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Improve your trade show skills
Improve your trade show skills
ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14
Goedemorgen
Marta Wiśniewska, Coordinator, Gdansk Convention Bureau, Poland
Jarno de Boer, Managing Director, CIMGlobal (Congrex Holland BV), the Netherlands
Karen McMain, President, International Orthoptic Association, Canada
ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14
Shall we start?
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Google? LinkedIn? Association website?Google? LinkedIn? Association website?
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That is called… Missed opportunity
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ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14
Congress of the International Orthoptic Association -IOA
Frequency: 4 YearsRotation area: World/InternationalAverage attendance: 650Duration: 3-4 days
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Key steps
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Identify your goals
WHOM WOULD YOU WANT TO MEET?HOW WILL YOU ATTRACT BUYERS?
SET SPECIFIC MEASUREMENTS
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ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14
Select trade shows
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You invest:•MONEY•TIME•RESOURCES
CHECK SHOW’S WORTHINESS
GLOBAL SHOWS vs REGIONAL
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Don't leave things until the last minute
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Use all online opportunities
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Who are your buyers?Identify Your Target Audience
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Design – open & inviting stand
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DEVELOP A KEY MESSAGE
IS THERE A STORY BEHIND THE DESTINATION / PROJECT
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No Empty booths!
STAFF NEED TO KNOW BOOTH SCHEDULE (ROTATING)
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THINK OF A UNIQUE IDENTITY FOR THE STAFF
NO HIDING BEHIND THE DESK
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Experienced staff
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ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14
Be prepared for the meeting
HOW?
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Personal Appearance
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How buyers may feel…
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80/20 listen vs talk
ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14
Take notespa
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Simple ideas to attract audienceStand out of the crowd
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ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14
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Simple ideas to attract audienceGdansk sunglasses – limited edition
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Simple ideas to attract audienceCool & catchy
ICCA Research, Sales and Marketing ProgrammeTwitter: #RSMP14
Simple ideas to attract audienceEWEA Flight simulator
#EWEAOFFSHORE
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Simple ideas to attract audienceGenius in its simplicity
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= Media attention
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Don’t miss networking possibilities
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You took notes… Now what?
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79% of leads die at the show
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Quick response is another opportunity to make good impression
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Learn from them
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Working in groups
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Another show is coming up. You know IOA President will be there…
A.How will you tryu to reach the Client? How will you prepare? Research? Will you contact local Ambassadors?
B. Once they manage to set a meeting - How will you run the meeting?
