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Time Tested Tips for Time Tested Tips for Tradeshow ExhibitingTradeshow Exhibitinggg
Presenters
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Marketing goals to be achieved through exhibiting
Sell something
Get leads
Investigate the competition
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Marketing goals to be achieved through exhibiting
Gather market research
Network with other exhibitors
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Marketing goals to be achieved through exhibiting
Build your company image
Feature something new
Connect with existing clients
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Identifying your target market
Demographics of current clients
Match your client base
Focus of businessFocus of business
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Cost
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The extras: the upsell
• Preconference mailing list ‐ how to use
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The extras: the upsell
• Advertisement in program book
• Inserts in bag
• Regular versus premium space
• Sponsoring a break
• Padding under carpeting
• Electricity
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Trade shows
Locating appropriate shows
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Locating exhibiting opportunities
Local
• Plaintiff bar: American Association of Justice (used to be ATLA)
• Defense bar: Defense Research Institute
• Bar association/ICLE
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Considerations for local shows
• Open or closed
• Location ‐ How far can you drive?
• Cost
• Number of exhibitors
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Considerations for local shows
• Duration and when you need to be there ‐half day, full day, multiday, annual meeting
• Interaction opportunities
d d• Expected attendance
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Types of programs that are good for legal nurse consultants
• Medical malpractice
• Personal injury
• Product liability
• Trial techniques
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National
• American Association of Justice‐ Location‐ Cost‐Waiting list/pointsg /p
• Defense Research Institute• Shipping your materials
‐ Timing‐ Cost‐ Lost materials
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Making arrangements to exhibit
• Contact to get on list
• Follow rules exactly
regarding signing up
• Signing up for space
versus space assigned
to you
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Making arrangements to exhibit
Finding the best space ‐ high traffic, near door, near food , near seminar rooms, corner spaces
Avoid ‐ dead end, edges of room, near competitors, blocked by columns, walls, near loading docks
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Equipment
Display units
Panels
Pop up
Fabric
Banner19
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Principles of Design
Design around a theme
Grab them with graphics
Keep text to a minimum
Place text at shoulder and head height
Use consistent colors30
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Handouts• Handouts ‐ folders, rack, single sheets, brochures, CDs, DVDs
• 15% will take your stuff
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Giveaways
Purposes
Promote
CommunicateCommunicate
Motivate
Recognize
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Giveaways• Giveaways ‐ (premiums) How to select
‐ Food
‐ Cost
‐ Quantity ‐ 15%
‐Weight
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Giveaways
‐Winners and duds
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Giveaways
• Giveways at exhibit ‐ where to keep?
• Barter
• Don’t ditch
• One giveaway you must never run out of
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Drawings
• Business cards
• Blank cards
• What to give
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Transporting the display unit
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Transporting the display unit
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Five Es of ExhibitingEngage
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Qualifying prospect
• Hot and NOT
• Hot ‐ partners, senior associates
• NOT ‐ judges, law students, paralegals
• How to qualify
• “I have a case…” ‐ listen, take notes, what does attorney need, next steps, when follow up.
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Five Es of Exhibiting
Excite
Educate
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Five Es of Exhibiting
Encourage
Exit
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Greet and engage
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Qualified Qor time waster
Close
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Trade Shows
Attire
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Staffing the Booth
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Booth protocol
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Selling tips
Eye contact
Numbers gameg
Enthusiasm
Product knowledge
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Selling tips
Use a script and lead lines
Stress benefits
Anticipate objections
Develop closing statements
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Security
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Post exhibit follow up
• Mailings, calls
• Take the long view ‐ one prospect turned into a client can pay for several shows
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Questions?
• Gary Bronga: [email protected]
• Pat Iyer: [email protected]
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Webinar Evaluation Form
Title: Time Tested Tips for Trade Show Exhibiting Instructor: Pat Iyer 1. How would you rate the instructor? Circle one: Excellent ___Good ___Average___ Poor Instructor: Gary Bronga 2. How would you rate the instructor? Circle one: Excellent ___Good ___Average___ Poor 3. Comments about this webinar: 4. What are your suggestions for future topics?
Contact hour form Name: Address: Street, City, Zip Circle the correct answer:
1. Which of the following is not considered desirable booth space A. Near the restroom B. Near the food C. Near a pillar D. Near the room entrance
2. The most lightweight display unit is: A. A panel B. A popup C. A banner D. A fabric unit
3. Which is not one of the 5 E’s of exhibiting? A. Entertain B. Exit C. Educate D. Encourage
Please return this form by fax to 908-806-4511 or by mail to Patricia Iyer Associates, 260 Route 202-31, Suite 200, Flemington, NJ 08822 or email to [email protected].
