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Slide deck from September 22, 2010 webinar "From Simmer to Sensational: Creating Exhibitor and Sponsor Programs that Delight" with speakers Michael Hatch, Fantail Consulting & Technologies and Eric Hatch, P.O.P. Event Marketing
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“From Simmer to Sensational:Creating Exhibitor & Sponsor
Programs that Delight”
Speakers: Michael Hatch, Fantail Consulting &
TechnologiesEric Hatch, P.O.P. Event Marketing
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From Simmer to Sensational !How to Create Sponsor &
Exhibitor Programs that Delight
Presented by:Michael J. Hatch
Fantail Consulting & Technologies and Eric Hatch
P.O.P. Event Marketing, Inc.
#Sim2Sen
Copyright © Michael J. Hatch, 2010
Win-Win
#Sim2SenCopyright © Michael J. Hatch, 2010
Increase renewals
New booth sales
Sponsorships
Help You
Copyright © Michael J. Hatch, 2010
ROI not ROO
#Sim2SenCopyright © Michael J. Hatch, 2010
Not enough floor traffic
Not the right audience/enough buyers
Not enough ROI – I can do better elsewhere
Too expensive
Exhibitor Complaints/Objections
Copyright © Michael J. Hatch, 2010
+
Why Exhibitors Keep Having the Same Complaints
%
Copyright © Michael J. Hatch, 2010
ASAE
#Sim2Sen
%
Copyright © Michael J. Hatch, 2010
only
#Sim2Sen
%
TSEA & CEIR
Copyright © Michael J. Hatch, 2010
Increase booth traffic
Qualified leads
Sales Revenue
50-200%
Copyright © Michael J. Hatch, 2010
NAFCUNational Association of Federal Credit Unions
a case study
Copyright © Michael J. Hatch, 2010
13.6% increase in exhibitors
16.6% increase in attendance
Started with an integratedexhibitor training program
Exhibitors
Attendees
NAFCU
Copyright © Michael J. Hatch, 2010
1. Integrated Exhibitor Training
• 3 to 6 months in advance
• Current, Past & Prospective
• Used social media (pre-show, on-site, post-show)
• Comprehensive Attendee List
• Loyalty Awards
• A New Twist (onsite)
How It Worked
#Sim2Sen
Copyright © Michael J. Hatch, 2010
Five (5) Components
1. Strategic Planning
2. Pre-show Marketing & Promotion
3. Exhibit Design
4. Staff Training
5. Post-show Marketing & Follow-up
Integrated Exhibitor Training Examples
Copyright © Michael J. Hatch, 2010
Three (3) Secrets in Setting Show Goals…. and achieving them!
1. Set them!
2. Assign individual staff goals
3. Other exhibitors
Strategic Planning Examples
Copyright © Michael J. Hatch, 2010
“15%” and “50-200%”
The 2 most powerful words in marketing
Social and New Media
Pre-show Marketing & Promotion Examples
#Sim2Sen
Copyright © Michael J. Hatch, 2010
- How do they act online?
- Why would an exhibitor choose your show?
- What does an attendee buy from your exhibitors?
- Do they use Facebook? Twitter? For Business?
Know Your Customer Profile…Before Setting your Facebook Profile.
Define online attributes of your prospects.
#Sim2SenCopyright © Michael J. Hatch, 2010
Don’t reinvent the wheel.• Use Google Alerts! Listen and find news,
blogs,• Recognize thought leaders in your event’s
market segment. • Meaningful Responses to their posts.• Your use will encourage them! • Also, suggest SM to exhibitors and attendees.• Use existing Hashtags: #engage365
Serve customers AND communities.Your Event Industry Leaders
• Engage365.org• Velvet Chainsaw: @VelChain (Dave Lutz),
@JeffHurt• Me! @POPevent (NOT @erichatch)
Join the discussion about your event.
#Sim2SenCopyright © Michael J. Hatch, 2010
One stream coming in (Lots of vehicles)
One voice speaking out, or…
Many harmonic voices of you and your colleagues
Don’t forget Exposocial , ChirpE, and other Social media consolidators available for Show Organizers
Consolidate and Communicate
Copyright © Michael J. Hatch, 2010
10 Cardinal Rules of Sales-effective Exhibit and Graphics Design
1. The 3-5 second rule
2. What’s the most powerful word?
3. “Housewives Wanted”
A New Twist!
