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1. MAKING TRADE
SHOWS PAY
PAUL KENNEDY MBE
Kennedy Integrated Solutions

2. Structure for the session
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Introduction and setting the scene
Some important industry trends
The trade show and live event world-lots of choice
What and how to choose to spend money on
Why buyers choose destinations, the minimum criteria
Why buyers choose destinations –current focus
Preparing for a trade show
Doing the right things in the right way at the event
Post event follow up
Q&A

3. Important industry trends
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Demand for meetings and events is increasing
Substantial increase in supply
Traditional business model of DMCs and PCOs is
changing and big international agencies at risk
It’s a buyers market
Increasing political recognition of the importance of the
meetings industry which can be measured
Major pressure on government expenditure in many
countries
A shift away from traditional print advertising to live
events and digital promotion

4. The trade show and live event
jungle( excl major conferences)
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Convene
IMEX
EIBTM
IMEX America
AIBTM
GIBTM
CIBTM
AIME
MEEDEX
BTC
Access
IBTM India
IT&CM
ITCMA
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MI Forum-north
MI Forum Athens
Confex Red
Confec Blue
Confec Green
The Meetings Show
International Confex
The Conference and Hospitality
Show
Brussels Workshop
Meeting Space
Moulden Marketing UK workshop
Fam Trips XXXX
Site inspections

5. What and how to choose what to do
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Its more effective than advertising
Do it well or don’t do it
It’s a mid to long term business development strategy not a quick
sales fix-its about creating and building lasting business
relationships
The decision to participate should be linked to clear business
objectives which already exist!
Fish where the fishes are
It needs senior management commitment and ideally presence
Its about listening the majority of the time and then speaking the
language of the buyer
Its not a holiday on expenses!!!

6. Why buyers choose destinations and
venues/hotels
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7. Why buyers chooses destinations
• Accessibility of the destinations and the core
facility for the event
• Price/Price flexibility
• Quality of facilities
• Quality of service
• Personal safety
• Difference

8. Why buyers choose destinationscurrent focus
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Flexibility
Speed of response
Transparency
Supply chain acting as one
Added value
Sustainability
Competitiveness
Partnership approach

9. Preparing for the event
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10. Preparing for the event
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The administrative tasks
Who are your current clients?
Which new clients do you want to see?
Who has selected a pre scheduled appointment?
Researching the above

11. Researching the prospects
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12. Researching the prospects
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Correct title and role-do you know what these are
Where they sit within the organisation
What the company does and its structure
What the company values are
Company financial year
Company geography, client base
Google the individual, search linked in
Types of events they do
Current trends in the media affecting their business

13. Preparing for the event what else?
• Communicate to your appointments
• Invite existing clients and target clients to meet
with you
• Make sure you have sufficient marketing
literature and business cards
• Pack sufficient business clothes to look different
and fresh each day

14. At the event
• Be early each day and before the buyers arrive
• Read in about your appointments before show
opening times
• Stand and receive
• Smile and have fresh breath!
• Listen, listen and then listen some more!!!
• Your phone is not part of your body
• You must eat but ideally not on the stand

15. At the event- how to conduct the
business appointment-
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16. How to conduct the appointment
• Let the buyer who is probably quite or very senior
give you the information they think is important
• Understand clearly you are not the first sales person
they have met
• Don’t rush into a sales pitch-find out about them
first!
• Avoid claiming your product is unique
• Ask what are the objectives of their events
• How do they measure success
• What’s their key selection criteria
continue

17. How to conduct the appointment
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What’s their ideal venue/hotel/service
What is their decision making cycle
How do they prefer you to follow up with them
Ask permission to pass your business card to them
and offer to mail ( email or hard copy) your brochure
and material to them-permission marketing is very
powerful
• Only promise what you can deliver
• If you don’t know the answer say so honestly and be
clear how and when you can get the answer to them
• Be culturally aware of correct protocol

18. After the event
• Be measured and accept being precise is more
important than sending out bulk next morning but
certainly follow everything up within two working
weeks
• Send what they want and nothing more unless its
directly related to the information you have obtained
about them or their events
• Make sure you thank them for spending their time
with you-at IMEX there are 3500 alternatives !
• Understand the mid to long term nature of live event
business development as this should influence your
communication style
continue

19. After the event
• Follow up your follow up but do so in in a precise
and personal way-treat the prospective client as a key
existing client
• Understand that your ROI of exhibiting can only
seriously be measured over 18-36 months each time
your exhibit but you can measure this exactly
• Write a full contact report for your boss including
information about industry trends and key competitor
information-its so much more than simply the
number of business cards obtained
• If you meet an international client at an overseas
event get them to Lithuania!!!

20. Q&A
• There are no stupid questions!!!!!!!!!!