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Trade Show Marketing Strategies: How to Find Qualified Leads in the Crowd
1. Skoda Minotti Speaker Series Presents:
Trade Show Marketing Strategies:
How to Find Qualified Leads in the Crowd
John F. Kallmeyer
Director, Visual Marketing
Skoda Minotti Speaker Series
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3. Trade Show
INTRODUCTION
Marketing
The Trade Show Marketing
Environment
Crowded
Hectic
Fast-Paced
Usually some place FUN!!
Skoda Minotti Speaker Series
3/14/2013
#SMSS 3
4. Trade Show
INTRODUCTION
Marketing
Benefits of Trade Show
Marketing
Targeted Audience
Captive Audience
Buyers/Influencers
Motivated Audience
92% Of Trade Show Attendees Go To
FIND NEW PRODUCTS/SUPPLIERS
- Skyline Displays and EXPO magazine
Skoda Minotti Speaker Series
3/14/2013
#SMSS 4
5. Trade Show
INTRODUCTION
Marketing
Importance of Planning
Pre-Show Strategy
At-Show Strategy
Post-Show Strategy
20% Of Marketing Budgets Spent on
Trade Shows & Special Events
- Skyline Displays and EXPO magazine
Skoda Minotti Speaker Series
3/14/2013
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6. Pre-
PLANNING
Show
Show Selection – Finding the Right Venue
Trade Associations
On-Line Resources
Trade Show News Network – TSNN.com
TradeShowFinder.net
National vs. Regional Shows
American Association of Museums – AAM
Ohio Museum Association – OMA
Midwest Museum Association – MMA
Great Plains Museum Association - GMA
The Exhibitor Prospectus
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7. Pre-
PLANNING
Show
The Exhibitor Prospectus
HIMSS – Healthcare Information Management
Systems Society
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8. Pre-
PLANNING
Show
Establish a Show
Budget
Source:
Center for Exhibition
Industry Research
Skoda Minotti Speaker Series
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9. Pre-
PLANNING
Show
Establish a Show Budget
Booth & Show Services
Exhibit & Graphics
Marketing & PR
Project Management
Staffing & Travel
Skoda Minotti Speaker Series
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10. Pre-
PLANNING
Show
Establish Show-Specific Goals & Objectives
Increase Brand Awareness
Generate New Business Leads
Strengthen/Create Industry
Relationships
Meetings with Current Clients
Feeds Return on Investment
ROI
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11. Pre-
PLANNING
Show
Show-Specific Message
Appeal Directly to Attendees
Align with Show Goals &
Objectives
CORE
Identify with the Hottest MSG
Industry Trends
Say More with Less
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12. Pre-
PLANNING
Show
Show-Specific Communications
Trade Publications
Advertising
Editorial Content
Pre-Show Campaigns
Direct Mail or Email
Promotional Items SHOW
Electronic Media GOALS
E-mail, Website, Social Media
Public Relations
Press Releases
Skoda Minotti Speaker Series
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13. Pre-
PLANNING
Show
Show-Specific Communications
Trade Publications
Advertising
Editorial Content
Pre- and Post-Show
GlobalShop
Pre-Show
Issue
Skoda Minotti Speaker Series
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14. Pre-
PLANNING
Show
Promo
Show-Specific Communications
Pre-Show Campaigns
Direct Mail, Promotions
Pre-Show Attendee List
Display
Mailer
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15. Pre-
PLANNING
Show
Show-Specific Communications
Pre-Show Campaigns
Direct Mail, Promotions
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16. Pre-
PLANNING
Show
Show-Specific Communications
Electronic Media Promotion
Custom email signatures
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17. Pre-
PLANNING
Show
Show-Specific Communications
Electronic Media Promotion
Update Website Banners
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18. Pre-
PLANNING
Show
Show-Specific Communications
Electronic Media Promotion
Social Media - LinkedIn
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19. Pre-
PLANNING
Show
Show-Specific Communications
Electronic Media Promotion
Social Media - Twitter
Skoda Minotti Speaker Series
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20. Pre-
PLANNING
Show
Show-Specific Communications
Public Relations
Well-Timed Press Releases
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21. Pre-
PLANNING
Show
Exhibit Design
• Selecting the Right Exhibit
• Booth size and budget
considerations
• Logistical considerations –
shipping, material
handling, installation, disma
ntling
• Adaptability for other
shows/markets served
Skoda Minotti Speaker Series
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22. Pre-
PLANNING
Show
Exhibit Design
• Table Tops & Banner Stands
• Event Sponsorships
• Career/Recruiting Fairs
• Networking Events
• Small Regional Shows
Skoda Minotti Speaker Series
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23. Pre-
PLANNING
Show
Exhibit Design
• Portable/Pop-Up Displays
• 10’ - 20’ In-Line Booths
• Quick/Easy Set-Up
• Budget Friendly
• Large Messaging
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25. Pre-
PLANNING
Show
Exhibit Design
• Rental Furniture/Fixtures
• Less than making or purchasing
• Saves on shipping costs
• Adaptable for your brand/message
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26. Pre-
PLANNING
Show
Exhibit Design
• Hanging Signs
• Greater Visibility
• Consider Install Cost
• Island Displays Only
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27. Pre-
PLANNING
Show
Graphic Design
• Effective Graphic Design
• Clearly communicate targeted message
• Clearly communicate your brand
• Adaptability for other shows/markets served
Skoda Minotti Speaker Series
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28. Pre-
PLANNING
Show
Graphic Design
• Flexible Graphic Design
• Clearly communicate targeted message
• Clearly communicate your brand
• Adaptability for other shows/markets served
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29. At-
STRATEGY
Show
Staff Selection & Training
• Staff based on attendees and
show goals
• Staff training consistent with
target message
• Established selling process
Hunters/Pre-Qualifiers
Informers/Qualifiers
Presenters/Closers
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30. At-
STRATEGY
Show
Lead Collection & Management Swap 2.5
• Badge Scanners/Lead Retrieval
• Lead Management
• Integrates with show registration database
• Captures leads-per-salesperson and in aggregate
• Sales staff can view their leads on smartphones
• Take notes within each lead
• Answer qualifying questions
• Export a list of leads in multiple formats
• Works in off-line mode: not dependent upon
continuous cellular connectivity
• Background syncing occurs automatically
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31. At-
STRATEGY
Show
At-Show Promotion
• Event Sponsorships
• Great for brand awareness, but costly
• Hard to measure value, ROI
• Speaking Engagements
• Typically one year in advance of show
• Establishes industry credibility
• In-Booth Events
• Presentations/Product Demos
• Cocktail Receptions
• Entertainment/Comic Relief
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32. At-
STRATEGY
Show
At-Show Promotion
• Hand-outs & Literature
• Keep it light and simple
• QR codes + mobile-optimized website
• Promotional Products
• Fun, useful, lasting
• Popular item raffles
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33. Post-Show
STRATEGY
Post-Show Communications
• Update website banner – Thank You!
• Feedback form
• Request info/appointment
• Post-show mailings Thank You for Visiting
• Post-show attendee list We had a GREAT SHOW this
year…thanks to all who made it.
• Consistent message If you missed us, please drop us a note
to schedule an ON-LINE DEMO.
• Post-show press release/
e-newsletter
• Re-emphasize product
launch
• Re-state special offers
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34. Post-Show
STRATEGY
Lead Follow-up
• Determine who will follow-up/how
• Set a follow up schedule
Post-Show Evaluation/ROI
• Quickly determine show value
• Review and classify leads
• Finalize budget
• Determine cost -per-lead
• Project potential revenue
• Commit to next event
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