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July 30th – August 1st, 2013McCormick Place, Chicago, IL
Integrated Tools for Lead Gatheringand
Post Show Follow Through
About Your Instructor
Bob Milam, aka Trade Show Bob
A past winner of Exhibitor Magazine’s All Star Award
Has produced exhibit campaigns for the retail grocery, food ingredients, medical device, super-computing, non-profit fund raising, property management, and computer graphics industries
Contributing columnist & blogger for EXHIBITOR magazine
What will I Learn?
In a changing world – what timeless truths are there?
Why today’s lead capture systems fail What needs to change for Sales people? Revolutionary new approaches to lead capture
Timeless Truths
Trade shows are the oldest form of marketing
People have always gathered together to exchange goods and services in “marketplaces”
True in all cultures, and all eras.
Manifest now as “the trade show”
Timeless Truths
Trade shows are mis-understood
The least studied of all marketing disciplines
The level of understanding varies greatly within organizations
Try a simple experimentAsk: Why do we go to trade shows ?
“We’ve always gone” “To get new leads” “To support the industry” “My boss said I had to go” “Because our competition will be
there” “It gets me out of the office” “To meet with our customers” “I don’t see value, I don’t think we
should go” “For the parties”
Timeless Truths
If a company can’t agreeon why they go to shows,and what they hope to achieve there,
Why should expensiveexhibit campaigns continue?
Timeless Truths
To understand how true valueis created & delivered
OrganizersAttendeesExhibitors
Timeless Truths
ValueDeliver
y
Organizers
Exhibitors
Attendees
Revenue Revenue
Face-to-FaceOpportunities
Solutions
QualifiedAudience
ROI
Timeless Truths
To maintain itself, all three entities must benefit
If unbalanced, the show will eventually die.
Number of entities in each group:
Potentially many 1000’s of attendees 100’s of Exhibitors Only one Organizer
Timeless Truths
Why today's systems don't work
Out of Step – 1980’s technology
Current up-to-date solutions circumvent the organizer
Trade show are viewed as “stand alone” events, not integrated into an exhibiting company’s work flow.
Old Technology
Paper leads Distractive, unfamiliar interfaces Plug-in badge scanners Bulky table top scanners Printed out put Customization is an after-thought Requires extensive manual work post-show
New Technology – Under the Table
Fails to acknowledge Organizer’s key asset Places Exhibitors and Organizers at odds Marketed to Exhibitors as “end runs” Fails to leverage the full power of
Organizer’s asset
Trade Shows Are Not Isolated Events
Exhibitors must re-purchase a new system for each show
Social media permeates events A need for integration of tools Continuity of both messaging and tools Reduction of redundant training
redundancies Drives down expectations of show
performance
What must change
All 3 of the aforementioned areas
New Technology Support a growth-oriented
“Triangle” Integrate into a company’s normal
year round activities
Revolutionary Approaches
Mobile App based Stand alone Internet connected RFID Multiple input options Hardware/software neutral Multiple use adaptability
New Technology for Qualification
Quickly supports aisle qualification Drills down to exactly the right
spot in the right way Allows full salesmen’s
presentation capability Eliminates printed paper Works anywhere in the Hall
Integrated Fulfillment
Total flexible fulfillment Integrated into every day
presentation tools Flexibility to centrally control
content delivered Full metrics on visits,
fulfillment and following click-thru’s
Integrates with CRM systems
Reduce Exhibit Manager's Workload
Reduce staff training Use the same tools Control content Harvest metrics Tools to report to
management
20
Trade shows will remain Trade shows will change All key parties must benefit Old technology holds us back New technology isn’t inclusive Trade shows are only one link in the
chain
To encourage the growth that our medium can provide, we must demand more integration from our own tools.
Summary
