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TRADE SHOW SALES: TEST YOURSELFTRADE SHOW SALES: TEST YOURSELFTRADE SHOW SALES: TEST YOURSELFTRADE SHOW SALES: TEST YOURSELF

bit.ly/showsecrets

About Udi LedergorAbout Udi LedergorAbout Udi LedergorAbout Udi Ledergor

� Four-time VP Marketing

� Planned and managed

hundreds of trade shows

around the globe

� Author of the #1 Amazon Best

Seller, The 50 Secrets of Trade

Show Success

Pre-show

Marketing

Booth

Experience

Sales

Execution

Post-show

Follow-up

TRADE

SHOW

SALES

PrePrePrePre----Show MarketingShow MarketingShow MarketingShow Marketing

Best Practice #Best Practice #Best Practice #Best Practice #1111: Email Campaign: Email Campaign: Email Campaign: Email Campaign

• Turn prospects into

customers: send

interesting information

about your products

• Keep in touch with past

customers!

• Invite all to meet you at

the show

@

@

@@

@

@

@ @

Best Practice #1 : Email Campaign (cont.)Best Practice #1 : Email Campaign (cont.)Best Practice #1 : Email Campaign (cont.)Best Practice #1 : Email Campaign (cont.)

Best Practice #1: Email Campaign (cont.)Best Practice #1: Email Campaign (cont.)Best Practice #1: Email Campaign (cont.)Best Practice #1: Email Campaign (cont.)

EEEE----mail campaigns: rate yourselfmail campaigns: rate yourselfmail campaigns: rate yourselfmail campaigns: rate yourself

A B

C D � We do not email our customers

before a show

� We maintain a segmented

database of customers,

prospects, suspects, and past

customers

� Marketing automation

� Specific campaigns per segment

� We send promotional emails to

some of our customers/

prospects

� No automation

� We have a database of our

existing customers

� eMarketing

Best Practice #2: Social MarketingBest Practice #2: Social MarketingBest Practice #2: Social MarketingBest Practice #2: Social MarketingM

AIN

TAIN

SH

OW

CA

SE

• Your presence at the show

• New products

• Campaigns

PR

OM

OT

E

• Your products

• Your customers’ achievements

• Your booth

Social marketing: rate yourselfSocial marketing: rate yourselfSocial marketing: rate yourselfSocial marketing: rate yourself

A B

C D � We are not active on social

media

� We do it all: Facebook,

Instagram, Pinterest, Twitter,

YouTube…

� …with special emphasis on

upcoming shows: promotions,

new products…

� We will mention the show on

Facebook

� We have a some social

accounts, and we will probably

mention the show on them

Best Practice #Best Practice #Best Practice #Best Practice #3333: Crafting Sales Campaigns: Crafting Sales Campaigns: Crafting Sales Campaigns: Crafting Sales Campaigns

Figure out your main goals

� Sales volume

� New product

introduction

� Target specific retailers

Craft your campaigns

� Discounts

� Up-sell and cross-sell

� Bundling

Promote campaigns before

and during show� Email

� Social

� Website

� Booth collateral

� Booth staff

Sales Campaigns: Rate YourselfSales Campaigns: Rate YourselfSales Campaigns: Rate YourselfSales Campaigns: Rate Yourself

A B

C D � We don’t plan any special

campaigns

� We do it all!

� Plan, promote, and execute

trade show-specific campaigns

� We offer the similar campaigns

every year, our customers know

� We offer volume-based

discounts, and let our

customers know about it

Booth ExperienceBooth ExperienceBooth ExperienceBooth Experience

Best Practice #4: InBest Practice #4: InBest Practice #4: InBest Practice #4: In----Booth ExperienceBooth ExperienceBooth ExperienceBooth Experience

• Make them feel welcomed• Greeter/host

• Fast onboarding of new customers

• Be memorable: offer an experience

• Shoe shine

• Massage for sore feet

• Attract from afar• Nothing like the smell of

cinnamon/coffee/popcorn…

• Pre-show promotion comes alive

Best Practice #Best Practice #Best Practice #Best Practice #5555: Booth Staffing: Booth Staffing: Booth Staffing: Booth Staffing

Hunters Farmers

Look for prospects

outside the booth

Take care of customers

inside the booth

Booth experience: rate yourselfBooth experience: rate yourselfBooth experience: rate yourselfBooth experience: rate yourself

A B

C D� No special booth experience.

We give away candy or pens

with our logo

� “Hunters” vs. “Farmers”,

prospects vs. customers,

unique & memorable booth

experience that everyone talks

about

� Nice booth, but doesn’t stand

out. Great giveaways!

