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How to Get the Most Leads from NRA Show

Brian MoonVP Convention Sales & Allied Membership

April 17, 2014

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Today’s Agenda

1. Staffing Your Exhibit Space

2. Planning an Effective Exhibit Space

3. Creating Goals

4. Questions

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Center for Exhibition Industry Research

Tradeshow Average Field Sales AverageCost per lead: $212.00 Cost per lead: $308.00Cost per sale: $708.00 Cost per sale: $1,140.00

• For the past 10 years, 81-83% of attendees have buying power• Average attendee spends 9+ hours on tradeshow floor• 86% of attendees will be new prospects

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Staffing Your Exhibit Space

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Staffing Your Exhibit Space:

• Recruit the Best!

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Planning an Effective Exhibit

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Why am I attending NRA Show?

• Learn about new products

• Learn about new solutions

• How can you, your company, your products help my restaurant / foodservice operation?

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Qualify Attendees

• Keep track of time and attention

• Develop introductory and qualifying questions

• Find out if he/she is the decision maker or a purchasing influencer

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Planning an Effective Exhibit:

• In-booth engagement starts with your staff

• Use social media pre-NRA Show

• Consider in-booth contest

• Qualify attendees

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Creating Goals

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Sample goals at NRA Show

• How many attendees do you want to stop by your exhibit space?

• Collect X leads from business cards or badge scans

• Collect feedback from X number of attendees

• Are you focusing on promotion or launching a new product?

• Make X amount of sales

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Center for Exhibition Industry Research

Tradeshow Average Field Sales AverageCost per lead: $212.00 Cost per lead: $308.00Cost per sale: $708.00 Cost per sale: $1,140.00

• For the past 10 years, 81-83% of attendees have buying power• Average attendee spends 9+ hours on tradeshow floor• 86% of attendees will be new prospects

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Follow up, Follow up, Follow up

• Be memorable; continue the conversation

• Create mailing and e-mail lists

• Follow-up phone calls

• Use social media

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Creating Goals:

• Plan and create measurable goals

• Follow up

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Questions?

@NRAShowSalesGuy