The Ultimate Marketing Plan: Using Tools + Tips to Promote Before and After the Show Supplemental Handout

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1 The Ultimate Marketing Plan: Using Tools + Tips to Promote Before and After the Show Supplemental Handout Emilie Barta, Trade Show Marketing + Presentation Specialist EMILIE BARTA PRESENTATIONS

2 Hi there- Thank you so much for attending PACK EXPO s Exhibitor University and joining us for The Ultimate Marketing Plan: Using Tools + Tips to Promote Before and After the Show. You spoke. And we were listening. I sincerely appreciate your comments about my tips, and have assembled this supplemental handout just for you based on your requests. Have fun promoting! -Emilie Barta

3 Emilie s 3 Rules of Engagement RULE #1: Know your audience. RULE #2: Give your audience what they want. RULE #3: Give your audience what they want in the way they wish to receive it. Be sure to keep these rules in mind during the entire process... when you are coming up with messaging for your company, your products, and your services when you are doing content creation for all mediums + platforms during your pre-show marketing during your post-show follow-up

4 Social Media Tips Use the platforms that bring you the most success with your target audience start with Twitter + Facebook because the show is very active there always use #PACKEXPO + #PharmaEXPO Create your social media voice and personality it can be different for each platform, but be sure to keep it consistent once it has been established set guidelines and make sure that everyone who posts on your behalf follows them Do NOT only broadcast buy me messages, create conversations use the platforms to show off your areas of expertise + become a trusted resource for your industry generate brand awareness through selfless ways, not selfish ways Make it personal be conversational by speaking in the 1st person, not the 3rd person become familiar by sharing pictures of your company, your products, and your people

5 More Social Media Tips Show gratitude acknowledge every single comment + reply received within 24 hours Create a Twitter List add companies + individuals using #PACKEXPO + PharmaEXPO engage in conversation, support each other, and become friends on the show floor Include your booth number every time do not use a hashtag... say booth 123, not booth #123 Work it onsite capture content based on everything happening in your booth use in the moment and/or save for future use Continue the momentum of the show don't stop sharing just because the show is over segue into your next big thing

6 Marketing Tips Combine automated blasts from the company + individual messages from employees limit the message + CTA to one per Talk about benefits attendees come to the show floor to do research + shop for new products explain why they should visit your booth + the results you can provide them Optimize for mobile studies show over 50% of s in 2014 were opened on a mobile device Use personalization fields studies show 20% increase in open rate when personalized more opens = more conversion State what to do next make it easy + obvious what you want attendees to do after reading your

7 More Marketing Tips Use easy to see CTA buttons s are often skimmed, so have a clickable action stand out in multiple places customize the buttons based on your branding Work the preview pane engage attendees with one key piece of information personalize with first name for even better results Create brand ambassadors the easiest way to get someone to share information on your behalf is to write it for them include tweetable + shareable content + ask attendees to help spread the word Include your booth number every time do not let attendees lose you on the show floor

8 Direct Mail Tips Do not overwhelm with too much information it is not a brochure or an advertisement think of it as a message from a friend, not as mass mail Stand out from the junk mail avoid the envelope postcards are more easily read + cost less to send use a unique size or shape personalize it as much as possible be creative with design + pictures Don't be cluttered less is more use white space effectively to look clean + professional use an easy-to-read font type + size Use both sides postcards are delivered address side up use the real estate next to the address for one key piece of information

9 More Direct Mail Tips Offer an incentive give a reason to come to your booth + spend time in your booth entice with a special offer provide a tease or a sneak peek Include a URL even though it is not clickable, it is another reminder make it easy to remember + relevant to your company place on both sides of postcard for easy access Don't forget the CTA make it easy to understand + easy to respond Watch your timing schedule your mailing so that it is NOT delivered on a Monday which is traditionally the heaviest mail delivery day of the week Include your booth number

10 Blog Posts Tips Focus on one topic per post optimum length is words to create discussion + social media shares optimum length is words for a deep dive into a topic Create a catchy headline be clever, but also be direct keep under 55 characters to be seen in its entirety on a search results page 1st three words + last three words should be the strongest Be conversational write in the 1st person makes your company feel more real + receptive to attendees Use images contributes to your brand identity especially if you style the images studies show images have a greater response + emotional attachment than text creates a visual representation + reinforcement to what is being discussed

