2. Our Mission Today Introductions Tradeshow strategies to improve your ROI Why What How Q & A
3. Trade Shows – The Attraction Ranks #1 in Social Networking 77% of visitors have some kind of buying power 79% of visitors will be new 2/3rds of exhibits are pre-selected 50% of exhibitors set no objectives Source: Center for Exhibition Industry Research (CEIR)
19. Key Strategic Questions Why are you exhibiting? Who is your target audience and will they attend? What message do you want to communicate? What is your measure for success? Who is accountable and responsible?
39. Other…“We are a recognized innovative leader amongst our customers and competitors, offering the most efficient products in the market today, winning numerous industry awards for our R&D efforts.”
47. Pre-show Promote E-mail Website Social Networking Direct mail Telemarketing Press releases Newsletters Segment customers/prospects into rank Special invitations to “A” 1-1 with SME, Top Execs, etc Invitations to meals Hosted function 14
48. At-show Staff prepared Promotions Show wide i.e. hotel room key cards Sponsor an event In exhibit i.e. drawings linked to pre-show promotions Social networking i.e. Twitter about SME presenter or panel experts Use of lead card – ask a few key questions Register for drawing Limited collateral for targeted follow up
49. Post-show Unpack and Relax? Research shows that up to 80% of leads are never pursued! Accountability & responsibility Follow up promptly Target on captured Key Data Measure results
50. Measurement tools Some quick measurement tools: Year over year trade show comparisons on leads, visitors, individual meetings, booth sales. Predictive Sales = # Opportunities X avg close rate X avg sales Cost savings = Compare show cost # key customers/prospects meetings to Total Cost of visiting these key accounts individually Met other critieria: i.e. found new strategic partner, new distribution partner, R&D product or development idea…
53. The majority of attendees possess buying power and have predetermined which exhibitors they will be visiting
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55. How can we determine if our target market will be attending the show so we can take advantage of their purchasing power and ensure we are a company they want to meet?
