Trade fair participationKey elements

Kuldeep SharmaJune 21,2012

Why to have Goals for organising a Trade event?

Write down at least 5 reasons

Reasons for Goals

The reach Which peice of the pie?

Reasons for Goals

Control No Goal, No knowlegde of succes

Reasons for Goals

Coördination What means must we put in order around the whole exhibition. In order to reach the

goal

Reasons for Goals

Motivation & Direction

Reachgoals: Who do we want to reach? (Targetgroup)

Procesgoals: How information is transferred? (likeability, creation, standbuilding)

Effectgoals: What happens at and after the show? ( real effect )

Types of Goals

The reach Goal?

Total number of visotors.

Targetgroup

Refining this

Targetgroups per branch and/or interest. Fill up with:

Position (just buyers?) Decisionmaking ability (Only DMU?) Customers (existing or new or both ) Et cetera

ProcesGoal

How did they like your stand?

What should have been their reaction?

Effectgoals

Selling

Contact

Communication

Information

Distribution

Media

Generating leads

Direct Sales

Closing big contracts

Filling the database

Sales Goals

Contact/Follow up goals

• Identify: Who

Maximise: How many

Prioritise: Who first

Classify: Follow up

Communication Goals

create or raise level of product and name knowlegde

(re)positioning of brand

demo

productintro

producttests

image-measure

competitionanalysis

inventorisation customer whishes

Information Goals

contact new distributeors/partners

contact existing distributionchannel

set reputation as a partner

Distribution Goals

Media Goals

create free publicity

relation with journalists

So! How do people do it in practise?

41% of the europeans leave the end result on level of succes up to the judgement of the staff and the standmanager ( how objective is that?)

How to plan to participate in a Trade fair

Kuldeep SharmaJune 21,2012

Selection of a Trade fair

• Identify the steps involved in selecting a trade fair for your company/smes

• Time 15 minutes

Stages

Pre trade fair ; getting visitors

During and after trade fair ; Performance and follow ups

Evaluation of a Trade eventThe concept of Accountability

Kuldeep SharmaJune 21,2012

How do you evaluate?

SMART!

• Specific• Measurable• Acceptable• Realistic• Time restricted

Efficiency-indicators: een model voor beursdiagnostiek

number

Potential # visitors

Actual # visitors

Targetgroup

StandVisitors

Newcontacts

number

number

number

exhibitionefficiency

contactefficiency

leadefficiency

number

mediumefficiency

xx%

xx%

xx%

xx%

Standcontacts

conversionefficiency

number

xx%

NieuweCustomers

exhibitor

organisor

number

attractionefficiency

xx%

©

Medium efficiency

Potential # visitors

Actual # visitors

visitor marketing

Showpromotion

number exhibitors

number marketleaders

Showtime

‘state’ of the industry

Influencers

Exhibition efficiency

Actual # visistors

Targetgroup

visitor marketing Showpromotion number exhibitors number marketleaders Showtime ‘state’ of the industry

Influencers

Attraction efficiency

Targetgroup

Standvisitors

standlocation

standdesign

standpromotion

Pre-show: F.E. invitation, advertising, DM, website On-Show: F.E. stickers, flyers, incentives, games, action

competitors

news en novelties

Influencers

Contact efficiency

Standvisitors

Standcontacts

quality off visitors

standpromotion

standdesign/lay out

capacity standstaff

performance standstaff

news en novelties

Influencers

Lead efficiency

New contacts

Standcontacts

Rules of the market (number new entries)

caracteristic of the show (relationbuilding)

matching the goals

standpromotion

performance standstaff

Influencers

Conversion efficiency

New Contacts

New ClientsInfluencers

follow up in general

number of contacts

showoffers

standdesign

‘state’ of the industry

competition

Promotional Plan and Collaterals for Trade Events

Kuldeep SharmaJune,21,2012

• Explicit, not implicit• Simple and focused• Repeated at all times:

– Brochure, website, advertisements, advertorials, stationary, product packing, etc

• Associate with buyer’s environment

MESSAGE

Promotional strategyCONFRONTATION

MATRIX

PRODUCT MARKET COMBINATION

UNIQUE SELLING PROPOSITION

Types of promotion

• Product promotion• Corporate promotion• Sales promotion

EXPORTER CHANNEL END USER

“PUSH” “PULL”

“OVERHEAD”

“DIRECT”

Types of promotion

Public media - cost and waste ? Trade fairs – research, selling, or what ? Personal visits – frequencies and motives Company brochures - relevancy Business letter – direct mail campaigns E-mail - pro’s and con’s Website – but how to promote it ?

