Objectives and Introductions Preparing for Summer NAMM and pre-show marketing opportunities 2011 Summer NAMM Highlights 2012 Summer NAMM Features NAMM U, Public Day, Retail Boot Camp, Top 100 Dealer Awards How to Badge Your Staff and Guests Invite your buyers Difference between badges Kevin Johnstone Director of Tradeshows NAMM Melinda Kendall Vice President Business Solutions Freeman How badge pickup works Why we collect e-mail addresses How to manage your badge list
Objectives and Introductions Drawing Attendees: Pre-show and on-site marketing opportunities Publicity opportunities social media Kevin Johnstone Director of Tradeshows NAMM Online sponsorship opportunities Current trends that attract attendees and crowds to your booth Ways to connect with attendees beyond the booth and post-show Melinda Kendall Vice President Business Solutions Freeman 2013 NAMM Show
2012 Summer NAMM Features
OVERALL INDUS Badging How to badge your staff, customers and guests Invite your buyers NAMM exhibitors who would like to invite a buyer to Summer NAMM can do so via the NAMM website A unique e-mail address is required for each buyer to receive an invite from the exhibitor There will be a link available on the NAMM website that exhibitors can click on This is a 18 and over badge only You will enter the buyer s e-mail address and first and last name Click send to send the invite it s that simple Exhibitors can send as many invites as they want to their buyers; invitations can be sent multiple times More information about Summer NAMM is available at www.namm.org/summer Questions? Contact Ken Longenecker at kenl@namm.org.
OVERALL INDUS Badging How to badge your staff, customers and guests Difference between badges Go to http://www.namm.org/summer/2012/badges for complete badge types and allotment How badge pickup works Each attendee provides their unique e-mail address Once the badge registration has been completed, a badge confirmation is generated and sent to the attendee s e-mail address You will receive confirmation reminders that contain your badge confirmation number Print and bring one these bar-coded badge confirmations with you to Nashville Badge pickup is located on Level 3 of the Nashville Convention Center Have your matching photo ID and scan or enter your confirmation number at one of the badge pickup kiosks, and your badge will print almost instantly Why we collect e-mail addresses We ask that you provide an e-mail address so we can send you a personalized bar-coded badge confirmation; this bar code will be scanned on-site at Will Call, enabling us to print your badges immediately
Trade Show Marketing Budgets Percentage of Marketing Budget Over 75% of Budget 10% Under 10% 7% 18 shows/year on total net average in 2011 51% 75% of Budget 18% 10% 25% of Budget 31% 56% exhibit at 6 or more shows a year 19% exhibit at more than 21 shows annually 26% 50% of Budget 34% 8% exhibit at 50+ shows annually Source: Champion Exposition Services Exhibitor Trends Survey, June 2010, n=1,002 OVERALL INDUS
Exhibitor Goals Exhibitors looking to collect leads and create brand awareness when exhibiting at trade shows Collect leads Create brand awareness/grow market share 75% 79% Launch new products Meet with or entertain current customers 33% 32% Sell on the show floor/write orders 21% Stay current with what s happening in your industry 15% Keep up with or psych out your competitors 8% Meet with the press/generate buzz 5% Buy from or meet with other exhibitors/suppliers 4% Other 4% Q2. What are your organization s primary goals for exhibiting at trade shows? Respondents: 892
Reasons for Remembering Exhibits Source: The International Center for Exhibitor and Event Marketing, 2011 2011 Freeman. All rights Reserved. Proprietary & Confidential.
One Comprehensive Campaign Generate excitement in your live presence Learn about who is going to attend Pre-Show On-Site Utilize knowledge to maximize personal engagement Gain more information Follow up with leads Continue conversation Repurpose content Post-Show
Exhibitors Promote Their Event Participation 44% send pre-show emails to their own list 27% send direct mail to their postal list 91% promote their exhibiting activities/events on their company s website 42% promote their trade show activities on their social media pages Source: Champion Exposition Services Exhibitor Trends Survey, June 2010.
OVERALL INDUS Pre-Show and On-Site Marketing Opportunities Direct mailing and e-mailing to buyers attending 2012 Summer NAMM Download company contact info for buyers attending Summer NAMM @ http://www.namm.org/summer/2012 Advertise in UpBeat Daily Submit new and compelling product news to the UPBEAT DAILY magazine that is published daily during NAMM: editor@upbeatdaily.com. Deadline for editorial is May 31 st. The most compelling news and visuals get the most attention. Contact UpBeat Daily @ http://www.upbeatdaily.com/exhibitor.html
OVERALL INDUS Pre-Show and On-Site Marketing Opportunities On-site press room Drop off material at the Summer NAMM Press Room press releases, product photos, press kits and other promotional materials that you would like to make available to media during the show Before the Show E-mail Jeanne O Keefe at The Lippin Group -- JOKeefe@lippingroup.com or Lora Bodmer at NAMM -- LoraB@NAMM.org to inform them of interesting new products or news you will be offering at the Show. They are in touch with media on a daily basis. NAMM Media Desk Visit the NAMM Media Desk staff on-site at the Nashville Convention Center to inform them of artist or celebrity appearances, jam sessions and other interesting events that the media should be made aware of. Often, a TV crew or other media will visit the Media Desk to ask, What s happening now? Help NAMM help YOU by giving us the tools needed to answer these inquiries quickly.
