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Stand out, planning for a successful trade show

Trade shows are a valuable resource for your marketing toolkit. Let's outline the elements for a successful plan.

tin marien

on 1 January 2013

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Transcript of Stand out, planning for a successful trade show

Get into the aisle After the event Plan your stand During the event Before
the event Best is to have someone inside the booth to talk to visitors who walk up and another in the aisle getting attention and directing people inward. especially during high-traffic, just being a barrier in the middle forces people to squeeze by your booth, which gives you the chance to engage! The Booth encourage staff to greet people warmly and smile amazingly, this is often forgotten. An inviting attitude can give a valuable first impression.
The staff should avoid having their backs to the entrance, or taking phone calls while on duty. Stand out Following up with your show contacts is crucial. Post-event is where the real revenue-driving activity happens. if you have gathered sufficient information in your lead capture process, you are now in a position to follow up with those people who visited your booth.
Do this quickly8 Responding within 24 hours of the end of the trade show will make you stand out from the competition. People's expectations are high. Meeting them is important and gives a good impression of Kemin. Follow up with prospects The goal is to meet as many qualified prospects as possible. This requires being proactive. Promote the event Select yo booth staff with care. like your signage, this is the image you are presenting to your audience.
Set up a rotating booth schedule for your staff
Create a unique identity for your booth staff
decide on the dress code, e.g. matching blazers, ties, scarves, ... Staffing your booth is the key message you want to get across? What Set your objectives Introduce a new product Plan objective Gather new prospects Plan objective The lay out of your booth should change depending upon how diverse or qualified the attendees are. A booth design to optimize booth traffic plannig for a succesful
trade show Resources
set your budget ? how does this show fit into the business plan
? how does this show fit into the marketing plan recruit strategic partners support the industry conduct market research for competitive intelligence, industry trends, customer needs retain current customers gather new prospects for the database for later cultivation Generate qualified sales leads Associated metrics # of demos given
# of visitors to the booth
# of press mentions
# of samples ordered
# of sales collateral distributed Measurement tools Daily self reporting by booth staff
Lead volume by product Associated metric # of prospects gathered
cost per new prospect
# new accounts added to database Measurement tool Gross badges swiped at booth
Business cards collected Don't take on more than you can handle.
A trade show cannot do everything. Select one or two strategic objectives for each show and
measure them well. It is no longer enough
to set up a stand,
pass out literature and
hope for the best Select the right trade show Goal in exhibiting at a trade show:
to get the right audience
to stop by your booth and
speak to your staff this does not happen accidentally
it requires forward planning and strategic thinking total net attendance in past 3 shows and projected for next event
audience demographics
top 10 exhibitors and square footage of exhibit space
times and dates of exhibit hall opening versus program sessions
promotional budget and plans for the event ask the show management Set your objectives Having clear and realistic objectives is a critical starting point, as you need to know and understand what you want to achieve, There are no right or wrong objectives, they need to be personalized to the needs of your organization.
Once you have your objectives set, make sure to determine the metrics you will use to measure success! Crucial do you want to
increase awareness of products / services in existing markets
introduce new products to existing markets
enter new markets with existing products
introduce Kemin
increase awareness of Kemin in existing markets Research indicates that pre-show promotions are an under-leveraged opportunity in trade show marketing.
Don't wait for people to stop at your booth, reach out to them before they arrive.
Make them eager to come and see you.
Doing this step well can markedly increase your success! Pre-show promotion strategies Targeted communications to registered attendees
Communications to current customers, prospects and used to customers stickers or electronic taglines
added to all
business communication
Advertise your show
participation create a minisite from the
home page that contains press
releases, product
announcements, speaking
engagement schedules, ... Mailings :
exhibit hall passes
personal letter from a senior
invitations for lunch & learn
creative teasers
... call or email to set
appointments if the audience is highly qualified design the booth to be open &
attractive create on-site reasons for people
to stop by premiums informational items contests give aways advertising food & drinks Plan your stand
your company is one of hundreds that take part in the show. What will make potential customers visit your stand over those of your competitors?
Give visitors a reason to come to your stand. in a hall overflowing with products and services, combined with time constraints, people need a motivation to visit your stand. Research show you have less than 10 seconds to catch the attention of a visitor to your stand if the audience is diverse design the booth as a closed
environment make appointments in advance
or have invitations to be shown Signage is more important than you may realize.
Think of your signage as the first impression you make on the audience.
Your goal is to have signage that attracts the type of people you want to meet. your stand makes a strong statement
about Kemin,
what Kemin does,
and how Kemin does it. You need to have a focal point & a strong key message that communicates a significant benefit to your prospect :
think clever do you want to attract? Who - Digital aspects in stands are becoming more common. Make them an integral part of your message and booth design. Give yourself more time to check electricity supply and digital specification! Like good advertising,a good exhibit clearly communicates one major message.
This draws in more prospects to your booth than an unfocused cacophony of messages.
kill your darlings! Be memorable
all others will be forgotten before the end of the show Invite editors to stop by the
make sure your advertisement
contacts of major magazines
are informed and ask them to
inform their editors in case you
do not know them directly How many?
Determining your trade show staffing needs correlates to the size of your booth, relevancy of the audience attending, and type of event in which you are participating. To begin using your staffing formula, ask the organisers an estimated count of how many people are forecasted to register, and in turn, visit the trade show floor during the span of the event.