11 More Blog Posts Tips Use headings, bullets, lists, and paragraphs create skimmable copy for today's short attention span breaks up the copy to make it easier to digest Optimize for search pick one keyword or keyword phrase per post include in title, post URL, headings, content, and meta data Include a CTA end each post with what you want attendees to do next provide an easy to see clickable link or button to complete the action Share, share, and share again share across all of your social media networks multiple times using different hooks + conversation starters add social media share buttons at the top + bottom of your post or floating along the side for easy access

12 Industry Publications Tips Be seen by your audience in multiple print + online formats submit a press release be quoted as a subject matter expert in an article buy advertising space Stay consistent do not have a new voice or a new message just because you are being featured in someone else's publication slip in your presence at the show, including your booth number Speak in sound bites when interviewed ensure your answers are short, sweet, and to the point less editing needed = better chance you have of being published Focus on one message per press release increases views by attendees + amount of content for you makes the content digestible + sharable

13 More Industry Publications Tips Include press releases in your online exhibitor listing more content = more value allows your online exhibitor listing to be a one-stop resource for attendees Share amongst all marketing mediums increases amount of content for your marketing efforts include the publication handle / page name when sharing via social media to enable them to retweet / share on your behalf Use as a sales touch point provide article + press release links to employees encourage them to share amongst their individual social networks + use in their own marketing efforts

14 Pre-Show Marketing Tips Determine your hook, messaging, key selling features, and CTAs: do this ASAP + make sure that all employees adhere to what you have established Ensure all outreach is clear, concise, and compelling: attendees are seeing + learning a lot on the show floor, so make sure that you are easy to remember + that you do not confuse with mixed messages Repetition is key: be sure the look/feel/design of your marketing materials matches the look/feel/design of your booth Use all tools at your disposal: attendees have different personalities + preferences, so make sure you engage them where they are hanging out Timing is everything: attendees are busier than ever, so figure out the best times to reach them + and use social media multiple ways at multiple times

15 More Pre-Show Marketing Tips Work your database: it is easier to continue a relationship than to start a new one, so ensure that your employees reach out to their customers + prospects repeatedly before the show Set appointments + send meeting requests: ensure you have scheduled a time to see your customers + prospects before they arrive at the show, and send a meeting request so that they have all of your information in their calendar app on their phone Let your customers tell your story through testimonials: attendees prefer to do business with trusted resources, so enlist the help of satisfied customers to show + tell why it is beneficial to do business with you Never give up: even if attendees are not engaging or responding to your marketing efforts, they are still reading them + using them for research

16 Post-Show Follow-Up Tips Have a follow-up plan in place before arriving at the show: make your plan + share with your booth staff before anyone gets on an airplane Define your cold-medium-warm-hot leads: have a definitive definition for each + ensure your booth staff understands the distinction Use custom qualifiers in lead retrieval system: take time before the show starts to set them up + train your booth staff Take lots of notes: make sure any information discussed is captured in the moment so not forgotten later due to sheer number of conversations Same day outreach for hot leads: be sure to solidify your positive 1st impression before the attendee can shop your competition located just down the aisle of the show floor

17 More Post-Show Follow-Up Tips Create a follow-up calendar + copy: design touch points, create copy, and make a calendar plan before the show starts Create a hand-off plan: make sure you know who gets the leads + how they get there so that none get lost on the show floor Send customized thank you notes: have various messages for different situations, different personalities, and different points in the selling process Cross reference database for missed opportunities: go back to your database and look for customers + prospects that you contacted before the show but did not see onsite + reach out to them with a "sorry we missed you" note to offer assistance based on what you showcased + learned at the show

18 Do s + Don ts DO be personal / DON'T sound like a carnival barker DO hook with benefits, results, differentiators / DON'T hook with games, contests, or giveaways DO use outreach to update your database / DON'T lose track of leads due to disorganization DO double check your work / DON'T let automation mistakes make a negative 1st impression DO make it obvious / DON'T confuse the attendee DO be short, sweet, and to the point / DON'T give away so much information that attendees no longer need to visit your booth

19 For More Information emiliebarta.com/packexpolasvegas emiliebarta emiliebarta

20 Wishing You a Successful Show!

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