SESSION 31116 How to Grow Your Brand: Incorporating ... - Exhibitor Online€¦ · coincide with...

SAVE THIS HANDOUT - REQUIRED STUDY MATERIAL FOR THE CTSM EXAM

C T S M R E Q U I R E D S E S S I O N

SESSION 31116

eTrak Online Session | DECEMBER 6, 2016 | 2PM ET, 1PM CT, Noon MT, 11AM PT

How to Grow Your Brand:Incorporating Brand Marketing into

Your Exhibit ProgramSCOTT LEECH

All Materials Copyrighted by EXHIBITOR Magazine / Scott Leech© 2016 Rochester, MN

PRODUCED BY EXHIBITOR MEDIA GROUP

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PREFACE

The course concept, manual and the instruction offered were created by the instructor and have been designed to coincide with and support a multi-media lecture presentation. Wide margins will enable the session participants to take notes or jot down questions which will be addressed during open discussion periods throughout the presentation. It provides the participant with a basic working knowledge of brand managment principles and how to use them in exhibit marketing. This manual does not purport to be complete, nor is it intended to specifically endorse or support the products or services of any manufacturer, supplier or service provider. Important source information has been denoted throughout the text to call readers’ attention to additional information relating to the specific topics discussed. CEUs are available upon successful completion of this session program. Visit the CTSM service desk for additional information and details.

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ABOUT THE INSTRUCTOR Scott Leech Senior Partner BrandSpeak Communications [email protected] Scott Leech knows audiences. When he's not in front of one, he's strategizing how clients can attract and impress them. With over 20 years' experience creating and producing live events, Scott combines fundamental and effective communication strategies with a deep knowledge and passion for the most cutting-edge technology. A native of Nebraska, Scott enjoys red meat and knows that life stops on Saturday afternoons for Husker football. He's also a fanatic follower of live music and local theater. Scott is also an accomplished public speaker, conducting workshops and speeches around the world for such clients as Emerson, American Advertising Federation, Pella and the US Army. Topics include understanding and tapping the creative process, brand marketing, exhibit marketing strategy, exhibit staff training and team-building.

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TABLE OF CONTENTS

Preface .................................................................................................................... 2 About the Instructor ................................................................................................. 3 Essential Learning Components .............................................................................. 5 Purpose ................................... 6 Agenda .................................................................................................................... 7 Part ONE: Why Brand Matters ......................................................................... 7 To Your Business ................................................................ 8 To You ................................................................................. 8 Part TWO: How Does Exhibit Marketing Fit? .................................................... 8 Definition of Brand ............................................................... 9 Impact Map ........................................................................... 9 Key Issues for Exhibitors ..................................................... 10 Part THREE: Getting Started ................................................................................. 11 ` Identify Key Roles ............................................................... 12 Key Characteristics of Your Brand ....................................... 12 Determine Event Brand Goals ............................................. 14 Part FOUR: Produce the Experience .................................................................. 21 Exhibit .................................................................................. 21 Team .................................................................................... 26 Media & Presentations ........................................................ 28 Integrated Marketing ........................................................... 34 Part FIVE: Measure Your Success ................................................................... 37 Review: ............................................................................................. 39

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ESSENTIAL LEARNING COMPONENTS The Essential Learning Components listed below represent the main learning objectives of the session: How to Grow Your Brand: Incorporating Brand Marketing Into Your Exhibit Program (CTSM Required).

1.0 How to use your brand – your organization’s brand is important to your business and your professional life. A clear understanding of why brand is important will help leverage your programs’ efforts toward growing your brand.

2.0 How to position exhibit marketing within the greater realm of organization-wide

brand management. 3.0 How to recognize the key characteristics of your brand, where you can uncover

that information, and how to address these issues in your programs. 4.0 How to integrate brand goals with your traditional measurement activities such

as number of leads to further reinforce the success and importance of your programs.

5.0 How to use brand goals to help determine what type of exhibit structure best

suits your strategy for managing customer perception. 6.0 How to leverage your greatest brand asset, your exhibit staff – clearly defining

brand roles within your team is critical to harnessing your living brand. 7.0 How to bring your brand to life in the spotlight – supporting media and

presentations say as much about your brand aspirations as your exhibit and can often have incredible impact on audiences.

