in the event.
• Shows full name and company name.
• Starts as Group Chat• Invite attendees to Private or Small group chats.
• System tracks your Chats, private and group.
Chat Box – Booth additions• Can assign specific reps to ‘log in’ to the booth chat.
• If no one is logged in, an ‘out of office’ style message is used and a scheduler can be set for attendees to book time.
• Schedule request or message left by attendee is emailed to main contact.
NAFA Fleet Management Association
Practical Strategies & Ideas to Take Full Advantage of Your Virtual Booth’s Capabilities
Your Chat Staff• You receive 4 - 6 - 10 registrations based on booth size.• Feature product managers/technical experts - and promote that
they will be accessible during the virtual event!• Make sure your virtual booth personnel are scheduled and
available during open event hours and during Networking Social Hours on Tuesday and Wednesday.
• PRO TIP: Consider having special hours to engage with senior executives in your company.
NAFA Fleet Management Association
Practical Strategies & Ideas to Take Full Advantage of Your Virtual Booth’s Capabilities
Staff Prep for Chats & Private Meetings 1. Make sure your staff looks the part for video chats.2. For scheduled meetings, prepare an agenda. 3. Develop of list of seek to understand questions for chats and
meetings.4. PRO TIP: Develop a FAQ list about your company and featured
solutions.5. Script your best answers. 6. Make sure your chat and meeting staff are trained to quickly and
effectively answer your top questions in a consistent, concise and effective manner.
NAFA Fleet Management Association
Practical Strategies & Ideas to Take Full Advantage of Your Virtual Booth’s Capabilities
Supplier Showcase1. Medium & large packages include a 3 to 4 minute on demand video.
2. Videos will be shown like sessions available on-demand during entire conference.
3. The goal is to use the video to drive traffic to your virtual exhibit for further engagement.
4. Use the HOOK – STORY – CLOSE model to create your video.
5. Include a call to action to visit your booth.
NAFA Fleet Management Association
Practical Strategies & Ideas to Take Full Advantage of Your Virtual Booth’s Capabilities
Interacting With Attendees Before & During Event• Use included Attendee List to know who are registered attendees. Reach out and let them know
you are participating. Encourage them to visit your booth, play ScanTrivia and chat with your team.
• All exhibit personnel are included in Targeted Connections which matches exhibitors and attendees based on interest and product interests, but everyone MUST fill out a profile.
• Attendees can request scheduled meetings with you through booth and Targeted Connections. The Targeted Connections platform allows for video calls, texts and email.
• Use chat to schedule meetings during 1st hour of event and during networking breaks. Make sure to attend Networking Social Hours on Tuesday & Wednesday evenings.
• Avoid interrupting attendees while they are in Keynote, General and Educational Sessions.
• Engage with attendees in the lounges. You can join the chat in these areas, and you can have multiple chat boxes open. Monitor your booth and assign a staffer to each lounge!
NAFA Fleet Management Association
Practical Strategies & Ideas to Take Full Advantage of Your Virtual Booth’s Capabilities
Capturing Leads• 3 types of leads:
Targeted Connections: 20 connections per person
ScanTrivia: People who answer your trivia question (medium & large booths)
Visitors who Chat with you or leave message in your booth
• BONUS PROMO: Use one of your hyperlinks to run a contest! Use a giveaway as a lead capture device and include an information capture form. NAFA will promote your contests or giveaways on their website and pre-show emails.
• BONUS REPORT: Platform will provide a generic report of how many visitors you had and what they clicked on.
• PRO TIP: Be sure to capture visitor information during a live chat or scheduled meeting!
NAFA Fleet Management Association
Practical Strategies & Ideas to Take Full Advantage of Your Virtual Booth’s Capabilities
Following Up With Leads• Import visitors into your CRM quickly
Source or tag them to NAFA
Enter activity in contact record of existing contacts
Manage 1 to 1 follow-up through your CRM
• Define various follow-up actions.• Develop follow-up plan in advance.• Ask visitors how they would like to be followed up with.• Follow-up fast – do what you say you will! • Deliver value on each touch point.• PRO TIP: Don’t stop short – it takes average of 12 touches to convert
lead.
NAFA Fleet Management Association
Leverage NAFA Marketing Opportunities:1. Design engaging ScanTrivia question(s) and promote them.
2. Use the included Attendee Lists and reach out to them.
3. Create a compelling Supplier Showcase video to drive traffic.
4. Make sure your banner in Event Lobby or Exhibit Hall gives attendees a reason to visit your booth.
5. Purchase mailing list/eblast or reg bag insert for an extra touch point.
For More Information, Please Contact:Tina Mercardo, NAFA Director, Meetings & Events
[email protected] or (609)986-1050
Marketing Your Virtual Booth
NAFA Fleet Management Association
Marketing Your Virtual Booth
Do It Yourself Marketing1. Work your warm circle: Encourage them to register!
• Customers: active and inactive • Prospects in your sales pipeline • Recent inquiries about your product/services • Website visitors• People who have downloaded documents you’ve offered, etc.• Visitors to your past live tradeshow booths• Social media connections
NAFA Fleet Management Association
Marketing Your Virtual Booth
Do It Yourself Marketing
2. Create segmented lists, design messaging/content specific to each type.
3. Start marketing two-three weeks before the virtual event.
4. Use email, telephone and social media as your primary outreach.
5. Plan for at least three direct touch points, ideally through multiple media.
6. PRO TIP: Give a clear and compelling reason to attend the virtual event and to visit your exhibit. See – Do – Learn - Get
NAFA Fleet Management Association
Marketing Your Virtual Booth
Do It Yourself Marketing
7. PRO TIP: Review sessions being held and determine which sessions relate to your products /services – promote those sessions and suggest they visit you after viewing the session.
8. Offer a reward for attending the event and visiting your virtual exhibit.
9. Consider increasing the reward for completing one to one chats with your staff or scheduling a private meeting.
NAFA Fleet Management Association
Summary & Key Actions
1. Virtual exhibiting is an exciting and NEW marketing opportunity.2. Take full advantage of your virtual booth to create an experience
worthy of attendees’ time. 3. Proactively promote your participation to drive traffic to your virtual
booth. 4. Secure commitments to clear next action with virtual visitors and
follow-up to get them to take whatever post-event actions you seek.
What are the three most important ideas you learned and will apply to improve your virtual exhibit program over the next two weeks?
NAFA Fleet Management Association
For a complimentary tradeshow teleconsultationCALL: 800-700-6174 in US or 704-814-7355EMAIL: [email protected]
Please complete the post-
webinar email survey. Thank
you!
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