Your key to trade fair success

Transcription

1 Trade fair training courses Module 1 Successful trade fair planning June 17, 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 Insights-X 2015 Trade fair objectives Trade fair message Project planning Budget planning Stand design The importance of visitor marketing Visitor marketing before the trade fair Source of information / orientation You can ask questions using your control panel. 4

5 Insights-X

6 Insights-X 2015 Site plan 6

7 Insights-X 2015 Further information for exhibitors Access times for exhibitors Topic Date Time Set up from Tuesday, , 7:00 a.m. non-stop (from Wednesday 6:00 p.m. only decoration works on the stand, the aisles have to be kept empty) During the trade fair daily 8:15 a.m. 7:00 p.m. Dismantling from :00 p.m. until , 7 p.m. Exhibitor-pass: As soon as you have paid the participation fee, the exhibitor passes are send to you automatically. 7

8 Trade fair objectives 8

9 Trade fair objectives Why are trade fair objectives important? Trade fair objectives ensure precise and comprehensive trade fair communication a guideline for all trade fair activities review of achievements after the trade fair A solide base for your trade fair appearance! 9

10 Trade fair objectives What are possible objectives for trade fair participations? Gaining new customers Acquisition of new partners and employees Presentation of new products, services and technology Increase awareness of company, brand and product Key account management of customers, partners and press representatives Market research Define precise targets! Define how you are going to monitor the achievement of your trade fair targets at the beginning of the planning process! 10

11 Trade fair objectives TradeFairBenefitCheck - Support for defining trade fair targets 11

12 Trade fair objectives Common trade fair targets for exhibitors Source: 12

13 Trade fair objectives Common trade fair targets for visitors Source: 13

14 Trade fair message 14

15 Trade fair message The importance of having a trade fair message The trade fair message addresses the target group and generates interest enables a continuous trade fair communication increases the recognition of your company brand at the trade fair serves as a guideline for everyone involved in the trade fair participation Important: Everyone involved should communicate the same trade fair message! 15

16 Trade fair message How should a trade fair message be like? Short and precise max 5-7 words Integrated Integration in trade fair communication Well thought out make it easy for target groups to understand what your company-world is all about Attractive Visually stimulating and eye-catching 16

17 Project planning 17

18 Project planning Project planning (MS Project, Gantt chart) 18

19 Project planning Project planning (Excel) 19

20 Budget planning 20

21 Budget planning Cost structure of the trade fair participation More information about the different costs can be found in the Trade Fair Benefit Check* Source: 21

22 Budget planning Cost structure of the trade fair participation Stand building/-equipment/-design (39%) Design (planning, creative design ) Stand building (stand set up and dismantling, stand material, stand lease, amortisation) Stand equipment (e.g. furniture, carpets, illumination, kitchen equipment, audiovisual media, presentation equipment, stand displays, graphics, decoration) Staff/Travel expenses (21%) Personnel costs (incl. expenses und fees), hostesses, interpreters, support staff, etc. Hotel and travel expenses Hospitality costs beside the stand Source: 22

23 Budgetplanung Cost structure of the trade fair participation Basic costs (20%) Participation fee Energy and water costs Other basic costs (e.g. marketing package, exhibitor passes, parking ticket) Stand service and communication (12%) Stand service (e.g. catering for visitors) Communication (e.g. invitations, printed material, catalogue entry, direct communication, mailings, press folders, ads, translations, entrance vouchers for visitors, giveaways) Phone, fax, internet Source: 23

24 Budgetplanung Cost structure of the trade fair participation Other costs (5%) Seminars and trainings Trade fair related costs of other divisions (e.g. market research, exhibits) Other expenses Transport, handling and disposal (3%) Transport and handling (e.g. storage of empties, insurance, custom) Disposal costs Source: 24

25 Stand design 25

26 Stand design 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: 26

27 Stand design More important aspects Open or closed stand? Functional area? Do image and reality fit togehter? Extensive use of colours? Information counter / Catering counter? Privacy? Seating or bar table? Logo placement? Event at the stand? Floor covering? Plants? 27

28 Stand design Online Service Center (OSC) 28

29 Stand design MEPLAN Configurator 29

30 Stand design 30

31 Stand design MEPLAN GmbH Willy-Brandt-Allee München Deutschland Contact person: Pia Ruffer [email protected] Tel.: +49 (0) Fax: +49 (0)