8.0 How to measure program success in terms of brand results, customer reaction,

and the process you followed to make it all happen.

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Purpose

Brand is too often left to the advertising agencies to manage and grow. Events and tradeshows are the front lines of brand building and Exhibit Managers should be leading the charge. This session is designed to explore how exhibit manager’s can take a more active role in building their company’s brand and therefore be more valuable to their organization.

Part ONE: Why Brand Matters

Part TWO: How Does Exhibit Marketing Fit?

Part THREE: Getting Started

Part FOUR: Produce the Experience

Part FIVE: Measure Your Success

Agenda


•  To Your Business•  To You

This section will address ELC #1

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Most efficient & cost effectivebusiness development strategy

I. To Your Business


A.  Process and partners easier to manage

B.  Stronger positioning of results

C. Speaking in terms management understands andappreciates

II. To You


•  Definition of Brand•  Impact Map•  Key Issues for Exhibitors


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Brand is the collective perception held by the consumer of the total experience related to doing business with an organization or consuming a product or service.

I. Definition of Brand


II. Brand Impact Map


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III. Key Issues for Exhibitors


A.  Consistency B.  Commitment

We don’t create brands we translate them.

a.  Awareness b.  Understanding c.  Acceptance d.  Loyalty

1. Brand Association Process

A.  Consistency


Brand Awareness = Recognition of Brand Brand Loyalty = Commitment to Brand


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A.  Consistency

B. Commitment



1. Understanding commitment

~ Dictionary definition: To pledge or assign a particular course.

~ Psychological definition: A powerful, emotionally-based state sparked by rational connections.

~ Combined definition: A powerful emotional state of belief rooted in rational evidence toward a particular course.


•  Identify Key Roles •  Identify Key Characteristics of Your Brand •  Determine Brand Goals

This section will address ELC #3 & 4

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I. Identify Key Roles

A.  How specific brand roles relate to exhibit program 1.  Brand Champion - resource

2.  Brand Steward - you and your management team

3.  Brand Builders - your staff, vendors and partners


II. Key Characteristics of Your Brand


Products: Mutual Funds, bonds, insurance Services: Personal Wealth Management Benefit: Providing for future needs

Example:

RBC Wealth Management

This example is for illustration only

A.  What does your business do/key products and services and their benefits?

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B. What’s your position in the marketplace? 1.  Leader, best value, innovative

2.  How do you go to market?

(Direct sales, distributors, on-line)

3.  Who are your customers?




C. Image vs. Identity 1.  Image based on customers’ perceptions

2.  Identity is your aspiration for your brand

(Don’t confuse brand identity with corporate identity)


B. What’s your position in the marketplace?


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Brand Identity (Internal)

Brand Image (External)

Knowledgeable Accountable Fun Customer-centric Creative Dynamic Strategic Process-oriented Stable Motivated Experienced Passionate Confident

Knowledgeable Results oriented Fun Customer oriented Flexible Traditional Non-Strategic Not process-driven Stressed Rushed Steady Expensive Quiet

Brand Audit Example

III. Determine Event Brand Goals

A.  Launch a brand

B.  Build an existing brand

C. Secure your brand in mature markets


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1.  Build initial awareness

2.  Begin to establish your space in the market

Your focus will be on emotional values. This is about getting attention and leaving an impression.

alchimer •  Build awareness of

1st product •  Creating a buzz about

technology

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Rational evidence plays a more crucial role because you need to more than simply grab attention, you need to differentiate your organization s value from the competition.





1.  Differentiate

2.  Support new understanding of your brand

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FARGO Electronics • Shift how security is viewed• Differentiate through process

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Pella Corporation •  Focus on relationship with builder

•  Differentiate through innovation



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C. Secure your brand in mature markets



1.  Driving customer commitment

2.  Focus on customer s relationship with brand

Now is the time to focus on the little things that will help reinforce your company as a good choice. We are shifting back to emotional values.

