How to Supercharge Your Tradeshow Performance

Event Marketing

Strategy x F³

(973) 686-9393http://exhibitCraftNJ.com

What is Event Marketing?

Event Marketing is the opportunity to put your best asset, your people, in front of your most desirable goal – new customers.

You’ve made the first step by committing to attend the show…now let’s make an impact!

What types of events do you and your company go to?


Why Market at an Event?

In order to make trade shows a powerful dimension in your company’s overall marketing plan, there must be total alignment between the strategic marketing and your exhibit marketing plan. Know what you wish to achieve…

o Increase market share with existing users; o Introduce new products/services into existing markets or into new markets; o Or introduce existing products/services into new markets...

Build upon these ideas. Integrate your intentions through staff training & building a well communicated plan.

ReasonsBranding Messaging Positioning


Define Your Brand

Messaging and imagery will define your brand. Make your investment count when considering an event marketing company and display. Make your logo, message, and design “speak” to your target market!


Define Your Message

Build upon your objective and incorporate your message into your marketing. Make your message prominent through logo positioning, tagline statements, product/service offerings, onsite demos, promote your website & phone information, and create targeted messaging in your collateral that suits your event needs.

o Before the show – invite & mention the event to your market.o During the show – promote your booth – draw a crowd!o After the show – continue the message – follow-up!

Trade Show Attendees Profile(973) 686-9393http://exhibitCraftNJ.com

Positioning

Market position is crucial. Create a well-branded environment with creative imagery and messaging that positions your company in a way that persuades your customers to visit your space.

You have 3 seconds to catch your audience’s attention!

Branding + Messaging = Positioning

Rolles Royce & Robertet(973) 686-9393http://exhibitCraftNJ.com

Display Design Options

Incorporating your strategic objectives & design into:

Renting Leasing Purchasing


Rentingo Affordable o Easy o No Storage o No Maintenance o Great Presenceo Match $ and $

Croton


Your Investment under $600Strategic messaging and imagery.


Your Investment under $1,500


Your Investmentunder $2,500

Upgrade with a Kiosk!


Your Investmentunder $7,500


Your Investment…and Beyond


F³ Basics FUN FREE FOLLOW-UP… the 24 hour rule!


FUNeveryone wants to have it!

Train Your Staff & Coordinate Attire Interactive Client Environment – Appeal to All Senses Be Different from Your Competition Get Staff Excited About the Show! Entertain in Your Booth Demos & Show them What’s New Workshops & Mini-Seminars Interactive Multimedia that’s Entertaining!


FREE

Promotional Items Coupons Drawings Entertainment Food/Beverage Samples Information – What’s in it for them? What’s New & Exciting?

What do you use at your events?(973) 686-9393http://exhibitCraftNJ.com

FOLLOW-UP Capture Your Lead Information Ask Qualifying Questions & Make Notes Have a system in place to call your leads within 48 hours of the show! Stay in touch and keep them in the database. Refer to something you learned about them at the show. Track Lead Progress & Sales to Understand Your ROI Lead Results Will Help Determine Next Year’s Efforts

… like crazy! This is why you go to the show!

PNY / GRAYHAIR (973) 686-9393http://exhibitCraftNJ.com

SUMMARY

Why Market at an Event? Branding, Messaging & Positioning Your Investment – How to Display Your Company F³ Factor – Fun, Free & Follow-Up


Now, let’s talk about how to

PLAN and make it a great show.


PRE-SHOW8-10 Months

Budget Select Show Contract Space Budget Preliminary Plan Preliminary Profile of Team Hotel and Travel Reservations


PRE-SHOW5-6 Months

Coordinate Advertising / Sales/Marketing Departments

Identify Target Market Identify Products and Services Start Booth Design** Plan “The Show” Set Goals **


PRE-SHOW2-3 Months

Finalize “The Show” Finalize Booth Design / Begin Production Submit Show Forms Select Booth Staff/ Schedule Meeting Press Releases, Pre-show Marketing Plan Literature and Giveaways Plan the “Pitch” Confirm Goals


PRE-SHOW1 Month

Set-up Exhibit / Dry Run Staff Meeting / Training Written Plan to all Staff Confirm Hotel / Travel Pre-show Mailing Targeted “Hit-List” Pre-show Tele/Social marketing, Appt Setting Finalize Literature / Product Booth Supplies / Giveaways Ship Exhibit (Trace)


AT THE SHOWPre-show Meet Every Morning

Clarify Schedules Confirm Meetings with Key Accounts Personal Hygiene Leader to Psyche-up Team Emphasis on Team Performance


AT THE SHOWGather Leads

A. Engage 1. reactive

2. proactive

B. Qualify 1. probe with open ended questions

2. listen

3. who, what, how much, when


AT THE SHOWGather Leads - Continued

C. Respond to Needs1. respond to hot buttons only2. discuss benefits (streamline)3. ask / listen for confirmations4. shut up

D. Closing1. identify closing signal (create)2. get agreement on next step3. schedule next step4. get commitment5. document information**


AT THE SHOWTake Breaks

Walk the Show Floor Visit Competition Call the Office Look in Mirror (Hygiene) Eat and Drink Away from the Booth Don’t chew gum Don’t Smoke Sit and rest your feet


AT THE SHOWAfter Show Daily Review

Preferably Away from Booth De-Brief Share Success Stories (Positively) Discuss Suggestions Share Scoop on New Competition Are we getting enough leads? Assign Info Gathering Projects Clarify Schedules Secure Leads


POST SHOW

A. Gather Leads 1. preliminary evaluation report 2. fulfillment3. disburse to sales team4. start lead tracking trail

B. Show Analysis 1. rate booth personnel 2. ask for personnel surveys 3. exhibit analysis4. competitive analysis5. update budgets and expenses6. Review goals status


POST SHOW - continued

C. Track Leads1. review phone calls and emails2. track appointments3. track presentations4. TRACK SALES5. review goals

D. Three Months1. TRACK SALES2. review goals3. update budget


POST SHOW - continued

D. Start all over

E. Measure and Report

F. Start all over

G. Measure and Report

H. Start all over


Thank You!!!

For More Info, contact us at22 Riverview DriveWayne, NJ 07470

(973) 686-9393

www.ExhibitCraftNJ.com


Self Improvement

How to Supercharge Your Tradeshow Performance