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HITEC 2014

How to Increase Brand Awareness and Drive Qualified Booth Traffic Webinar Workbook

Copyright 2014 Competitive Edge & HFTP. All rights reserved.

No portion of this workbook may be reproduced without permission of Competitive Edge.

For questions or permission call 800-700-6174 or 704-814-7355.

How to Increase Brand

Awareness and Drive

Qualified Booth Traffic at

HITEC

Custom

Participant Learning Objectives:

By the end of this webinar,

you will...

1. Learn how attendee behaviors have changed and why

you MUST effectively market your exhibit to be successful.

2. Discover the key differences between sponsorships and advertising, and four steps to maximize

sponsorships.

3. Walk through a proven-effective eight step exhibit

marketing planning process.

4. Overview exhibitor marketing resources available.

5. See examples of a state-of-the-art exhibit marketing

campaign in action.

Present

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How to Break Through the Marketing Clutter

in Today’s Over Communicated Environment

1. Targeting

2. R___________________

3. I____________________

4. Repetition

5. Multi Channel Marketing

Circle each media you currently use as part of your event marketing strategy.

Four Things Effective Marketing Communications Must Do

1. I__________________

2. E_________________

3. E_________________

4. O_________________

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How Tradeshow Attendee Behaviors Changed

1. Sending _______________ teams with more authority.

2. Registering closer to the show.

3. Looking for more content and useable information.

4. Preplanning visit: _______% arrive with an agenda.

5. Stops at _________________ booths on average.

6. 50% of exhibit stops are pre-planned.

In spite of all this, less than ______% of exhibitors execute a well-conceived exhibit

marketing plan!

Sources: CEIR/Exhibit Surveys/Event Marketing Institute

Key Differences Between Sponsorships and Advertising

1. Sponsorships deliver recall and persuasion effects like advertising.

2. Sponsorships operate through different cognitive processes than advertising.

3. Advertising tends to influence perceptions of a specific _______________________.

4. Sponsorships tend to influence perceptions of the _______________________.

Research on How Sponsorships Impact Exhibit Performance

1. Booth efficiency increases 104% when a sponsorship is included in the exhibit plan.

Source: CEIR

2. Event marketing offers the greatest ROI, followed by advertising, direct marketing, public

relations, sales promotion, and Internet advertising. Source: MPI

Four Steps to Maximize Sponsorships

1. Begin with your business objectives Introducing a new company name

Increasing awareness of company or merger /acquisition

Launching a new product/service

Positioning as thought leaders

Differentiating from competition

Driving exhibit and/or event traffic

Networking with key buying influences and key opinion leaders

Positioning company as a high-level industry supporter

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Four Steps to Maximize Sponsorships

2. Select sponsorship opportunities that support your objectives

3. Effectively execute the sponsorship Logo alone won’t deliver much value.

Add additional messaging like brand promise or unique selling proposition.

Use call to action, such as a question to pique the interest of attendees in discovering

the answer.

4. Identify methods to measure sponsorship reach and impact Determine number people who see, receive, attend or use sponsored item and/or event.

Calculate cost per attendee reached.

Track social media buzz.

Do interviews and focus groups .

Conduct participant survey to gauge awareness, attitudes, and behaviors.

Awareness of media sponsored

Awareness of sponsoring company

Changes in opinion of sponsoring company

Change in likelihood of purchase

Purchase intentions

Brand perception feedback

State-of-the Art Exhibit Marketing: 8 Step Planning Process

1. Determine Corporate & Exhibiting Goals

2. Identify Target Visitors

3. Calculate EXHIBIT INTERACTION CAPACITY

4. Budget Enough Marketing Resources

5. Build Target Visitor Lists

6. Analyze & Select Marketing Media

7. Execute Integrated Exhibit Marketing Plan

8. Measure Results

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Step 1. Determine Exhibiting Goals

1. What are you trying to accomplish?

a. Company/Brand Awareness & Visibility

b. New Product/Service Introduction

c. Relationship Management and Building

d. Brand Positioning - Differentiation

e. Educate

f. Lead Generation

g. Sales and Business Development

h. Thought Leadership

i. Other?

Our Top 3 Exhibiting Goals:

1. __________________________________________________

2. __________________________________________________

3. __________________________________________________

Step 2. Create Ideal Visitor Profile

Who do you want to interact with?

Business Type

Market/Industry

Job Title/Function

Geographical Region

Size

Other?

Relative to your products/services, what are their needs, issues and top-of-the-mind

concerns?

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Step 2. Create Ideal Visitor Profile

Identify Target Visitors

C/P/S Triangle

Step 3. Calculate Exhibit Interaction Capacity

Example Participant

– Exhibiting Hours 15 15

– Booth Staff on Duty x 3 x______

– Total Staff Hours = 45 =______

– Interactions/Hour/Staffer x 3-5 x______

– Exhibit Interaction Capacity = 135-225 =______

Suspects Open the Door

Prospects: Advance to Next Step

Customers Relationship Management - Opportunity – Change – Advocacy

Others?

Channel Partners - Media – Shareholders – Key Opinion Leaders

Staff – Vendors – Lobbyists

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Step 4. Budget Enough Promotion Resources

Example Participant

Total Show Investment $30,000 $_________

% for Exhibit Marketing x .15 x_________

Exhibit Marketing Budget $4,500 $_________

When to increase? Big show, small booth, location concern, importance of show –

allocate more!

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Step 5. Build Target Visitor Lists

Best Tradeshow List Sources:

1. Pre-registered attendee lists

Pdf attendee list available for FREE.

2. Previous or post-show attendee lists

Post-show Excel attendee list available for FREE.