32 Visitor marketing before the trade fair 32

33 Visitor marketing before the trade fair Visitor marketing is important because: 1. Every minute without visitor contact is expensive! 2. The average length of the customer visit decreases! 3. More and more visitors plan their visit in advance! 4. With good visitor marketing you can differentiate yourself from your competitors! 5. The organiser Spielwarenmesse eg is working hard to get the right visitors to the fair - you should do something to make your target groups visit you at your stand! Make use of the interactive entertainment-character of the Insights-X! 33

34 Visitor marketing before the trade fair Criteria for the visit to specific exhibitors Source: 34

35 Visitor marketing before the trade fair Visitor marketing before the trade fair: a variety of options Visitor invitation Announcement on the website of the exhibitor Exhibitor Announcement in the documents of daily communication ( signature, invoices, quotations, etc) Personal invitation by sales staff, customer service, sales partners, etc Press releases Advertisements in trade media, online media, trade fair websites, newsletters Entry in exhibitor database Social Media 35

36 Visitor marketing before the trade fair Marketing package Your company listing in official print and online media for the fair Insights-X Your company logo in online hall map and in hall map of the mobile app Linking of company website and address in the online catalogue Invitation vouchers for 10 free 1-day entrance passes for visitors Letter stickers 36

37 Visitor marketing before the trade fair Media Services in the Online Service Center (OSC) 37

38 Visitor marketing before the trade fair Marketing & Press in the Online Service Center (OSC) 38

39 Visitor marketing before the trade fair Checklist visitor invitation & communication (free) content/uploads/2014/11/insights- X_Checkliste_2015_EN.pdf 39

40 Visitor marketing before the trade fair Visitor flyer (free) 40

41 Visitor marketing before the trade fair Online Banner (free) 41

42 Visitor marketing before the trade fair Eye-catcher for your print communication (free) 42

43 Visitor marketing before the trade fair Logos (free) 43

44 Visitor marketing before the trade fair Letter stickers (free) 44

45 Visitor marketing before the trade fair QR codes (free) 45

46 Visitor marketing before the trade fair Invitation vouchers With voucher codes you can offer a special service to your important customers and allow them a free admission to Insights-X The ordered voucher codes will be sent to you via . Your customer can activate an e-ticket in our online voucher shop. 10 entrance passes exchanged are included in the marketing package. For each voucher exchanged from the 11th ticket onwards, 5,00 EUR will be charged. 46

47 Visitor marketing before the trade fair How can I ensure the success of the invitation campaign? Use only qualified and edited address material Invitations have to be personalised Use different sources for new address material. Address providers / specialist publisher Exhibitor data base Former customers & potential customers Joint invitation campaigns with distribution partners Offer opportunity to contact you Differentiation according to target groups 47

48 Visitor marketing before the trade fair How can I ensure the success of the invitation campaign? Early planning Timing: Consider Bank/national holidays and holiday times, the person s position as well as the region the person comes from Target group-specific communication Adjust the medium to the target group Multi-level invitation campaigns Cross-media invitation campaigns Adjust content, design and timing to further marketing campaigns Information of all persons involved The idea and quality of realisation is important 48

49 Visitor marketing before the trade fair How can I ensure the success of the invitation campaign? Content Trade fair message Trade fair location and date Contact person incl. contact data Topics, products and services presented at the trade fair especially news! Benefits for the visitors Events (i.e. product presentations, speeches) Incentive Options to respond to the invitation Hall and stand number Guidance to the stand Logo of company and trade fair You can find text modules for customer invitation in the OSC! 49

50 Visitor marketing before the trade fair Examples 50

51 Visitor marketing before the trade fair Example image change card (provider: B.Moss) 51

52 Visitor marketing before the trade fair Press (before and during the trade fair) Press boxes at Press-Centre (Centre Foyer, Level 1) Press contact in exhibitor list Event calender for press events 52

53 Source of information / orientation 53

54 Source of information / orientation Where to find guidance? Your personal contact person: Nicole Goller Online Service Center (OSC) exclusively for exhibitors Insights-X Website (Exhibitors service) Checklists for your trade fair participation 54

55 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: 55

56 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 ( 56

57 Source of information / orientation Further online training for your trade fair success To ensure the best possible preparation of your presentation, one more free webinar with all the relevant content for visitor marketing during the trade fair, organisation and follow-up work is available. Make sure of a place in the following module now: Module 2: Successful trade fair participation July 1, 2015, 11:00 a.m. CET Registration: 57

58 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. 58