jj asiag tradeshow tool kit

t: +972 54 232 2082 e: [email protected] w: www.jjasiag.com

marketing strategist

Trade Show Strategies

trade shows are not just logistics, its all about strategically

jodi joseph asiagfebruary 2011



Why ?are one-to-many events part of your marketing plan?

What? what type of event will help you meet this marketing

goal?

How? do you have the budget for this type of activity

Who?Is your audience (internal / external)? Your staff?

Where?not just geography… vertically… position in the market

2

The Basics



Why Go…

• Face to Face interaction• Small businesses can

compete with larger enterprises

• Great source for lead generation

• Real-time research of new products, services, and the competition

• Networking and Access

3



Budgeting – Money and Time

• How much do you really have of each– Know what costs what…

avoid rush/overtime charges

– Plan accordingly to avoid mistakes– Think in bulk and recycle

• ROI and ROO– What return will you get on your

investment– What objectives will you reach– How will you measure them

4



Will we – change buying behavior / increase sales ?– increase name awareness?– penetrate a new market?– introduce a new application of an existing product?– generate new business/partnerships?– solidify past relationships?– launch a new product?– attract resellers/manufacturers/OEMs?– recruit new personnel?– attract press or analyst coverage?– counteract competitor claims?– support an industry initiative?

5

ROI & ROO



Show Selection

• Make list of leading shows in your industry• Map each shows demographics• Analyze the program for opportunities• Timing (of show and of exhibition hours)

• Number of booths / Occupancy Rates• Host your own?

6



Show Worksheet

7

Name / URL

TypeTargetWhere

DateCompetitors Present

Opportunities

Toy Summit 2010 www.toy2010.com

Conference + exhibit

B2B, manufacturers, resellers2500 visitors200 exhibitors

Santa Fe

June 12-14

EVERYONEfew sponsorships remain can partner with resellersstrong promo program

ToysRYours www.toysryours.com

ExpoB2C – all types of manufacturers 3000 exhibitors10,000 visitors/day

NYCOctober 15-20

EVERYONE and then some

random, direct salespre-schedule to meet repsVery costly to sponsor

www.Toys4Teens.com – educators chime in

Educators Round Table

C-level of leading companies, gov’t regulators

DCMarch 3

4 leadersTo present/participate in panelGreat photo ops



Big Trade Shows

8

PROS:• High Foot-Traffic: More traffic increase interest /sales • Media Coverage: Reporters often attend larger trade shows• Pay to Be “In”: Join top competitors in the industry/ meet potential clients• Big Cities/Big Business: bigger trade shows can mean bigger clients.

CONS:• Masses of Attendees: More business OR just a number in a crowd?• Travel: traveling /accommodations can be pricier in a metropolitan city• Length of Time: Bigger shows last several days less office productivity/more money.• Shipping/Logistics: Booths, materials and etc have to be shipped • Pay to Play: Participation fees are higher…everything costs more



Small/Boutique Shows

9

PROS:• Experience: training grounds for big trade shows• One-on-One Interaction: less traffic, but more face-time• Travel: smaller cities can be less expensive• Booth: can cut costs with rentals, pop-ups (no shipping)• More Targeted Market Segment: attract more specific audience

CONS:• Uncertainty: unsuccessful turn-out can drastically reduce ROI/ROO• Travel: hotels may be cheaper, but smaller airports can be more $$$.• Fewer Attendees: means less traffic to your booth.• More Targeted Market Segment: make sure the audience is yours



Virtual Shows• Viable alternatives in a down-turn economy• Exhibitors comfortable in online environs get

better ROI• More prepared, get better leads• Seen to complement live shows/ not replace• Savings in travel, shipping, downtime• Lower participation costs… for now• Can post all types of media/unlimited downloads• Reduction in staff needs / real-time alerts for

visitors / use of chat tools• Track, nurture and analyze visitors• Direct data dump to CRM

10



Display Types• Table Top – 2 or 3 meter tables with 1 or 1.5 meter displays• Backwall or Inline – most are 3x3 m² booth spaces, a few are 3x4m² or 3x5m² with 2.5 m back walls• Island – an exhibit that is exposed on all sides, may start at 9m² and go to

100s of m²… the bigger the show the bigger the space • Peninsula – pretty rare, an island with one shared wall• Portable – light-weight, pack into travel cases: pop-ups, banner stands,

panel systems… saves on shipping and set-up costs • Modular – pre-engineered, integrated components, tailored designs,

shipped in crates not roller cases… cheaper to ship than custom booths

• Custom - use any material, of any size and can meet any requirement• Rental – can be simple or spectacular, great option if you only exhibit once

a year or want to change your look annually• Reconditioned – previously owned booths can be re-customized

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Picking a Space• Traffic patterns: Where are the entrances, exists, registration

area, bathrooms, food areas, internet access, smoking areas, telephones, conference rooms, meeting rooms and etc? Do I want to be near them?