OVERALL INDUS Pre-Show and On-Site Marketing Opportunities Virtual press room You can access NAMM s Virtual Press Room at namm.org to upload one PDF file that includes press releases, product photos, press kits and other promotional materials that you would like to make available to media during the show with the freedom to make changes throughout the show Trade magazines Send press releases to the trade magazines using contact details found in the Publicity Information section of the Exhibitor Manual Other show publications Make sure you utilize the share forms and additional listing forms to properly add your company and brand names to the Show Directory and Show Map
Publicity Opportunities Social Media Incorporate @NAMM and @NAMMShow Twitter and Facebook feeds into your marketing and PR out-reach, mention your booth number at Summer NAMM so that media can easily find you on the show floor. Media track these social media tags during their show coverage.
Online Sponsorship Opportunities The NAMM Exhibitor Portal helps you promote your events and artist appearances, market your brand to buyers, post your press releases and increase traffic to your booth. In addition to online event listings and press releases, there are two sponsorship options to get maximum exposure during the show: Option #1: Upgrade to an enhanced online directory listing for your company Upload unlimited product and information sheets to help get your company's info into buyers' hands. This option is just $25. Option #2: Sponsor a banner ad on the 2012 Summer NAMM Smartphone App Get your company featured prominently in rotating banner ads that visitors can click through to access your company's landing page, find your booth, contact you directly or access your company s product information. Banner ads are $250 each. 2011 Freeman. All rights Reserved. Proprietary & Confidential.
2011 Freeman. All rights Reserved. Proprietary & Confidential.
Booth Design Attract Hold Engage
Banner Stand $412+ Table Drape $355+
Exhibit Mural: $375+
Booth Package Options start at $1250
Need Help with Graphics? Just call Stephanie. Stephanie Howie Creative Director, Custom Exhibitor Graphics stephanie.howie@freemanco.com 508-923-5367
Drawing Booth Traffic Informational/marketing/product material distribution 79% Product demonstrations/simulations 57% Flash video presentations unmanned, auto loop 38% Product showcases/displays (temporary storefronts) 36% Swag/tchotchkes/premiums 34% Drawings 28% Refreshments/food and beverage 15% Theater/educational presentations with live speaker and seating 10% Entertainment (celebrity, magician, musical act, etc.) 4% Other 3% e: Champion Exposition Services Exhibitor Trends Survey, June 2010.
Plasma screens help draw attention and generate excitement
So does hands-on training Provide education to buyers
Provide Education Present technical data Give access to technical experts See, touch, feel
Provide Education Showcase your programs on the latest technology Utilize new systems to create interactive programs Help attendees download your apps
Games Engage Teach Demonstrate Involve Keep the content relevant
Use celebrities to bring buyers to your booth
and draw a crowd.
Stage/Theater Presentations In your booth or in event product theater Keep them: Lively Short Highly informative Facts, not sales
Product Demonstrations Appeal to: Curiosity Exclusivity Involvement A performance is a public entertainment presentation and is prohibited A demonstration is showing the merits of a product or service to a prospective customer Demonstrations are permitted as long as they do not exceed 85 decibels or 5 minutes in length
Engagement Walk-through demonstration Attendee participation Immersive Memorable
Giveaways Draw to booth Reward for engagement Make sure they remember who gave it to them! Consider a higher value exclusive gift Make attendee work for it Watch demonstration Play product info game Passport program of multiple stations in booth Result: greater interaction with qualified leads
Product Literature Short, sweet, useful Multiple pages for various products? Provide stapler or folder Ability to attach business card Less is more prompt to go online Incorporate QR codes to send them back to your website
2011 Freeman. All rights Reserved. Proprietary & Confidential.
Train on your product and company Product information and key messages When/how to refer to product expert How to get more information How to use giveaways 2011 Freeman. All rights Reserved. Proprietary & Confidential.
Train on your product and company Send product experts along with salespeople Train all booth staff before the event Product/company Boothmanship
Train on boothmanship Proactively engage attendees Agree on 2 3 probing questions Qualifies lead Allows to tailor conversation What are the key indicators that you have a solution to fit needs? Engage in conversation find out more about their product needs, resources, purchasing timeframe, etc. Listening is key and write it down! 2011 Freeman. All rights Reserved. Proprietary & Confidential.
Be friendly and welcoming! No cell phones No computer use No sitting down Avoid food in booth Never turn your back to the aisle Give staff sufficient breaks to sit, talk, recharge OUTSIDE of your booth
Sponsorships Increase exposure Drive attendance to booth Maximize the on-site opportunity Educate Demonstrate Brand Drive awareness Drive leads
2011 Freeman. All rights Reserved. Proprietary & Confidential. Change to NS13
Participation Go out and meet people throughout the event Attend some of the sessions and visit other booths Rally a group for dinner Send updates on your event experience to social media
Following Up Who is following up? When? Use the notes from your lead collection Personalize your note, and recap your conversation Use the post-event attendee list to reach those who didn t make it to your booth Send a post-event press release Begin a program of year-round engagement Over 70% of all leads gathered at trade shows do NOT receive any follow up* Newsletters, e-mail communication, regional events, monthly contests, ongoing engagement with customers : Center for Exhibition Industry Research (CEIR), 2010
Following Up ajority of Exhibitors Follow Up with Leads Within ne Week after the Event Exhibitors Are Using E-Mails and Phone Ca for Post-Show Leads Immediately during the event using the latest web based lead 6% Post show phone calls to leads 65% Within one week after the event 72% Post show e mails to leads 65% Between two weeks to a month after the event 12% Post show direct (postal) mail 25% etween two to three months after the event 3% Lead qualification/scoring 19% We do not typically follow up with leads 2% Other 6% Don t know 5% Don t know 2% e: Champion Exposition Services Exhibitor Trends Survey, June 2010. MEDICAL INDUS
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