KEITH WATERSFRASER INTERNATIONAL

MAKING THE MOST OF EXHIBITIONS

FRASER INTERNATIONAL-Who are we?We work with companies that aspire to grow and develop their business in both the UK and International arena.We convert leads into customers and provide the information and support needed to make a success of any new relationship.We have a worldwide network of partners to ensure entry into a new market is successful.Our philosophy is to work as an integrated part of your team, building a clear strategy with defined, measurable goals.

MAKING THE MOST OF EXHIBITIONS

Introduction

Today’s seminar is designed to help you maximise business from overseas exhibitions and shows.

In particular, looking at:

oChoosing the right event for youoPreparation for exhibitingoThe Follow up

MAKING THE MOST OF EXHIBITIONS

Your Experience of Exhibitions? Who are you? Name & CompanyExperience of overseas missions and exhibitions?

Which was the most recent? Did you enjoy it? Any bad experiences? Biggest issue?

What do you hope to gain from today?

MAKING THE MOST OF EXHIBITIONS

To promote your product or service Increase your exposure/raise your profile Generate sales leads/increase sales Find distributors/agents/partners To meet prospective partners/current

partners/customers Conduct Market Research Reach a new target audience Launch a new product

Why Exhibit?

Plenty of Companies also exhibit for the wrong reasons…

Because they went last yearBecause their competitors are thereIt’s a few days out of the office

Exhibiting for the wrong reasons!

QUESTIONS YOU SHOULD CONSIDER•Who do you want to attract?•What information do you want to give them?•How will you stand out – what’s your USP?•What sort of image do you want to create?•What promotional materials & equipment do you need?•Will you need to carry out demonstrations?•What is your budget for the event?•What are your objectives?

WHAT ARE YOUR AIMS?

OBJECTIVESSome typical exhibition objectives may be:

oTo identify potential agents/distributors/direct importersoTo meet with existing agents/distributors/direct importersoTo test new products or servicesoTo launch new products or services

EXHIBITION OBJECTIVES

Finding the right event for your business is essential

Start by profiling the type of customers you want to reachIdentify special interests/specific locations that apply to your target groupExamine list of trade fairs & exhibitions to find best match and prepare short-listResearch characteristics of each event:

- Who attends?- What spending power they typically have?- Who exhibits?- Data from past events?

Choosing the right event for your business

Highly targeted audience. One research document has estimated over 90% of visitors are directly responsible for purchasing decisions

Clients come to you through face-to-face contact - build customer relationships

Greater potential market penetration

What are the benefits?

There are specialist companies who can assist you with all aspects of attendance at an event. These Exhibition organisers can manage everything for you including even staff if you require it. They will handle everything from booking the stand through to booking flights and hotels for your staff.

Using a Specialist Event Company

As with specialist companies these can provide a total package. Organisations such as Chambers of Commerce; UKTI;

Welsh Assembly Government and Trade organisations all organise missions which are often linked to overseas shows.

Using Trade Missions

Many smaller to medium size companies will not have the opportunity/resources to use specialist

event companies, and will tackle all the tasks involved in preparing for and attending the event themselves. This presentation will hopefully help anyone in any of these categories to get it right!

Doing it yourself

Space costs Stand costs - design and construction, graphics etc. Services (power, electricity, communication) Show linked marketing - promotion, advertising,

literature, giveaways etc. Training Accommodation and subsistence Catering and hospitality Storage and Transportation Insurance/Security Time out of office

What are the Costs of Exhibiting?

Stand – could be a package from organisers, where all you need to do is put up some posters, pop-up stands or banners and display your products. You will be responsible for all customs documentation such ATA Carnets for goods being temporarily exported.

You may have had a stand designed & built for you. Organisers of shows apply strict times for delivery and build, as well dismantle and removal of stands. It is best to use a specialist shipper who will have access to the site. They can also deliver your products and literature.

Getting your stand, products and promotional literate there!

Plan ahead Appoint an Exhibition Co-ordinator Set Measurable Objectives (SMART) Prepare a written Plan/Brief Brief all your stand staff. Encourage Appointments. Attract visitors - with prize draws, product

demonstrations and competitions.

Effective Planning and Preparation?

This is your Bible!Read and note the contents It will contain all the contact details

which you will need in case anything goes wrong.