• Do you want to be near the competition?• How many hours are the booths open? Are there events

scheduled during exhibition time?• Do I want/need an island, peninsula, middle space?• How much space do I need: product, demo, people, meetings?• What kind of lighting is there? How about power sources,

junction boxes, fire protection, telecom access, wireless access?

• Can you use hanging signs, space in front of the booth?• Are there height restrictions? obstructions – pillars, stairs, etc?• Is there storage on the floor? Off-site?

12



• Event Objectives• Define a Budget• Develop and Use a Winning Sales Message• Create a Exciting Exhibit • Confirm Booth Location in Hall and Services• Order, Print, Ship Marketing Materials• Develop and Execute a Online Marketing

Scheme• Train and Schedule Staff • Shipping and Travel Arrangements• Follow-up Process• Evaluation / Fix List

13

Trade Show Check List



Trade Show Time Line

• define role of events within overall marketing strategy

• secure company buy-in• develop a detailed

budget and ROI/ROO projection

• research and identify the events to attend via target/opportunity

• request info from host

• set objectives for each event

• define resource needs: space, type of exhibit, promotional items, marketing materials

• register and reserve space (DON’T PAY YET)

• develop a trade show marketing plan – pre/at/post show

• develop your sales message, elevator pitch and close

• vet and select vendors, • finalize booth design,

give-aways, • define promotional

strategies

12+ Months 9 – 12+ Months 6 – 9 Months



Trade Show Time Line

• order printed materials• proceed with vendors• confirm delivery dates

and show limitations• determine staffing

requirements and schedules, plan training

• make travel plans• launch pre-show

activities• plan and write your

press release

• compile follow-up packs• continue pre-event

marketing• confirm travel

arrangements • contact event host for

updates on attendees and exhibitors

• finalize booth, marketing materials and etc

• schedule meetings with prospects, resellers, analysts, clients, press

• double check everything• practice setting up the

booth• make tradeshow “first aid

kit”• create away message

(email/phone)

• analyze leads, send follow-up packets, make contact

• evaluate tradeshow ROI/ROO

• review budget• suggest improvements for

next year

3 – 6 Months 1 – 3 Months 1 Week Before Show

1 Week Post Show


marketing strategist 16

Booth First Aid KitBoothBlank CDsBox Cutter /X-actoBreath mints (NO GUM)

CameraExtension CordFirst Aid Kit, AspirinGarbage BagsHand CleanerLead FormsName TagsPacking TapePaperclipsPaper towelsPens / PencilsRubber BandsScissors

Paperwork(copies – originals in the office)

Booth Picture (set-up/breakdown)

Contact List (Staff, Show and Vendors)

Contracts (Show / Vendor)

IDs (wallet contents)

Hotel ReservationsShipping Bills of Lading / LabelsShipping Inventory/ InstructionsStaff ScheduleTravel Itineraries

Materials – (electronic/print samples/templates)

Brochures, Case Studies and etcBusiness CardsGive-AwaysOrder FormsName TagsPress Kits

Sewing KitShipping LabelsStapler / StaplesTools (screwdriver, hammer, wrench)

TransformerTrash bagsUSBVelcroWhiteOut (Tipex)

SAVE THIS!!!



