International Congress and Convention Association

TURNING SOAR FEETINTO LEADS AT TRADE SHOWS

ARNALDO NARDONE

LATIN AMERICAN ICCRM

Curitiba, Brazil

19-21 June 2005

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Content

..BENEFITS OF USING TRADE SHOWS .

..CHOOSING THE RIGHT SHOW.

..WHICH GOALS AND OBJECTIVES DO YOU LOOK FOR ?

..PLANNING TO GET THE BEST ROI.

..PROMOTION

..HUMAN RESOURCES.

..PRESENTATIONS,LEADS AND FOLLOW UP

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BENEFITS OF USING TRADE SHOWS.

TARGETED MARKETING.

DIRECT PRODUCTS ADVERTISING.

FACE TO FACE CONTACTS.

NETWORKING.

DIRECT SALES- CLIENT- EXHIBITOR.

LEAD GENERATION.

DIRECT CONTACT WITH DECISION MAKERS.

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BENEFITS OF USING TRADE SHOWS.

NEW MARKETS PENETRATION.

MARKET RESEARCH.

MEET NEW SUPPLIERS.

COMPARE SERVICE AND DESTINATIONS.

DATABASE BUILDING AND CROSS INFORMATION.

INTERNATIONAL CRM.

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CHOOSING THE RIGHT SHOW.

DEFINE YOUR TARGET MARKET.

DEFINE THE KIND OF SHOW OF YOUR INTEREST.

ANALIZE EVENT BY EVENT OFFER IN THE GLOBALMARKET.

ANALIZE ATTENDANCE FIGURES, KIND OFVISITORS, ORGANIZERS.

ANALIZE SPONSORS AND PARTNERSHIPS.

CHECK WITH OTHER COLLEAGUES THE SHOW’S VALUE.

TRY THE EVENT AS A CLIENT.

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CHOOSING THE RIGHT SHOW.

IMEX. -FRANKFURT. -INTERNATIONAL CONVENTION,MEETING,INCENTIVE. EIBTM. -BARCELONA. -INTERNATIONAL CONVENTION,MEETING,INCENTIVE.

BTC. -FLORENCE. -MEETINGS,CONVENTIONS AND INCENTIVE EXCHANGE.

M&IT. -LONDON. -UK CORPORATE OR ASSOCIATION BUYER OR INTERM.

IT&CMA. -KUALA LUMPUR. -INCENTIVE,MEETING PLANNER,ASSOC,CORP,USER,PCO,DMC

AIME. -MELBOURNE -INTERNATIONAL MEETINGS,INCENTIVE PLANNER OR ORGANIZER

ECI. -PARIS. -CONGRESSES,INCENTIVES,ASSOCIATION OR FEDERATIONS.

IME. -TOKYO. -CONVENTION BUYER OR SELLER FROM JAPAN-PAN PACIFIC AREA

IT&ME -CHICAGO. -NORTH AMERICAN INCENTIVE TRAVEL HOUSE OR MAJOR CORP USER.

CHASE. -LONDON. -MANAGER OF AN ASSOCIATION ,CHARITY OR NON GOVERNMENTAL ORG.

CONFEX.-LONDON. -CORPORATE,ASSOCIATION BUYER,PCO,INCENTIVE TRAVEL HOUSE,PCO

LACIME. -SAN PABLO. -CONVENTION,INCENTIVE,MEETINGS.

WTM. -LONDON.FITUR. -MADRID.ITB. -BERLIN.

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CHOOSING THE RIGHT SHOW.

COSTS IMPLICATIONS

FLOOR RENTAL.

DECORATION.

TRANSPORT.

HOTEL ROOM COSTS.

MEALS.

ADDITIONALS.(POWER, WATER, GARBAGE)

ENTERTAINMENT.

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SET YOUR GOALS AND OBJECTIVESADVANTAGES.

MEASURE OF RESULTS.

CLEAR BUDGET ACCORDING TO THE OBJECTIVES.

REALISTIC AND CONCRETE.

ESTABLISH TIME TO GET THEM.

STAFFING TEAMWORK.

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SET YOUR GOALS AND OBJECTIVES

INCREASE SALES.

MEET CLIENTS. (CONSUMERS OR DISTRIBUTION CHANNELS)

FIND YOUR TARGET CLIENTS. (ACCORDING TO DATABASE)

INTRODUCE NEW PRODUCTS AND SERVICES.

PENETRATE A NEW MARKET.

ENHANCE YOUR COUNTRY/ORGANIZATION IMAGE

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SET YOUR GOALS AND OBJECTIVES

BENCHMARKING.

LEARN NEW TRENDS AND DEMANDS.

LEARN WHAY IS DOING YOUR COMPETITION.

FOCUS ON POTENTIAL PROSPECT AND FUTURE ONES.

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PLANNING THE SHOW

Exhibition coordinator. (pre-show and stand).

Draw up an exhibition timetable.

Establish responsibilities and Communication.

Draw up a target-oriented budget.

Stand design, construction, fitting.

Transport, storage.

Staffing costs, accommodation, meals.

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PLANNING THE SHOW

Entertaining clients.

Hostesses, receptionist, interpreters.

Catering and drinks.

Office equipment, telephones, computers lines,stationery.

Official catalogues, trade press, advertising.

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PLANNING THE SHOW

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31%

53%

16%

Space rental, venue services

Stand design, construction, exhibit handling

Staff costs, accommodation, entertaining

PROMOTION

PERSUADE YOUR CLIENTS TO VISIT YOUR STAND.

PRESS RELATIONS, EDITORIAL COVERAGE.

DIRECT MAIL---- BEFORE AND AFTER.

ADVERTISING--- BEFORE-DURING-AFTER.

SPONSORSHIP DURING THE SHOW.

MERCHANDISING.

CATALOGUES.

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HUMAN RESOURCES

1 SALESPERSON - 30 VISITORS- A DAY.

1 SALES PERSON- 6 TO 12 VISITORS – HOUR.

1 STAFF MEMBER- 4-5 SQUARE METERS.

1 STAFF MANAGER- STAND MANAGER.

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HUMAN RESOURCES

FRIENDLY.

APPROACHABLE.

WELL INFORMED.

SALES-MARKETING ORIENTED.

TRAINED PEOPLE ON THE TARGETED MARKETS.

SPECIALIZED PEOPLE FOR EACH PRODUCT.

SPECIALIZED PEOPLE FOR DIFFERENT PRODUCTSERVICES.

FRONT LINE PEOPLE.REARGUARD PEOPLE.

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PRESENTATIONS, LEADS AND FOLLOW UP

PROFESSIONAL PRESENTATIONS OF PRODUCTS.

PRIORITIZE LEADS .

FOLLOW UP LEADS IMMEDIATELY.

PURSUE LEADS ON AN ONGOING BASIS.

TRACK LEADS TO MEASURE ROI.

MEASURE VISITOR AWARENESS.

EXHIBITION REPORT.

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