Getting the Most from Your Trade Shows

1
Getting the Most from Your Trade Shows
SBIOI Presentation (4/23/09)
2
Overview

• Trade Shows
• What
• Trends
• Statistics
• Tasks for Participation
• Pre-Show
• At the Show
• Post-Show
• The Right Staff!
• Dos
• Donts
• Trade Show Selling Process
• Sample Booths
• QA

3
What Is a Trade Show?

• Mass collection of exhibits or booths, each
  representing a different company
• Leading source for purchasing info
• We put buyers and sellers together in a selling
  environment.

4
MarCom Mix

• Corporate ID / Logo (Brand)
• Advertising
• Public Relations
• Internet
• Collateral Literature
• Direct Mail
• Newsletters
• Premiums
• Training
• Special Events
• Trade Shows
• Miscellaneous

5
Tasks for Show Participation
MarCom Program
Evaluate Use
Set Goals
Develop Plan
Establish Budgets
Select Vendor Design Booth
Each Show
Execute Contracts
Pre-Show Promotion
Pre-Show Planning
Pack Transport
Set Up Manage
Is anybody out there???
Dismantle Ship
Evaluate
Follow-Up
Source Marketing Problem Solver, Chase
Barasch
6
Tasks for Show Participation
MarCom Program
Evaluate Use
Set Goals
Develop Plan
Establish Budgets
Select Vendor Design Booth
Each Show
Execute Contracts
Pre-Show Promotion
Pre-Show Planning
Pack Transport
Set Up Manage
Is anybody out there???
Dismantle Ship
Evaluate
Follow-Up
Source Marketing Problem Solver, Chase
Barasch
7
Why Exhibit Cons

• Time-consuming
• EXPENSIVE! Increases cost of overall marketing
  effort
• May promote few new buyers (but enhance profile)
• Staff must work quickly
• Too much time may be spent on competition and
  curious

8
Why Exhibit Pros

IMPACT!

• Customers come to you
• Meet buyers face to face
• Exposure to many customers quickly
• Appeals to all senses ideal for demos
• Reinforces / displays companys image
• Complements activities of sales force
• Minimizes cost / sale
• Introduce products / services
• Gain publicity
• Recruitment of personnel, dealers, reps
• Immediate feedback/quick response
• Hard-to-reach execs more accessible
• Create leads

Sell more product either now or in the future.
9
Why Exhibit Pros

• CEIR Research
• 82 of exhibition attendees have buying influence
• 33 of attendees do not attend any other
  exhibition
• 33 have not attended the same event the previous
  year
• 77 of attendees represent a new prospect for
  exhibiting companies
• Shows drive sales for tomorrow
• Tradeshow Week
• 41 of exhibitors reported the bulk of
  show-related sales occur more than a year after
  the event

10
Overall Trends

• Exhibiting costs rising
• Increased pressure to justify and/or prove ROI
• Green exhibiting being thrust upon us
• Internet enhancing shows
• Technology creating new opportunities
• High-impact face-to-face marketing (go where they
  are!)
• Trade shows
• Event marketing
• Industry meetings/events

11
NA Exhibition Industry/Growth Rate

• 3 Qtrs.
• 2008 2007 2006
• Exhibiting companies -2.7 .3 .3
• Net sq. footage -1.1 .9 5.9
• Revenue from B2B events grew 6.6 in 2007

12
Top Growth Sectors

• Sector NSF
  Exhibitors
• Government, Public 13.8 15.0
  Non-Profit Services
• Communications Info. 5.2 3.9
• Technology
• Sports/Travel/Entertainment 2.0
  3.3Art/Consumer Services
• Transportation 4.7 2.6
• Industrial Machinery 4.7 .07

13
Tasks for Show Participation
MarCom Program
Evaluate Use
Set Goals
Develop Plan
Establish Budgets
Select Vendor Design Booth
Each Show
Execute Contracts
Pre-Show Promotion
Pre-Show Planning
Pack Transport
Set Up Manage
Is anybody out there???
Dismantle Ship
Evaluate
Follow-Up
Source Marketing Problem Solver, Chase
Barasch
14
Set Goals

• Corporate sales marketing
• Per show
• Generate leads
• Introduce new product
• Meet existing clients
• Recruit personnel
• Competitive analysis
• Public relations
• Tell sell

15
Set Goals
S
Specific
M
Measurable
A
Achievable
R
Realistic
T
Timely
16
Selecting the Right Shows

• Whats your target audience?
• Who do you want to reach?
• Will they be attending that show?
• Does the show deliver
• Audience?
• Quantity?
• Research
• Exhibit producers
• Other exhibitors
• Industry associations
• Internet / library
• Horizontals and verticals
• Exhibitor turnover