Promotion Tools – before the show

17

Trade Press AdWide reach, Reaches vertical audiences

Not selective or targetedImage awareness, Product introduction, Sales

Direct MailTargeted ReachList availabilityImage awareness, Generate leads, Product introduction, Pre-schedule appointments

TelemarketingDirect contact/direct feedbackExpensive and time-consuming

Generate leads, Pre-schedule appointments, Sales

Broadcast FaxTargeted message to a targeted audience

List availabilityBuild awareness, Generate leads, Product introduction, Pre-schedule appointments

E-mail (broadcast)Targeted message to a targeted audience, Generate a dialogue before the show

List availabilityBuild awareness, Generate leads, Product introduction, Pre-schedule appointments

Press Releases /editor contact

Inexpensive, Credible voiceLess control over type of exposure

Press exposure, Image awareness, Product introduction



Promotion Tools – at the show

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BillboardsWide reachLimited locationsImage awareness, Product introduction

Airport adsEarly exposureLimited time for exposureImage awareness, Product introduction

Hotel TV adsLess competition for visibilityLimited time for exposureImage awareness, Product introduction

Mobile AdsRepeat exposureRestrictions in some cities and for some shows

Image awareness, Product introduction

In-Room PromosLess competition for visibilityAdditional time and cost for distribution


Hospitality eventsLess competition for visibilityCost, limited control over who shows up


Show Issue trade publication ads

Wide reachNot targeted or selectiveImage awareness, Generate leads, Product introduction, Sales

Show Daily adsWide reach, show related editorial

Readership varies from show to show

Image awareness, Generate leads, Product introduction, Sales, Promote your at-show event

Hall Ads/BoardsRepeat on-site visibilityLimited choicesImage awareness, Generate leads, Product introduction

TV/ Photo opsLocal or national exposureLimited time exposure, Little control, Limited audience

Image awareness to a public audience, Generate leads, Product introduction

Press Briefings/Interviews

Inexpensive press coverage, Exposure through a credible source

Little control, Requires additional staff to handle the press

Image awareness, Product introduction, Press coverage

Show Directory AdsOuter covers provide good exposure, Selective reach

Limited availability, CostlyImage awareness, Generate leads, Product introduction, Sales



Promotion Tools – in the booth

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Contests, games, drawings

Ability to draw a large audienceTime-consuming, Audience too general

Generate qualified leads, Product introduction

In-booth premiumsGenerate qualified leads, Relatively inexpensive

Frequently misused by staffGenerate leads

CelebritiesAbility to draw a large audienceAudience too generalBuild traffic

Live PresentationsAbility to draw large audiences, Ability to deliver a targeted message

Can draw too general an audience, Can lose targeted prospects if staff fails to interact

Build traffic, Product introduction



Promoting YourselfPre-ShowContact: exhibitors, speakers, registrants, mediaHighlight: booth location, product, invite to visit/”sit-down”Media: use website/social media/ PR/newsletters / mailingsLeverage: partners, vendors, clientsSponsor: according to your budget level

@ ShowEngage: welcoming staff, entertainment, demos, gamesSit-downs: create a VIP meeting spaceGive-aways: be relevant to your brand, cause interaction and not just

pick-upSponsor: according to your budget level

Post-ShowRecord and contact leads – the personal touch goes a long wayDeferred rewards – personalized promotional products

20

Try

•2-part give-aways

•onsite specials

•premiums for demos

Remember

keep giva-aways

out of site…

keeps cost down

Show hosts promote

all year round – get in on

their emails, website,

newsletters, PRs, etc



Promotion Timeline – pre-show

21

5 – 6 mos to go - Define

Define objectives budget strategiesSelect target publications / websitesContent planningSelect /build lists for email/fax/telemarketing

3 – 6 mos to go - Plan

Define and plan direct mail optionsSelect and order incentivesPlan and write press releasesCreate telemarketing and demo scripts, follow-up mailsCreate and schedule advertisingSend ad proofs to publicationsUpdate website/social media

2 mos to go - Finalize

Finalize / Order mailing listsProduce direct mail piece Distribute Press ReleaseUpdate website/social media

1 mo to go – DO!

