Making the Most of Total Rewards 2015 Successful Trade Show Strategies 1
Our Attendees are Your Buyers According to the Center for Exhibition Industry Research (CEIR): 7 of 10 trade show attendees plan to purchase products and/or services in the coming year 72% of attendees use trade shows to influence their buying decision 58% attend only one trade show per year 2
Six Steps to a Successful Show 1. Set Objectives 2. Streamline Budget 3. Exhibit Booth Design and Floor Strategy 4. Booth Staffing and Training 5. Marketing Efforts Pre-, During, and Post-Show 6. Post-Show Analysis and Results 3
Setting Objectives What is your purpose for exhibiting/sponsoring? Branding Lead Generation Networking/Partnerships Competitive Intelligence Thought Leadership 4
Setting Objectives Make certain your objectives allow for measurable results. Metrics include: Number of Impressions Quantity of Leads, Quality of Leads Number of Connections Made with Current & Future Clients/Partners Number of Product Presentations Conducted Number of Onsite Sales Generated ROI (ratio of costs to leads converted to sales) 200 Leads x 1K Avg Sale / Cost of Show 5
Streamlining Show Budget The standard industry cost for exhibiting at a trade show is 3X the cost of the exhibit booth. Your budget should include: Travel Hotel Meals/Entertainment Show Services Shipping Marketing 6
Designing your Exhibit & Floor Planning Attendees decide whether to stop within 30 seconds of seeing your exhibit booth. If engaged, the attendee will stay 5-10 minutes per visit. Attendees visit approximately 30 booths per conference. Attendees need the ability to see your exhibit from a 180 degree vantage point Select your booth positioning based on best possible foot traffic and create additional foot traffic yourself Your exhibit must tell who you are and what you do without the attendee having to ask Your exhibit must have room for temporary workspace/space to hold meeting briefs 7
Booth Staffing & Training Booth staff should be made up of your a-team Generally thought to be top sales personnel Do more than man your booth - attend education sessions and social events for further networking opportunities Determine ways to capture the attendee s attention within the first 30 seconds of them visiting your booth Discuss ways to qualify attendees as a lead in less than 2 minutes and determine a strategy for managing leads after the show Listen in order to learn what the attendee wants/needs Present - Pitch in less than 5 minutes Close - Mutually discuss next steps 8
Marketing Efforts Pre-show: Important for building traffic on the show floor Send postal and email offers, pre-set meetings and client dinners, as well as personalized demonstrations and product presentations During: Important for achieving lead quantity and quality Offer giveaways, promote posts and pictures through the event mobile app and social media outlets Post-show: Important for converting leads to sales Create a priority contact method in order to make immediate and direct follow-up based on your exhibit booth conversations Please note: When using Twitter, WorldatWork encourages you to use #w@wlive in your tweets 9
Marketing Efforts Through WorldatWork workspan Magazine Advertising & e-newsletter Sponsorship Let WorldatWork s members know you are part of Total Rewards 2015. Advertise to get full exposure to conference attendees before, during and after the show! To advertise, see workspan details in our Online Media Planner Or use digital media to sponsor an upcoming e-newsletter. See our E-newsletter Sponsorship information HERE Total Rewards 2015 Sponsorship Opportunities To review options, see our 2015 Sponsor & Exhibitor Prospectus 10
Analyzing Show Results Gather feedback immediately from booth staff while it s fresh in their minds Generate lead reports and have the sales team follow-up to include tracking back to the show Analyze true and total costs for the show Schedule a meeting time with show organizers for feedback and future planning 11
Please reference the below links for your conference planning needs: Total Rewards Conference & Exhibit Hall Schedule Exhibitor & Sponsor Checklist See you in Minneapolis, May 18-20! 12
Questions CONFERENCE LOGISITICS Jessica Blake-Lawson: jessica.blake-lawson@worldatwork.org EXHIBITS AND SPONSORSHIPS Dawn Jeffers: dawn.jeffers@worldatwork.org Becky Setterberg: becky.setterberg@worldatwork.org ADVERTISING Chris Martin: cmartin@networkmediapartners.com 13