5. Steps To Maximize Return
• Setting Goals & Objectives
• Measurement
• Pre-show activities including Selective Attraction
• 4-step selling process
• At-show activities
• Follow up
• Integrating Social Media
• Thinking outside the booth
6. Set Goals & Objectives
• Goals: broad & cannot be measured
• Objectives: narrow & measurable (think tactics)
• Examples of goals?
• Coordinating objectives?
• Use these for post-show measurement
Note: build show goals around corporate marketing plan to
help accomplish overall marketing goals.
7. Measure:
RO Investment
Total Show Expenses
Total Sales Volume
Note: consider all show elements - booth space, exhibit,
staff, entertainment, freight, etc. - when tallying expenses
8. Measure:
RO Objective
• Revisit clearly defined objectives set pre-show:
were they met?
• Examples of ROO measurement
11. Measure:
Key Contact Value
Total Show Expenses
Number of Key Contacts Made
(relative to comparative cost of sales calls/visits)
12. Align Goals & Objectives
• Spread the word
• Discuss overall goals & objectives with booth
staffers
• Set expectations
•Review before show open
Note: consider a formal training for your booth staff
13. Pre-show
• Show specific email campaigns
• Branded micro-sites
• Direct mail
• Selective Attraction
• Social Media (more on that later)
14. Selective Attraction
• Qualifying and filtering visitors through pre-show
or at-show activities
• Examples of selective attraction activities
• How does this change the at-show conversation?
Note: if giving away premium items for qualified prospects,
give some to your staff...they’ll appreciate it
16. 4-step Trade Show
Selling Process
• Engage
• Qualify
• Present
• Close
17. Qualify
• 1st or 2nd qualification process = Filter
• Determines follow up activities
• Ask qualifying questions on the show floor
• Use lead qualification software or lead forms
22. Outside The Booth
• Have booth staff pre-schedule meetings:
breakfast, dinner, coffee etc.
• Prepare info for pre-qualified prospects
• Obtain competitive information
23. 80% of all show leads never
receive post-event follow-up
- Center for Exhibition Industry Research
24. Post-show Follow Up
• Develop a plan pre-show
• Office response team = same day or rapid
follow-up
• Create a follow-up timeline
• Target follow-up response
Note: hold meetings with show staff immediately upon
return from event while fresh on everyone’s mind
25. Measure
• Measure based on objectives pre-show
• Measure year over year
Note: keep all data from past shows. It will help you
benchmark success from show to show
26. Additional Reasons To
Measure
• Should you attend the show next year?
• Should you increase or decrease your presence?
- Exhibit Size
- Booth Staff
- Sponsorships
- At show events
• Increase or decrease additional marketing efforts
27. Social Media &
Digital PR
1) Social Networking Sites
2) People are now the media
• Equivalent to major media outlets
• Target Influencers - Digital PR
29. Integrating Social Media
Pre-show
• Set up or locate a twitter hashtag for your event
• Hashtag: A pound sign followed by a couple key
words that help organize information (#CES)
