maximising exhibtion roi
Post on 13-Jan-2015
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Generate More Leads From Your Exhibition
Fuel Event Activation
What the Organiser Doesn’t Mention
How to be in the Top 5%
There are 350-400 exhibitors in the average trade show
The average attendee only visits 21 stands
And walk into the exhibition already knowing 75% of the exhibits they want to see
We want you to be in the top 5%
What the Organiser Doesn’t Mention
Few exhibitors successfully translate their marketing activity into leads acceptable to the their sales staff
We know from registration companies that less than 20% of exhibitors follow up on generated leads because the data is either too hard to use or the leads are in a format too hard to exploit
How many leads did your last trade show generate?
What was your cost per lead?
Event Sales Activation Outcomes
Brand Awareness
Australian Red Cross -Even Wars Have Laws
• Raise national awareness of the importance of International Humanitarian Law (IHL)
• Use non traditional channels to achieve effective cut through
• Inspire debate
Outcome
• Campaign achieved global coverage and massive national media engagement across radio, online, TV and press
• Drove huge controversy via talk back radio over a week and significantly increased awareness
Integrated Pre-Event & In Show Launch
Nissan Australia -GT-R Launch
• Target $200,000+ car buyers• Fully BTL integrated campaign to cast a
halo over entire Nissan vehicle range• Drive GT-R sales enquiry• Maximize extremely limited budget to
deliver national launch
Outcome
• Every GT-R sold (200) before landing in the country
• Purchase price $175,000
Event Campaign & Lead Generation
Australian Red Cross -Year of the Blood Donor
• Demystify blood and generate ongoing donor commitment
• Build a travelling exhibition solution for all national cities as well as smaller regional footprint
• Encourage visitation and blood type awareness
Outcome
• Achieved 27,000 visits nationally +195%• Test targets +158%• Over 2.5 years of donation pledges in 11
hours
Pre & In Event Lead Generation
BMW Motorad – Melbourne Motorbike Show
• Drive awareness of BMW bike range• Generate Dealership traffic and test ride
enquiry• Deliver fully integrated campaign within 4
weeks on small budget
Outcome
• Achieved more test rides in 4 weeks from campaign activity than the entire previous year for Southgate BMW
In Show Visitor Activation
Guild Group – APP Conference
• Develop an exhibition theme for the Australian Pharmacy Professional Conference
• Drive engagement with brand• Effectively capture data• Draw on our newly developed Guild
proposition ‘advice that matters’
Outcome
• A record 1,600 delegates visited the stand with more than 2,500 pieces of advice posted leading to over 120 meetings post the event
Display Activation
Nissan Australia -350Z Launch
• Create a presence for launch in valuable AB demographic high traffic areas - airport
• Capture prospect enquiry and drive sales through purchase funnel
Outcome
• Over 7,000 brochures taken• Over 8,000 visitor interactions• Over 56,000 kiosk navigations• Average dwell time over 6 minutes• Test Drives generated 78
Pre Event & In Show Visitor Activation
Diversified Exhibitions -Franchise & Business Opportunity Expo
• Drive attendance to Australia largest Franchise expo
• Ensure exhibitors extract maximum value• Empower visitors to take control of their
working lives
Outcome
• Pre-Registration 237% above target• Across Syd, Per, Mel & Bri we increased
visitor by 89% in 2009 & a further 14.3% in 2010
• $28m of sales leads generated• 79.5% of visitors rated the event
successful or better
Winner - 2009 Most Innovative Marketing Campaign / Winner - 2010 Most Innovative Marketing Campaign / Finalist – 2011 Most Innovative Marketing Campaign at the Exhibition & Event Australasia Awards 2009
Pre Event & In Show Visitor Activation
Diversified Exhibitions -Fitness & Health Expo
• Generate more leads and sales at Fitness• Extend market appeal without losing
business value to visitors
Outcome
• Even on an target increase of 6% Fuel delivered a 22% return.
• Lifted trade numbers by over 200%• Consumer visitors increased by more
than 76%• Generated almost 20,000 visitors, a
number previously thought unattainable for Fitness
Pre Event & In Show Visitor Activation
Symbion Pharmacy -APP Conference / Expo
• Drive stand attendance • Design & build a reusable stand • Promote 4 different brands under the one
stand solution
Outcome
• Achieved record attendance at stand • Over 1,500 attendees entered stand
competition from newspaper wrap• Over 3,000 oversized show bags used
promoting Symbion brand
Our AdvantageFuel Event Activation
Our Advantage
Innovation & execution focused on your ROI
Fuel is a campaign agency focused on ROI
We are experts at delivering leads through integrated campaign activity
We have the connections and experience to leverage your exhibition organisers and suppliers
Which is why we are the agency of choice across 8 of Australia largest business and consumer events
And used for global event by clients including, BMW, Symbion Pharmaceutical, The Guild Group, Moonlight Cinemas, Diversified Exhibitions, Australian Red Cross, Nissan Australia and more.
With our data capture, management and reporting expertise we provide leads that are custom prepared for your sales staff
Innovative Approach
Campaign Schematic – Transparent Strategy
• Integrated thinking• Demonstrates connectivity and
outcome focus• Simple to understand & sell in
Your Investment
1. Unleaded
• Campaign creative• Integrated event approach,
strategy & planning• In show campaigning• Database, Lead Management
& follow up• Campaign Metrics Reporting
• $20k circa
2. Regular
• Event campaign creative• Integrated event approach,
strategy & planning• Pre event & in show
campaigning• Database & Lead Capture• DM & eDM strategy, activity &
deployment• Microsite, registration • Competition• Social Media campaigning• Campaign Metrics Reporting
• $50k circa
3. Hi Octane
• Event campaign creative• Integrated event approach,
strategy & planning• Stand design• Pre event & in show
campaigning• Database, Lead Management &
follow up• DM & eDM strategy, campaign
& creative• Media planning & management• Microsite, registration • Competition• Social Media campaigning• Campaign Metrics Reporting
• $100k circa
Decide on the right fit
Next Step
Want to:
1. Discover how leading exhibitors achieved results exceeding 200% of target
2. Triple your investment impact
3. Generate measured returns from your exhibition investment &
4. Sell more products to more customers more often
then a 30 min catch up with Fuel could be the best decision you make this year.
Call Fuel on +61 3 8415 8600 and let us show you how.
Increase Exhibition Return
• Discover how to be in the top 5% before you even bump in
• Use proven in-show activation to capture a huge portion of the visitor market
• Ensure your leads can be easily followed up by the sales team once the show is done, and
• Create real, measurable returns from your investment in the exhibition
• If you’re hoping to generate leads at an exhibition this year then a 30 min catch up with Fuel could be one of the best decisions you make in 2012.
Call Fuel on +61 3 8415 8600 and let us show you how.
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