How to Supercharge Your Tradeshow Performance

Event Marketing
Strategy x F³
(973) 686-9393http://exhibitCraftNJ.com

What is Event
Marketing?
Event Marketing is the opportunity to put your best
asset, your people, in front of your most desirable goal
– new customers.
You’ve made the first step by committing to attend the
show…now let’s make an impact!
What types of events do you and your company go to?

Why Market at an Event?
In order to make trade shows a powerful dimension in your company’s overall marketing
plan, there must be total alignment between the strategic marketing and your exhibit
marketing plan. Know what you wish to achieve…
o Increase market share with existing users;
o Introduce new products/services into existing markets or into new markets;
o Or introduce existing products/services into new markets...
Build upon these ideas. Integrate your intentions through staff training & building a well
communicated plan.
Reasons
Branding Messaging Positioning

Define Your Brand
Messaging and imagery will define your
brand. Make your investment count when
considering an event marketing company
and display. Make your logo, message,
and design “speak” to your target market!

Define Your
Message
Build upon your objective and incorporate your message into
your marketing. Make your message prominent through logo
positioning, tagline statements, product/service offerings, onsite
demos, promote your website & phone information, and create
targeted messaging in your collateral that suits your event
needs.
o Before the show – invite & mention the event to your market.
o During the show – promote your booth – draw a crowd!
o After the show – continue the message – follow-up!
Trade Show Attendees Profile

Positioning
Market position is crucial. Create a well-branded
environment with creative imagery and messaging
that positions your company in a way that persuades
your customers to visit your space.
You have 3 seconds to catch your audience’s attention!
Branding + Messaging = Positioning
Rolles Royce & Robertet

Display Design
Options
Incorporating your strategic objectives &
design into:
 Renting
 Leasing
 Purchasing

Renting
o Affordable
o Easy
o No Storage
o No Maintenance
o Great Presence
o Match $ and $
Croton

Your Investment
under $600
Strategic messaging and imagery.

Your Investment
under $1,500

Your Investment
under $2,500
Upgrade with a Kiosk!

Your Investment
under $7,500

Your Investment
…and Beyond

F³ Basics
 FUN
 FREE
 FOLLOW-UP… the 24 hour rule!

FUNeveryone wants to have it!
 Train Your Staff & Coordinate Attire
 Interactive Client Environment – Appeal to All Senses
 Be Different from Your Competition
 Get Staff Excited About the Show!
 Entertain in Your Booth
 Demos & Show them What’s New
 Workshops & Mini-Seminars
 Interactive Multimedia that’s Entertaining!

FREE
 Promotional Items
 Coupons
 Drawings
 Entertainment
 Food/Beverage
 Samples
 Information – What’s in it for them?
 What’s New & Exciting?
What do you use at your events?

FOLLOW-UP
 Capture Your Lead Information
 Ask Qualifying Questions & Make Notes
 Have a system in place to call your leads within 48 hours
 of the show! Stay in touch and keep them in the
 database. Refer to something you learned about them at
 the show.
 Track Lead Progress & Sales to Understand Your ROI
 Lead Results Will Help Determine Next Year’s Efforts
…like crazy! This is why you go to the show!
PNY / GRAYHAIR (973) 686-9393http://exhibitCraftNJ.com

SUMMARY
 Why Market at an Event?
 Branding, Messaging & Positioning
 Your Investment – How to Display Your Company
 F³ Factor – Fun, Free & Follow-Up

Now, let’s talk about
how to PLAN and
make it a great show.

PRE-SHOW
8-10 Months
 Budget
 Select Show
 Contract Space
 Budget
 Preliminary Plan
 Preliminary Profile of Team
 Hotel and Travel Reservations

PRE-SHOW
5-6 Months
 Coordinate Advertising /
Sales/Marketing Departments
 Identify Target Market
 Identify Products and Services
 Start Booth Design**
 Plan “The Show”
 Set Goals **

PRE-SHOW
2-3 Months
 Finalize “The Show”
 Finalize Booth Design / Begin Production
 Submit Show Forms
 Select Booth Staff/ Schedule Meeting
 Press Releases, Pre-show Marketing
 Plan Literature and Giveaways
 Plan the “Pitch”
 Confirm Goals

PRE-SHOW
1 Month
 Set-up Exhibit / Dry Run
 Staff Meeting / Training
 Written Plan to all Staff
 Confirm Hotel / Travel
 Pre-show Mailing
 Targeted “Hit-List”
 Pre-show Tele/Social marketing, Appt Setting
 Finalize Literature / Product
 Booth Supplies / Giveaways
 Ship Exhibit (Trace) (973) 686-9393http://exhibitCraftNJ.com

AT THE SHOW
Pre-show Meet Every Morning
 Clarify Schedules
 Confirm Meetings with Key Accounts
 Personal Hygiene
 Leader to Psyche-up Team
 Emphasis on Team Performance

AT THE SHOW
Gather Leads
A. Engage
1. reactive
2. proactive
B. Qualify
1. probe with open ended questions
2. listen
3. who, what, how much, when

AT THE SHOW
Gather Leads - Continued
C. Respond to Needs
1. respond to hot buttons only
2. discuss benefits (streamline)
3. ask / listen for confirmations
4. shut up
D. Closing
1. identify closing signal (create)
2. get agreement on next step
3. schedule next step
4. get commitment
5. document information**

AT THE SHOW
Take Breaks
 Walk the Show Floor
 Visit Competition
 Call the Office
 Look in Mirror (Hygiene)
 Eat and Drink Away from the Booth
 Don’t chew gum
 Don’t Smoke
 Sit and rest your feet

AT THE SHOW
After Show Daily Review
 Preferably Away from Booth
 De-Brief
 Share Success Stories
 (Positively) Discuss Suggestions
 Share Scoop on New Competition
 Are we getting enough leads?
 Assign Info Gathering Projects
 Clarify Schedules
 Secure Leads

POST SHOW
A. Gather Leads
1. preliminary evaluation report
2. fulfillment
3. disburse to sales team
4. start lead tracking trail
B. Show Analysis
1. rate booth personnel
2. ask for personnel surveys
3. exhibit analysis
4. competitive analysis
5. update budgets and expenses
6. Review goals status

POST SHOW - continued
C. Track Leads
1. review phone calls and emails
2. track appointments
3. track presentations
4. TRACK SALES
5. review goals
D. Three Months
1. TRACK SALES
2. review goals
3. update budget

POST SHOW - continued
D. Start all over
E. Measure and Report
F. Start all over
G. Measure and Report
H. Start all over

Thank You!!!
For More Info, contact us at
22 Riverview Drive
Wayne, NJ 07470
(973) 686-9393
www.ExhibitCraftNJ.com

How to Supercharge Your Tradeshow Performance

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