17
Tasks for Show Participation
MarCom Program
Evaluate Use
Set Goals
Develop Plan
Establish Budgets
Select Vendor Design Booth
Each Show
Execute Contracts
Pre-Show Promotion
Pre-Show Planning
Pack Transport
Set Up Manage
Is anybody out there???
Dismantle Ship
Evaluate
Follow-Up
Source Marketing Problem Solver, Chase
Barasch
18
Plan

• Begin early
• Set exhibit activity level goal
• Develop annual show schedule
• Develop rough display concepts
• Price the plan/allocate enough of your budget
• Create your Ideal Visitor Profile
• Build Ideal Visitor Lists
• Create a general awareness and high-profile
  campaign to help fulfill goals
• Assign responsibilities
• Notify all concerned
• One person in charge

19
Master Checklists

• Spend time now / save it later
• Develop checklist forms
• Budget
• Exhibit
• Personnel
• Promotion
• Show Services
• Whatever!
• Exhibit staff manual

20
Tasks for Show Participation
MarCom Program
Evaluate Use
Set Goals
Develop Plan
Establish Budgets
Select Vendor Design Booth
Each Show
Execute Contracts
Pre-Show Promotion
Pre-Show Planning
Pack Transport
Set Up Manage
Is anybody out there???
Dismantle Ship
Evaluate
Follow-Up
Source Marketing Problem Solver, Chase
Barasch
21
Prepare Budgets

• Price the overall plan
• Exhibit cost
• Space
• Promotion
• TE
• On-site expenses
• Show services
• Freight
• Potential budget-busters
• Drayage
• At-show charges/labor
• Rules regulations
• Do-it-yourself

22
Exhibitor Costs

• How the Exhibit Dollar
• Is Spent

CEIR SM2207
23
Tasks for Show Participation
MarCom Program
Evaluate Use
Set Goals
Develop Plan
Establish Budgets
Select Vendor Design Booth
Each Show
Execute Contracts
Pre-Show Promotion
Pre-Show Planning
Pack Transport
Set Up Manage
Is anybody out there???
Dismantle Ship
Evaluate
Follow-Up
Source Marketing Problem Solver, Chase
Barasch
24
Types of Exhibits

• Pop-ups
• Panel
• Modular
• Hybrids
• Custom
• Rentals
• Used

25
Standard Sizes

• Tabletops
• Multiples of 10
• In-line (10, 20, 30, etc.)
• Island (20 x 20, 30 x 30)
• Peninsula (has a backwall)
• Rules apply!

26
Exhibit Design

• Flow/Function Layout must accommodate needs
• The 3-second look
• Continuity/branding
• Have space for product demos
• Safety
• Storage
• Finish
• Budget

Be creative, bold, professional, and -- above
all -- BE NOTICED!
27
Current Trends

• Shapes
• Colors
• Graphics
• Materials
• Rentals
• Hybrids
• Enhancements
• Make it easy!

28
Current Trends Organic Shapes

• Create movement to generate attention
• Complement and/or define space
• Provide contrast

29
Current TrendsColors

• Neutral base colors with bright colors as accents
• Deep, rich, classic, sophisticated palette
• Richer, bolder wood tones

30
Current TrendsGraphics

• Clean, bold, less complex
• More use of people interacting with products or
  expressing a lifestyle to engage prospects
  emotionally

31
Current TrendsFabrics

• Cost savings due to its light weight
• Graphic messaging surface
• Space definition is open/airy
• Translucency adds luxury

32
Current TrendsRentals

• Popular solution to capital investment
  constraints
• Fulfill infrequent exhibit needs, limited exhibit
  inventories, pre-purchase test drives

33
Current TrendsHybrids

• Popular solution to single lines
• Greater variety of design options/style
• Compact, lightweight
• Competitively priced excellent value

34
Current TrendsEnhancements

• New look w/old hardware
• Extends life and utility of existing displays
• Save on space/new look

35
Current TrendsMake It Easy!

• Portable
• Change messages easily
• Reasonably priced
• Easy to ship carry
• Quick set-up/dismantle
• Durable

36
Designing Your Display Graphics

• Who your company is
• What your company does
• Most importantlywhat your company can do for
  them.

