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The Value of Trade Shows
Michael Thimmesch
Director of Lead
Generation andIndustry Relations
Nik Fradgley
Sales Management
Trainer and TradeShow Manager
White Paper research
report from: Skyline Exhibits EXPO magazine
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The Value of Trade Shows: Agenda
1) Why & How Exhibitors Value Trade Shows
2) Why & How Attendees Value Trade Shows3) How Exhibitors are Improving Performance
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Twitter: @SkylineExhibits
Please include us in your tweets about the webinar
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Relax! We will email you
links to: A .pdf of the presentation
slides A recording of this
webinar session
A Note About Note Taking
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1) Why & HowEXHIBITORSValue Trade Shows
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We Asked Exhibitors
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Will Trade Shows be a Critical Part of YourMarketing Over the Next 5 Years?
Source: Skyline Exhibits and EXPO magazine
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Could Not Exhibiting Negatively ImpactFuture Organizational Performance?
Source: Skyline Exhibits and EXPO magazine
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How Valuable is Exhibiting to YourOrganization?
63% Extremely orVery Valuable!
ExtremelyValuable
VeryValuable
SomewhatValuable
Not TooValuable
Not at AllValuable
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
20%
43%
32%
3%1%
Source: Skyline Exhibits and EXPO magazine
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Why Do You Exhibit at Trade Shows?
Exhibitors gave the following reasons:
Source: Skyline Exhibits and EXPO magazine
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Leads From New Buyers and Prospects
Source: Skyline Exhibits and EXPO magazine
72%
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Photo credit: http://www.flickr.com/photos/tresbienshop
Industry Relationships or Partnerships
Source: Skyline Exhibits and EXPO magazine
70%
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Photo credit: http://www.flickr.com/photos/terinea
See Current Clients
Source: Skyline Exhibits and EXPO magazine
65%
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Photo credit: http://www.flickr.com/photos/georgiapeanuts
Network With Colleagues a/o Vendors
Source: Skyline Exhibits and EXPO magazine
58%
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Because Our Competition is There
Source: Skyline Exhibits and EXPO magazine
54%
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Photo credit: http://www.flickr.com/photos/tobvx
Support the Industry or Association
Source: Skyline Exhibits and EXPO magazine
52%
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Photo credit: http://www.flickr.com/photos/isutka
See Many Buyers at One Time
Source: Skyline Exhibits and EXPO magazine
52%
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Why Exhibitors Exhibit at Trade Shows
Source: Skyline Exhibits and EXPO magazine
88% Raise awareness of company and brand
72% Leads from new buyers and prospects70% Industry relationships or partnerships65% See current clients
58% Network with colleagues a/o vendors54% Because our competition is there52% Support the industry or association
52% See many buyers at one time8 reasons that over 50% agree with!
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What value do you get exhibiting at tradeshows that you dont get anywhere else?
Type your answer in your question box.
Source: Skyline Exhibits and EXPO magazine
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2) Why & HowATTENDEESValue Trade Shows
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We Asked Attendees
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Are Trade Shows Essential for ComparingProducts and Meeting Suppliers?
Source: Skyline Exhibits and EXPO magazine
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When Do Attendees Purchase From at LeastOne Exhibitor They Visit?
Source: Skyline Exhibits and EXPO magazine
Immediate Less than3 months
Less than6 months
Less than9 months
Less than12 months
More than12 months
DontKnow
45%
40%
35%
30%
25%20%
15%
10%
5%
0%
16%
41%
16%
5% 4%2%
17%
73% purchase inless than 6 months
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Will Trade Shows be Critical to ProductSourcing and Buying Over the Next 5 Years?
Source: Skyline Exhibits and EXPO magazine
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How Valuable is Attending Trade Shows toYour Organization?
Source: Skyline Exhibits and EXPO magazine
ExtremelyValuable
VeryValuable
SomewhatValuable
Not TooValuable
Not at AllValuable
60%
50%
40%
30%
20%
10%
0%
20%
53%
24%
3% 0%
73% Extremely orVery Valuable!
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Do You Expect the Number of Shows YouAttend to Change Over the Next 2 Years?
Source: Skyline Exhibits and EXPO magazine
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Why Attendees Attend Trade Shows
Source: Skyline Exhibits and EXPO magazine
92% See new products
78% Keep up to date on industry trends/issues75% See many companies at one time67% See existing suppliers
67% See specific company(s) or product(s)65% Network with colleagues and/or vendors60% Industry relationships or partnerships57% See product in person that were reviewed online52% Get technical information or specifications
9 reasons that over 50% agree with!
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Actions Taken by Attendees at Trade Shows
Source: Skyline Exhibits and EXPO magazine
63% See a product demonstration
58% Talk to technical employees53% Talk to sales employees47% Talk to senior management
44% Ask for a price quote44% Attend an exhibitors special event37% Attend educational session(s)32% Participate in meetings28% Place an order25% Request a sales visit
Can they do this
in your exhibit?
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How Can Exhibitors Stand Out andCapture Attention?
Attendees recommend the following
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Quality Booths and Displays
Source: Skyline Exhibits and EXPO magazine
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Informed Booth Staff that Make Eye Contact
Source: Skyline Exhibits and EXPO magazine Photo: ThinkGeoEnergy http://www.flickr.com/photos/thinkgeoenergy
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Educational Presentations
Source: Skyline Exhibits and EXPO magazine Photo credit: http://www.flickr.com/photos/jsutka
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Product Demonstrations
Source: Skyline Exhibits and EXPO magazine Photo credit: http://www.flickr.com/photos/jasonbain
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New Products
Source: Skyline Exhibits and EXPO magazine Photo from InterBike: http://www.flickr.com/photos/interbike
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Have Products In Exhibit
Source: Skyline Exhibits and EXPO magazine Photo credit: http://www.flickr.com/photos/toolstop
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Advance Invitations
Source: Skyline Exhibits and EXPO magazine
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Schedule Meetings
Source: Skyline Exhibits and EXPO magazine
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How is your organization improving yourexhibiting results at trade shows?
