Tradeshow Optimization - AAOS€¦ · Trade Show ... Use Targeted Pre/At Show Marketing to Attract Enough of the Right People 1. ... stops at _____ exhibits on average

American Academy of Orthopaedic Surgeons Exhibitor Webinar Workbook

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Tradeshow Optimization

Programtm

How to Take Full Advantage

of the AAOS Exhibiting Opportunity

Custom

Present

Participant Learning Objectives:

By the end of this webinar,

you will... 1. Discover perspectives and practices

that improve exhibiting performance

and results fast. 2. Learn four critical exhibiting success

factors that point the way to productivity & profitability.

3. Overview 10 major steps to making tradeshows more productive and profitable.




Perspectives & Practices

When you ask the unsuccessful exhibitor “What are you buying?” “Why do you

exhibit?”, you will hear phrases like ….

Ask the successful exhibitor and you’ll hear…

1. Get Clear About What You Are Really Buying …

Face to Face Contact - Exhibiting results come from how well

you put your company identity, staff, products and services

face-to-face with the right people to exchange information

that leads to a commitment to action from visitors.

2. Recognize and Take Full Advantage of the Unique Dynamics

a. The customer_______________ to you, with a relatively ________________,

on your ______ in an environment hyper-conducive to talking and doing business.

3. Appreciate the Cost-Effectiveness Factor

Field Sales Call - $______________

Per Attraction/Interaction - $__________/$__________

4. Appreciate the Sales Efficiency Factor

Field Sales Call – ___________per day

Trade Show - _______________per day/per staffer




5. Appreciate the Sales Compression Factor

Field Sales Call – _____________F2F calls to close

Trade Show – ___________ F2F calls to close

6. You have a Finite Amount of F2F Interaction Capacity

Exhibiting hours 23

Full time exhibit staff x______

Conservative # Interactions/hour/staffer x______

Exhibit Interaction Capacity _______

7. Approach Your Exhibit Program as an Investment

A marketing and sales and CRM investment

Expect and __________ for return on investment

Goal: $____ to $_____back for every $1 invested

o .in value and/or revenue

o in a ______________ manner

o over time




8. Move From Logistics to Strategy

The average exhibitor spends…

___% of their pre-show planning and execution time on logistics.

Focusing solely on logistics only ensures one thing:

We need to spend more time on _____________ issues:

Show analysis

Audience analysis

Getting stakeholder buy in and support

Setting clear, compelling objectives and outcomes

Planning for execution and results

Pre/at-show marketing to drive qualified booth traffic

Effective communication with team

Measurement

9. Focus on Four Critical Exhibiting Success Factors:

1. OUTCOMES: Use Exhibiting by Objectives to support your company

marketing and sales objectives and take advantage of the many opportunities

shows present.

2. ATTRACTION: Develop pre and at-show marketing processes to attract

enough of the right people to your exhibit and functions.

3. EXPERIENCE: Deliver a high-quality visitor experience that secures a

commitment to a next action step with qualified visitors.

4. FOLLOW-THROUGH: Follow-up to convert visitor commitments to action,

ideally purchasing, and measure results.




(EBO) Exhibiting By Objectives

to Plan for Results

1. Identify _____________ and ________________________ AND get them

thinking about what they can accomplish through the show.

2. Identify your top 3 __________ for exhibiting:

1._________________________

2._________________________

3._________________________

3. Convert reasons to SMART goals:

S______________

M______________

A______________

R______________

T______________

4. Create Written Action Plans: Elements of the written action plan:

Statement of the goal: What exactly is the desired outcome?

Strategy: In a broad brush strokes, how will we achieve this outcome?

Tactics: What specific actions will we need to take?

Budget: How many staff hours and dollars will be allocated?

Responsibility: Who will do what?

Timeline: What is the start and target completion date for each action?

5. Schedule, communicate, execute, monitor activity, and measure results




Create a Worthy Destination

1. The Primary Question:

What do we want our ideal visitor to _______________, ________________,

and ______________ as a result of visiting our exhibit?

