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Step by Step instructions on how to effectively exhibit at Trade Shows and maximize the investment you make to exhibit. This is Part 1 of a three part series. Part 1 is guide to Pre-Show Planning. Part 2 is a guide to At-Show sales techniques for your booth staff. Part 3 is a Post Show guide on how to effectively follow up on Trade Show sales leads.
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MH Wood Consulting, LLC all rights reserved 2010
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Maximizing Your ROI at Trade Shows
Trade Show Lead Follow-UP
With
Melanie WoodOf
M.H. Wood ConsultingMarch 10, 2010
MH Wood Consulting, LLC all rights reserved 2010
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Maximizing Your ROI at Trade Shows
This presentation was originally delivered in a live 3-part webinar series at www.PlannersConnect.com , Successful Meetings magazine’s community for meeting planners, exhibitors, business travel and other industry professionals.
We recommend you follow the link below to... View all three recorded webinars Download the handouts, workbooks, tip sheets and articles Join the discussion group for this event , post your own questions
Click here: http://bit.ly/ROI-Webinar-Group Registration and the webinars are free and privacy-protected
MH Wood Consulting, LLC all rights reserved 2010
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Maximizing Your ROI at Trade Shows
Agenda
Brief Review
Nine steps to Developing your Post-Show Plan to Maximize Your ROI at Trade Shows
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Capturing Capturing Quality Sales Leads Quality Sales Leads is is vitally important to leveraging vitally important to leveraging your Trade Show ROIyour Trade Show ROI
Let’s briefly review your homework Let’s briefly review your homework and what might constitute a good and what might constitute a good lead for youlead for you… …
Maximizing Your ROI at Trade Shows
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The trade show is over. You’re exhausted The trade show is over. You’re exhausted from all of the excitement and work.from all of the excitement and work.
So---what are some of the things you tell So---what are some of the things you tell yourself about why you don’t have to follow yourself about why you don’t have to follow up immediately on those sales leads you up immediately on those sales leads you collected?? Chat to me….collected?? Chat to me….
Maximizing Your ROI at Trade Shows
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What we sometimes tell ourselves about not following What we sometimes tell ourselves about not following up immediately…up immediately…
Those contacts are just as tired as I am. They don’t Those contacts are just as tired as I am. They don’t want to be bothered now.want to be bothered now.
I should give them time to “catch up” at work.I should give them time to “catch up” at work. They might not be back in the office for a few days They might not be back in the office for a few days
so they can rest up.so they can rest up. And so on……And so on……
Maximizing Your ROI at Trade Shows
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What’s the reality about trade show lead follow-up? What’s the reality about trade show lead follow-up?
The attendees you talked with typically return The attendees you talked with typically return home more energized about their businesses and home more energized about their businesses and are more ready to take are more ready to take actionaction then. then.
Don’t let this opportunity go to waste!Don’t let this opportunity go to waste!
Maximizing Your ROI at Trade Shows
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Let’s be honest…how anxious do you think your sales Let’s be honest…how anxious do you think your sales team is to follow-up on the Trade Show Leads you team is to follow-up on the Trade Show Leads you bring back with you? bring back with you?
- - Chat with me….Chat with me….
Maximizing Your ROI at Trade Shows
MH Wood Consulting, LLC all rights reserved 2010
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If your sales team isn’t anxious to follow-up on these If your sales team isn’t anxious to follow-up on these leads, why do you think that is??? leads, why do you think that is???
- - Chat with me….Chat with me….
Maximizing Your ROI at Trade Shows
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Key points to remember:Key points to remember:
80% of Exhibitors make no attempt to 80% of Exhibitors make no attempt to follow up on leads from Trade Shows!*follow up on leads from Trade Shows!*
43% of prospective buyers report receiving 43% of prospective buyers report receiving materials they had requested at a trade materials they had requested at a trade show show after after they had already made their they had already made their purchasing decision**purchasing decision**
**CEIR Center for Exhibition and Industry ResearchCEIR Center for Exhibition and Industry Research** ** University of Massachusetts Center for Marketing Communications StudyUniversity of Massachusetts Center for Marketing Communications Study
Maximizing Your ROI at Trade Shows
MH Wood Consulting, LLC all rights reserved 2010
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Maximizing Your ROI at Trade Shows
Let’s hear from you..Let’s hear from you..