Send direct mail piece Contact press to schedule meetingsStart email / fax campaignDistribute Press Release Update website/social media



Leveraging Digital Media - 1

Pre-Show• Place show info on homepage• Email database an invite• Host a raffle with a special code from

the web• Place banners with show info on

industry sites, e-letters• Create a “virtual” booth for surfers to

visit• Post a lead form• Provide Post-Show access to

demos/presentations

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@ Show• In booth, show your website and

an interactive demo• Capture emails• Send Tweets, Facebook Updates• Highlight any contest winners• Update your site re: show

events, industry news, thought leader interviews, images of booth visitors



Post Show• Send out a newsletter with tips n’

tricks• Feature contest winners with pics and

profiles• Video and pics from booth• Kick-off a low-touch sales program• Update your site re: show events,

industry news, thought leader interviews, images of booth visitors

• List exhibition and webcast schedule




Press Coverage

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Pre-Show• Get list of press attending• Send relevant pitches• Ask for a meeting • Invite to a briefing• Offer assistance/ expertise• If there is a daily show paper

– ask the editor for coverage

@ Show• Connect…brief…assist• Watch for Press badges• Have a designated

spokesperson

Post Show• Follow-up and Thank



Meet the PressPress Kit• Overview: product, services, market position

• Factsheet/Timeline / Contact Details• Performance Reports• Recent Press Coverage• Executive Bios, Photos• Product Datasheets: photos, specs, business

value

• Case Studies/Testimonials• Demo Schedule and Remote Access• C-level Business Cards

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Staffing FormulaThe 20% rule – CEIR (the Center for Exhibition Industry Research) estimate that 16 -

20% of show attendees will be somewhat interested in you.

Step 1 – Potential Prospectsmultiply the number of registrants by16-20% to get the number of potential prospectsStep 2 - Potential VisitorsX potential prospects * 50% (for general show) or 35% (for vertical)Step 3 – Hourly Traffic Number from Step 2 / (divide) by # of hours booth is open – this should be your hourly trafficStep 4 - # of DemosHourly Traffic / (divide) by ideal # of demos in 60 minutesStep 5 – Space per representative … 1/3 of the booth or up to 50 square feet

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Step 11000 registrants … 20% = 200 potential prospects

Step 2 200 / 50% = 100 potential visitors

Step 3 100 / 5 hours = 20 potential visitors /hour

Step 420 potential visitors / 5 demos/hr = 4 staff people



Staff Training Highlights• Show’s objectives: sales, partner recruitment, product

launch

• Specific sales message for the show• A list of prospects expected at the event• Understanding the demo and engagement scripts• Tips on engaging visitors and closing leads/sales• Assessing prospects• Collecting complete lead information• Knowing which materials to give to whom• How to manage traffic in the booth• How to set-up and breakdown the booth

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Booth Behavior • Keep your distance – respect personal space• Don’t talk with our hands, talk on your cell,

check emails, eat it can be unnerving and distracting

• Keep things open – ask open ended questions and leave space for the visitor to leave the booth

• Be aware – if you don’t click with the prospect pass him/her off to a colleague

• Listen don’t just “phone in” watch for non-verbal clues to see if the prospect is truly interested

• Keep it clean and tidy and the booth always attended

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Always wear your nametag on right side – so it can be seen when shaking hands.



Guiding Principles• Find out what the prospect needs• Build a relationship with the prospect –

on a corporate and sales person level– the organization must project stability– sales staff need to broadcast reliability

• Build trust – offer only what you can deliver• Be professional – don’t dish on the competition,

or be a nay-sayer• Follow-up – always deliver on what you promise

and do it in a timely manner

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Conversation Starters and Enders

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Thanks for stopping by…I’ve taken enough of your time today…I’m glad we had the chance to meet…Based upon what you have said, I don’t think we can help, but here’s our website for future reference…add a smile, handshake and inexpensive material.

Tell me about your business?What about the booth caught your eye?Who are your clients?How do you market your business?What business need are you looking to fill?Which of our products are you familiar with?How can we help you meet your business goals?



Lead Collection

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Ask the show if they provide visitor lists – research and target potential prospects…also research past attendee lists

Have a standard lead rating system – and ensure everyone uses it.

Make sure to complete the entire lead form.

Ask the show if they have tag readers – but they should not replace your lead rating system.



Lead Collection Form• Contact Info• Interest: Relevant Product (s)• Business Need• Buying Power / Budget• Decision Making Ability• Time Frame for Purchase• Method: Phone, Email, Mail• What: Demo, datasheet, sales call• Rating: Hot, Near Term, Long Term, Info Only• Sales Staffer

33



Cost Per Lead Is this ratio appropriate for your

industry?

What is the value of a new client over the next 5/10/15/20 years?

Track future leads and see if they came from the trade show.

Review website analysis during and post show.

