Fair follow-up After the fair, it's "harvest time"

Transcription

1 Fair follow-up After the fair, it's "harvest time"

2 General information Moderator Daniel Gundelach Head of Division Marketing & Consulting MEPLAN GmbH (subsidiary of Messe München) Core competences of MEPLAN CONSULT Trade fair consulting Project support 2

3 General information Co-Moderator Carmen Rogge Project Manager Spielwarenmesse eg 3

4 General information MEPLAN GmbH Division DESIGN Florian Geiger Head of Division +49 (0) Division SYSTEM Sandra Maier Head of Division +49 (0) Division CONSULT Daniel Gundelach Head of Division +49 (0)

5 General information Agenda Lead management Trade fair follow-up Monitoring trade fair success 5

6 Lead management 6

7 Lead management Professional lead management Standardized lead forms Electronic logging of all the contact and conversation data (paper based or digital) Digitization of complete data for a high quality follow-up Advantages of lead management: No loss of information Immediate follow-up possible Standardized contact forms save time Integrate business card 7

8 Leadmanagement Tips for lead management Discuss the lead management process before the trade fair with all employees Define standardized processes for the documentation Take notes during or directly after the conversation Take notes so that the visitor can see what you are writing down Use lead forms for all your conversations 8

9 Lead management Contents of documentation Contact data (business card): company, title, name, position, department, address, phone, Visitor category, e.g. customer, interested persons, partner, press reporter Points of interest, e.g. special products Result of conversation Agreed actions, e.g. send information, send offer, arrange meeting, forward contact Fix date for all actions agreed Further internal actions Conversation partner, department, time of conversation 9

10 Trade fair follow-up 10

11 Trade fair follow-up Advantages of a prompt reaction to a visit Meeting the visitors expectations More than 50% of all visitors expect a reaction to their trade fair visit within two weeks Trade fair visitors expect a precise answer to their questions as well as detailed quotes Achieving competitive advantages Not even half of all trade fair visitors (48%) are satisfied with the reaction of the exhibitors visited Satisfactory follow-up sustains the positive impression the visitor got at your stand Requirement: complete and processed conversation data Source: AUMA 11

12 Trade fair follow-up Exhibitor Activity Index Results 77% 23% Response No Response Source: own survey 12

13 Trade fair follow-up Reaction to a stand visit Thank-you-mailing Send out same day of visit or asap Prepare in advance of trade fair Only use personalized mailings, take advantage of Outlook alternatives like MailChimp ( Sendy ( Adjust content to different target groups Optional: include online survey 13

14 Trade fair follow-up Reaction to a stand visit Agreed follow-up actions Stick to agreed dates reserve enough capacity for follow-up Refer directly to content of the conversation Possibilities of follow-up actions: Dispatch prospect material Dispatch trade fair final report to press Arrange follow-up appointment Forward contacts to responsible colleague 14

15 Trade fair follow-up Reaction to a stand visit Follow-up no shows Evaluate reasons for not visiting your trade fair stand Send information, e.g. regarding news, highlights, final trade fair report Send press information and final report to press 15

16 Trade fair follow-up Asking for feedback Timing: Directly after the trade fair Participants: Departments involved in the trade fair, e.g. project team, sales department, person responsible for press and corporate communication, marketing department External service provider, e.g. stand building company, agencies Method: Develop precise suggestions for solutions as basis for the next trade fair participation Gather positive and negative aspects Critical incidence method Possible topics: stand impression, functionality, organization / processes before the trade fair, communication Follow-up within project team 16

17 Monitoring trade fair success 17

18 Monitoring trade fair success Possible reference figures for monitoring trade fair success Trade fair objectives (define success criteria by using the trade fair benefit check, AUMA) Results and figures of the previous years and trade fairs (continuous evaluation and documentation is important) Surveys and evaluations of the trade fair organizer General or sector benchmarks Possible indicators: Contacts Visitor marketing before the trade fair Costs Generated attention Employees 18

19 Monitoring trade fair success Contacts Active contacts: visitors with conversations at your stand Method of measuring: evaluation of the lead forms Passive contacts: visitors see corporate communication, but there is no conversation at the stand Method of measuring: counting visitors Number of all visitors at the stand vs. total number of visitors of the trade fair Number of leads vs. number of stand staff approx. number of contacts: 1-2 contacts per hour and per person Position of the visitor Phase of the decision making-process (first meeting vs. decision time) Response time to visitor requests Visitor survey 19

20 Monitoring trade fair success Visitor marketing before the trade fair Effect of the visitor marketing Response rate Number of appointments and adherence to appointments Conversion rate (what percent of the invitations sent out result in a stand visit) Number of visitors by target group (successful target group-specific visitor marketing) 20

21 Monitoring trade fair success Costs Budget adherence Cost per conversation / per target group (prospects, customers, resellers, press) Costs of communication time at the trade fair Cost structure of the trade fair budget Total cost of participation vs. turnover generated at the trade fair ROI too technical, soft achievements / facts have to be considered as well 21

