how smart marketers succeed with virtual trade shows
DESCRIPTION
From a webinar I presented in October 2010 with FOCUS.com - my five step plan on how marketers can achieve success with virtual trade shows.TRANSCRIPT
From Fad to ROI
How Smart Marketers Succeed with Virtual Trade Shows
Dennis Shiao
Director of Product Marketing, INXPO
October 14, 2010
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• Introduction
• The Five Steps• Q&A
Agenda
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“We are transforming the Web from pages and files to events and destinations, where people go to meet, learn and do business.”
“Virtual trade shows can be a dream for marketers.”
Quick Introduction
@INXPO
@dshiao
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Virtual Event Continuum
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1. Define mission statement
2. Assemble an all-star team
3. Build and promote your presence
4. Engage with prospects
5. Qualify and follow up with prospects
“Don’t mistake ‘virtual’ for ‘easy’ – it’s still hard work.”
The Five Steps
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1. Define mission statement
2. Assemble an all-star team
3. Build and promote your presence
4. Engage with prospects
5. Qualify and follow up with prospects
Example: “Generate 15 engagements with the
pharmaceutical industry, who will make a purchasing
decision in 6-9 months.”
First Step
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1. Define mission statement
2. Assemble an all-star team
3. Build and promote your presence
4. Engage with prospects
5. Qualify and follow up with prospects
Good candidates: Sales, Sales Engineer, