exhibiting dos and don’ts

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Exhibiting Dos and Donts

Meet the Presenters

Craig FisherPartnerAjax Social Media

Katrina BusselleVice President


Jen IliffFounder

3X Marketing

Todays Line-Up

Should I stay or should I go?

Before the Show

During the Show

After the Show


Stats and Facts

B2B marketing budgets spent on exhibitions1

Exhibitors that rarely or never provide training to booth staff 2

Top four most important sources of information attendees use when determining which exhibitions to attend:

Email from a colleague

Word of mouth

Exhibition website

Personal invite from an exhibitor

HRmarketer.com tracks nearly 1,000 human resources related events in its Global Conferences and Expos database.

1 CEIR Report, The Spend Decision: Analyzing How Exhibits Fit into the Overall Marketing Budget 20112 http://www.statista.com/topics/1413/exhibitions-convention-und-meetings/

Should I Stay or Should I Go?

Deciding If/Whereto Exhibit

Should I Stayor Should I go

What are your goals?What do you want to accomplish?

What is your budget?

Consider target audience and approach.

Before the Show

What to think about and do before the event to maximize chances for success.

Before the Show

What action do you want people to take?

Think of creative ways to get visibility.

Know your elevator pitch.

Create list of prospects, analysts, media and influencers you want to meet at show. Pre-schedule time with them if possible.

Prep the team attending the event.

During the Show

There is a lot more to do at an event than just trying to corral passersby for a conversation.

During the Show

Dont just bring sales reps. Dont launch into a sales pitch.

Make one critical point with the fewest words possible.

Attend the conference! (Often, the most meaningful conversations occur with people you sit next to during the sessions.)

Make giveaways creative and accessible.

After the Show

Your work doesnt end when the expo floor closes and the booth is packed up.

After the Show

Send follow-up emails to leads within 72 hours.

Connect on LinkedIn with the people you met. (Do it during the show if possible.)

Put prospects into your lead nurturing process.

Measure show experience (e.g. survey) and measure results.


Craig Fishercfisher@fishervista.com



Katrina Bussellekbusselle@hrmarketer.com

Jen Iliffjen.iliff@3X-Marketing.com