22 Monitoring trade fair success Generated attention At the trade fair: Quantitative, e.g. number of visitors, number of conversations, Flyer-Index Visitor satisfaction Image perception After the trade fair: Press Response, e.g. clippings, reputation analysis Click-through rates on the company website 22

23 Monitoring trade fair success Employees Employee feedback, satisfaction Adherence to corporate behavior guidelines Motivation Service quality at the trade fair stand, e.g. through Mystery visits 23

24 Monitoring trade fair success Tools of trade fair market research Visitor survey Mystery visits Trade fair market research Stand- / Benchmarkanalysis Counting visitors / analysis of visitor flow 24

25 Monitoring trade fair success Online survey Short duration: max. 3-4 minutes, precise questions More closed than open questions Limit response options for multiple answers Set incentives for participants Integrate in invitation letter Highlight benefits of participation in survey Point out that the results are evaluated anonymously and all data is treated as confidential Use software for online surveys, e.g. 2ask ( Askallo ( onlineumfragen.com ( Surveymonkey ( 25

26 Monitoring trade fair success Stand / benchmark analysis Objectives of investigation: Functionality and design of the trade fair stand Communication aspects Method: Objective consideration and evaluation of the own stand Objective consideration and evaluation of competitors stands through external observers Benefit: Insights in the trade fair appearance of competitors Your own trade fair appearance is subject of the Benchmarking 26

27 Monitoring trade fair success Criteria for the evaluation of stand / benchmark analysis Stand design: Concept, e.g. trade fair message, claim, goals Consistency, e.g. corporate / product image, target group Coordination with corporate design Inclusion of style elements, e.g. lighting, materials, color Stand size, e.g. relationship to competitors stands as well as your own corporate image, utilization of the stand space Positioning, e.g. location of the stand within the hall, visibility, relationship to adjacent stands Guiding visitors on the stand, e.g. overview, location and contents of the information desk Use of media, e.g. type, contents, staging, quality, positioning 27

28 Monitoring trade fair success Criteria for the evaluation of stand / benchmark analysis Product presentation, e.g. structure of the presentation, labeling, staging / efficacy of the products, type of presentation Design of the communication area, e.g. partitions, differentiation, atmosphere, noise level, temperature, catering, service Activities, e.g. location, divisions to other stands / communication areas, consistency with stand concept, relationship between information and entertainment Communicating your trade fair participation, e.g. Pointers throughout the trade fair grounds, documents in the press centre, promotion 28

29 Monitoring trade fair success Mystery visits Objectives of investigation: Service quality at the trade fair stand Communication aspects (Communication of trade fair message, corporate wording etc.) Corporate behaviour Method: Observation and objective assessment of behaviour Test conversations with stand employees Benefit: Approaches to optimize the communication skills of the stand employees Identification of potential to optimize soft skills and professional skills 29

30 Monitoring trade fair success Criteria for the evaluation of Mystery visits Behaviour of the stand staff without visitor contact Starting a conversation with visitors Service quality Structure of conversation (dialogue vs. monologue) Knowledge of company products and trade fair message Handling of objections and complaints Organization of processes at the stand, e.g. handing over visitors to colleagues, documentation of contacts Reaction to stand visit 30

31 Monitoring trade fair success Contact value calculation Alternative 1 Contacts Potential sales volume x probability of sales volume = Categorisation 1. Cold contact 2. Warm contact 3. Offer Probability of sales volume* 10% 20% 40% *Figures from sales controlling 31

32 Monitoring trade fair success Contact value calculation Alternative 2 Contacts A B C Category Quantity Contact points (Value) Contact value A ,000 / 4,000 per A-contact B ,000 / 1,600 per B-contact C ,000 / 800 per C-contact 500 Total costs 200,000 Costs / contact point: 200,000 / 500 =

33 Monitoring trade fair success Trade fair Scorecard 33

34 Further information 34

35 Further information Orientation guides Checklists for your planning FairGuide Online Service Center Webinars 35

36 Further information Online Service Center 36

37 Further information Sources of information AUMA_Association of the German Trade Fair Industry Information about trade fairs in Germany and abroad, tips to assist with your trade fair preparations and useful information on the industry ( FAMAB Verband Direkte Wirtschaftskommunikation e.v. German association - support in the election of the right service partner for a trade fair participation ( change.project gmbh Specialised in the solutions of intercultural communication ( Xing group Messen Exchange of ideas for people interested in trade fairs ( m+a report Tips, reports on experiences, market analysis, new business ( Trade Fairs International Information about dynamic developments in the trade fair industry ( FKM Gesellschaft zur Freiwilligen Kontrolle von Messe- und Ausstellungszahlen Verified facts and figures about trade fairs ( 37

38 MEPLAN CONSULT +49 (0)