Your key to trade fair success

Transcription

1 Trade fair training courses Module 2 Successful trade fair participation July 1, 2015 A service of Spielwarenmesse eg for exhibitors of Insights-X 2015 Your key to trade fair success 1

2 Agenda Presenter Daniel Gundelach Head of Division Marketing & Consulting MEPLAN GmbH (ServicePartner of Spielwarenmesse eg) MEPLAN core competencies Trade fair stands Trade fair consulting and project support 2

3 Agenda Co-presenter Nicole Goller Project Manager Spielwarenmesse eg Phone Fax Ms. Goller is your personal contact for the Insights-X. 3

4 Agenda Table of content Visitor marketing during the trade fair Stand staff briefing Communication and behaviour at the trade fair stand Trade fair follow up Monitoring trade fair success Source of information / orientation You can ask questions using your control panel. 4

5 Visitor marketing during the trade fair 5

6 Visitor marketing during the trade fair Advertising measures in the exhibition centre 6

7 Visitor marketing during the trade fair Walking Acts 7

8 Visitor marketing during the trade fair Making use of the trade fair visitors 8

9 Visitor marketing during the trade fair Activities on the trade fair stand 9

10 Visitor marketing during the trade fair Trade fair calendar 10

11 Stand staff briefing 11

12 Stand staff briefing What information does the stand staff need? Basic information for your trade fair participation Main focus of trade fair participation (products/services) Profile of trade fair: Significance, location of the stand, fair ground Visitor structure of the trade fair Source: visitor survey, FKM-visitor statistic Competitors and their products at the fair Trade fair targets and message Target group: important customers, potential customers, partners 12

13 Stand staff briefing What information does the stand staff need? Background information Information regarding prices and conditions Who knows the prices? Who is allowed to receive price information? Marketing campaigns before the trade fair Available information material at the stand Guidelines: Communication at the trade fair stand Arguments for selling products/services Code of behaviour Optimal duration of meetings Conversation techniques, techniques to begin a conversation 13

14 Stand staff briefing What information does the stand staff need? Organisational aspects Responsibilities Important contact people incl. phone number e.g. badge with all contacts System to register staff that is currently at stand e.g. drop-off of business cards Overview of appointments, events and activities at the stand Internal meetings: kick-off, team meeting, distribution of exhibitor badge List of hotels / arrivals Dress code and name tag Stand plan (where to find what?) Lead management process 14

15 Stand staff briefing How do I brief my stand staff effectively? 1. Trade fair training Shortly before the start of trade fair External moderator recommended Interactive training to deal with critical situations Motivation by highlighting potentials of trade fair participation Content: basic information of trade fair participation, potentials of trade fair participation, tasks and challenges of stand personnel, communication techniques, preparation for critical situations, Dos & Don ts Target: Staff is fully prepared for challenges at the trade fair stand 15

16 Stand staff briefing How do I brief my stand staff effectively? 2. Written guide Short and well structured Summarises all important information Target: Guideline during preparation period and trade fair 3. Kick-off-meeting One day before the start of trade fair Content: Organisational details, repetition of guidelines for communication, trade fair targets, potentials of trade fair, discussion of questions Target: Introduction of stand, motivation, preparation for first day 16

17 Stand staff briefing How do I brief my stand staff effectively? 4. Daily meetings Every day after end of trade fair or before start of trade fair Content: Organisational details of next day, problems faced, feedback regarding conversations and processes, information gathered at trade fair Target: New impressions / information, continuous improvement 5. Feedback meeting / Debriefing Only a few days after end of trade fair Participants: Project team, stand staff, service provider Content: Feedback regarding e.g. stand, conversations, processes Target: Improvement for future trade fair participations Also see Checklist Briefing for stand employees on the website. 17

18 Communication and behaviour at the trade fair stand 18

19 Communication and behaviour at the trade fair stand What do I always have to keep in mind? Your future key account can visit the stand at any time! Conversations with visitors are dialogues not monologues! The visitor does not know you and your company Signal him that you want to talk to him! Having (well-prepared) stand staff at the information desk is extremely important! 20

20 Communication and behaviour at the trade fair stand Differentiation potential of exhibitors in comparison with competitors Differentiation potential of exhibitors in comparison with competitors Corporate design 61% Product launch 59% Communcation after the trade fair 43% Staff at the stand 42% Communication before the trade fair 42% Targeted addressing of all senses 31% Catering at the stand 20% Multimedia media installation 15% Source: 21