Sales-effective Exhibit Design
Copyright © Michael J. Hatch, 2010
One primary image
One primary message
The 3-5 second rule
Copyright © Michael J. Hatch, 2010
What’s the most powerful word?
NEW
Copyright © Michael J. Hatch, 2010
“Skilled Nursing”
Address your audience
Copyright © Michael J. Hatch, 2010
“Integrated” Win-Win Design Award(s)
Engages Attendees
Increases Floor Traffic
Increases Quality Booth Traffic
Increases Exhibitor Memorability
Increases Qualified Leads
Increases ROI Sales Revenue
A NEW Twist in Exhibit Design Awards
Copyright © Michael J. Hatch, 2010
“Integrated” Win-Win Design Award(s)
Engages Attendees
Increases Floor Traffic
Increases Quality Booth Traffic
Increases Exhibitor Memorability
Increases Qualified Leads
Increases ROI Sales Revenue
Exhibit Design Awards
Makes Exhibitors Very Happy!
Copyright © Michael J. Hatch, 2010
Sample
A
a case study
The Challenge of the Last Booth at the Back of the Hall
Copyright © Michael J. Hatch, 2010
Affordable strategic value-add for your exhibitors Primes them to use best practices Reinforces you are interested in their success Access to professional suppliers and vendors Discounts for all TSEA programs including TS2 Offers peer networking opportunities Win-Win
New – TSEA (Trade Show Exhibitors Association)
Bulk Membership
www.tsea.orgDavid Brull
[email protected](312) 842-8732
Copyright © Michael J. Hatch, 2010
Nearly every aspects of a field sales call is….
1. Compact Selling Time
2. Qualified Prospects
3. Long Hours
The most important skill of all
Booth Staff Training
Copyright © Michael J. Hatch, 2010
The most important skill of all….
How To Engage
Copyright © Michael J. Hatch, 2010
Copyright © Michael J. Hatch, 2010
The 80% Rule
• TSEA
• Sales & Marketing Magazine
Prepare BEFORE the show
And Exhibitor ROI is now….
Post-show Marketing & Follow-up
Copyright © Michael J. Hatch, 2010
•Salesforce.com CRM
• Sugar CRM
•Goldmine CRM
…easily trackable
Copyright © Michael J. Hatch, 2010
So Much More….
#Sim2SenCopyright © Michael J. Hatch, 2010
NAFCU
Jerome Bruce - [email protected] - (703) 522-4770
TSEA David Brull – [email protected] - (312) 842-8732
Suzanne CarawaneTouches – [email protected] – 703-431-2208
Michael Hatch
Fantail Technologies – [email protected] – 240-603-6044 Eric Hatch
P.O.P. Event Marketing – [email protected] – 240-565-1557
Intelligent Office
Matt Whitaker – [email protected] - 703-224-8800
Resources: #Sim2Sen
Copyright © Michael J. Hatch, 2010
1. Use one primary image one primary image one primary image one primary image supported by a single message/headline; what we call the billboard ap-
proach. Why? Because people are visual first and your exhibit has only 3 to 5 seconds to attract the
attention of your target audience at a show. Project something that’s important to them, makes them
want to come into your booth and ask for help and information.
2. In most instances your headline headline headline headline is more important than your name and/or logo. A good headline should express your exclusive product benefit. The best and most effective headline you can produce is one that makes a promise to the readermakes a promise to the readermakes a promise to the readermakes a promise to the reader. A promise usually relates to quality, service or price. For
example: “Nobody Cuts Computer Costs and Downtime, Like ABC Computers”.
3. Because people are visual firstvisual firstvisual firstvisual first, your primary image should visually express what your headline is
saying. Your primary image and headline should always support and reinforce each other.
4. To stand out in the crowd of exhibitors and attract attention, your exhibit design needs to incorporate something that makes you visually uniqueuniqueuniqueunique. Silhouettes, 3-D, animation, revolving or backlit graphics, unusual or larger-than-life display props, special lighting effects or classy finishes like faux marble,
brass or wood are excellent options.