Source: Skyline Exhibits and EXPO magazine
Type your answer in your question box.
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Most Commonly Mentioned Themes
Source: Skyline Exhibits and EXPO magazine Photo credit: http://www.flickr.com/photos/toolstop
Improved focus on lead management and follow up
New or improved exhibit Booth staff training and selection Better pre-event planning Increased or improved pre-show marketing Better marketing
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Improved Lead Management and Follow Up
Source: Skyline Exhibits and EXPO magazine
Before the Show
Establish a process; learnfrom competitors Rent lead scanners when
offered Set up a CRM or
marketing database Require the sales team to
staff the booth
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Improved Lead Management and Follow Up
Source: Skyline Exhibits and EXPO magazine
At the Show
Train staffers to pre-qualify leads on the spot Electronic data retrieval of
visitors Capture more lead data at
show
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Improved Lead Management and Follow Up
Source: Skyline Exhibits and EXPO magazine
After the Show
FOLLOW UP!
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Immediate follow up Following up quickerFollow up email blastProcess for follow-up Better lead follow-up Organizing follow-up Faster follow up on leadsBetter lead follow-through closureMore follow-up by the sales forcePost-show follow-up Improving lead follow-up process internallyBetter sales follow-up Following up after the showWe follow-up on leads much fasterFollowing up consistently using a processCloser follow-ups Emphasizing following up on leads immediatelyBetter lead follow-up techniquesFollow up with client after the eventImmediate follow-up after the close of each show
Source: Skyline Exhibits and EXPO magazine
Improved Lead Management and Follow Up
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Improved Lead Management and Follow Up
Source: Skyline Exhibits and EXPO magazine
After the Show
Personal contact toqualified leads and clients Assign leads to sales reps
and monitor progress Train how to close more
sales Better recording and
reporting of leads More creative follow-up
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New and Improved Exhibit
Source: Skyline Exhibits and EXPO magazine
New Exhibit Properties
Better looking, upgraded,more professional display Updated graphics, visuals,
image and artwork Better booth materials and
A/V equipment (LCDs) Green materials
More portable and flexibleoptions
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New and Improved Exhibit
Source: Skyline Exhibits and EXPO magazine
Better Design
Better branding, betterdesigns Greater presence and
heightened visibility Simplified, more focused
brand and exhibit Combining different
product lines
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Booth Staff Training and Selection
Source: Skyline Exhibits and EXPO magazine
Booth Staff Training Train staff to make sales,
not sit behind a table More qualifying, taking
better leads Training to do demos Train staff to talk just
enough, not too much
Lead/appointment targets Show more work examples More personal approach
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Booth Staff Training and Selection
Source: Skyline Exhibits and EXPO magazine
Booth Staff Selection Using sales personnel
rather than office personnel Sending more experienced
people Knowledgeable staff Larger staff Bilingual staff
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Better Pre-Event Planning
Source: Skyline Exhibits and EXPO magazine
Pick, train, or hire someonededicated to trade shows
Better organizing activitiesboth pre-show and follow up
Written procedures Sales and Marketing set
trade show goals together Thinking through the details
beforehand Created show kits for sales
force for regional shows
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Increased or Improved Pre-Show Marketing
Source: Skyline Exhibits and EXPO magazine
Pre-show email, direct mail,and prospecting
Better pre-show invite list Different giveaways and
traffic builders More show specials Arrange more meetings
prior to the show
Spending on sponsorships Speaking at show, articles in
industry magazines
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Better Marketing
Source: Skyline Exhibits and EXPO magazine
Providing more of whatthe customer is interestedin & new in the industry
Focus on brand andmessage
Integrated marketingplans trade shows aspart, not the whole
Take advantage of asmany networkingopportunities as possible,not just in the booth
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Better Marketing
Source: Skyline Exhibits and EXPO magazine
Focusing on exact targetmarket attendees
Exhibiting new productlines or popular products
Updated marketing
materials, expandingevent collateral
Doing something with theshow educationally
Creativity
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Lets Review
Source: Skyline Exhibits and EXPO magazine
Why & How EXHIBITORS Value Trade Shows 91% of exhibitors agree trade shows will be a critical
part of their marketing over the next 5 years 63% agree trade shows are extremely or very valuable
to their organization Trade shows raise awareness, generate leads, create
and strengthen partnerships and allow exhibitors to seeclients, buyers, colleagues and vendors
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Lets Review
Source: Skyline Exhibits and EXPO magazine
How & Why ATTENDEES Value Trade Shows 91% of attendees agree trade shows are essential for
comparing products and meeting suppliers 73% of attendees organizations make purchases within
6 months after visiting at least one exhibitor In one place, attendees can see new products, industry
trends, companies, suppliers and colleagues
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Lets Review
Source: Skyline Exhibits and EXPO magazine
How Exhibitors are Improving Performance Better lead management and lead follow up New and better designed exhibits Better staffing, planning and pre-show marketing
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Provider of free trade show education
Live seminars BlogE-Newsletter White Papers
Your Presenter
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Whats Working In Exhibiting
32-Page research report
Best practices in trade showmarketing
How exhibitors are: Increasing results Stretching budgets
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Q&A
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An Exclusive Industry Analysis by
More information:
Web: skyline.comBlog : skylinetradeshowtips.comTwitter: @skylineexhibits
Thanks for Attending!
2011, Skyline Exhibits and EXPO/Red 7 Media, LLC