Exhibitor sales and marketing tips An interactive guide

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1 Exhibitor sales and marketing tips An interactive guide

2 Exhibitor sales and marketing tips An interactive guide 2 Here are our tips to help you to maximise your sales success before, during and after the show. We appreciate that you are spending this time and money to generate a return, so hope you find these ideas useful. Finally, we understand that you have a choice in where to invest the budget to grow your business, so we d like to thank you for choosing us. To move through the guide, click on the tabs on the left hand side of the page.

3 Exhibitor sales and marketing tips An interactive guide 3 9 A summary of our top tips During Before After Before During After Get your message out there use all of the pre-show marketing options open to you. Spell it out make sure every member of your team know what is expected of them each and every day. Review performance daily or even hourly and adapt your approach where necessary. Maintain the momentum make the most of every single lead quickly and objectively Follow up promptly with prospects and leads from the show. S tand out from the crowd build compelling reasons why visitors should seek out or stop at your stand. B rief your team on why you are exhibiting, and what they need to do to make it a success. Spot the difference agree the best way to segment visitors to your stand, whilst treating every single one as a potential major customer. Give a winning performance the stand is your brand! Make sure both it and your staff are bright, engaging and professional at all times. Really get to know your customer create some buzz around the team by challenging each other to find an interesting and compelling hook to use as a follow-up with your hottest prospects. Start planning NOW for your next performance have a debrief as soon after the event as possible to capture what went well and what improvements.

4 Exhibitor sales and marketing tips An interactive guide 4 Get your message out there early Stand out from the crowd One team, one plan Booking your stand early gives you more time to get your message out there and drive interest and footfall at the show. Be sure to make the most of all preshow marketing and PR opportunities offered by the event and think of ways to attract footfall to your stand. You can drive visitors to your stand before they even walk through the doors with a strong reason to visit us at stand 123 which you can use in your own marketing activities in the run-up to the show. Whether in trade press advertising or on your own website, promoting your attendance at the show in advance will help drive footfall. Always remember to use social media such as Twitter and Facebook to increase the reach of your message using eventspecific hashtags (e.g. Autumn Fair 2013 uses #AF13). Saying something provocative or eye-catching will engage people in debate think guess the product from this close up photo rather than here s a photo of our stand, doesn t it look lovely! Create the buzz of a crowd by using your stand as a platform for a special announcement or celebration (e.g. new product launch, winning your 100th customer, 5 years in business) and invite relevant industry/local press to attend along with existing customers and prospects. Make sure you take some good quality photos for use in marketing after the event. If you re thinking of using a competition or a prize draw to catch the attention of passers-by, make sure it has a bit of wow factor! The chance to win an ipad Mini at the end of a 5 day show is unlikely to cut it, but something like a daily 3 at 3 prize draw with 3 prizes awarded at 3pm daily will certainly help you stand out, giving you a daily focal point for your stand. Always remember to capture contact details from business cards for follow-up after the show. Make sure everyone on your stand understands why you are exhibiting and what you expect of them individually. You may have amazing products, but your stand and staff are an extension of your brand too, so make sure they re fully prepared and looking their very best. As a team, practice striking up conversations with visitors. to your stand. Think of as many opening questions as you can that demonstrate a genuine interest in them. Ask them about their reasons for attending the show or what they have enjoyed most so far. The idea is to get them talking about themselves, not to leap on them with a pushy sales message! Of course, quality conversations alone won t give you a return on investment, so you do need to monitor the number of conversations and leads being generated. Set realistic targets for each member of the team, and break them down into daily or even hourly chunks. If the hottest leads can be converted to a sale at the show, make it easy and effortless to do so. Consider creating a separate area of the stand where you can talk privately or maybe even sit down at a table to do the paperwork.

