State-of-the-Art Exhibit Marketing

Transcription

1 Present State-of-the-Art Exhibit Marketing How to Identify & Attract Enough of the Right Attendees to YOUR Exhibit Custom Participant Learning Objectives: By the end of this webcast, you will Learn about changes in tradeshow attendee behaviors and why you must effectively market your exhibit to be successful. 2. Learn an eight-step exhibit marketing planning process to identify and attract enough of the right people to your exhibit. 3. Overview exhibitor marketing resources available and see examples of how to create a state-of-the-art exhibit marketing campaign.

2 Want to Make it BIG in Show Business? The Tradeshow Turnaround Artist Can Help! "In today's changing and competitive marketing arena, exhibitions are one of your most effective media IF done properly. However, few exhibitors truly understand how to make exhibitions payoff," says Jefferson Davis, America's premier exhibiting expert and author of Results-Focused Exhibiting. Described as "a burst of focused and positive, can-do energy", Davis's innovative, practical and process based approach to exhibiting has helped clients produce over 500 million dollars in exhibition sales since Over 100,000 exhibitors have attended his exhibiting success seminars and workshops. Hundreds of companies have hired Davis as a consultant and trainer and have experienced immediate, dramatic and measurable improvement in their exhibiting results in just one show cycle. Is your company ready for a tradeshow turnaround? Visit Or call Jefferson Davis at to learn more about: Exhibiting by-objectives Consulting Services High-Impact Pre-show Marketing System Development Consulting Custom Exhibit Staff Training Workshops and Coaching Solution Focused Sales Training and Development Programs Closed-Loop Lead Management System Development Consulting Exhibiting Cost Control and Return-on-Investment Measurement Consulting 2211 Houston Branch Road Charlotte, NC Phone: Fax:

3 Focus on Critical Exhibiting Success Factors 1. OUTCOMES: Set goals that support your company sales and marketing objectives and take advantage of the opportunities shows present. 2. ATTRACTION: Develop marketing processes to identify and attract enough of the right people to your exhibit. 3. EXPERIENCE: Deliver a high-quality visitor experience that secures a commitment to a next action step with all qualified visitors. 4. FOLLOW-THROUGH: Follow-up to convert visitor commitments to action, ideally purchasing, and measure and report results. How Have Tradeshow Attendee Behaviors Changed? 1. Spending fewer number of at the show. 2. Sending level personnel. 3. Preplanning visit: % arrive with an agenda. 4. Stopping at - exhibits on average % of exhibit stops are. Ø In spite of all this, less than % of exhibitors execute a well-conceived exhibit marketing plan!

4 State-of-the Art Exhibit Marketing: 8 Step Planning Process 1. Determine Corporate & Exhibiting Goals 2. Identify Target Visitors 3. Calculate EXHIBIT INTERACTION CAPACITY 4. Budget Enough Marketing Resources 5. Build Target Visitor Lists 6. Analyze & Select Marketing Media 7. Execute Integrated Exhibit Marketing Plan 8. Measure Results Step 1. Determine Exhibiting Goals 1. What are you trying to accomplish? a. Company/Brand Awareness & Visibility b. New Product/Service Introduction c. Relationship Management and Building d. Brand Positioning - Differentiation e. Lead Generation f. Sales and Business Development g. Thought Leadership h. Other? Our Top 3 Exhibiting Goals:

5 Step 2. Create Ideal Visitor Profile WPMA 2013 l Who do you want to interact with? 1. Company Type 2. JobTitle/Function 3. Size 4. Geography 5. Other? Relative to your products/services, what are their needs, issues and top-of-themind concerns? The C/P/S Triangle Step 3. Calculate Exhibit Interaction Capacity Example Participant Exhibiting Hours Booth Staff on Duty x 3 x Total Staff Hours = 36 = Interactions/Hour/Staffer x _ 3-5 x Exhibit Interaction Capacity = =

6 Step 4. Budget Enough Marketing Resources Example Participant Total Show Investment $50,000 $ % for Exhibit Marketing x.15 x Exhibit Marketing Budget $7,500 $ When to increase? Big show, small booth, location concern, importance of show allocate more!

