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Gift wrapping exhibitor training
Christophe LanduytExpo-id, Belgium
UFI Focus MeetingBest Practices in Exhibitor Training
© 2007 Expo-id
Gift wrapping exhibitor training
• 1. The importance of upward migration• 2. Creating migration momentum• 3. What do exhibitors need to know?• 4. The trouble with trainers
Current situation: trade shows and general audience shows
TOP EXHIBITORS
FOLLOWERS - MASS
UNDERACHIEVERS
The importance of upward migration
The importance of upward migration
• Underachievers:
– Late booth reservation– Little services– Little visitor promotion– Little added value to the show
– Low ROI– Low satisfaction– Low fidelity to the show
The importance of upward migration
• Followers:
– Most services ordered on time– Average visitor promotion– Average added value to the show
– Most of the budget allocated to proper booth– Average satisfaction - average involvment– Relatively high fidelity to the show
The importance of upward migration
• Top exhibitors:
– Most services ordered on time– High visitor promotion (special events / niche targets)
– High added value to the show
– High budget, only part allocated to booth– High satisfaction - very high involvement– (Relatively) high fidelity to the show
The importance of upwards migration
• Upwards migration =
– More satisfied and more loyal exhibitors…– … with an increasing show budget– …who buy more services and– …actively promote the show with niche visitors– …and add to the shows pizzazz.
- Extra value for visitors…- …without having to pay through the nose.
The importance of upward migration
• How to communicate the urge of migration?
– Smaller companies: CEO - Owner
- Larger companies:Marketing executive
The importance of upwards migration
• How to create migration momentum?
– Gift wrapping training content reduces resistance and eases acceptance.
- Adapt training content, setting and timing according to exhibitor's needs and agenda.
- Different events => different target audience=> different training content=> different outcome
Creating migration momentum
• Technical & logistic briefings:
+ Low cost - easy to promoteLogical wrappingAt the right moment
- Level of participantsTime left until D-dayPerceived value
Creating migration momentum
• Dedicated training events:
+ Very intensive - excellent resultsBrand extension - exhibitor valueMotivated audience
- Likely to attract best of classNumber of attendeesAvailabilityTime consuming - expensive
Creating migration momentum
• Mixed (social) industry events:
+ Brand extension - brand continuityHigh attendance (eventually)Targeted audienceCommunity building
- Sandwiched training contentGradual administrationFallacy of perfection
Creating migration momentum
• Some Belgian samples:
– BOSTA: Paper Show Stand allocation meeting
– Fedagrim: Agribex Exhibitor Academy
– FISA: Batibouw Building Lunch
– TMAB: (ICT2day) Exhibitions work!
What do exhibitors need to know?
• First timers:– Often stuck in practical issues– How to read visitor statistics– Bridging the 2D-3D gap– Motivational issues - Team building
• Experienced exhibitors:– People related issues– Lead management– Result enhancement
What do exhibitors need to know?
• People related issues are the common denominator:
– How to compose a project team– How to staff my booth– How to brief/train booth staff
– What do visitors do at shows?– How to detect visitors' needs?– How to interact efficiently with visitors?
What do exhibitors need to know?
• Choose an attractive form to deliver content, adapted to the level and needs of the audience:
– Hands on– Recognizable– Light hearted
What do exhibitors need to know?
© 2007 Expo-id
What do exhibitors need to know?
© 2007 Expo-id
What do exhibitors need to know?
- Create easy to understand and easy to use formats for training content.
- Visualize your message.
- Use real life examples/ pictures.
- Repeat your message through different channels before and after the show.
- Measure the impact or create tools to do so.
The trouble with trainers
- Emerging demand and emerging (adequate) offer.
- Sales training vs. attitude training
- Shows are changing, most trainers not.
- New visitor-oriented approach
- Training trainers: who & how
© 2007 Expo-id - All rights reserved