Presenter s Name Title Company XX/XX/20XX Trade Shows and Exhibitions Unparalleled Marketing Tool Exciting Career Opportunity
Item 1 Item 2 Item 3 Item 4 Item 5 Item 6 My background What are trade shows? Why do companies use trade shows? Case study: using trade shows to launch a business Best Practices for trade show marketing Career opportunities in trade shows
Item 1 Item 2 Item 3 Item 4 Item 5 Item 6 My background What are trade shows? Why do companies use trade shows? Case study: using trade shows to launch a business Best Practices for trade show marketing Career opportunities in trade shows
College studies First job My start in the trade show industry Current job Why I think trade shows are vital to industries
Item 1 Item 2 Item 3 Item 4 Item 5 Item 6 My background What are trade shows? Why do companies use trade shows? Case study: using trade shows to launch a business Best Practices for trade show marketing Career opportunities in trade shows
A.K.A. exhibitions, fairs, expositions, annual meetings and conventions Range in size: from small meeting rooms to huge convention centers More than 80% are B-2-B events. Not the B-2-C/public shows (car, boat, home, travel) (less than 20% of shows)
Every year: Over 14,000 trade shows are held in US and Canada Firms spend $7.5 billion on trade show space 75 million visitors/attendees A typical trade show: runs for two or three days offers 35,000 square feet of exhibition space includes over 100 exhibitors. Source: Center for Exhibition Industry Research, 2006 Census
Total Spending = $122 billion Taxes = $21 billion Employment = 1.71 million jobs Ran k Top Cities (based on # of shows) 1 Las Vegas 2 Orlando 3 Chicago 4 New York City 5 Atlanta 6 Dallas 7 San Francisco 8 Anaheim 9 Los Angeles 10 Rosemont Source: 2005 Economic Impact Study Convention Industry Council Source: Tradeshow Week 2008
General business magazines, 6% Radio, 5.00% Newspapers, 7% Other, 11% In-person events (e.g. trade shows, conferences), 15% Public relations, 5% Industry trade magazines, 7% Printed newsletter, 5% Custom publications, 9% Base: N=867 US B-to-B Marketers Source: Forrester Consulting Services 2005 Direct mail, 9% Online marketing, 12% TV, 9%
Let s take a closer look
Emphasis on face-to-face marketing Leverage all customer senses
Educational Sessions Receptions, Galas Awards presentations Company sales meetings and other allied events Social networking events
Bottom line: 4
Item 1 Item 2 Item 3 Item 4 Item 5 Item 6 My background What are trade shows? Why do companies use trade shows? Case study: using trade shows to launch a business Best Practices for trade show marketing Career opportunities in trade shows
In-person events (e.g. trade shows, conferences) 61% Public relations Industry trade magazines Custom publications TV Online marketing Direct mail Printed newsletter General business magazines Newspapers 52% 50% 45% 43% 40% 40% 39% 38% 37% Base: 867 US B-to-B Marketers; Source: Forrester Consulting Services 2005
In-person events (e.g. trade shows, conferences) 63% Industry trade magazines Public relations Online marketing Direct mail Custom publications TV Printed newsletter General business magazines Newspapers 47% 45% 42% 42% 41% 36% 35% 35% 33% Base: 867 US B-to-B Marketers; Source: Forrester Consulting Services 2005
Build awareness about company and products/ services Showcase and demonstrate new products and services Establish and maintain customer relationships
Learn about new products, evaluate offerings and narrow choices Identify new vendors, and maintain relationships with existing suppliers To purchase or plan purchases
See Buy/Sell Meet Discuss Learn
Item 1 Item 2 Item 3 Item 4 Item 5 Item 6 My background What are trade shows? Why do companies use trade shows? Case study: using trade shows to launch a business Best Practices for trade show marketing Career opportunities in trade shows
Founded in 2004 a new and exciting board game about the delicious foods that you love to eat! EAT IT! Snacks & Sweets Trivia Game tests your taste buds with fun and tasty trivia questions about Chocolate, Candy, Cookies, Snacks, Ice Cream and Desserts!
Launched at the 2005 International Toy Fair 10 x 10 booth Staff of 2 Marketing budget: Tradeshow - 74% Samples - 22%, Print Materials - 4%
American International TOY FAIR is the largest toy trade show in the Western Hemisphere. More than 1,500 manufacturers, distributors, importers and sales agents from 30 countries showcase their toy and entertainment products. From classic toys to interactive entertainment and everything in between Venue and Timings: The show is on February 20-23, 2005 from 9:00 a.m. - 6:00 p.m on Monday and Tuesday and on Wednesday from 9:00 a.m. - 4:00 p.m at the New York City's Jacob K. Javits Convention Center.
Short Term: Several well known retailers placed orders based on prototype at 2005 Toy Fair 100% increase in sales in 2005 112% increase in sales in 2006 Long Term: In 2010, product is sold through many national and regional retailers:
Item 1 Item 2 Item 3 Item 4 Item 5 Item 6 My background What are trade shows? Why do companies use trade shows? Case study: using trade shows to launch a business Best Practices for trade show marketing Career opportunities in trade shows
Before a trade show Develop a cohesive message/mission for the show Build uniform branding for all trade show components - graphics, messaging, contests, etc. Prospect to attract potential customers Advertise to drive traffic to your exhibit Public Relations for press coverage and buzz building Direct marketing to attract people to the trade show and to your exhibit Telemarketing to set appointments, invite customers to receptions and dinners, and potential customers to events or to the exhibit
45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 38% 16% Rule of thumb: Total cost = 3 to 5 times the cost of the exhibit space 11% 9% 8% 9% 6% 2% Source: Tradeshow Week Research
80% 70% 60% 50% 40% 30% 20% 10% 0% 67% 63% 59% 56% 50% 42% 40% 27% 5% Source: Tradeshow Week Research
At the trade show Personal selling to existing and potential clients Lead qualification Market Research Client Retention Messaging Competitive Analysis Sampling Contests
After the trade show Provide requested info to clients and potential clients Follow up on leads generated at the trade show Add to potential client data base Public relations/press releases And more!!
Sales lead generation Sales conversion Meeting qualified buyers in the booth Sign up new dealers/distributors Post trade show recall of your booth/product Press coverage (column inches) ROI (return on investment)
Item 1 Item 2 Item 3 Item 4 Item 5 Item 6 My background What are trade shows? Why do companies use trade shows? Case study: using trade shows to launch a business Best Practices for trade show marketing Career opportunities in trade shows
Exhibit builders Show management General service contractors Ad & PR Agencies Exhibitor Transportation (airlines, buses, trucking companies, shippers, etc.) Convention Center & Visitors Bureaus Hotels & Restaurants Exhibitor appointed contractors Relevant Industries
Trade shows deliver unparalleled value for exhibitors & buyers and also exciting career opportunities! Nothing Beats Face-to-Face! Trade shows offer exhibitors the best, most efficient way to reach existing and potential customers in any industry. In your marketing career, make sure trade shows are a significant part of your companies marketing mix!!
Presenter s Name Title Company And other contact information
Trade Shows Examples www.cesweb.org www.buildersshow.com www.nabshow.com www.packexpo.com Trade Show Associations www.siso.org www.iaee.org www.caem.ca www.pcma.org www.tsea.org www.asaecenter.org www.mpiweb.org www.ceir.org www.conventionindustry.org Publications www.tradeshowexecutive.com www.expoweb.com www.exhibitornet.com www.mimegasite.com www.meetings-conventions.com Technology www.corbinball.com Other www.tsnn.com www.esca.org/documents/industrygloss ary.pdf