Schedule for a Trade Show Copyright 2011 Patricia Iyer Page 1
Schedule for a Trade Show
Twelve Months Ahead
♦ Determine the budget for exhibiting for the year. Consider these costs: o Display unit, if there is a need to buy one o Graphic design for new unit or to change existing one o Exhibit shipping, if out of state o Booth space o Mailing list cost o Advertising in program materials o Printing and postage for post exhibit mailing o Electrical service o Other accessories: (see “One Month Ahead”, below, for supplies) o Tips for bellman or cost of labor for installation and dismantling o Extras: table, chair, waste basket, cleaning, padding (extra cost or included?) o Out of office costs (lost income) o Airfare/transportation o Meals o Lodging o Giveaways o Door prize o Cost of assistant - employee? colleague? temp agency person?
♦ Contact target organizations to determine their seminar schedule. ♦ Determine the process for applying for space. ♦ If possible, attend the show to observe exhibit area, talk to exhibitors, number of attendees, and match for your audience.
Six to Twelve Months Ahead
♦ Reserve your space and send in deposit if required. ♦ Provide names of booth personnel, if known, for name badges. ♦ Reserve the booth space. Avoid:
o Near entrance door in winter o Dead end aisle o Behind a column o Loading docks and freight doors o Late set up areas o Placement near competitors o Dark hallways
♦ Find desirable areas near:
Schedule for a Trade Show Copyright 2011 Patricia Iyer Page 2
o Registration o Entrance or exit o Hospitality areas o Seminar rooms o Corners
Four to Five Months Ahead ♦ Decide if you are going to do a pre-show promotion. If so,
o Develop a theme. o Determine if you will do a direct mail, press releases, or pre-show advertising.
♦ Create or evaluate your display unit. Look for these elements: o Prominent name and type of business at top of display unit o Clear sales message o Easy to read fonts o Coordinated cohesive messages o Attractive attention grabbing graphics o Attractive theme o Lighting
♦ Decide on giveaways. ♦ Make a checklist of items that need to be ordered, and order early. ♦ Select exhibit staff.
Three Months Ahead
♦ If purchasing advertising space in exhibit materials, get ad ready. ♦ Order door prize. ♦ Select and order giveaways. ♦ Review exhibitor packet, if any, for set up times, break down times and any special rules. ♦ Make hotel and travel arrangements, if out of state. ♦ Finalize the theme and marketing messages. ♦ Send out press releases or update website to state you will be at the show.
Two Months Ahead
♦ Train booth staff in sales strategy, dealing with questions and objections. ♦ Prepare print materials. ♦ Finalize all services for event and order them. ♦ Schedule installation and dismantling services if necessary.
Schedule for a Trade Show Copyright 2011 Patricia Iyer Page 3
One Month Ahead
♦ Confirm all ordered items are on schedule. ♦ Hold a second training session to review script of presentation to prospects. ♦ Set up the display unit and have others review for functionality. ♦ If shipping display unit and accessories, confirm date of shipment and delivery. ♦ If doing a pre-show mailing or promotion, implement plan. ♦ Make check list of items to take to show. Consider these supplies:
o Table cover o Bowl for cards o Plain cards for prospects without cards o Candy and bowl o Sample reports o Extension cord o Power strip o Pens o Brochures o Velcro if using adhesive signs o Giveaways o Door prize o Lights o Literature racks o Signs o Display unit o Bottle water o Cough drops o Mouthwash and mints o Chapstick o Tylenol o Confirmation of plane reservations o Hotel and car rental confirmations o Exhibitor kit o Cell phone charger o Lanyard for name badge o Luggage cart if will need to move own boxes
Two Weeks Ahead
♦ Pack supplies. ♦ Have bills for tipping doorman and bellman, if in a hotel.
Schedule for a Trade Show Copyright 2011 Patricia Iyer Page 4
At the Show Before Opening
♦ Pick up name badges and check for accuracy of spelling ♦ Confirm arrival of display unit, equipment and services, if applicable. ♦ Allow sufficient time to set up display unit. ♦ If setting up night before, store all items under table until 30 minutes before prospects are set to start arriving. ♦ Complete pre-show briefing and review criteria for a successful show.
During the Show
♦ If a multiday show, review progress and organize leads each day. ♦ Remove business cards from drawing bowl each day. After The Show ♦ Make arrangements for shipping the leftover materials and equipment, if applicable ♦ Write thank you notes. ♦ Hold meeting with booth personnel and brainstorm areas for improvement. ♦ Neatly pack exhibiting material, clearly label it and put away. ♦ Obtain attendance list and do post show mailing.