Present IFT 16 New Exhibitor Web-Briefing Information & Insights You Need To Succeed at IFT 16 Participant Custom Learning Objectives This briefing will... 1. Provide new exhibiting companies and contacts with important information about IFT Food Expo, its attendees, and the ins and outs of exhibiting. 2. Inform about resources and support available from IFT. 3. Present 10 strategic keys to executing a more successful exhibit. 1
About IFT Food Expo Established in 1940, the IFT Food Expo is the largest annual food science event that brings together professionals from around the world from industry, academia, and government. Over 1,000 exhibiting companies each year Over 260,000 net square feet used in exhibit space 23,000 + attendees from over 80 countries Top 100 U.S. Trade Show IFT 16is a BIG show. To succeed, you have to do more than just show up! About IFT Food Expo Attendees Top 6 reasons for visiting IFT Food Expo: 76% - Learn about the latest trends 73% - Learn about the newest innovations 73% - Networking 72% - Seek out new products 58% - Meet with current suppliers 51% - Find new suppliers Success Tip Be sure to promote what s NEW before and at the show!!! * Source: Exhibit Surveys, Inc. IFT15 Attendee Survey 2
What Do Attendees Want? To find and sample the latest, products and trends. Focused, relevant, and informative communications to help them plan their visit and experience. Information and interactions onsite that allow them to better understand and easily compare products and services. Education, experiences, and case studies showing products in action and demonstrating capability, performance, and credibility. How Do Attendees Behave? Tend to plan ahead, set agendas and visit booths with products/services that support current and future interests and needs IFT attendees spend 8.2 hours on the show floor with Monday being the peak day. Tend to make a few appointments and then walk through the hall looking for new products, services and ideas Use the event mobile app Update your company listing on IFT website and in the onsite IFT Food Expo Program & Exhibit Directory Use free visibility programs such as the New Exhibitor Pavilion, What s New! product program and the Taste the Expo sampling program IFT Expo attendees are looking for the newest innovations and products. Exhibitor Support Team Melodie Anderson, Exhibits Manager for questions about yo0ur booth, set-up and regulations - 312-604-0265 - manderson@ift.org Dan Gullicksen, Exhibits Coordinator for questions about billing, user name, passwords and directory updates - 312-604-0279 - dgullicksen@ift.org Bato Prostran, Exhibit Sales for questions about floor space, IFT17 and priority points - 312-604-0278 - bprostran@ift.org Bob Milam, Trade Show Bob for a valuable FREE knowledge resource about best practices for exhibiting at IFT - tradeshowbob@gmail.com For onsite questions, contact IFT Staff, Floor Managers and Freeman Concierge Elite. 3
Additional Resources Available to You IFT 1. Free company name, product category, and description highlighted in the event mobile app 2. Enhanced company listing on the event floor plan including your logo and links, and in the onsite Program & Exhibit Directory 3. New Exhibitor Pavilion 4. Free exposure in Food Technology magazine pre-show issue (Deadline to submit - Friday, April 22) 5. Expo-Only Passes through Traffic Boost to invite customers and prospects to the Expo floor (limited to 100 registrants) 6. Free news postings on the event website 7. Use of the official IFT event logo in your marketing materials 8. Booth promotion widget 9. Free 30-minute strategy session with expert Trade Show Bob 10. Complimentary E3 Exhibiting Effectiveness Evaluation 11. Access to the media list, press room/media kit placement and free press conferences 12. Increase your visibility through programs such as the What s New! product program and the Taste the Expo sampling program 13. Ability to submit your new innovation for consideration in the Innovation Awards program 14. Exclusive meeting rooms on the Expo floor, available only to exhibitors Access by logging in to Exhibitor Only site: https://am-fe.ift.org/cms/?pid=210&target=1000030 IFT Exhibitor Only Site Online Access: https://am-fe.ift.org/cms/?pid=210&target=1000030 Content: * Exhibitor Newsletters * Important Dates & Regulations * Exhibitor Resources & Education * Promotional Opportunities Login to Access: * Installation & Dismantling * Exhibitor Appointed Contractors * Shipping/Material Handling Information * Exhibitor Service Kit - Freeman Information * Convention Center Information & Order Forms * Additional Contractors & Services * Registration, Directory Listing, & Lead Gathering * Exhibitor housing * Promotion, Publicity and Attendee Mailing List Information 4
