exhibitor webinar: tips and tricks for planning your exhibit · hold pre-show briefing and training...

Exhibitor Webinar: Tips And Tricks For Planning Your Exhibit

Thursday, February 25

1:00 pm – 2:00 pm EST

ONS Webinar Agenda

I. Meet your management and services teams II. Exhibitor Resources

• Key Show Information • Registration and Housing • Exhibitor Marketing Kit • Sponsorship and Advertising Opportunities

III. Cost Savings Tips IV. Marketing Strategies and Exhibit Best Practices

Meet the ONS Show Management

Jennifer Shupe

Sales Director

Amanda Strombeck

Sales Manager

Andrew Haigh

Sales Manager

Alexa Newman

Exhibits & Sponsorship

Director

Jeannie Weber

Exhibits Manager

Katie Regan

Sponsorship Coordinator

Liz Woods

Accounts Receivable

Coordinator

Exhibitor Customer Service Center Phone: 407-888-9669

Shepard Exposition Services – Lauren Bauer, National Sales Manager

Shepard Exposition Services – Tara Szatkowski, National Account Executive

Meet the Shepard Team

http://congress.ons.org/exhibit-and-sponsor/exhibitor-resources/ Exhibitor Resource Page

Registration and Housing

• All booth staff must have a badge to access the show.

• Registration and Housing are managed through

Experient.

• Visit the Exhibitor Resources Page to access the

Experient portal.

• Contact Experient at [email protected] or

Show Management with questions.

mailto:[email protected]



Exhibitor Marketing Kit

• Congress Graphics - Use Congress graphics in presentations, post on your company website, add to your blog, include in newsletters, or use in your email signature.

• Email Template - Generate awareness about your participation at Congress. Personalize the email template and send to all of your colleagues and contacts.

• Social Media Messaging – Blog post copy, tweets, and 50 word Facebook and LinkedIn descriptions are provided for you to personalize and post to your company’s accounts.

• Rent Attendee Lists - Generate traffic to your booth by reaching out to attendees before the show. Rent email lists, postal lists, or save by renting both together.

Sponsorship, Event, and

Advertising Opportunities Consider sponsorship, event, and advertising opportunities to build

brand awareness, educate attendees, drive traffic to your booth, and

create memorable experiences for customers and prospects.

• New opportunities at every price point. Sponsorships begin at

$1,000.

• All opportunities sold on a first-come, first-served basis.

• Prospectus available on the Congress website or contact Show

Management.

Show Growth Opportunity

Have you increased your booth real estate in 2016 over 2015?

2015 exhibitors who increace space by 100 sq ft receive 5% invoice discount with Shepard.

200 sq ft increase or more = 10% invoice discount with Shepard

Ways to increase ROI • Money Saving Tips for ordering early • Exhibit Like and Expert

#1

Pre-Show Exhibit Review

#2

Order Services Early

#3

Limit Give-Aways and Literature

Pre-Show Exhibit Review

Plan Ahead for Success

• What do you plan to bring; Do you have enough materials?

Are you packing accordingly? Do you have a plan?

• Is it time to update your graphics or banner?

• Will you display your items to their best advantage in your space?

Exhibitor Manual & Online Ordering

Ordering

Deadline April 7, 2016

https://www.shepardes.com/G4/showInformation.asp?show=13391



• Know your deadlines! Calendar, critical path, whatever methodology you employ—stay on top of them, to get best pricing, save time, frustration and ensure the most success.

• Provide complete correct data on all your orders. Including booth

numbers, credit card details, etc.

• Provide floor plans for all service orders. • Order online if possible. Available 24/7, in most cases you will get an

automatic order confirmation, and you will have exact details of your order.

• Based on your specific needs, plan accordingly. • Don’t forget planning for the dismantle—once the show opens, your

work is not over.

Exhibitor Manual Best Practices

Ship with Shepard and receive 10% on Material Handling

• Rental Booth can offer cost savings

• Walk in for your booth to be ready for you

• Discount on Material Handling

Marketing Strategies

&

Exhibitor Best Practices

#1

Set Goals for Better Results

#2

Sharpen Your Sales Strategy

#3

Establish Code of Conduct

#4

Create a Dynamic Display

#5

Increase Profits with Promotion

#6

Plan an Effective Follow-Up System

The Landscape

81% of trade show attendees have buying authority

SOURCE: Center for Exhibition Industry Research 2015

48% of attendees say face-to-face interactions are more important than ever

67% of all attendees represent a new prospect for exhibitors

76% of attendees plan their booth visits in advance

The Landscape

Attendee Top Shopping Needs


The Landscape

Most Popular Ways Attendees Prefer to Interact on an Exhibition Floor


Keys to Success

A clearly defined picture of what success looks like for your organization’s participation at ONS Congress

An understanding of the goals and needs of your

target attendees

An experience and environment that aligns your

needs and objectives with those of your customers

and prospects attending the show

A comprehensive plan that includes: strategy &

creative sessions, budget, timeline and duty roster

Creating Success

The Right Intelligence

Know your audience and their needs.

Using your own organization’s marketing and sales goals,

create a set of realistic objectives.

Creating Success

The Right Strategy

Align your objectives with the needs of your trade show

audience.

Create a simple strategy that will guide the creative

development of your booth experience for your audience.

Creating Success

The Right Experience

Design a booth experience with activities and information that will

engage your audience in a meaningful way.

Put yourself in your audience’s shoes and ask,

“What would I need to know, feel and do to be interested in our product or

service?”

Creating Success

The Right Actions

Treat your participation at the 2016 Congress as a campaign to

communicate with your audience targets before, during and

after the show.

Multiple touch-points should be used to tell a compelling story

that will drive them to your booth and create a desire to know

more about your company’s offerings.

Creating Success

The Right Measurement Once you have defined what success looks like for your

participation, set measurable objectives for the desired results.

Ask yourself:

What # of information requests should I obtain?

How many # of prospect meetings should I have?

What # of new bid opportunities should we aim for?

What # of demonstrations can we conducted and how many new sales should we obtain?

Such As:

# of qualified leads- ONS offers a Lead Retrieval system to help track this

# of F2F customer meetings - Let ONS help you in booking your meeting space

# of social media interactions - Use #ONSCongress2016 to connect with other attendees

Creating Success

The Right Results

Leverage your show success into continued success through

follow-up.

Capture learnings and best practices from the show – use those to

plan for the next cycle.

Planning for Success

Where you should be as of today with your

Pre-show planning

Outline purpose for participating in ONS Congress 2016.

Read contract carefully: Understand terms, show rules,

payment schedule, and space assignment method.

Prepare budget.

Update Company Profile.

Determine exhibit objectives.

Decide if new exhibit is needed. If so, begin design process.

(If using a portable, the design process may not require this

much lead time.)

Plan ONS Congress 2016 advertising and sponsorships for

more visibility.


4 Months Out

Select staff and register them before for the discounted rate.

Make airline and hotel reservations.

Determine exhibit needs (if using existing properties):

refurbishments, additions, changes. Select display products.

Communicate with primary vendors (exhibit house, shipping,

installation/ dismantle) regarding services needed and dates.

Develop floor plan for exhibit.

Finalize new exhibit design.

Execute show-related marketing plan.


Promotional Items and Marketing

• Pack 150 pieces for every 1,000 attendees.

• Use giveaways; don’t waste them.


3 Months Out

Carefully read and review exhibitor manual.

Register before discounted rate deadline.

Review exhibit floor plan and note target dates and restrictions.

Plan any in- booth presentations/demonstrations.

Create list of required services, noting deadlines for “early-bird”

discounts. Distribute show plan to staff.

Reserve any additional meeting rooms (hospitality events, press

conferences, etc.)

Select catering menus (for hospitality events, press events, etc.)

Submit authorization form if you are using an exhibitor-appointed

contractor.

Plan pre-show meeting.


2-3 Months Out

Preview new custom exhibit offerings. Finalize graphics art/copy.

Send information to other departments exhibiting in booth.

Prepare orders for: drayage, electrical, cleaning, floral, etc. Take

advantage of any pre-pay discounts. Follow up on all promotions,

making sure everything is ready to ship by target date.

Prepare printed materials.

Develop briefing packet for booth staff.

Schedule training for booth staff at show.


1 Month Out

Invite ONS attendees to your booth using the provided attendee list.

Follow up on shipping orders.

Follow up on installation/dismantle schedule; get an estimate on costs.

Call to reconfirm airline, hotel and car reservations. Make needed

changes. Follow up on target dates with all vendors.

Confirm availability of display products/literature.

Send all needed materials by target shipping date to avoid express mail

shipments.

Distribute briefing packet, including training materials, to all booth

staffers.

Set up and hold pre-show briefing meeting in office.


Upon Arrival

Pick up badges at registration located in exhibit hall, or at the satellite desks at the

Hyatt and Marriott Rivercenter.

Check on freight arrival.

Check with hotel about reservations for staff, as well as any meeting rooms and

catering orders.

Locate exhibitor service area.

Supervise booth setup.

Hold pre-show briefing and training for staff the day before the show.


During Show

Reserve next year’s booth space.

Conduct daily meetings with staff and review progress of objectives and to

make necessary adjustments to experience.

Make arrangements for booth dismantle and shipping.

Attend the Exhibitor Feedback Meeting to share your experience with

ONS.

Onsite 2017 Space Selection

ONS 42nd Annual Congress

May 4-7, 2017

Denver, Colorado

Sign up in San Antonio for the best booth location!

More information to come...


Post Show

Supervise booth dismantle.

Ensure proper follow-up with leads.

Debrief with staff and capture learnings.

Send thank-you notes.

Complete exhibitor post-conference survey.

Thank YOU! Questions?

Jeannie Weber, ONS Exhibits Manager, SmithBucklin

[email protected]

312.673.5794

Lauren E. Bauer, National Sales Manager, Shepard

[email protected]

7773.562.9577

Tara Szatkowski, National Account Executive, Shepard

321.229.2191

[email protected]




exhibitor webinar: tips and tricks for planning your exhibit · hold pre-show briefing and training...

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