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Part 4: Produce the Experience

•  Exhibit •  Team •  Media and Presentations •  Integrated Marketing

This section will address ELCs #5, 6 & 7

A.  Environment affects perception 1.  Balance of emotional & rational

I. Exhibit


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A.  Environment affects perception 1.  Balance of emotional & rational

2.  What is your brand identity and how does your environment drive that perception

a)  Established, new, innovative, traditional

I. Exhibit


Images courtesy of Star Exhibits & Environments

Exercise: What do you think about when you see these exhibits?

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A.  Environment affects perception

B.  Map the experience - design to fit 1.  What is the desired outcome and the steps to get the

attendee to that outcome

2.  Audience Interaction Path a)  Engage b)  Qualify c)  Drive

I. Exhibit


B. Map the experience - design to fit

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Guest Approaches Concierge

Qualify

Tier 1?

Pass off to BDI

Qualify 10-min. overview

Meeting Scheduled?

Escort to Hospitality

B. Map the experience - design to fit

A.  Agencies (advertising, exhibit house, PR)

B.  Internal 1.  People want definition: define their role in brand building

2.  Training critical

• brand has value

• everything affects the brand

• specific behaviors reinforce the brand

II. Team


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EXPERIENCE

1. Facilitate an experience driven by the attendee’s needs and challenges by having meaningful interactions.

2. Increase attendee length of visit through “needs-based” bridging to exhibit areas.

BRAND

3. Frame all discussions within benefits of The Power of Yellow and define Pella as a partner who will help builders grow their businesses.

Your role expands to include: Listener, interviewer, colleague, counselor, consultant

More extensive driving to exhibit areas

A new way of interacting with and speaking to guests

Example

Skills for Successful Exhibiting Success is determined by:

•  how you interact with guests

•  speaking to their core motivators

•  providing a personalized yet common experience

Your Role: Informed, Welcoming, Accommodating Host

1. Engage 2. Qualify 3. Drive

Part FOUR: Produce the Experience Example

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A.  Stand alone media

B.  Theatrical presentations

C. Product demonstrations

III. Media and Presentations


A.  Stand alone media 1.  Effective for consistent messaging

2.  Can still engage an audience



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Touchscreens

iPad

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B.  Theatrical presentations 1.  Effective at telling brand story 2.  Should be designed to connect with customers’ lives 3.  Limited applications that work

– Audience often is determining factor – Brand goals primarily focused on Awareness



Stage

Ultradent Products, Inc • Dental Industry Show

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Ecolab Worldwide Food Expo

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B.  Theatrical presentations

C. Product demonstrations 1.  Brings obvious value - keeps it real

2.  Still needs to connect to customer’s world



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A.  Events are immersive brand experiences

B.  Advertising sets the stage

C. PR builds acceptance (Remember that on-site PR is not focused on attendees)

IV. Integrated Marketing


IV. Integrated Marketing


Tip: Keep the show alive on the web

Emerson – YouTube-like Interviews Pella – Experience IBS

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Campaign used consistently throughout

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Guidelines for Social Media 1) Be authentic

• Have something to say • Give a reason for people to engage

2) Set realistic goals • This is an element of the campaign

3) Commit to it • It is OK to get your feet wet

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Part 5: Measure Your Success

•  By Results •  By Reaction •  By Process


A.  The statistical analysis of event (leads, sales, impressions, relationships)

B. Report in brand terms


I. By Results

1.  Use existing reports

2.  Position results related to brand goals

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A.  Environmental/anecdotal analysis of event

B.  Survey brand impact 1.  Management/staff reaction

2.  Attendee reaction - Add brand related questions to your surveys (in booth and post show)

3.  Peer reaction

II. By Reaction


I. By Results

A.  Did you follow the plan? Did it generate the result you expected?

B.  How will plan continue? (No longer an annual theme)


III. By Process

II. By Reaction

I. By Results

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1. Brand Matters

2. Set brand goals

3. Understand your team’s roles

4. Manage customers’ perceptions in the experience

5. Report in brand terms

Review

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SESSION 31116 How to Grow Your Brand: Incorporating ... - Exhibitor Online€¦ · coincide with...

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