4 Ways to Supercharge ROI for Your Exhibitors
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Discover the tools and strategies you need to transform the exhibitor experience, and turn your event into an immensely powerful lead generation and branding channel for your sponsors. You will learn how to: Deliver more and higher quality leads to your exhibitors Generate entirely new revenue channels Enable your exhibitors to measure success at your event Create world-class marketing opportunities ...and much more!
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4 Ways to Supercharge ROI for Your Exhibitors
- 1. 4 Ways To Supercharge ROI For Your Exhibitors Event Resources Presented By: Nicole Morrison Customer Success Manager – Exhibitor Specialist @DoubleDutch Justin Gonzalez Senior Marketing Manager @justinSF
- 2. Housekeeping Today’s presentation will last about 20 minutes. There is time for Q&A at the end. We are recording today’s presentation. Event Resources
- 3. We’ll Cover… The exhibitor problem How to supercharge exhibitor ROI at your event Live Q&A Event Resources
- 4. Exhibitors have little control over their success.
- 5. Empower your exhibitors to generate the highest returns on your events.
- 6. Minimize exhibitor churn and capture new revenue.
- 8. 1. GIVE EXHIBITORS CONTROL OF THEIR BRAND Empower exhibitors to take control of their success through the Exhibitor Portal.
- 9. 2. CONNECT WITH THE RIGHT ATTENDEES Proactively reach out to qualified prospects and drive more relevant foot traffic with Targeted Offers.
- 10. 2. CONNECT WITH THE RIGHT ATTENDEES Select your target companies and focus your efforts towards the most promising prospects.
- 11. 3. GIVE EXHIBITORS FULL CONTROL OF LEADS Enable exhibitors to retrieve leads right from their mobile devices. Any time, any place.
- 12. 3. GIVE EXHIBITORS FULL CONTROL OF LEADS Capture richer data through lead qualification and notes.
- 13. 3. GIVE EXHIBITORS FULL CONTROL OF LEADS Allow booth admins to view performance and export lead data into any CRM for real-time processing.
- 14. 4. ENHANCE BRAND VISIBILITY
- 15. BONUS: PROVIDE METRICS, FINALLY Targeted Offers - Impressions - Clicks - Conversions to leads Lead Retrieval - # of scanned leads - % of good leads - Overall - Per booth member Exhibitor Profile - # of app section visits - Star ratings
- 16. We’ll Cover… The exhibitor problem How to supercharge exhibitor ROI at your event Live Q&A Event Resources
- 17. 4 Ways To Supercharge ROI For Your Exhibitors Event Resources Presented By: Nicole Morrison Customer Success Manager – Exhibitor Specialist @DoubleDutch Justin Gonzalez Senior Marketing Manager @justinSF
Editor's Notes
- Keep this slide open before presentation starts.
- The recording will be made available for sharing and viewing shortly after the webinar is over, via email.
- They can only hope that the right people show up at their booths or see their logos. Impact of little control – rely on luck Jasons blog post on this: http://doubledutch.me/blog/2015/12/hope-is-not-the-right-strategy-for-your-exhibitors/ Unhappy exhibitors. Exhibitors will complain to organizers about how they're having a terrible show. Organizers really have nothing much they can do because they can't direct the show floor traffic. Exhibitors take matters into their own hands which greatly impacts the attendee experience (think about why attendees hate going onto the show floor). Exhibitors will do what they can to guess at the attendee list and send spam (or like us, have their SDRs call random people). Exhibitors need to get aggressive on the show floor - pulling people in from the aisles, being obnoxious and loud, etc. Exhibitors spend less money as a hedging strategy. If exhibitors can't drive performance at an event, they will scale down their event marketing strategy except at the huge events perceived as extremely important. That means organizers of less strategic shows struggle to access the marketing budget.
- Make your exhibitors happier, give them the tools to make the most at your event and generate the most business for them Bring the power of digital to your event and become the best of your industry Organizers care about their exhibitors (kind of) - but organizers care even more about the perception of their event. Beyond giving exhibitors a tool to drive ROI (don't get me wrong - this is great value to organizers), organizers want to run a high quality, cutting edge event. They want to be able to say that their event is better for X,Y,Z reasons. So beyond all the exhibitor value and even the fact that they can generate revenue, there's some ego-stroking value prop that can be made here. Bring the power of digital marketing to your event - turn your event into a Google/Facebook/LinkedIn type marketing experience for your exhibitors. For the first time ever, turn your event into a massively precise marketing machine. There's no ad network in the world that allows you to target people within hundreds of yards of your booth where a click through actually results in a handshake at your booth. The biggest players (Freeman) are starting to choose us b/c they want to offer this capability.