With this information in hand, follow the steps below to determine your trade show staffing requirements.

STEP ONE: Calculate the total number of potential prospects you expect to see by multiplying the number of registered participants by 16 percent. This is a conservative approach. You can choose to multiply by 20 percent if you believe your booth, products, and marketing visibility will be a significant factor over competitors.
STEP TWO: Take the number you arrived at in Step One and multiply it by 50 percent, if the event in which you are exhibiting is more general in nature and will attract a wider range of attendees. Use a number between 35 and 40 percent if the show is highly targeted to your specific audience.
STEP THREE: Use the calculation from Step Two and divide the number by the total hours your booth will be open, according to the conference schedule. The number you get will show you how many people will potentially visit your booth every hour.
STEP FOUR: Divide the visitors per hour from Step Three by the number of contacts or demonstrations you think your personnel can effectively handle in a 60 minute span of time. Then, you will be able to project how many people you need to staff your booth at any given time during the show.
Once you’ve used your staffing formula and have determined your personnel needs, make sure your exhibit area is large enough to accommodate everyone who will be working.
As a rule of thumb, your representatives will take up about 30 percent of the space to accomplish their objectives, or about 50 square feet per person. You have about 30 seconds to engage the visitor and begin to capture information about them.
Therefore it is best to go for quality rather than quantity of information. Gather information consider the information you are gathering now as introductory data. Follow up after the trade show for details there are several ways to gather information.The simplest ways are often the best but avoid the goldfish bowl of business cards Minimum elements to capture are
contact details
needs assessment
follow up plan
notes on the discussion
name of the booth staffer
date encourage staff to record all prospect information Train your exhibit staff!
Your staff needs to know what is expected from them.They need to be briefed on all new programs and initiatives that should be emphasized. they must know how to run the demos and presentations, and they should know some basic trouble shooting. Nothing looks more unprofessional than demos that don't work or literature than can not be found. don't eat unless with visitors
don't talk on the phone
watch your body language
remeber breath mints
take breaks (about 5 minutes per hour)
wear comfortable shoes
don't carry on conversations with other booth staff while prospects are walking by
don't sit down while attendees are in the exhibit hall
make sure you have a pen and a lead form handy at all times
do venture out into the aisle to greet attendees some booth staff basics Ask questions instead of pitching
Good conversationalists are genuinly interested in the other person. If you start chatting they will actually ask you for a pitch as a form of reciprocation. then you've got permission to 'sell and they're truly listening.
Don't ask how they're doing . Your opening line should engage them with something you specifically have to offer. 'Hello, how's it going' is not interesting or unique.
Ask questions, don't just transmit. This is a fantastic opportunity for direct market research on your potentional customers. come up with 3 - 5 questions that you're going to ask people who walk by the booth. No need to carefully record the results - the big trends will be obvious and the rest is noise. 48% of all documentation picked up by visitors
is 'lost' before leaving the trade show. 78% is never looked at.
Take names instead of pushing brochures. Give aways make sure they relate to your exhibit message. Do not give away an item with mass appeal. You want prospects, not freeloaders. Appoint someone (if not you) to regularly police the booth to keep it neat and eye appealing personal email thank you note
personalized letter with the information requested at the show
invitation to subscribe to the corporate e newsletter
personal thank you letter senior executive
reprint of the press coverage
put an update to your website thanking visitors who came to the booth promote to the attendees who did not make it to your booth, using the list from the show management
add a contact form to your website visitors who did not attend the trade show The important point is to respond immediately, make the communication personal, and ask for a response. Qualify the leads evaluate the event with metrics
5 key event metrics Trade Show & Event Marketing: Plan, Promote & Profit
Ruth Stevens
ISBN-10: 0324206240 |
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