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Lead Generation Using TradeshowsScott GuthmannLead Generation Marketing & Sales Consultant(720) [email protected]
Do trade shows work?
No sales from leads
Do trade shows work?• Trick-or-Treaters• Students
Do trade shows work?No time with quality prospects
Do trade shows work?No visitors to booth
Pro Tip - Choose Better Tradeshows• ROI• Show Design•Written Goals• Planning
Trade show selection - ROI• Cost per lead• Travel + staff + exhibit + premiums•# of booth visitors during breaks estimated
• Calculate ROI
Trade show selection - Goals
• Show goals in advance•New Product Launch•Targeted Customers•Support the Industry•Sales•Sales Leads•Brand Awareness
Trade show selection – Show Design• Attendee breaks• Exhibit hall & speaker session layout• Intentional networking for exhibitors
Trade show selection - Planning
• Attendee list availability pre & post• Visitor contact collection systems
Pro Tip – Choose your team purposefully• Customer Engagement• Industry Trends
Trade Show staffing - Interaction• Training for the team• Sales person efficiency•More prospect conversations in 3 days• Influencers & broader penetration•Demos? Qualifying questions?
Trade Show staffing – Non-Sales Goals• Competitive Research•Rivals• Industry Trends
Pro Tip – Engage & Enjoy
• Clear Messaging• Publicity Opportunities• Social Media• Speaking Opportunities
Engaging & Entertaining – Display• Attendee Interaction• into booth stunt• Into brand story•Contest, raffle, or game
• Trade show displays with simple clear message•Eliminates Confusion•Uses fewer words
Engaging & entertaining - Publicity• Announcements and Media• Media list•Offer feature stories•Offer interviews
• Build twitter lists in advance• Include media on show twitter list
Engaging & Entertaining – Social Media• Social media promotion during event•Hootsuite•Specializations for your team• Photos• Live Tweeting• Media Mentions• Sharing the love• Use event hashtags & sponsor hashtags
• Speaker slots
Pro Tip – Plan & Measure
• Pre-event activities• Event plan & assignments• Post Event followup
How trade show leads are worked?• Pre event plan• Event promotion• Appointments• Prepare publicity & announcements• Prepare Twitter lists• Social media specialization assignments
• Post event plan• Lead Follow-up• Time & Reporting Commitments
Use Best Practices• Create a plan• Implement the plan• Measure the results
Thank you
• Scott Guthmann• Lead Generation Marketing & Sales
Consultant• (720) 696-1460• [email protected]