21 Communication and behaviour at the trade fair stand Self-perception + Behaviour = Reality Self-perception Focus on communication Inspired by life Meet your expectations! 22

22 Communication and behaviour at the trade fair stand Possible rules at your trade fair stand Team spirit, motivation, identification Politeness, attention, kindness Keep trade fair objectives in mind, fill in contact data / leads, documentation Cleanliness at the stand, uniform appearance of stand staff, no breaks on the stand, dress code, ) Signalize willingness to communication Do not have prejudices Positive body language, open behaviour, listen actively Clear responisbilities 23

23 Communication and behaviour at the trade fair stand Critical situations at the trade fair stand - How to react? Situation 1: Your stand is crowded and all employees are busy talking to visitors. Another visitor is coming to the stand and is looking for someone to talk to Do not ignore visitors Show the visitor that you have noticed him Interrupt your conversation to greet the visitor if your conversational partner does not mind Option 1: Welcome visitor, offer something to drink as well as information material and ask them to wait a few minutes (let them know approx. how long it will last) Option 2: If the visitor does not want to wait or nobody is available Schedule an appointment at a convenient time 24

24 Communication and behaviour at the trade fair stand Critical situations at the trade fair stand - How to react? Situation 2: A visitor comes to your stand. You want to start the conversation Give the visitor enough time to orientate on the stand Remain discreetly and alert in the background Do not start the conversation before the first eye contact Start the conversation with an open question: I.g.. "I see you are interested in / deal with Which solution are you looking for?" Never start a conversation with a closed question, i.g. "May I help you? " (answer yes / no) More than 50% negative answers! 25

25 Communication and behaviour at the trade fair stand How to start a conversation with a visitor Situation Negative examples Positive examples The visitor is looking at/touching an exhibit The visitor is looking at a flyer/information material The visitor is looking around at the stand and seems lost Do you have any questions regarding the exhibit? May I show you more solutions in this area? May I explain you the exhibit? Do you like the exhibit? Do not touch! Do you need more information? Are you looking for something particular? Do you want to take it? Please take it with you! May I help you? This exhibit shows Are you looking for someone? How can I help you? I see you are interested in / deal with What interests you in particular? What do you think about the solution? If you are interested in, you might also be interested in I see you are dealing with the topic xy What opportunities do you see for this solution in the future? In what context is this exhibit interesting for your company? What topic / solution are you looking for? Regarding what topic do you need more information? 26

26 Communication and behaviour at the trade fair stand Critical situations at the trade fair stand - How to react? Situation 3: A visitor is being very difficult. He / she has many negative comments you have to deal with Stay calm and self-confident Be understanding and signal interest: Partly agree with visitor: I understand ; I respect your point of view ; That is an interesting question Ask questions yourself to specify needs and to point out benefits of the product: What do you mean exactly? Can you give me an example? Focus on the specific problems and requirements of the customer Mention examples to support your point of view 27

27 Communication and behaviour at the trade fair stand Critical situations at the trade fair stand - How to react? Situation 4: During a conversation the visitor mentions products of a competitor Make sure that you have an overview of the products and strategies of your competitors in order to be as well informed as your visitors Fair play is considered professional: Stick to facts Never talk badly about your competitors Try to change to another topic without creating the impression you are avoiding the mentioned topic Stay friendly and confident Listen closely and try to get as much information as possible out of the conversation 28

28 Communication and behaviour at the trade fair stand How do I communicate the right way? The first impression counts! It s not just words which are important! Non-verbal communication speaks louder than words: Make yourself approachable before you even speak to a person: Open posture (free arms and hands), eye contact, nodding, smiling Confidence is a basis for a good conversation: Keep eye contact, stable stance, free hands, gesticulate above the waistline, strong voice Create a lasting impression! Speak slowly Structure your information: I.e. use examples Explain using pictures, stories and facts 29

29 Communication and behaviour at the trade fair stand How do I structure the conversation? 1. Welcome the visitor on your stand 2. Introduce yourself 3. Ask precise questions to get enough information in order to categorise the visitor concentrate on needs, requirements and questions of the visitor 4. Present services, solutions, products that meet the interest of the visitor 5. Answer visitor s questions 6. Determine next steps Fixed date 7. Summarise all discussed points and reached agreements 8. Documentation of conversation Also see checklist Briefing for stand employees on the website. 30

