This document provides guidance for companies on participating in trade shows during an economic recession. It outlines challenges such as tight budgets and reduced travel. However, it argues that companies should still attend key trade shows to maintain relationships with customers and learn about competitors. It then offers tips on selecting the right shows, setting objectives, reducing costs through better planning, and measuring return on investment to justify trade show spending to management.
3. What are the Challenges?
We are in a recession
Marketing spending is tight
You need to justify every dollar of spend
Management does not understand the return
from events
Non-Critical travel is limited
Tradeshow attendance is down
4. Why you must be out there
Your competition probably is
Customers/Prospects who can buy still need to
meet you
If you go dark, your customers assume the
worst
– Your competition will make sure they know it
And the best reason…2010
5. What you need to do now
Select the best shows for your organization
Determine your event objectives for today’s
environment
Work Smarter to reduce costs
Measure the return on your events
Sell to the decision maker
6. Selecting the Right Shows
“Just keep doing what we have been
doing”
Determine shows you should be at
1. Match shows to marketing objectives
2. Talk to your customers
3. Review the universe of shows
4. Evaluate opportunities
5. Make decisions
Annual evaluation/Online tools
7. Dive Deep with Show
Management
Past year total and net attendance
Past and upcoming show exhibitors
Who is attending?
– Titles
– Companies
Educational program
Cost per sq ft
8. What are my objectives?
Take into account the current
economic environment
Layout the quantifiable objectives
Gain agreement on qualitative
objectives with team
Plan in advance and ensure your
systems are up to the task
9. Setting Goals
A goal
– I want to generate a lot of new customers
from the show
A SMART Goal
– I want to generate 100 new leads at the show
and convert 10 of them into new customers by
the end of the year
Specific
Measurable
Agreed upon
Realistic
Time bound
10. Measurable Objectives
Total Leads
– Qualified Leads
– Cost per Lead
Sales at different intervals
– At show
– 1 month
– 3 month
– 6 month
– 1 year
Have basis of comparison
– Benchmark to industry
– Benchmark to other sales tools
– Historical
11. What else?
Establish/reinforce brand positioning
Publicize new promotional message
New Product Intro
Learn about competitors
Current customer relations/sales
Networking within the industry
Collect feedback from current customers
Advance existing pipeline
PR opportunities
12. How do you work smarter?
What is the total cost of show participation
What are your key cost drivers?
Can you change your work habits?
How much space do you really need for your booth?
15. Break Bad Work Habits
Last minute=Higher Cost
– Rush charges from suppliers
– Shipping charges
– Overtime I&D/Drayage
Lower weight=lower cost
– Shipping decreases
– Drayage decreases
Question everything…
16. Matching your Booth to Your Objectives
Right-Size your booth to your needs
– Meetings
– Demonstrations
– Product Showcase
What are you communicating?
– Message
– Market Strength
– Positioning
17. Does Renting Make Sense?
Need a new booth, but don’t have budget?
How many shows?
Want to try before you buy?
Do you have custom needs?
18. Going Green Doesn’t Have to
Cost a Lot of Green
Green is not a fad
Focus on practical green
– Cost effective green that doesn’t
compromise
19. Increasing Trade Show Return
It’s Easy!
– Reduce costs of attending trade shows
– Increase revenue attributed to trade shows
Reality is much more complicated
– How do you give a value to soft benefits?
– How do you track it all?
– Are all leads worth the same to the organization?
– How do you reduce costs with out affecting
performance?
21. What was the show ROO?
Define specific objective for attending
a show
Weight the objectives in terms of
importance
Attach a metric to each objective
Rank metrics based on importance
Score each show on common scale
23. Was the show a success?
• Perform a post show evaluation
Did it meet or exceed your goals?
Did the ROI make sense?
How strong other benefits?
Brand Awareness
Competitor Insight
Customer Retention
Networking
Feedback
24. How to sell it to management?
Clearly define ROO vs. ROI
Measure it
– Web traffic landing page
– Pre/post show surveys
Focus on the facts
– Quantifiable Results
– Measurement against Objectives
25. Not just a budget line…
Invite managers to show
– Set up meetings with top influencers
– Arrange speaking engagements
Send updates from the floor
Post show write up
Do a face-to-face annual review
– Before budget time
27. Now, get out there…
Follow us on Friend us on
Thank You!
Search for “Go Green Displays”
Search for “Gogreendisplays”
Gary Survis
Garys@GoGreenDisplays.com
732-602-7799
www.FirstTradeShow.com
www.GoGreenDisplays.com
28. Thanks…
–Follow us on –Friend us on
–Search for “Gogreendisplays” –Search for “Go Green Displays”
–www.GoGreenDisplays.com
–732-723-7799
–RizwanI@GoGreenDisplays.c
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