7 Step 5. Build Target Visitor Lists l Best Tradeshow List Sources: 1. Pre-registered attendee lists 2. Previous or post-show attendee lists 3. Company database 4. Previous show booth visitor lists 5. Recent inquiries 6. Distribution channel partner lists 7. Trade publication readership lists *Pre and Post Attendee lists complimentary with booth purchase. Ø Success Tip: o Try to make your list at least - times your Exhibit Interaction Capacity. Step 6. Analyze & Select Marketing Media Four C s to marketing success: 1. Combination of show, industry and direct response media. 2. Captivating message and design theme. 3. Communicate four specific messages: 1. What you do 2. Why they should care 3. Who you are 4. Where and how to find you 4. Creative Frequency: Land at least direct hits leading up to show time.

8 Step 6. Analyze & Select Marketing Media Five Key Considerations for Media Selection 1. Show goals 2. Budget 3. Capabilities 4. Timing 5. What your audience pays attention to and will most likely respond to. General Marketing Media Options: 1. Print & Display Advertising Show Specific and Industry Specific Media 2. Public Relations Request Media Contact List, Bring Press Releases/Kits to Press Room 3. Electronic Media Web 2.0, , Phone, Voice Broadcast, Fax 4. Direct Mail Letters, Invitations, Postcards, Brochures 5. Personal Contact Rep Visits, Telephone Calls New Marketing Media Options: 1. Personalized Postcards 2. Personalized URL s (PURL s) 3. HTML 4. Audio/Video 5. Voice Broadcast 6. MicroSites with Survey & Appointment Enablers 7. Social Media: Facebook/Twitter/YouTube/Linked-in 8. Blogs 9. QR Codes

9 Evaluate Exhibitor Marketing Opportunities FREE Exhibitor Marketing Opportunities 1. Six complimentary passes for exhibitor s customers. 2. Online listing with company, city, phone, web address and description and in the Exhibitor Directory. 3. Pre-registered and post-show attendee mailing list. PAID Exhibitor Advertising & Marketing Opportunities 1. WPMA Expo Smartphone App/Internet Advertising Digital Exhibitor Directory Company information on web page until May 2013 Maps of the trade show floor. Attendees can find your booth, see your show specials and request information. 2. Ad in the Convention Expo Program PAID Exhibitor Sponsorship Opportunities Eight sponsorship packages starting at $1,500. Opportunities include: Signage at Internet Café and Charging Station, Convention Hall, or Lounge Areas Banners Listing in the Convention Expo Program Breakfast or Luncheon sponsorship Conference App banner Logo on Conference App sign in page For questions or to order, please contact Judith White judithw@wpma.com (888)

10 Step 7. Execute Marketing Campaign Sample Exhibit Marketing Campaign: Small Exhibitor Booth Size/Space Cost: 10 x 10 in-line/$2,100 Show Budget: $6,300 to $10,500 Goals: Market Visibility/Awareness, Lead Gen/Sales Media: o WPMA Expo Smartphone App Simple or Basic Digital Directory o Execute C/P/S strategy with sales reps o Distribute FREE Customer Passes o FREE Pre-Reg Attendee List, Mail Invitation or Postcard o Small Ad Expo Program o Internet Café & Charging Station Sponsorship o FREE Post-show Attendee List, Mail to Profile Matches Sample Exhibit Marketing Campaign: Medium/Large Exhibitor Booth Size/Space Cost: 20 x 20 island/$8,400 Show Budget: $25,200 to $42,000 Goals: New Product Intro, Market Visibility, Lead Gen/Sales Media: o Do Press Releases to Trade Publications o WPMA Expo Smartphone App Full Digital Directory o Execute C/P/S strategy with sales reps o Distribute FREE Customer Passes o FREE Pre-Reg Attendee List, Mail Invitation or Postcard o Large Ad Expo Program o Emerald or Diamond Sponsorship o FREE Post-show Attendee List, Mail to Profile Matches

11 Step 8. Measure Exhibit Marketing Results 1. What media did we use? 2. When was each media deployed? 3. What was the response rate to traceable media? 4. What was the cost of each media and number of impressions and/or traceable response? 5. What worked? 6. What did we learn? 7. What will we use for our next show? What were the three most important ideas you learned in this webcast? What specifically will you do to better market your participation in the show?