Freeman Information Concierge Elite no need to go to service desk * Sign up to receive additional functions to include text message notifications Freight received at advance warehouse and show site Empty return notification * Mobile app to order services / requests on-site from your booth * Floor zone supervisors during move in First Time Exhibitor Program * Freeman Exhibitor services will contact each designated First Time Exhibitor Preshow ordering tips Material handling estimates Navigating Freeman On-line service manual * Freeman Concierges to visit with Exhibitors during move-in IFT * Upon close of show, Freeman Exhibitor Services will discuss invoice and follow up with show experience Food Sampling Package * One rate to include storage & delivery labor Melodie s Top 9 Suggestions 1. Use pre-show marketing - Target the right audience for your product/service. Promote with the FREE and/or paid marketing opportunities. 2. Read the Exhibitor Update newsletter 3. Pay careful attention to deadline checklists - By doing this, you can maximize your budget, reduce cost, and increase marketing exposure 4. Review the Rules & Regulations - This will reduce potential issues on-site 5. Take advantage of the FREE 30-minute strategy session with Bob Milam (Tradeshow Bob) 6. Look at the IFT15 Standout Exhibit Report for ideas on how to create an effective exhibit. 7. Sign up for Concierges Elite through Freeman to receive text notices on-site of all services OR download the new app. 8. Make sure you order lead retrieval for capturing leads onsite 9. Call IFT staff with ANY questions 5
10 BIG Mistakes to Avoid 1. Failure to the Exhibitor Service Kit. 2. Unrealistic expectations. (Exhibit Interaction Capacity) 3. Failure to set exhibiting goals. 4. Failure to pre-market their exhibit. 5. exhibit design and/or layout. (Interactive is key at IFT.) 6. Not enough thought given to product/service presentation. 7. Improper behaviors like talking on cell phones, etc. 8. Taking booth down before the show closes. 9. Poor lead follow-up or not following up at all. 10. Lack of time perspective in evaluating show results. Three Links of the Tradeshow Chain Not just days! At least months! PRE AT POST Critical Exhibiting Success Factors 1. OUTCOMES: Use Exhibiting by Objectives to support marketing, sales and CRM objectives and take advantage of the many opportunities IFT 16 presents. 2. SELECTIVE ATTRACTION: Develop pre and at-show marketing processes to attract enough of the right people to your exhibit and functions. 3. VISITOR EXPERIENCE: Deliver a high-quality visitor experience that secures a commitment to a next action step with qualified visitors. 4. FOLLOW-THROUGH: Follow-up leads to convert visitor commitments to action, ideally purchasing. 5. MEASUREMENT & LEARNING: Measure, report results, and learn from each show. 6
The 10 Keys 1. Be Clear About What You Are Really Buying: Face-to Face RESULTS come from how well you put your company identity, staff, products and services face-toface with the right people to exchange information that leads to a commitment to action on the part of the visitor. Exhibit Interaction Capacity: Example Participant Exhibiting Hours 18 18 Times Full-Time Exhibit Staff * x 2 x Total Staff Hours = 36 = Times Interactions per/hr/staffer ** x 3-5 x Exhibit Interaction Capacity 108-180 = * Staffing rule of thumb is 50 square feet/staffer ** 3 = Conservative, 4 = Moderate, 5 = Aggressive 2. Be Clear About Why You Are Exhibiting & Set SMART Goals Top Four Reasons for Exhibiting: Your Reasons Market awareness, presence and visibility Branding Lead generation and sales New product introduction Set SMART Goals Specific, Measurable, Actionable, Realistic, Time-bound Create action plans for achieving goals. Read Planning to Win Exhibiting by Objectives located online at Exhibitors Only Exhibitor Resources & Education page. 7
3. Invest Enough Resources The budgeting rule of thumb is to multiply your floor space cost times minimally to determine your total show budget. 4. Get In The Mind and On The Agenda of Enough of the Right Attendees 1. Show attendee behaviors have changed. 76% pre-plan their visit Stop at - exhibits on average (North America B2B average) 50% of these stops are pre-planned 2. You cannot just rent space, show-up, and the right buyers find you. 3. You MUST use targeted pre- and at-show marketing. View the Driving Qualified Booth Traffic: How to Attract Enough of the Right Attendees to Your IFT Food Expo Exhibit webinar replay located online at Exhibitors Only - Exhibitor Resources & Education page. 5. Make Sure Your Exhibit Communicates Effectively 1. Have a professional looking exhibit that communicates and supports your brand identity. 2. Quickly and visually answer three questions in the mind of attendees: do you do? should I care? are you? 3. Make it easy for visitors to enter, move around and exit your exhibit. 4. Make it easy for visitors to physically interact with your products and services. Review the Stand Out Exhibits reports located online at Exhibitors Only - Exhibitor Resources & Education page. All new exhibitors will receive a free Exhibit Effectiveness Evaluation at the upcoming Expo! 8