Leads Generated: 100

Likely to lead to sales: 25 (25%)

Likely to close: 12.5 (50%)

Average sale: $10K

Expected sales: $125K

Cost of tradeshow: $16,250

ROI = $7.69 earned for $1

$16,250 leveraged $125K

Is this ratio appropriate for your industry?What is the value of a new client over the next 5/10/15/20 years?

34



Follow-Up… Be ready before you go

• Thank you email template/phone script

• Database ready• Sales packets• Website changes• Press Release• Social Media messages

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Get Out of the Booth• Don’t waste time, map out a route and skip the tourist traps!• Know who is coming – get lists of exhibitors, visitors, press and etc• Pre-book appointments – know what you want from them• Troll other booths - work both sides of the chain (manufacturer,

whole-seller, reseller, vendor)• Introduce yourself to the competition, co-opetition can be good…

also keep people in mind for future recruiting or job hunting • Meet the show organizers - a friendly remark can go a long way• Ask visitors if they have been to your booth? If not, why and invite

them. If yes, why and what they liked.• Organize a special customer retention event – it is all about

relationships • Bring an empty suitcase or box to ship the materials you collect

back to the office• Organize your notes and comments before you leave the show

36



Competitor Analysis• How often do you see them at shows and which ones? • How do you rate their booth? visual impact, image, graphics, product display, booth layout, other

• How do you rate their staff?image, professionalism, dress, expertise, friendliness

• What promotional tactics (online/live) are they using to attract visitors?

• Are they doing a better job than you?• Collect samples of their materials/give-aways – pre/at/post show• Are they involved/hosting with workshops, panels, social events,

press briefings?• Are they accompanied by clients, partners, resellers,

manufacturers?• Do they use social media tools to promote the participate and to

collect leads?

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Evaluation – ROI & ROO• Was this the right show for us?• Was the booth functional? appropriate? anything break?• A good location? Was there a better one?• Did we meet our target contacts? • Did we attract the right prospects?• Was the marketing material effective?• Promotional opportunities - were there enough? did we

miss any?• Staffing – effective? enough? trained?• Worth doing again?• Increase in web or social media traffic @ or post-show?• Track lead movement 30, 60, 90, 180 days from show.• Compare to last year and other shows.

38



Measurements

• Number of leads• Investment per lead• Sales generated 3,6,9 months

post-show• Number of demos• Pre-Post show surveys• Web/Social Media visits• Press/Analyst Coverage

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Saving Costs• Ask for discounts! Barter! Borrow!• Watch for “early bird” specials but beware of “desperate last-minute”

discounts• Plan /research travel / shipping alternatives in advance• Order /print materials in advance to avoid rush/overnight fees• Try to print materials for multiple shows• Consider renting, adapting or reconditioning display systems

– Maybe use a local partner/ reseller– Rent out space in the booth to a partner/ reseller

• Order show services early to prevent price hikes• Figure out what you can skip… maybe dump your own garbage!• Don’t order chairs or waste baskets… sales people can stand and use a

box or plastic bag under a table• Bring less materials and ask prospects if you can mail them the info –

you get the contact info and they don’t have to carry/loose anything… you save on shipping

40



Saving Costs 2• Try to set up the day before the show starts, this can avoid double time costs• Leverage partnerships and resellers – ask them to bring materials from their

offices and send them refills later… rent them space in the booth – you increase your reach and give them a chance to market on a larger scale… raffle off signage and etc to resellers/partners

• Barter for goods and services – instead of paying promise to display the brand of the vendor

• Ship from show to show… instead of shipping back to the office• Drayage charges – higher in off-peak hours, check minimum weight rate, get

estimates in writing and compare to actual bill, common carriers are usually cheaper than specialized carriers (van lines, company truck), ship to site than a warehouse…

• Ship on pallets – try to avoid loose pieces they incur special charges and need special carriers that are not always available

• LABEL well – prevents losses and reshipping• Choose your carrier – don’t let the show do it for you, thus ensure your

preferred rates

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Q & A and Thank you

sources:exhibitor magazineexpoworldnational conference center blogskylinesuccessful meetings magazinetradeshow advisortrade show consultingtradeshow resourcestradeshow week

jodi joseph asiagt: 054 232 2082e: [email protected] w: www.jjasiag.comtwitter: @jodija

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