EXHIBITOR MANUAL

Stand needs to attract - and communicate key messages Think about - technology issues, power, demos,

hospitality, meeting diary, language, translators, DVD screens

Sales materials – simple leaflets, glossy brochures, business cards, lead sheets, historic data

Samples – of what? How many? Give-aways – pens etc,? Security?

Make sure your phone is compatible with local services. If possible use lap-top – but not on the stand!

Stand, Sales Materials and Samples

If attending an exhibition, tell everyone you are going and invite them to visit you on the stand – the ideal demonstration opportunity

Pre-arrange meetings with the people who you think could achieve your objectives for you

Use the event’s on line facility to identify potential contacts

Most events have press office who issue daily bulletins – they are looking for stories – use them

Marketing Opportunities and the Press

Dress smartly Wear comfortable shoes Nominate a stand manager Wear name tags (sorry - people need to know

your name) plus your company name Greet people at the edge of the stand Don’t pounce or hover Be polite and professional Never smoke or eat at the stand Don't sit down! Don’t stand around talking in groups

Staffing Hints

Lots of Sales Lead Sheets/PadsPlenty of PensVelcroSpare Name BadgesPlasters for sore feet!Water/soft drinks

Exhibitor Tool Kit

SMART (specific, measurable, attainable, realistic and timely) OBJECTIVESFor most companies, the objective is to come away with a small number of qualified leads, that will be manageable to follow up on and which will lead to new business within 6 to 18 months.

Key Points Small numberQualified!Generating businessShort to medium term

SET SMART OBJECTIVES

Events are mainly about finding the 50 people you want to speak to from the 1000’s or the 5 out of a 100 who are there

In a full day you may only have 30 opportunities, at the most, to find your key people - 10 - 15 minutes each

Key Word in the Objective Is Qualified Leads!

Ask open ended questions such as: What are you finding best about the show? What is your interest in .....? What is it that attracted you to our stand? Use questions that start with who, what, when,

where, how and why? Qualify prospects before starting to fill in the

lead sheet The phrase "can I help you?" rarely works. Body language and eye contact are important

The Art of Attraction?

A good lead sheet or questionnaire covers Contact details Purchase requirements and budget Timing Who else are they talking to? What do they know about you? How did they hear about you? - Helps with

marketing Anything else? Market, competitive information Grade – hot prospect through to not very good!

LEAD SHEET

Complete the lead sheet, plus any personal notes to remind you

Close for a follow up meeting, whilst they are hot! Send out packs in the evening from the hotel or

brief the office. If you have your laptop email them same day from hotel

Make diary notes or use CRM system to monitor contact post event

Top Tips for Handling the Leads Process

Small numberQualified!Generating businessShort to medium term

KEY POINTS

The key to identifying key prospects is M.A.N. = Money/Authority/Need Money i.e. Do they have the money? How

much do they/you need? Authority i.e. Have they the authority to make

the decision? What is the buying process? Need i.e. Do they want what you are selling?

Identifying Key Prospects

Competitors looking for information Salespeople Complainers Literature magpies

Look out for potential time wasters!

How are you going to get away from someone who isn’t a prospect? Excuse yourself – please excuse me I must go for a

meeting, colleague, the loo! Excuse them – “this is a big show, don’t let me take

up any more of your time” Please feel free to look around or take a look at our

website later Don’t give out literature as a way of getting rid of

someone – you’ll find it by the coffee bars and in the toilets!

EXIT STRATEGIES!

Generate qualified results from your participation

How many qualified leads did you take? - track all generated enquiries.

What was the cost per enquiry? Were objectives achieved? How was the stand received - visitors, stand

personnel, management etc? What were your conclusions of the show? How can you improve future performance?

Measuring the Success?

The most important post show activity

Don’t just send a standard letter Have a clear follow-up plan Follow-up the Follow-up letter!

FOLLOW-UP

GOOD FOLLOW-UP PAYS OFF!

RESEARCH SHOWS THAT AS MANY AS 70% OF LEADS ARE NEVER FOLLOWED UP – YET 90% OF

THE BUSINESS GAINED AT EXHIBITIONS COMES AS A RESULT OF THE FOLLOW-UP WORK!

GOOD SOURCES OF INFORMATION

www.eventseye.comwww.biztradeshows.comwww.aeo.org.ukwww.tsnn.comwww.ukti.gov.ukwww.accessdisplays.co.uk/tips-on-exhibiting.htmwww.marketing.about.com/od/eventandseminarmarketing/a/exhibitmkrtg.htm

www.fraserinternational.com

THANK YOU

…and good exhibiting!