Promotion media

• Traders

• Distributors

• Wholesellers

• Agents

• Processors

• Retailers

• Consumers

• Other market parties ?

EXPORTER

CHANNEL

END USER

?

?

Target groups for promotion

Other market parties

suppliers,

press,

institutions,

sector associations,

laboratories,

opinion leaders

………………………….

…………………………..

Target groups for promotion

Decision making unit: End-users Influencers Buyers Deciders

Target groups for promotion

Reasons to participate Sell, research, intelligence

Individual or collective ? Budgets and results

Selection of trade fairs Sectoral, regional, other sectors ?

Preparation Invitations, promo-materials

Follow up Is there a budget, calls and visits

Considerations for trade fairs

Large

Low

Small

Channel

Low

No

Small

Large

Direct

High

Yes

High

ADVERTISING DIRECT MAIL

Number & dispersion of buyers

Buyer’s information needs

Size & importance of purchase

Distribution

Product complexity

Post purchase contact required

Direct mailings

• Use professional databases for prospects

• Make own database of existing, past customers

• Return card with ample space for relevant data with your return address and contact

• Gadget/gift/eye-catcher/UFO

• No open envelopes, no general addressing

• Do not use more than one page

• Do not start with extensive introductions

Facts on DM

• Too many messages are put in company brochures. Focus on one clear message is important.

• In order to build a bridge between sender and receiver, you can use– Mutual interest

• We all want to reduce maintenance costs– Dangers - common enemies

• “Are you ready for the millennium bug?”– Role models - testimonials

• These customers have used our ………

Company brochure

• Company name

• Logo

• Main applications

• Left : bullet text about company attributes pictures with people

• Right : common issues/enemies/testimonials • Provision for product sheets

• Product range / features / special

performances• Company name / logo / all data (blank)

XxXxXxX

FlexiBel

www.com

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Company brochure

Which phase of the purchasing process ? Orientation phase Definition of purchase Supplier selection Ordering

What type of purchase ? New task buying Modified buy Straight re-buy

Timing of promotion

Communication : content

1. Message• Statement,

decision, request

2. Background

• Events, circumstances, reasons, only information the receiver needs

3. Development • Necessary specifics,

details on implementing

4. Close• Link to future action,

incidental info, statement

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• MMMMMMM

• MMMM MM MMM MMMMMM

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• MM MMM MMM MMMM

• MMMMM MM M MM

MMMMMMMMMMMM MMMMM MMMMMM MMMM MMMMMMMM MMMMMMM MMMM MM MMM MMMMMM ?

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Communication : “cosmetics”

© Cedis 2004.

Be specific, not vague

I am afraid we will not be able to fulfill our obligations due to some unforeseen circumstances

Your shipment will arrive 10 days late in Rotterdam due to an accident in the plant of our main supplier.

Who, what, where

Many experts in the trade think there is an increase of demand for our products in EU

The president of AAAAA, Mr. XXXXX, confirms an increase of 12% for natural extracts in your market.

Use active verbs

We were asked by Mr. Jones to give an opinion on this matter.

Mr. Jones asked us to give our opinion on your proposal.

Avoid “-ment” or “-ion” words

The commitment of management to quality creates frustration amongst some workers.

Management has committed themselves to quality, which frustrates some workers

Put the “do’er” upfront

I will be easy for you to understand that deliveries cannot always be made on time

You will easily understand how difficult it is to deliver on time

Close with action, question

We are looking forward to meeting you at the trade fair in Germany.

We will call you to make an appointment for the trade fair in Germany in June

Winners Have a plan!

Losers have excusus? There was no Plan.