And, always remember the three-second rule!
37
Tasks for Show Participation
MarCom Program
Evaluate Use
Set Goals
Develop Plan
Establish Budgets
Select Vendor Design Booth
Each Show
Execute Contracts
Pre-Show Promotion
Pre-Show Planning
Pack Transport
Set Up Manage
Is anybody out there???
Dismantle Ship
Evaluate
Follow-Up
Source Marketing Problem Solver, Chase
Barasch
38
Set Objectives for Each Show

• Generate leads
• Introduce new product
• Meet existing clients
• Recruit personnel
• Competitive analysis
• Public relations
• Tell sell

39
Selecting the Right Space

• Where do you want to be? Consider traffic flow
• Identify entrances / exits
• Registration area / entrances Food service and
  rest rooms
• Competition
• How much? Demos? Storage? What kind of space do
  you need?
• Island, aisle, in-line
• Problem areas (low ceilings, dark areas, remote
  aisles, posts)?
• Hall restrictions? Other?
• What lighting is available?
• Whatever!!!

? ? ? ? ?
40
Execute Show Contracts

• Booth location
• Show services
• Carpet and padding
• Audio / video
• Utilities
• Internet / telephone
• Furniture / miscellaneous
• Talent (models, presenters, etc.)
• Material handling
• Overhead signs
• Drayage
• Other (floral, demos, etc.)
• Security
• Register personnel

Don't miss deadlines!
41
Tasks for Show Participation
MarCom Program
Evaluate Use
Set Goals
Develop Plan
Establish Budgets
Select Vendor Design Booth
Each Show
Execute Contracts
Pre-Show Promotion
Pre-Show Planning
Pack Transport
Set Up Manage
Is anybody out there???
Dismantle Ship
Evaluate
Follow-Up
Source Marketing Problem Solver, Chase
Barasch
42
Attendee Behaviors Changing

• 78 recommend/make buying decisions
• Average two days at show (fewer)
• 8.4 hours on exhibit floor
• 40 to buy within 12 months
• 76 preplan their agenda
• Stop at 26-31 exhibits on average, half of which
  are preplanned

43
Strategies to Combat Changes

• Define exactly whom you want to see at show
• Contact multiple times before the show
• Understand why they attend the show
• Make exhibit a worthy destination

44
Marketing from the Center Out

• Must-see people
• Customers/prospects
• Profile match
• Total show audience
• Industry in general

45
Create IdealVisitor Profile

• Type of company
• Job / title / influence
• Geography
• Size of company
• Other

46
Build Ideal Visitor Lists

• Customers (opportunity / change)
• Prospects (advance to next step)
• Suspects (profile match / foot in door)

Dont just show up and hope!
47
Pre-Show Promotion

• Pre-show mailings
• Web site/internet activities
• Trade publication ads
• News releases
• Faxes
• Telemarketing
• Articles in key publications
• Publicity kits for show
• Show incentives
• In-house campaign

48
Tasks for Show Participation
MarCom Program
Evaluate Use
Set Goals
Develop Plan
Establish Budgets
Select Vendor Design Booth
Each Show
Execute Contracts
Pre-Show Promotion
Pre-Show Planning
Pack Transport
Set Up Manage
Is anybody out there???
Dismantle Ship
Evaluate
Follow-Up
Source Marketing Problem Solver, Chase
Barasch
49
Pre-Show Planning

• Have adequate supplies of product info
• Prepare info / instruction sheets for personnel
• Check out all equipment have spares
• Get operating / emergency info from show
  management
• Buy insurance
• Take photos

50
Pre-Show Planning

• Comply with required space prepayment methods
• Arrange ID badges for all booth attendants
• Have marking pens to label company tools, etc.
• Prepare emergency plan if booth is lost
• Prepare Tool Kit with items for emergency
  repairs
• Develop statistical measurement system

51
Tasks for Show Participation
MarCom Program
Evaluate Use
Set Goals
Develop Plan
Establish Budgets
Select Vendor Design Booth
Each Show
Execute Contracts
Pre-Show Promotion
Pre-Show Planning
Pack Transport
Set Up Manage
Is anybody out there???
Dismantle Ship
Evaluate
Follow-Up
Source Marketing Problem Solver, Chase
Barasch
52
Packing and Transport

• Responsibility
• Transportation modes
• Insurance

What can go wrong will go wrong.
53
Tasks for Show Participation
MarCom Program
Evaluate Use
Set Goals
Develop Plan
Establish Budgets
Select Vendor Design Booth
Each Show
Execute Contracts
Pre-Show Promotion
Pre-Show Planning
Pack Transport
Set Up Manage
Is anybody out there???
Dismantle Ship
Evaluate
Follow-Up
Source Marketing Problem Solver, Chase
Barasch
54
Set-up and ManageShow Operations

• Show services
• Set-up / dismantle
• Staffing the booth
• Hospitality rooms / seminars
• Safety
• Stuff!

