eTrak Online Session | AUGUST 16, 2016 | 2PM ET, 1PM CT, Noon … · 2016-08-12 · Marketing Strategist – Attendee Marketing Solutions [email protected]

SAVE THIS HANDOUT - REQUIRED STUDY MATERIAL FOR THE CTSM EXAM

C T S M R E Q U I R E D S E S S I O N

SESSION 31516

eTrak Online Session | AUGUST 16, 2016 | 2PM ET, 1PM CT, Noon MT, 11AM PT

Integrated Marketing CommunicationsKATHARINE CHESTNUT KLANG, CTSM, DIAMOND LEVEL

All Materials Copyrighted by EXHIBITOR Magazine / Katharine Chestnut Klang, CTSM, Diamond Level© 2016 Rochester, MN

PRODUCED BY EXHIBITOR MEDIA GROUP

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31516Integrated Marketing Communications

The BasicsA CTSM Required Course

Katharine Chestnut Klang, Diamond CTSM

Marketing Strategist – Attendee Marketing Solutions

[email protected]

@exhibitbabe

30+ years as professional marketerExperience as client and vendor within:

Industrial

Software

Consumer Electronics

Natural Foods

15+ years measurement program focus & developmentExhibitorLIVE speaker since [email protected]@exhibitbabe

Katharine Chestnut KlangDiamond Level CTSM

Integrated Marketing Communications – Katharine Chestnut Klang, Diamond CTSM - @exhibitbabe

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1. Defining Event Objectives2. Matching Event Objectives to the Right Tactic3. Recognize Your Target Audience4. Identify Budget Availability5. Set Measurement Benchmarks6. Pre-Event Tactics: In the Office7. On-Site Tactics: Event City, Hall & In Your Exhibit8. Post-Event Tactics: After the Event9. Analyze Your Results

Essential Learning Components


Base Objectives On:• Target audience and their needs • Company’s new or available products / technology• Company’s position in the industry • Company’s history of exhibiting at the event• Perception of the company by the target audience• Available budget for exhibit and marketing programs• Location of event • Special requirements for the event

ELC 1: Defining Event Objectives


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1. Awareness – This objective is intended to create and stimulate interest and awareness.

2. Comprehension – This objective aims to inform your customers.

3. Conviction – This objective means to ensure that your customers understand the product benefits and see them as more beneficial than those provided by your competitors.

4. Action – Ultimately, the desired action is a sale.

Four Objective Categories


Marketing Tactic Awareness Comprehension Conviction Action

Direct Mail X X X

Email X X X

Social Media X X X

Trade Publications X X

Telemarketing X X X

Press Release X

Online/Website X X X

Content/Blog/Podcast X X X X

ELC 2: Match Objectives & Tactics - Pre-Event


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Marketing Tactic

Awareness Comprehension Conviction Action

Airport / Mobile / Billboard

X

Hotel Ads / Room Drops

X

Social Media X

Sponsorships X

Hospitality X

ELC 2: Match Objectives &TacticsAt-Event - City



Event Directory / Event Daily

X

Hall Ads X

Social Media X

Press Briefings X X

Partner Exhibits / Suites

X X X

Meeting Rooms X X X

ELC 2: Match Objectives & TacticsAt-Event - Hall


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Marketing Tactic

Awareness Comprehension Conviction Action

Celebrities X

Live Presentations

X X

Social Media X

Experiential Marketing

X X X

Premiums X X

ELC 2: Match Objectives & TacticsAt-Event - Environment



Direct Mail X X

Email X X

Social Media X

Telemarketing X X

Online / Website X X

Content/Blog/Podcast X X

Press Release X X

Personal Follow Up X X

ELC 2: Match Objectives & TacticsPost-Event


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• Titles• Decision-making level• Company size• Budget size• Product interest• Participation level • Travel• Work-related problems/challenges • Industry trends/hot buttons • Outside interests/hobbies

ELC 3: Know Your Target Audience


• Previous Event Leads• Sales Staff• Customer Service Staff• Event Management • Event Audits from Past Years• Pre-Registrations• Association Demographics• Internal/External Research • Telemarketing• Focus Groups

Sources of Information


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The average exhibitor spends 13% of their budget annually on marketing communication tactics.*

Be consistent.

Statistic courtesy of Exhibitor Magazine Group.

ELC 4: Identify Budget


• Begin at the beginning.• Refer to objectives frequently.• Use historical data.• Don’t rob Peter to pay Paul.• Itemize for understanding.• Changes help define expense shifts.• Estimates are your friend.• Document changes in the process.• Watch for savings to be used elsewhere.

Managing Your Budget


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• New product/service will need more dollars.

• The Mouse That Roared: Smaller exhibitors need more funding in pre-event marketing dollars

• Research the event environment

• Competitive presence

Additional Budget Considerations


• Be aware of benchmarks for different objectives.

• Plan ahead for repeatable benchmarks.

• Identify the estimated numbers for quantifiable benchmarks.

• Identify the nature of qualitative benchmarks.