� Excellent booth experience,

though we use the same staff to

handle customers and

prospects

SalesSalesSalesSales

ExecutionExecutionExecutionExecution

Best Practice #6: New Customer AcquisitionBest Practice #6: New Customer AcquisitionBest Practice #6: New Customer AcquisitionBest Practice #6: New Customer Acquisition

Engage Customers

outside booth

Ask & listen to customer needs

& preferences

Quickly zero in on relevant products

Offer new customer

introductory pricing

New customer acquisition: rate yourselfNew customer acquisition: rate yourselfNew customer acquisition: rate yourselfNew customer acquisition: rate yourself

A B

C D � Customers and prospects are

handled similarly

� New customer acquisition goals

� Introductory pricing

� Electronic, interactive catalogs

� Capture new customers directly

into sales system at the show

� New customer acquisition goals

� Introductory pricing

� Electronic, interactive catalogs

� No goals for new customer

business, OR new customers don’t

get special pricing

� PDF catalogs

Best Practice #7: Order TakingBest Practice #7: Order TakingBest Practice #7: Order TakingBest Practice #7: Order Taking

Save Time• e-Catalog curated for the

show

• Promotions set in advance

• Barcode scanning for fast

product ordering

• Be prepared for limited WiFi

Eliminate Errors

• Eliminate paper work

• Immediate order confirmation

processing

Impress

• In-stock indicators

• Supportive information

• Immediate order confirmation

by email & hard copy

Configure your catalogs,

promotions, pricing, workflows

Interactive, sales-driven

e-catalog

Complete view of your

customers

Simple ordering, with B2C-like

shopping cart, even when offline

©2016 Pepperi Ltd. All rights reserved. Strictly Confidential

Order taking: rate yourselfOrder taking: rate yourselfOrder taking: rate yourselfOrder taking: rate yourself

A B

C D

� Mobile app for order taking

� Barcode scanner integration

� Operable in offline mode

� Integration to ERP/Accounting

� Immediate order confirmation to

customer

� Paper catalogs

� Order forms

� Back office staff enters sales

orders into ERP/Accounting

system

� Order taking application

(mobile/web)

� Integration to ERP/Accounting

� No offline mode/ no immediate

order confirmation to customer/

no barcode scanner

� Order taking app (mobile/web)

� No integration to ERP/Accounting

Post ShowPost ShowPost ShowPost Show

FollowFollowFollowFollow----upupupup

Best Practice #Best Practice #Best Practice #Best Practice #8888: : : : Continuously Engage Continuously Engage Continuously Engage Continuously Engage Your Customers Your Customers Your Customers Your Customers and Prospectsand Prospectsand Prospectsand Prospects

Post-show follow-up

• Remind customers about the gift you gave them

• Give customers another gift –a coupon or limited-time offer

Best Practice #Best Practice #Best Practice #Best Practice #8888: Continuously : Continuously : Continuously : Continuously EEEEnnnnggggaaaaggggeeee YYYYoooouuuurrrr Customers and Prospects (cont.)Customers and Prospects (cont.)Customers and Prospects (cont.)Customers and Prospects (cont.)

On an on-going basis:

�Add your new leads

�Collect qualifying information

which will help you segment

�Use social promotions to find

new customers

�Keep in touch with timely,

relevant offers

Best Practice #Best Practice #Best Practice #Best Practice #9999: Missed Meetings: Missed Meetings: Missed Meetings: Missed Meetings

Missed meetings do not have to mean

lost business!

� Send link to online catalog on

B2B e-Commerce site

� For existing customers, send limited-time

quote based on past orders and show

promotions

AnalyzeAnalyzeAnalyzeAnalyze show resultsshow resultsshow resultsshow results

New Vs.

Existing

Customers

Total Sales

by Customer

Total Sales by

Rep

Average

Order Size

Sales

Campaign

Effectiveness

Sales

success

Marketing

success

Sales rep

evaluation

Total Sales

by Product

Don’t forget: Your Trade Show ROIDon’t forget: Your Trade Show ROIDon’t forget: Your Trade Show ROIDon’t forget: Your Trade Show ROI

At-Show sales

+ Future sales originated at show

- Investment in show

= Trade show ROI

PostPostPostPost----show activities : rate yourselfshow activities : rate yourselfshow activities : rate yourselfshow activities : rate yourself

A B

C D

� Follow-up on missed meetings

� Send quotes to existing customers

� Enrich/enlarge leads database

� Measure and track ROI

� e-Marketing

� Use social media to engage

� Prepare for the next show

� Enrich/enlarge leads database

� Measure and track ROI

� e-Marketing

� Social media engagement

� Follow-up missed meetings

� Follow-up and develop new

prospects

� e-Marketing

Sum it up: how are you doing?Sum it up: how are you doing?Sum it up: how are you doing?Sum it up: how are you doing?

At least 6 As

Rock Star! Rock Star! Rock Star! Rock Star! (Top 5%)

Best-in-class trade show execution,

employing best practices &

advanced technologies

At least 5 As / Bs

Pro Pro Pro Pro (Top 20%)

You employ many of the best

practices, some room for improvement

At least 5 As/Bs / Cs

Competent Competent Competent Competent

You employ basic practices, and have

lots of opportunity to boost your

trade show performance

3 Ds or more

NoviceNoviceNoviceNovice

If trade shows are a strategic sales

channel, allocate more attention (and

budget…) to trade show excellence

• Complete: mobile order

taking, CRM, merchandising,

and B2B e-Commerce

• Configurable

• Choice: all devices

• 1000+ customers

©2015 Pepperi Ltd. All rights reserved. Strictly Confidential

Need to improve your trade show performance?Increase your overall B2B sales?

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©2016 Pepperi Ltd. All rights reserved. Strictly Confidential

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