5. Visibility is crucial at a trade show. Be sure to light light light light your exhibit well. As the proverbial moth is drawn to the flame, people are naturally drawn to light (ambient hall lighting alone equalizes everyone). One of the best options involves backlit graphics which combine two proven marketing techniques: full-color
graphics/photographs and the added dimension of (back) lighting.
6. Whenever possible always use the words “NewNewNewNew” and “FreeFreeFreeFree.” Why? Because people attend tradeshows and exhibits to see and learn what’s new within the industry. Also, “New” and “Free” are the two most
powerful words in advertising.
7. Use bright colorsbright colorsbright colorsbright colors. The trade show floor is no place to be conservative. You are there to attract attention and, based on industry research, visitors tend to stop or slow down at only one out of every
four exhibits. Bright colors are one of the techniques you should use to get their attention.
8. Address your prospectsAddress your prospectsAddress your prospectsAddress your prospects. The word “engineers” boldly displayed in your headline or on the exhibit will attract more engineers to your booth. Use the phrase “Dealers Wanted” and you will attract more
dealers.
9. Diagonal lines Diagonal lines Diagonal lines Diagonal lines attract attention and curves curves curves curves create a feeling of stability and comfort. Use the subtleties
of structure and graphic design principles to attract and influence your visitors.
10. Always design within a budget. Expensive and affordable exhibits alike should use several, and sometimes all, of these cardinal rules. Establish a budgetbudgetbudgetbudget, share it with us and insist that the first four
rules above are always incorporated into your exhibits...they work!!!they work!!!they work!!!they work!!!
240.565.1557 popeventmarketing.com
P.O.P. Event Marketing, Inc. 1708 Usher Place
Crofton, MD 21114-2316
Cardinal Rules
for Exhibit Design
For Additional Information, please contact:
The Situation
Fantail is a start-up technology and consulting firm,
seeking high quality leads and the opportunity to
build brand awareness and educate prospective
clients on the power, flexibility, and cost-savings
benefits of its new cloud computing solutions.
Fantail turned to P.O.P.* Event Marketing, Inc. for
help in preparing for their first trade show exhibit
as a means to jump-start their business
development efforts.
The Challenge
Fantail sought to introduce cloud computing – a
technology without limitations – to the association
industry. While Fantail possesses extraordinary
credentials in the realm of integrating
technology for associations, most of
their target market had little knowledge
of cloud computing. As a start-up,
Fantail had established no market share,
and the industry’s awareness of our
client was limited to the contacts of the
principals. Making all this even more
challenging, Fantail purchased the very
last available booth in the far back
corner of the expo hall.
The Process
Fantail chose to introduce their technology at
IAEE’s Expo Expo, one of the premier events
attracting exposition managers in the Association
and Events Industries. Because of the less than
desirable booth location, Fantail realized that it
would need a strong and effective marketing and
promotion plan, plus excellent execution to attract
attendees to their distant booth. Otherwise, the
number of visitors to their booth would be very
low, or worse.
Like many of our clients, financial resources were
limited. As a start-up, they needed to use the most
effective and inexpensive promotional techniques.
Our counsel – create an integrated event marketing
plan, using all available low-cost and no-cost
marketing techniques including news releases and
social media. Next, utilize the strengths of P.O.P.’s
experienced staff to launch, execute and follow-
through with the plan in the most efficient and cost-
effective way possible.
At P.O.P. Event Marketing, Inc. we know trade
show success requires pre-show planning and
promotion, highly active and focused booth
personnel on-site, and post-show fulfillment of
leads. However, recent surveys by the Trade Show
Exhibitors Association (TSEA) show these
methods are underused. TSEA says that 80% of
exhibitors do not set show goals, and 85% do no
pre-show or post-show promotion, because their
staff does not have the expertise, time, or
motivation to do it effectively . Yet, those
exhibitors who execute effective pre-show and post
-show marketing campaigns generate 50-200%
more booth traffic, leads and sales.
Pre-Show Marketing
P.O.P. helped Fantail’s management to
create an integrated plan and
implemented these time-tested
strategies. We obtained the pre-show
attendee listing and trimmed it down to
only the best qualified prospects for
Fantail’s services. P.O.P. also
counseled our client on their exhibit
display and created talking points,
complete with purpose-driven questions, for use
during a pre-show telephone outreach.