How many of you have a process in place for Trade How many of you have a process in place for Trade Show Lead Follow-Up? Chat to me…Show Lead Follow-Up? Chat to me…
If you have a process, tell me what it is….If you have a process, tell me what it is….
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Maximizing Your ROI at Trade Shows
The show may be over, but you’re work in maximizing your ROI for that show has just begun!
It starts with a plan….
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Maximizing Your ROI at Trade Shows
Step #1 Trade Show Lead Follow-Up
Assign one person the responsibility of physically collecting all of the leads taken at the end of each day at the show and bringing them back to the office at the end of the show.
If everyone is responsible---no one is responsible.
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Maximizing Your ROI at Trade Shows
Step #2 Trade Show Lead Follow-Up
Assign one person the responsibility of reviewing the leads, prioritizing them into one of three categories, distributing them and entering them into your Customer Database. Hot Leads Warm Leads Nurture Leads
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Maximizing Your ROI at Trade Shows
Step #3 Trade Show Lead Follow-Up
How to Prioritize LeadsHot Leads Call Now & Email Now within 3 days of the show
They have a budget for your product/service and an appropriate buying time frame
The contact has decision making authority You know you can deliver what they want You’ve agreed with the prospect on your “first step” with
them
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Maximizing Your ROI at Trade Shows
Step #3 (cont’d) Trade Show Lead Follow-Up
How to Prioritize LeadsWarm Leads Call & Email within 7 days
They might not be buying in the next 6 months but you’ve talked with the decision maker
You know you can deliver what they want You want to be sure you’re “top of mind” with them when
they’re ready to buy
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Maximizing Your ROI at Trade Shows
Step #3 (cont’d) Trade Show Lead Follow-Up
How to Prioritize LeadsNurture Leads Mail & Email within 14 days
They might not be buying in the next 12 months but you’ve talked with the decision maker
They may be unsure of exactly how they can best utilize you at the moment, but you see “opportunity” there
You want to be sure you’re “top of mind” with them when they’re ready to buy
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Maximizing Your ROI at Trade Shows
Step #4 Close the Loop ----determine: Who is responsible for lead management
reporting? When and to whom does the sales team report
their follow-up results?
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Maximizing Your ROI at Trade Shows
Step #5
Tailor your communication to your Prospect Mention specific information the prospect shared
while visiting your booth---Customize the content based on the needs they discussed with you. Don’t bombard your “Hot Leads” with loads of generic
marketing information about your company/product/service.
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Maximizing Your ROI at Trade Shows
Step #5 (cont’d)
Follow-Through on the Next Steps you discussed at your booth
Do what you promised!
Make appointments Email/send “fact sheets,” articles, studies that specifically
address each customer’s needs
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Maximizing Your ROI at Trade Shows
Step #6 Vary your communication to the prospect
Chat with me about some of the communication methods you could use for your follow-up
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Maximizing Your ROI at Trade Shows
Step #6 (cont’d) Phone calls Emails Snail Mail thank-you’s A “post” on your website/newsletters
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Maximizing Your ROI at Trade Shows
Step #7 Determine the number of times you’ll “touch” the
prospect, what methods you’ll and the intervals between the communication
Call, email, call Call, mail, email etc
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Maximizing Your ROI at Trade Shows
Step #8Let’s not forget the people you wanted to see but
didn’t and ….let them know you missed them and what you have to offer them.
- Do you have demo videos you can share with them that were done at or for the show?
- Can you extend special show pricing to them?
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Maximizing Your ROI at Trade Shows
Step #9
Differentiate yourself---Follow-Up!!
- It’s the chief way to gain ROI from your investment
- It sends a message of service and commitment on your part
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Maximizing Your ROI at Trade Shows
Sources you may find helpful www.exhibitoronline.com www.ceir.org
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Maximizing Your ROI at Trade Shows
M.H. Wood Consulting LLC
www.mhwoodconsulting.com
330-603-9836
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