5 Exhibitor sales and marketing tips An interactive guide 5 The big day is here. You ve been planning this for weeks if not months, so here are our top tips for getting the most out of each and every show day. Spell it out Spot the difference! Give a winning performance Make sure your staff understand how you will capture and prioritise leads. The key here is to capture enough information to be able to understand the prospect s readiness to buy, but in a natural and conversational style so it doesn t feel like an interrogation or an admin exercise. The focus of your attention and energy should be on the prospective client, not a piece of paper! For conversations that do not progress to a sale, use a simple form to capture key information after your conversation, and attach a business card if they have one. Write it up as soon as you can, and include as much information as possible: Name, job title/role and contact details (attach a business card if they have one) Role in the buying process? How can you easily identify the casual browsers from the serious buyers? You can t! Which is why you need to demonstrate a genuine interest in every visitor to your stand. Asking them well thought-through questions, rehearsed in advance, will get the conversation flowing. Every single visitor should be treated with the same level of energy and enthusiasm no matter what time of the day. If you feel that the person you re speaking to is not in the market for your product, then practice techniques for letting them down gently! Find a helpful and friendly way to exit the conversation by perhaps suggesting other stands they may be interested in, pointing out a forthcoming seminar or simply saying, thanks for your time and I hope you enjoy the rest of the show. The stand is an extension of your brand, so make sure the team is in the right frame of mind to deliver a professional and positive performance. Start each day with a team talk. How is the team performing against your targets and what additional help or support do they need to achieve these? Adjust your targets as necessary in line with the performance on the previous day. Make sure your team are as bright and engaging at the end of the final day of the show as they are at 09.00am on the first day. Make sure everyone knows when they are due to be on stage, and that they are fully committed to giving a great performance whilst they are. Smart phones should be used for emergencies only, and never in view of clients or potential customers. Buying cycle what do they tend to buy, at what time of the year and in what volume/value? Further information to capture specific next steps Lead score Cold/Warm/Hot, along with 1 or 2 sentences explaining why? Agree coffee and lunch breaks in advance where possible and be prepared to flex these in line with the traffic on your stand at key times. There is nothing worse than seeing hungry and tired staff having a debate about whose turn it is to have a break in front of prospective clients!

6 Exhibitor sales and marketing tips An interactive guide 6 You may have the best product in the world, but it won t sell itself. Staying focused in sales mode after the event is critical in converting the exposure and interest into income for your business. Maintain the momentum Make the most of every single lead you generated at the show. As soon as possible after the show, prioritise and segment your leads by: level of qualified interest expressed at the show readiness to buy potential order size/value requests for further information press enquiries Build a simple contact database to allow you to record details of your conversation and hold relevant information to help you to plan when and how often to keep in touch during their buying cycle. For that all-important first contact after the show, the most important thing is to do what you said you were going to, when you said you would! For other leads, even something as simple as a personalised, hand-written card thanking them for stopping by your stand can be effective. Wherever possible, link your message to something about them and their business that you learned at the show. Always remember to treat every potential customer as an individual resist the temptation to send blanket or mass s with generic messaging. Taking the time to personalise each communication will undoubtedly take longer, but it will also have far more impact. Really get to know your customer You should be arranging face-to-face follow up meetings with your hottest prospects as soon as possible after the show. Learn as much as you can about them and their business to find a good reason why your product will help them meet their objectives. Look on their website, use LinkedIn, Facebook and Twitter, and use search engines such as Google to find out more about the business and the person. It s worth remembering that at this stage you are selling a meeting, not your product. So look out for a trigger to contact them whether on the phone or in writing. Find something relevant to their market (a news item, an article etc.) and use this to demonstrate your genuine interest in them and their business. Finding a way to show how your product can help them achieve their goals can be a good hook to secure a meeting. As well as your product samples and sales pitch, take your curiosity about them and their business with you into the meeting. Prepare for the meeting by developing a series of questions that demonstrate that you have given serious thought to them and their business since you met at the show. Not every meeting will generate an opportunity to sell, but it will always generate an opportunity to learn something. If the meeting doesn t result in a sale, ask relevant questions to understand why this is, and whether there are objections which can be overcome. Is it timing, product, pricing or something else? Agree with them the most appropriate course of action and next contact. A no today might not be a no next time around.

7 Exhibitor sales and marketing tips An interactive guide 7 continued Start planning NOW for your next performance Hold a debrief with your team as soon after the show as possible to assess how well the show met your objectives. What went well? What didn t? What will you do differently when you attend this show next year? Over 75% of show visitors return to the show the following year, giving you a great opportunity to build longer-term relationships and awareness. Explore any follow-up communication opportunities with the show organisers as you may be able to get your message to the people you didn t get chance to meet at the show. Rebook early for the next show as this can have major benefits for your business from increased leverage of any pre-show PR and Marketing activity through to securing the optimum stand location.

8 Exhibitor sales and marketing tips An interactive guide 8 i2i Events Group have produced content to further assist you in making the most of your experience at our show. Visit to find videos and presentations including: Reports How to use social media in the B2B market A guide on all the latest social media channels and how you can use them to build your brand s presence at the show. Top 10 tips to exhibiting FaceTime is the promotional body for face-to-face marketing. Read their advice on creating the perfect stand and building buyer relationships Videos Tips on engaging with customers to maximize leads You ve booked your stand with i2i Events, so what s next? Watch our video and utilise our exhibitor marketing guidelines to ensure show success. Maximize your ROI at the show Top tips and marketing ideas to help you attract more customers to your stand.

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