Additionally, P.O.P. embarked on a program of pre
-show promotions using Twitter and other social
marketing outposts to build the pre-show and at-
show buzz about Fantail’s new cloud computing
solutions.
Then, we “hit the phones”. Using P.O.P.’s talking
points, Fantail and our staff members directly
engaged qualified prospects. On the calls, we
quickly described the new products and services
and the helpful solutions to be found at the Fantail
exhibit booth. When we could not reach the
prospect, a brief voice mail message was left.
When we made contact, we assessed a prospect’s
needs and generated solid interest by matching
their needs or interest with one or more of Fantail’s
solutions.
Our pre-show promotion also included a series of
pre-show news releases featuring Fantail’s four
new solutions and partnerships. We also created a
The Challenge of the Last Booth in the Back A Case Study
Because of a less
than desirable booth
space, we realized
that our client would
need extra help in
order to attract
attendees before
the event.
The Challenge of the Last Booth in the Back A Case Study
comprehensive Media List, guided Fantail at each
step through the distribution of the news releases,
and prepared on-site Media Kits, for use during the
trade show event.
On-site Lead Generation
The support offered by P.O.P. Event Marketing,
Inc. extended right onto the show floor. Side-by-
side with Fantail, P.O.P.’s staff initiated
meaningful conversations with attendees passing
the booth, then quickly qualified each visitor with
substantive Q & A, explained our client's products
and services, and introduced interested and
qualified attendees to Fantail’s executive team for
in-depth conversations and
demonstrations.
Post-show Marketing & Follow-up
It sounds ludicrous but according to
TSEA, 80% of all exhibitors never
follow-up on the leads they get from
trade shows…. but this is where the
rubber meets the road. Even though
Fantail is a technology provider and the
inclination was to start follow-up with a
Thank You email - P.O.P. suggested a
more traditional, warm-and-fuzzy campaign that
would distinguish it from all the other exhibitors
(and competitors) that simply follow-up with
emails. P.O.P. suggested a handwritten TY note
with specific references to each visitor’s specific
needs be mailed promptly to each and every booth
visitor. This was carried out within days after the
show, and followed a week or so later with
personal phone calls to each one re-qualifying their
needs and interests, and scheduling demos or future
follow-up for the Fantail’s executives and sales
team.
The Results
Fantail truly benefited from their trade show
experience and the results P.O.P. generated. The
effectiveness of P.O.P.’s pre-show promotions
delighted Fantail – both in quality and the quantity
of the people they engaged. P.O.P. helped Fantail
exceed management’s lead generation goals by
88%, and overall event contact goals by 159%.
More importantly, Fantail established their
presence and professionalism with this important
user audience and began building awareness of
their brand, their products, and services with many
qualified prospects who will likely become clients.
P.O.P’s on-site booth support also prompted many
key decision makers to have longer and
more meaningful conversations and
demos with Fantail’s management and
staff.
Pat Pathade, CEO of Fantail said,
“Between the challenge of location on
the show floor and being a start-up with
no name recognition, we were asking
P.O.P. to pull off a major marketing
achievement to get qualified prospects
to our booth. Their pre-show
marketing, booth staffing and visitor qualifying,
and post-show follow-up generated exceptional
booth traffic and after-show appointments for our
sales team. We were hoping for gold nuggets, and
P.O.P. delivered a mother lode for us.”
If you’d like to achieve similar success at your next
exhibition or marketing event and realize a better
return on your marketing investment, please
contact P.O.P. Event Marketing for a free
consultation at (240) 565-1557.
It sounds ludicrous
but according to
TSEA, 80% of all
exhibitors never
follow-up on the
leads they get from
trade shows.
240.565.1557 popeventmarketing.com
P.O.P. Event Marketing, Inc. 1708 Usher Place
Crofton, MD 21114-2316
For Additional Information, please contact:
Additional Helpful Information
-Cardinal Rules-Last Booth Case Study
Social Media Survey Template for Use Prior to Event:For Attendees: https://www.etouches.com/esurvey/10711