2. Five Keys to a More Effective Exhibit:

1. Location:

2. Size:

3. Identity and Branding:

4. Visual Communication: Quickly answer the 3 questions in the mind of the

attendee:

1. ______________________________

2. ______________________________

3. ______________________________

5. Creative Interactivity: Ask: _________________________________




Use Targeted Pre/At Show Marketing to

Attract Enough of the Right People

1. The attendee’s behaviors have changed …

spending fewer days at the show

76% preplan their visit

stops at __________ exhibits on average

_____ of these stops are preplanned

2. Less than ____% of exhibitors do targeted pre-show marketing

3. The 5 step Pre-show Marketing Planning Process

1. Calculate and Set an Exhibit Interaction ________

2. Assign a budget: at least _____%

3. Create __________________ profile

4. Build target visitor ___________________

5. Create a General Awareness and High-Profile Campaign that delivers

at least ___ direct hits to your ideal visitors.




Staff for Success

1. The difference between a tradeshow as an investment or an expense

is the _____________________ staffing the booth.

2. Eight Attributes of an Effective Staffer:

1. __________________________________________

2. __________________________________________

3. __________________________________________

4. __________________________________________

5. __________________________________________

6. __________________________________________

7. __________________________________________

8. __________________________________________

Success Tip: If your staff is deficient in 3 or more areas, provide exhibit staff training.

3. Seven keys to Staffing for Success:

1. Put the right ______________ of people in the booth.

2. Have a good ______________ of staff.

3. Prepare a booth _______________________.

4. Always conduct a _____________________________.

5. Set _____________, _____________ and _____________ goals.

6. Recognize and reward ___________________________.

7. Elicit ___________________ from your staff.




Train Your Staff to Use an In-Booth

Interaction Process

1. ____________, _________________, and _____________________________

is the enemy!

2. Your staff can get ____________ done if they have some structure and process.

3. The difference is training on ____________________.

4. Tradeshow Interaction Process:

1. Make _____________________________contact.

2. Gain quick _______________________________.

3. Briefly present to ___________________ needs and interests.

4.Capture information and secure a ___________________________ to the

next action step.




Develop a “Closed Loop” Lead

Management Process

Seven Keys to Developing a Closed Loop Lead Management System:

1. Define what is and ___________ a tradeshow lead.

2. Set ___________________________lead goals.

3. Make your staff__________________.

4. Identify what ________________ you need to capture to qualify a lead.

5. Develop an effective lead ___________ process.

6. Assign a lead _______________.

7. Efficiently route leads and make it easy to report on progress and conversion..




Measuring & Reporting

Exhibiting ROO & ROI

Why Measure?

- Raise your value to your company

- Justification

- Gather information to improve results

1. Return on Objectives (ROO): Evidence you made _____________

toward relevant objectives.

2. Return on Investment (ROI): Evidence you made _________________.

3. Hard Dollar: _______________ received that can be credited toward

the show, typically in the form of at-show and post-show sales.

4. Soft Dollar: ________________ received that can be expressed in numeric

terms, typically in the form of money saved. Examples:

- Cost per lead savings (compared to other lead generating media).

- Cost per interaction (compared to cost of a field sales call).

- Column inch of publicity (compared to advertising costs).

- Number of exhibit impressions (compared to advertising costs).

- Comparable costs of market, customer or competitor research.

- Comparable cost of recruiting.

- Goodwill generated with existing customers

- Research costs saved.

Cost Per Lead (CPL)\

Total Show Investment $25,000

(Divide) by # Leads 150

Cost Per Lead (CPL) $167

Comparative (Print Ad) $500

Less Cost Per Lead - $167

Savings $333

Times # of leads x 150

Soft Dollar (SD/ROI) $49,950/200%




5. Return on Investment Formula

Revenue Credited to Show $___________

Less Cost of Sales (Gross Margin) $___________

Gross Exhibit Profit (Loss) $___________

Less Exhibiting Investment $___________

Net Exhibit Profit (Loss) $___________

Net Exhibit Profit (Loss) $___________

Divided by Exhibiting Investment $___________

Multiplied by 100 x 100

Return on Investment ___________%

6. The BIG question: Did you generate a 300 to 500% ROI?

Here are the 13 sections of the Exhibit Effectiveness Report:

1. Objectives:

2. Leads:

3. Exhibit Traffic:

4. Cost Per Interaction:

5. Pre and At-show Marketing:

6. Public Relations and Press Exposure:

7. Exhibit Design:

8. Exhibit Demonstrations/Presentations

9. Hospitality & Sponsored Events:

10. Key Customers and VIPs met:

11. Competitive Summary:

12. Show Budget/Actual with ROI:

13. Lessons Learned and Recommendations for the Next Show:

Documents

Tradeshow Optimization - AAOS€¦ · Trade Show ... Use Targeted Pre/At Show Marketing to Attract Enough of the Right People 1. ... stops at _____ exhibits on average