Building Business at Expos & Trade Shows

8/11/10

Pat Lee, Public Relations DirectorJackie McBain, Expo Marketing Mgr.

Are Trade Shows Still a Viable Form of Marketing in the Age of Google?

Depends on your business but… people go to shows to: Talk to other peopleSee products up close and personal – in action

Are Trade Shows Still Viable…?

Face-to-face connections are irreplaceablePeople trust (and want to do business with) people they know; the handshake has not gone out of styleSee, touch, feel, hear… not the same on a computer screen as in person

Testimonial

“We have a couple of items we came specifically to look for. One of the items we’re concerned about the noise level it produces, so we’re going to turn it on and listen to it while we’re here.”

FABTECH 2009 Attendee Lee Curtis, PresidentCurtal Corp., Beloit, WI

1. Obtain audience demographics.

How Do You Select the RIGHT Trade Show?

2. Compare your company products and services to exhibitor list.

How Do You Select the RIGHT Trade Show?

How Do You Select the RIGHT Trade Show?

Event resource: TSNN.com

3. Attend the show and observe first-hand, talk to

attendees.

4. Ask current customers what shows they attend, and why.

How Do You Select the RIGHT Trade Show?

Do Trade Shows Deliver Results?

Not always, but here’s why:Only 24% of exhibitors set objectivesMore than 80% of exhibitors do NO pre-show marketing84% of booth staffers receive no training87% of trade show leads are never effectively followed-up onOnly 14% of exhibitors have any organized post-show measurement

To Achieve Success

Set objectivesInvest in pre-show marketingTrain your booth staffHave a follow-up plan and work itDo reasonable post-show measurement based on objectives

Pre-show marketing targets

Exhibit Space31%

Exhibit Design11.2%

Show Services 20.3%

Shipping 10.8%

Travel & Entertainment

15.3%

Promotion 7.5%

Other 4.9%

How the Exhibit Dollar is Spent

How to Get the Most BANG for your BUCK!

How to Get the Most BANG for your BUCK!

1. Advance Marketing

• Invest at least 15% of your total show budget to marketing – dedicate portion to pre-show.

• Use multiple media to deliver marketing message. Plan for at least three hits.

• Target potential visitors. (3x TI)

• Communicate benefits & solutions.

Public RelationsMedia Contacts, Press Releases, Press Kits,

Electronic MediaWeb, Email, Phone, Voice

Broadcast, Fax

Print Advertising Show Specific & Industry Media

Direct MailLetters, Invitations,

Postcards, Brochures

New MediaPersonalized Postcards,

PURL’s, HTML Email, Social Media, Blogs, Podcasts

2. Develop great booth signage with a definitive

message and consistent design theme .

• Highlight more than products and services.

• Why should they visit your booth?

• Focus on solving problems, creating opportunities, delivering value. -- Example: Reduce downtime by 20%

How to Get the Most BANG for your BUCK!

3. Leads• Set realistic booth lead goals and communicate to booth staff.

Exhibiting hours 24Booth Staff on Duty x 4Total Staff Hours 96Interactions/Hour/Staffer x 3Total interaction* 288

( x .25 = 72 qualified leads)

• Preparation of booth staff – who does what.

How to Get the Most BANG for your BUCK!

• Determine what is a lead-Current customer-Prospect in your pipeline-New prospect discovered at show

• Assign value to leads- Do they have an application, need, problem or

opportunity?- Are they the decision maker or influencer.- Do they have a budget? -Do they have a reasonable time frame?

• Develop a lead qualification process, capture tool and teach booth staff how to use.

Susp

ects

Customers

ProspectsHow to Get the Most BANG

for your BUCK!

• Timely post show follow-up.- Example of an “A” lead follow-up• Handwritten note or email sent

at end of show day.• Mail/Email appropriate info

within 3 days of close of show.• Phone call within 7 days of

mailing above.• In person appointment set within

3 weeks after phone call.

• Lead Reporting System – what happens over time.

How to Get the Most BANG for your BUCK!

7 Top Considerations in Preparing to Do a Trade Show

1. Understand exhibiting investment is about more than your booth on the show floor

2. Set realistic performance goals in advance

3. Train booth staff

4. Create compelling message and offer – use 10 second rule

7 Top Considerations (cont.)

5. Market to most promising prospects before the show

6. Follow-up all leads within one week after show

7. Understand that today’s trade show attendees prepared in advance, planned their time on the show floor, and have a list of must-see exhibitors in hand when they arrive.

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How to Be a Good Show Attendee

1. Advance planning spells success2. Remember, you’re going to meet people, judge their credibility, and see

products in action3. Take advantage of opportunities for free advice4. Travel light5. Don’t answer your cell phone if you are engaged with a live person

For more information

FABTECH URL: www.fabtechexpo.comVisit the exhibitor solutions center