3. Company database (C/P/S model)

4. Previous show(s) booth visitor lists

5. Recent inquiries

6. Distribution channel partner lists

7. Trade publication readership lists

Success Tip:

o Try to make your list at least ____-____ times your Exhibit Interaction Capacity.

Step 6. Analyze & Select Marketing Media

Four “C’s” to marketing success:

1. Combination of show, industry and direct contact media.

2. Captivating message and _____________ design theme.

3. Communicate four specific messages:

1. What you do.

2. Why they should care.

3. Who you are.

4. Where and how to find you.

4. Creative Frequency: Land at least ____ direct hits leading up to show time.

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Step 6. Analyze & Select Marketing Media

General Marketing Media Options:

1. Print & Display Advertising & Sponsorships

* Show Specific and Industry Specific Media

2. Public Relations

* Request Media Contact List, Submit Electronic Press Kits

3. Electronic Media

* Internet, Websites, Social Media, Email, Voice Broadcast

4. Direct Mail

* Letters, Invitations, Postcards, Brochures

5. Personal Contact

* Rep Visits, Telephone Calls

Latest Marketing Media Options:

1. Personalized Postcards

2. Personalized URL’s (PURL’s)

3. Audio/Video Email

4. Voice Broadcast

5. MicroSites with Survey & Appointment Enablers

6. Social Media: Linked-In/YouTube/Facebook/Twitter

7. Blogs

8. QR Codes

Evaluate Exhibitor Marketing Opportunities

FREE Exhibitor Marketing Opportunities

1. Company listing with company description on show website for attendees to search.

2. Company listing in onsite Show Guide.

3. Direct mail brochure.

4. Qualified buyer show passes.

5. HITEC web link, banner, logo for placement on your website.

6. E-mail invitations to send to your customers and prospects.

7. New Products Showcase.

8. Access to registered press list, online distribution of press kits, and press release

distribution.

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Evaluate Exhibitor Marketing Opportunities

PAID Advertising & Marketing Opportunities

Advertising:

Online: Website Banner Ads

Mobile: Mobile App Ads

Print: Program Guide, Buyers Guide, HITEC Special Report, Technology

Guide

Marketing:

Pre-registered attendee list rental in Excel format.

Exhibitor Tutorials and Technology Showcase

PAID Sponsorship Opportunities

1. Conferences & Education: Education Bootcamp, Keynote Sessions,

Concurrent Education Sessions

2. Activities and Take-Aways: SCANvenger Hunt, Daily Beverage Services,

Program Guide, Tote Bag Insert

3. Banners & Signs: Exhibit Hall Aisle Signs, Exhibit Hall Floor Plan Map,

Banner Space

4. Exclusive Sponsorships: Digital Den, Reusable Water Bottle Station,

Registration Pens, Badge Lanyards, Conference Tote Bags, Shuttle Buses,

Create Your Own Custom Sponsorship

5. Onsite Signage: HITEC News Flash E-Newsletter, HITEC News Blast E-

Dailies

For questions or help, please contact

Jennifer Lee – [email protected]

Brittany Guilbeau, [email protected]

mailto:[email protected]

mailto:[email protected]

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Step 7. Execute Marketing Campaign

Sample Exhibit Marketing Campaign: Small Exhibitor

• Booth Size/Space Cost: 10 x 10 in-line/$3,790

• Show Budget: $11,370 to $18,950 (3-5x floor cost)

• Goals: Market Visibility/Awareness, Lead Generation/Sales

• Media:

o Execute C/P/S strategy with sales reps and distributors

o Promote Show Participation in Relevant Social Media

o Write Attention Grabbing Company Description for Online and Final Show Guide

o Use HITEC E-mail invitation program to invite customers/prospects

o Acquire and Distribute Buyer Show Passes

o Obtain Pre-Registration List and Mail Invitation or Postcard

o Obtain Post-Show Attendee List and Mail Information to Profile Matches

Sample Exhibit Marketing Campaign:

Medium-Large Exhibitor

• Booth Size/Space Cost: 20 x 40 space/$31,120

• Show Budget: $93,360 to $155,600 (3-5x floor cost)

• Goals: New Product Intro, Market Visibility, Lead Gen/Sales, Thought

Leadership

• Media: o Execute C/P/S Strategy with Sales Reps

o Access Media List - Do Press Releases to Industry Publications

o Promote Show Participation in Relevant Social Media

o Obtain Pre-Registration List and Mail Invitation or Postcard

o Place Product in New Product Showcase

o Print Ad in Final Show Guide

o Online Banner Ad on Show Web Site

o Sponsor Keynote or Conference Tote Bags

o Obtain Post-Show Attendee List, Mail Information to Profile Matches

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Step 8. Measure Exhibit Marketing Results

1. What media did we use?

2. When was each media deployed?

3. How many were distributed?

4. What was the cost of each media?

5. What was the number of impressions and/or traceable response?

6. What was the response rate to traceable media?

7. What worked?

8. What did we learn?

9. What will we use for our next show?

What were the three most important ideas you learned in this webcast?

1. ________________________________________________________

2. ________________________________________________________

3. ________________________________________________________

What specifically will you do to better market your participation in the

show?

HFTP Commitment to Exhibitor Education & Success

Exhibitor Enrichment Tools

Live and re-playable webinars

“How-to” exhibiting article series

New Exhibitor Handbook

Other Resources

Bookmark, Share and Access at:

http://www.hftp.org/Pages/Events/HITEC/Exhibitors/HITECExEd.aspx

HITEC Marketing Kit:

http://www.hftp.org/Pages/Events/HITEC/Exhibitors/HITECMktKit.aspx

http://www.hftp.org/Pages/Events/HITEC/Exhibitors/HITECExEd.aspx

http://www.hftp.org/Pages/Events/HITEC/Exhibitors/HITECMktKit.aspx

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