55
Set-up and Dismantle

• You
• General contractor
• Exhibitor Appointed Contractor (EAC)

56
The Right Staff!

• People-oriented
• Enthusiastic
• Observant
• Product knowledgeable
• Listeners
• Empathetic

57
Staffing the Booth

• Have enough / not too many
• Proper dress and clear company I.D. mandatory
• Develop firm written schedules allow rest time
• Meet with team regularly during the show
• All staff should see the show!

58
Staff Training

• Event goals / objectives
• Expectations of personnel
• Sales skills (trade show process)
• Product technical information or applications
• Literature, contests, promotions on hand
• Adjust as needed at show

59
Dos

• SMILE!!! Be UP!!! Be enthusiastic!!!
• Come well rested, prepared to sell
• Be well groomed Hair, hands, personal hygiene,
  clothing
• Dress conservatively and in good business taste
• Watch your body language
• Use good posture
• Stand off to the side
• Carry workable pen at all times
• Know your products
• Know your display (logistics, fire alarms, etc.)

60
Dos (Contd.)

• Know specifics (raffle, giveaways, etc.)
• Be on time for your shift
• Have a firm and friendly handshake
• Keep gestures controlled but natural
• Keep booth neat
• Keep cabinet and closet doors closed
• Be prepared with business cards
• Utilize team selling
• Evaluate the performance of other staff members
• Solicit suggestions re your performance

61
Dos (Contd.)

• Gather information
• Pick up a registration list
• Greet those passers-by with eye contact and voice
  invitations to visit
• Acknowledge prospect even if engaged
• Limit presentation to 6-7 minutes develop
  interaction
• Ask open-ended questions
• Weave qualifying questions into conversation
  buying authority time frame budget, etc.
• Ask follow-up questions
• Give feedback
• Pay attention to visitors answers
• See the show

62
Donts

• Dont sit
• Dont smoke, eat, drink, chew gum
• Dont stand behind or lean on tables or counters
• Dont cross arms / no hands in pockets
• Dont stand too close
• Dont place anything between you and the prospect
• Dont let eyes float upward
• Dont let surrounding distractions catch your eye
• Dont indulge in idle conversation with cohorts

63
Donts (Contd.)

• Dont corner customers for personal talks
• Dont leave personal belongings in the booth
• Dont bluff if you do not know the answer
• Dont have pagers on while on booth duty
• Dont use phones in the booth
• Dont give visitors ANY reason not to make
  contact with you
• Dont bad-mouth the competition
• Dont use acronyms / buzzwords
• Dont interrupt

64
Donts (Contd.)

• Dont use specific names and applications
  without permission
• Dont talk about new products (if not ready for
  release)
• Dont weigh down attendees with printed materials
• Dont let a prospect leave without getting
  pertinent info
• Dont give more than two minutes of your time to
  unqualified visitors
• Dont sleep in the hammock!
• Dont play solitaire
• NEVER leave the booth unattended!

65
Trade Show Selling Process
Greet and Engage
30 seconds
Ask Questions
90 seconds
Qualified or Time Waster?
Qualified
Time Waster
Dismiss
DEMOS 2 4 minutes
Close Lead Form, Cross Sell
90 seconds
Source Trade Show Survival Guide
66
Openers!

• Tell me a little about...
• What are you looking for in terms of...
• What would your reaction be to...
• What do you want to see accomplished in terms
  of...
• How do you presently accomplish...
• How do you feel about...
• What would happen if...
• How would you use...
• Of what benefit would ___ be to you?
• What is your biggest concern regarding...
• How important is ____ to you?
• How reasonable does ___ sound to you?
• What do you like best about...
• What do you like least about...
• Give me an example of...
• What can _____ do for you?
• What are you trying to achieve in...
• What end results would you like to see in...
• How is a decision for ___ typically made?

Source Marketech, Inc.
67
Incentives

• Premium incentives effective when linked to
  company/product
• What do you want to achieve?
• How will you select your premium item?
• Whom do you want to receive premium?
• How does your marketing giveaway tie into your
  marketing theme?
• What is your budget?
• What must visitors do to qualify for an item?
• Will giveaways directly help future sales?
• How does your premium item complement your
  exhibiting goals?
• How do you inform your target audience?
• How will you measure the effectiveness of your
  premium?
• Virtually limitless possibilities
• Ask! Rely on your exhibit consultant for advice
  

68
Safety Precautions

• Dont leave operating equipment unattended
• Dont leave hot exhibits
• Dont use demonstrations which cause sparks
• Dont place moving equipment too close to aisle
• Dont use electrical cords unless they are taped
  or beneath the carpet
• Dont wait for union man to wipe up a spill
• Dont rely on the other guy to take care of
  something dangerous

69
On-Site Promotion

• Seminar presentations
• Show advertising
• Airport
• Billboards
• Taxis, shuttle buses
• Show directories
• Sponsorships
• Hotels (room drops, hotel TV, etc.)
• Hospitality events
• Press room
• Broadcast remotes
• Door prizes
• The exhibit!!!

