Marketing Your Presence at NEFS 2016

Transcription

1 Marketing Your Presence at NEFS 2016 Leana Salamah Senior Director, Convention Marketing, Communications & Programming National Restaurant Association 01/12/16

2 Agenda Exhibitor Services Pre-Show Marketing Goals and Metrics Target Audience(s) Messaging and Incentives Tactics At-Show Marketing Exhibit Sales Training Public Relations Sponsorships Post-Show Marketing Prioritize Your Leads Follow-up and Tracking Action Items Tips Key Contacts

3 Exhibitor Services Online portal to information, assets and resources Password is located on your Exhibit Confirmation, as well as other paperwork If you do not have your password, call your sales representative or for assistance

4 Pre-Show Marketing Goals/Objectives A marketing objective is what you want to accomplish (increase exposure, generate leads). It is NOT what you are going to do in order to accomplish that objective (place ads, exhibit, etc.) Resulting measurement of a marketing objective is largely out of the marketer s control. The marketer can employ tools (tactics) in effort to achieve that objective, but the actual result is in the hands of the marketplace. If you can directly control the outcome, it is not a marketing objective Measurement All marketing objectives should be quantifiable (numerically measurable) and should include metrics from the start It is critical to define criteria of success the types of leads, the audience you want to influence, etc.

5 Sample Supplier Objectives at NEFS Objective #1: Generate 100 qualified sales leads Define Sales Lead: Director-level and above job title at commercial restaurant establishment Measure: evaluate lead report at end of Show and calculate number of leads meeting sales lead definition Objective #2: Conduct meetings with 10 key customers Define key customer: Existing account that generates more than $100,000 in annual purchases from our company Measure: Track appointments set and meetings conducted with defined key customer accounts by sales reps at end of Show. Objective #3: Increase awareness of new product by 5% Define awareness benchmark: Research on aided/unaided recall of a product name prior to Show Measure: Conduct post-show research to gauge change in awareness of same product name

6 Target audiences Current Customers NEFS is an excellent opportunity to meet face-to-face with and engage with current customers. Often they are not aware of new offerings that are being displayed at the Show. Prospective Customers Many attendees prefer to plan their Show visits ahead of time be sure you get on their radar early Demographics Our attendees are segmented by a number of variables during the registration process

7 Messaging and incentives Booth traffic is key to virtually any objective tied to NEFS. So you need to think of reasons for people to visit your booth. Things that help include: Presence of executive leadership in booth New products/services to demonstrate Special pricing or deals only available at the Show Presence of a celebrity in your booth High-energy, entertaining activity in your booth Games, contests sweepstakes and drawings Giveaways samples of food and/or beverage, tchochkes If you will have any of these things at the Show, use them as messaging points and incentives to draw attendees to your booth. If you are doing something unique in your booth, we encourage you to submit information about it to NEFS Marketing for consideration in our pre-show activities. Fill out form at

8 Tactics You have your objectives, you know your target audience, and you have your message all set. How do you get in front of these folks? Passive Company profile Website listing Mobile App listing Show Guide listing Press releases Active Exhibitor Invitations Direct mail, Show-supplied materials Logos, Banners List rentals and Postal Exhibitor Registration portal

9 At-Show Marketing Exhibit Sales Training Objectives and measurement Appearance Attendee interaction Boothmanship Motivation

10 At-Show Marketing Public Relations Include your booth number and onsite contact information in pre- and at-show information (and social media, if applicable) Designate media contacts/spokespeople before the Show; make sure booth staff knows who they are How does it meet/solve a need Prepare ahead of time and keep it short Keep a list of journalists and follow-up post-show Sponsorships NRA intentionally limits placements at the Boston Convention & Exhibition Center during NEFS Enhances visibility for participants

11 Post-Show Marketing Prioritize your Leads Timeframe for purchase, notes from sales staff Create a sortable spreadsheet Follow-Up and Track Timely follow-up is key The more personal the message the better Keep records of the leads from the Show and implement a process for tracking sales back to Show interactions

12 Action Items! 1. Update your company profile - TODAY Including press releases, Show Specials, etc. 2. Come up with possible objectives and measurements for your participation in NEFS 2016 Brand-building, leads, meetings, etc. 3. Determine your target audience 4. Determine your booth activity and develop your message 5. Select tactics to deliver your message , direct mail, social media

13 Tips Don t wait Attendees start planning well before the Show Noise level is peak during the two weeks leading up to the Show Be different, but relevant If you are giving something away that has no relevance to your company or product, you will attract a lot of drive-by s Take advantage of free resources Company profile and listings Promotional materials Consider paid opportunities List rental Access restricted to current exhibitors only At-Show sponsorships - while there are hundreds of booths, there are far fewer opportunities for out-of-booth visibility

14 Important Links Exhibitor Services (includes link to List Rental) In-booth Activity Submission Form Free logos and banners

15 Key Contacts Leana Salamah Senior Director, Convention Marketing, Communications & Programming National Restaurant Association Emmy Carragher Account Executive Wagstaff Worldwide

16 Thank You