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Trade Show Guide - How to make the most out of your trade show dollars. How to create a selection criteria, how to measure results, plus all the dos and don'ts.
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Trade Show Guide
Get the Most Out of Your Trade Show Dollar
Start with the end in mind
Why is your company attending the event? Get Specific!
• To build awareness of our brand
• To generate qualified leads
• To recruit new employees
• To take advantage of a speaking opportunity
Objectives
Industry
• Event must be in your industry or in one of the industries you serve.
Region
• Are your services restricted to a particular geographical area? Perhaps multiple areas?
Industry Recognition
• Is it a marquee event in the industry? Does not participating in the event detract from your brand’s recognition in the market?
Quality of Attendees
• If the event is small, it is particularly important to consider the QUALITY of the attendees
• Are there clients and decision makers with buying power attending?
Selection Criteria
As an Attendee
• To scope out events that seem to be within your selection criteria
• Networking opportunities
• Educational opportunities
As an Exhibitor
• Brand recognition• Lead generation• Networking
opportunities• Educational
opportunities• Employee
recruitment
As a Sponsor
• Additional brand recognition
• Lead generation• Networking
opportunities• Educational
opportunities• Employee
recruitment• Speaking
opportunities• Press & media
exposure
How to Participate?
BRAND METRICS
Impressions Number of people that saw the brand (%)
Visitors Number of people that visited the booth
LEAD GENERATION METRICS
Qualified Leads Number of qualified prospects met
Sales Appointments Number of sales appointments made
MARKETING METRICS
Marketing Materials Number of materials distributed
Promotional Items Number of items distributed
Contest / Giveaways Was one carried out? Results?
Competitors What was their presence at the event?
Metrics
Cost $12,500
Number of Attendees 10,000
Impressions 3,000 (30%)
Engagement 200
Qualified Leads 2
Sales Appointments 1
Marketing Materials 50
Promotional Items 50
Cost per Lead $6,250
Cost per Impression $4.17
Sales Metric
Brand Metric
Sample Metrics
Cost per Lead (Sales)
• A low cost per lead is the desired goal - more leads for less money. However, experience tell us that the better QUALITY the lead, the more expensive.
• What will truly determine if the investment was worth it, is how many leads turn into sales.
Cost per Impression (Marketing)
• A low cost per lead is the desired goal
• More brand exposure for less
Costs
• Purchase an event attendee list if available
• Send a pre-event email to all prospects and event attendees
Personal invitation to pass by the booth
VIP Prospects can get a special “swag” bag
• Materials and promotional items should be provided in accordance to the size of the show and the quality of the attendance.
Pre-Show Preparations
Contests & Surveys
• Contests are great, but everyone does them. Try to make your stand out by making them fun and interactive. Ask people to try and make a hole in one on a miniature golf set (for example).
Models vs. Food
• Food, particularly, spirits win every time. People will be more drawn to your booth is you are serving cocktails or coffee, than if you have a great looking model at your booth.
Showtime!
Speaking Opportunities
• Whenever you have the opportunity to showcase your expertise, by participating in a panel discussion, giving a lecture, etc. DO IT!
• If you can try to work that into your sponsorship agreements at every event.
Track your Leads & Schedule Sales Appointments
• Invest in a badge scanner if your event has them available.
• Keep all business cards and scan them (as soon as possible into your database. A business card scanner or app is an essential and every cost effective tool.
• Set appointments right then and there to meet with your prospects. Get a time and date (not sometime next week).
Showtime!
Post-Show Emailer
• Immediately after the event (at the latest within a week’s time) send your new leads and prospects a well thought out email, that will begin the process of leading them down the sales cycle.
Metrics
• Time to work the numbers and see if this event should be considered for next year.
• If you like the results and the numbers add up, book the event immediately. You get early bird rates and more negotiating room if you book early.
It’s a Wrap!
THANK YOU!
BLUE COMPASS GROUP ▪ PHONE 786.273.8589