- OBJECTIVE Describe what is in for the organiser, what all of the following will allow them to do. NEW REVENUE DD for Exhibitors is NOT more of the same eg. More places to add logos to, sponsoring arbitrary activities at the event itself DD for Exhibitors is a truly new revenue stream, From Jason: I think it's important to talk about how currently organizers are creating new revenue streams for themselves. Organizers are adding more stuff to put your logo on: sponsored breakfast, sponsored happy hour, more posters, more app sections and app splash screens. The problem is exhibitors are tired putting their logo on stuff - they know it doesn't work. Especially with the rise of online marketing - this type of brand marketing feels expensive and ultimately worthless. What we're talking about here with DoubleDutch for Exhibitors is a truly new revenue stream. We are actually monetizing the digital attention of their attendees in the app in a way that only software can pull off. An organizer can't sell impressions in a way that makes sense, and we're not just putting logos on stuff in the app. It's a big topic in the industry about how to generate new forms of revenue - truly new forms of revenue. We've got one. What's even more important about this new revenue stream is it can be justified by the exhibitor - it's quantified and measuring ROI is possible. So not only are we offering a new revenue stream, it's also a product that is beneficial to exhibitors and relates directly to increasing ROI. The opposite of all the problems with sponsorship opportunities today (not new form of revenue, doesn't work for the exhibitor). I've talked to plenty of organizers who believe they have 0 churn. That's why it's so important to talk about the revenue story in these specific terms.
- EXHIBITOR PORTAL self-service for exhibitors as targeted offers and lead scanning can be bought & created there less work for the organizer exhibitors do not rely on the organizer for the success of their event exhibitors see profile, can request changes, but not actually make adjustments themselves Time savings for an organizer - why deal with collecting this all yourselves and dealing with all the edits? Exhibitors care about their digital presence as much as their physical presence. As part of the exhibitor profile you can add booth staff to your profile. Attendees go to events to meet other people. This allows exhibitors to humanize their brand. As part of your exhibitor profile you can upload collateral digitally. This is good for exhibitors b/c they don't have to worry about printing and hauling a bunch of sales material, they also don't need to worry about running out, and it's good for the environment. Attendees can request collateral which will be emailed to them - so they don't have to carry around all this annoying paper that ultimately gets thrown away in the trash can at the hotel. Finally, the biggest value, exhibitors can actually measure the performance of the collateral since it's digital.
- TARGETED OFFERS USE CASES: A beauty show used targeted offers for exhibitors to give away free trials, offers was redeemed more than 7000 times Average CTR of Targeted Offers across all events is 16% Average CTR for email marketing across industries is 2% to 3% higher qualified leads more booth traffic people want to make connections, so this is not spam
- TARGETED OFFERS – SELECTING COMPANIES A beauty show used targeted offers for exhibitors to give away free trials, offers was redeemed more than 7000 times Average CTR of Targeted Offers across all events is 16% Average CTR for email marketing across industries is 2% to 3% higher qualified leads more booth traffic analytics the power to make real-time adjustments new revenue stream for organizers Had one event with targeted offers being used 7000 times average CTR is 16% people want to make connections, so this is not spam
- LEAD RETRIEVAL – SCANNING PROCESS Get rid of devices, and our lead scanner actually works Sometimes only one scanner Quick Better customer experience unlimited scanning Everyone at the booth can scan leads, unlimited users Any time. If at networking or on the go, you can make those connections and retrieve data at any occasion.
- LEAD RETRIEVAL – QUALIFICATION & NOTES Better follow up More info for sales reps Really fast On the spot qualifying More leads faster when booth is busy better follow-up as one can classify and give real time lead processing Zero effort for organizer
- LEAD RETRIEVAL – BACKEND CONTROL & ANALYTICS - Real time access from any device turn lead scanning into a leaderboard for booth staff (quote from Jason) hold your team accountable
- EXHBITOR PROFILE better representation of the brand More visibility rich content (pdfs), social media links Attendees can see booth staff. Humanizes the brand as in the end connections are made between people.
- This is really important - exhibitors can't measure what's going on right now and the industry hasn't responded at all. It's time to step up and make this happen. DoubleDutch allows this to be possible. Keeping exhibitors in the dark is only going to result in more marketing dollars being spent on measurable efforts (online) - events can't assume that they can keep exhibitors in the dark and continue to make money. The dollars will dry up.
- Keep this slide open before presentation starts.