ELC 5: Set Measurable Benchmarks


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ELC 5: Set Measurable Benchmarks


ESHG 2011 - Integrated Marketing Communication PlanCommunication

MethodObjective Rationale

for ChoiceTarget Audience Metrics for Success

Tied to objective in Section III

Pre-Event Email Inexpensive, Audience Reach

EU Customers/ Prospects Email Clicks: 20% 1, 2

Microsite Landing Page Inexpensive, Single Point for Information

Global Audience, esp. EU Landing Page Views: 200 1, 2, 3

eTOC Global Reach, Create Buzz

Global Audience, esp. EU eTOC Clicks: 15% 1,2

Twitter Create Buzz pre, at, post-event

Global Audience, esp. EU Twitter Clicks:20 1,2

Google Pay-Per-Click Awareness, Audience Reach

Global Audience, esp. EU Google PPC Clicks: 20% 1,2

Highlights Flyer Onsite Awareness & education

Onsite Attendees Highlight Flyers Distributed: 100

1,2,3

Workshop Posters Awareness, Audience Reach, Press

Onsite Attendees Targeted Impressions: 2000 people

1,2

Program Advertisement Awareness, Audience Reach, Press

Onsite Attendees Targeted Impressions Program Ad: 2000 people

1,2

ELC 9: Analyze Your Results


ObjectiveCommunication

TacticMethod of Measurement

GoalOverall Brand exposure, partnership marketing and announcement of presence at event

Ad in trade publication Overall Circulation coverage Impressions

Overall Brand exposure, exhibit driver

Ad in event daily Overall Circulation coverage Impressions

Brand positioning Sponsorship Number of Impressions Impression

Exhibit driver Reg Bag Insert Number of attendees visiting exhibit

Visits

Exhibit driver Exhibit premiums Number of attendees visiting exhibit

Overall message communication Exhibit graphics Message Exposure

Partnership marketing and demonstration of company expertise

Education sessions Number of attendees and dwell time

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Define Pre-Event Tactics

• Examine each type

• Evaluate potential to meet objective(s)

• Estimate costs and prioritize (1st and 2nd tier)

ELC 6: Pre-Event TacticsReaching Attendees in their Offices




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Advantages Disadvantages

Direct Mail Targeted Lists Limited

Email InexpensiveTargeted

Lists Limited

Social Media Wide Reach Less Control

Trade Publications Wide Reach Not Targeted

Telemarketing Direct Person Contact / Feedback ExpensiveTime-Consuming

Press Release InexpensiveCredible Voice

Less Control

Online/Website Wide Reach Not Targeted

Content/Blog/Podcast Wide ReachSelf-Filtering

Time-ConsumingLess Control

Evaluate Pre-Event Tactics


Define On-Site Tactics

• Examine available tactics

• Evaluate potential to meet objective(s)

• Evaluate ability to integrate with pre-event tactics.


ELC 7: At-Event TacticsEvent City, Hall and Environment


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ELC 7: At-Event TacticsEvent City




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ELC 7: At-Event TacticsHall


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ELC 7: At-Event TacticsEnvironment




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ELC 7: At-Event TacticsEnvironment & City

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Airport / Mobile / Billboard Wide Reach Limited Availability

Hotel Ads / Room Drops Targeted Expensive

Social Media Wide Reach Not Targeted Less Control

Sponsorships Wide Reach Not TargetedExpensive

Hospitality Targeted Expensive

Event Directory / Event Daily Wide Reach Not Targeted

Hall Ads Wide Reach Not TargetedLimited Availability

Press Briefings Credible Source Less Control

Evaluate At-Event Tactics



Celebrities Wide Reach Not Targeted

Live Presentations Wide ReachControlled Message

Not Targeted

Experiential Marketing Very TargetedCustomized Message

Need Multiple Touch Points

Premiums Wide Reach Not TargetedFrequently Misused

Partner Exhibits / Suites Broaden Reach Little Control

Meeting Rooms Very Targeted Expensive

Evaluate At-Event Tactics


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Define Post-Event Tactics

• Examine available tactics

• Evaluate potential to meet objective(s)• Qualify visitor actions that lead to further contact

• Evaluate ability to integrate with pre, at-event tactics.


• Develop post-event lead process & management

ELC 8: Post-Event TacticsAfter The Event




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Direct Mail Targeted Expensive

Email InexpensiveTargeted

Spam Control

Social Media Wide Reach Less Control

Telemarketing Very TargetedDirect Contact & Feedback

ExpensiveTime-Consuming

Online / Website Wide Reach Current Content

Content/Blog/Podcast Wide ReachCurrent Content/Messaging

Controlling Targets

Press Release Credible Voice Little Control

Personal Follow Up Very TargetedDirect Contact

Close Loop FeedbackTimeframe

Evaluate Post-Event Tactics


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Steps to Analysis

• Collect evaluations & feedback

• Include quantifiable and qualitative

• Post-Event meeting

• Review benchmarks, key comments & discuss

• Document





ESHG 2011 - Integrated Marketing Communications Plan - ResultsCommunication

MethodMetrics for Success Results

Tied to objective in Section III

Pre-Event EmailEmail Clicks: 20% Email Clicks: 15%

1, 2

Microsite Landing Page

Landing Page Views: 200

Landing Page Views: 457

1, 2, 3

eTOCeTOC Clicks: 15% eTOC Clicks:31 %

1,2

TwitterTwitter Clicks:20 Twitter Clicks: no data

1,2

Google Pay-Per-Click

Google PPC Clicks: 20% Google PPC Clicks: 53%

1,2

Highlights Flyer

Highlight Flyers Distributed: 150

Highlight Flyers Distributed: 100 1,2,3

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Objective Metric Results

Reinforce Market Leadership position

25% increase in posters presented on company technology 60%

Perform 10 instrument demos in exhibit 15+

Communicate X products for next generation

20% of lead collected express interest in product 22%

150+ visitor to company workshop 168

Highlight company commitmentto technology

15% of leads collected express interest in technology 17%

Highlight product performance Provide 5 quality leads to distributors 3

Questions?

[email protected]

@exhibitbabe


Documents

eTrak Online Session | AUGUST 16, 2016 | 2PM ET, 1PM CT, Noon … · 2016-08-12 · Marketing Strategist – Attendee Marketing Solutions [email protected]