30 Trade fair follow up 31

31 Trade fair follow up Why is fast & precise follow-up of trade fair participations important? 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 meeting data *Source: 32

32 Trade fair follow up Exhibitor Activity Index - Results 77% 23% 1. Response 2. No Response 33

33 Trade fair follow up Leadmanagement 34

34 Trade fair follow up How do I react to my trade fair contacts? Fast reaction: Thank-you-mailing Best practice: Send out same day of visit Prepare in advance of trade fair Personalized mailings only Use Outlook-alternatives like MailChimp ( Sendy ( Adjust content to different target groups Optional: Include online survey 35

35 Trade fair follow up How do I react to my trade fair contacts? Next steps: Important: Stick to agreed dates Sales department has to reserve enough capacity for follow up Refer directly to content of the conversation Forms of follow up: Mailing of marketing material Mailing of trade fair report (to press representatives) Agreement on a follow up appointment Forwarding of contacts to the right employees 36

36 Trade fair follow up How do I react to my trade fair contacts? Follow up the no-shows Send information regarding news, achievements, highlights etc. to no-shows Evaluate reasons for not visiting your trade fair stand Send press information to journalists Also see Checklist Trade fair follow-up on the website. 37

37 Monitoring trade fair success 38

38 Monitoring trade fair success Possible reference figures for monitoring trade fair success Your own trade fair objectives defined before the trade fair Define success criteria by using the trade fair benefit check (AUMA) Results and figures of previous trade fairs Continuous evaluation and documentation is important Surveys and evaluations of the trade fair organiser General or sector benchmarks 39

39 Monitoring trade fair success What are the relevant key performance indicators for monitoring trade fair success? Contacts Visitor marketing before the trade fair Costs Employees 40

40 Monitoring trade fair success Contacts Number of active contacts = Visitors with conversations at your stand Method of measurement: Evaluation of lead forms Number of all contacts = Visitors with and without conversations at your stand Method of measuring: Counting visitors Number of all visitors 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 Position of the visitor Decision-making power Phase of the decision making-process First meeting vs. decision time Response time to visitor requests Visitor survey 41

41 Monitoring trade fair success Visitor marketing before the trade fair Effect of the visitor marketing Response rate (response element important!) Number of appointments & 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?) 42

42 Monitoring trade fair success Costs Budget adherence Cost per conversation / per target group (prospects, customers, resellers, press, etc.) 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! 43

43 Monitoring trade fair success Employees Employee satisfaction Adherence to corporate behavior guidelines Service quality at the trade fair stand (undercover / mystery visits) 44

44 Source of information / orientation 45

45 Source of information / orientation Where to find guidance? Your personal contact person: Nicole Goller Online Service Center (OSC) exclusively for exhibitors Insights-X Website (Exhibitor services) Checklists for your trade fair participation 46

46 Source of information / orientation Useful Links Insights-X Website: Online Service Center: Checklists: How to exhibit successfully - 10 steps to certain success Exhibitor services: Dates and deadlines for exhibitors: 47

47 Source of information / orientation Source of information AUMA In the AUMA_Toolbox you can get tips to assist with your trade fair preparations and useful information on the industry ( FAMAB Verband Direkte Wirtschaftskommunikation e.v. FAMAB Verband Direkte Wirtschaftskommunikation e.v. is a German professional association. It organises and represents service providers in the fields related to direct business communications. These are: exhibition stand design and architecture, stand construction, events and live marketing, event catering, technical services and system providers ( Publications: M&A Report m+a report, the bilingual magazine (German/English) presents what practical business requires - tips, reports on experiences, market analysis, new business. Everything to help make tradeshows and exhibitions, conventions and all kinds of professional events more successful ( Trade Fairs International (TFI) TFI informs trade exhibitors and visitors as well as stand constructers and their suppliers of the dynamic developments in the fair industry ( 48

48 Contact MEPLAN GmbH Daniel Gundelach Tel. +49 (0) Fax +49 (0) Copyright: Any draft documents, plans, drawings, production and assembly documents as well as the design and concept description all remain our intellectual property. The customer is not entitled without our consent to copy the documents generated as a result, use them for his or her own purposes or pass them on to third parties. Nor is he or she entitled to build structures subsequently on the basis of them in the absence of any agreement to the contrary. 49