70
Tasks for Show Participation
MarCom Program
Evaluate Use
Set Goals
Develop Plan
Establish Budgets
Select Vendor Design Booth
Each Show
Execute Contracts
Pre-Show Promotion
Pre-Show Planning
Pack Transport
Set Up Manage
Is anybody out there???
Dismantle Ship
Evaluate
Follow-Up
Source Marketing Problem Solver, Chase
Barasch
71
Dismantle and Ship

• Disposition
• Consult show schedule
• Dismantle / refurb / ship
• Cooperate with union demands

vs.
72
Tasks for Show Participation
MarCom Program
Evaluate Use
Set Goals
Develop Plan
Establish Budgets
Select Vendor Design Booth
Each Show
Execute Contracts
Pre-Show Promotion
Pre-Show Planning
Pack Transport
Set Up Manage
Is anybody out there???
Dismantle Ship
Evaluate
Follow-Up
Source Marketing Problem Solver, Chase
Barasch
73
Evaluate Results

• Booth Location, size, focus, etc.
• Meet your goals?
• Meet new buyers?
• How many buyers / prospects / visitors seen?
• How many literature request forms submitted?
• Did you receive post-show publicity in the press?
• What would / will you do differently next time?
• Mistakes made? Can they be corrected?
• Is this for you? Yes? No?
• ROI?

74
Tasks for Show Participation
MarCom Program
Evaluate Use
Set Goals
Develop Plan
Establish Budgets
Select Vendor Design Booth
Each Show
Execute Contracts
Pre-Show Promotion
Pre-Show Planning
Pack Transport
Set Up Manage
Is anybody out there???
Dismantle Ship
Evaluate
Follow-Up
Source Marketing Problem Solver, Chase
Barasch
75
Post-show Follow-up

• Set aside one full day to complete show efforts
• Place orders
• Fulfill personal requests for information
• Give other salesmen or dealers leads developed
  for them be sure to follow up and track results
• Thank-you notes to important new prospects,
  saying when you will visit
• Update records
• Provide feedback and evaluation of show to
  management
• Post-show promotion

76
Lead Management

• Establish a ranking system (eg., hot / medium /
  cold or A / B / C)
• Record leads in your database
• Distribute leads immediately
• Outline a follow-up plan
• Make sales personnel accountable for leads they
  receive
• Measure results by matching sales records against
  the leads

77
Lead Questions

• Qualified?
• Current customer?
• What product / service are they interested in?
• What do they have now?
• What do they need (job profile)?
• Who will use the product?
• When do they need the product?
• Who makes the buying decision?
• Is this your contact?
• Has a budget been established?
• When will decisions be made?
• Cash or terms needed?
• What features / benefits do they like?
• What concerns and objections to our product /
  service exist?
• Competitors being considered?

Etc., Etc., Etc.
78
Follow-up Timing

• 48-Hour Rule
• No earlier than 48 hours
• No later than 96 hours
• 5/10/20/40 Follow-up

79
An old lead in a drawer that is not followed up
is NOT a dead lead. It's a fire hazard.
80
Trade Shows Are Not Rocket Science
81
HoweverWhat can go wrong...will go wrongand
at the worstpossible time!
82
You only have one chance to make a good first
impression!
.
83
Be a Joe, Not a Schmoe!

• If your company cannot afford to buy or create an
  appealing booth, it is better off simply not
  exhibiting.
• An amateurish, slipshod presence
• will not only draw a limited crowd, but will also
  create a negative image.

84
We did it!!!
85
Sumary

• Trade Shows
• What
• Trends
• Statistics
• Tasks for Participation
• Pre-Show
• At the Show
• Post-Show
• The Right Staff!
• Dos
• Donts
• Trade Show Selling Process
• Sample Booths
• QA

86
List of Resources

• CAEM (Canada) caem.ca
• CEIR ceir.org
• EDPA edpa.com
• Exhibit Builder exhibitbuilder.net
• Exhibitor Magazine exhibitoronline.com
• Exhibit and Events exhibit-event.com
• IAEE iaee.com
• Show Expo trade-show expo.com
• Trade Show Week tradeshowweek.com
• TSEA tsea.org

Trade Show Navigators, LLC Meg Merritt 866.482.056
0 843.482.0560 megmerritt_at_tradeshownavigators.co
m www.tradeshownavigators.com