Six Ways to Make Your Exhibit MORE VISIBLE 1. Lighting 2. 3. Clear & Informative Messaging 4. Creative Use of A/V 5. & Engagement 6. Proactive Booth Staff Look at The IFT15 Standout Exhibit Report. View the Experiential Marketing: How to Create & Effectively Promote In-Booth Presentations & Demonstrations webinar replay located online at Exhibitors Only - Exhibitor Resources & Education page 6. Staff & Work The Show Properly Put effective staffers in your exhibit - Friendly and engaging - Proactive versus - Knowledgeable - Asks good questions and listens well. - Can communicate and persuasively - Takes good lead information and gains commitment to the next step Power Tips for effectively working the show: - Be in your booth and available the entire show. - Smile and greet people in the aisle. - Effectively engage visitors who enter your booth. Know what you need to ask. Be able to deliver a short company story. Be able to communicate your product/services messaging in a concise, persuasive and interactive manner. Capture more information from visitors. Get a commitment from the visitor to the next action step. Read Staffing for Success and view the Secrets of the Aisles: Practical Skills to Improve In- Booth Interactions, Get Better Leads, and Close More Sales webinar replay located online at Exhibitors Only - Exhibitor Resources & Education page. 9
7. Take Quality Leads & Follow-up Effectively Lead quality is equal to the clarity of the next step and visitor s to take that step. Rent lead retrieval system. Follow-up fast or in-line with the visitor request. Link follow-up back to the visitor request. Vary follow-up media: email, mail, telephone, in-person, etc. Determine follow-up plan the show. Read Closed-Loop Lead Management and view the State of the Art Lead Management: How to Improve IFT Food Expo Lead Quality & Sales Conversions webinar replay located online at Exhibitors Only - Exhibitor Resources & Education page. 8. Measure Results Don t just count count over time! Develop a simple and consistent set of performance metrics. o (CPL) Cost Per Lead o (CPI) Cost Per Interaction o Potential Revenue Value of Leads o (ROI) Return On Investment Read Exhibit Measurement Made Easy and view the Exhibit Measurement Made Easy: How to Budget, Manage Costs, Measure & Reporting Exhibiting Performance & ROI webinar replay located online at Exhibitors Only - Exhibitor Resources & Education page. 10
Performance Metric Examples: Cost Per Lead (CPL): Example Participant Total Show Investment (10x10, $3,295) Floor space x 3 $10,000 $ Divide by # Leads 100 / Cost Per Lead $100 $ Average cost of a B2B tradeshow lead: $165 (Source: Exhibitor Magazine s 2015 Sales Lead Survey) $283 (Source: Exhibit Surveys, 2013) Cost Per Interaction (CPI): Total Show Investment (10x10, $3,295) Floor space x 3 $10,000 $ Divided by # of Exhibit Interactions 125 / Cost Per Exhibit Interaction $80 = Average Cost of a Field Sales Call: $596 (Source: CEIR, 2009 Potential Revenue Value of Leads Total # of A Leads 10 Times Average Sale Amount x $5,000 $ Potential Lead Value = $50,000 $ Divided by Show Investment / $10,000 $ Soft Dollar ROI = $5 to $1 $ 11
9. Learn from Every Show and Stay Committed Make time to walk the exhibit hall and successful exhibitors. Attend educational sessions and social/networking events. Do a post-show report and identify learned so you can do even better at your next show. Be patient! It takes time to build a masterpiece. Learn, apply, and stay committed and success will come. 10. Success Rule for Exhibitors New to a Tradeshow If the people attending IFT 16 influence/make buying decisions for what you sell, You cannot the ultimate value of the show from one attempt. You must commit to at least consecutive shows, Applying more of what you learn to each show. Get Ready for a Positive & Profitable InfoComm Exhibiting Experience! IFT 16 is one of your most effective marketing and sales media, when done properly. IFT gives you the resources, support and access to be as successful as you want to be. Use what you learned in this briefing and take advantage of all of the knowledge resources on the Exhibitor Resources & Education website. Website Link: http://am-fe.ift.org/cms/?pid=1001253 Three most important ideas I learned from this session were: 1. 2. 3. 12
IFT Commitment to Exhibitor Education & Success Exhibitor Only Website: Exhibitor Resources & Education: Live and re-playable webinars Useful white papers and best practices How-to exhibiting articles and downloadable tools Stand Out Exhibit Reports Bookmark, Share and Access at: http://www.am-fe.ift.org/cms/?pid=1001253 Free Customized Trade Show Strategy Session with Trade Show Bob - tradeshowbob@gmail.com 13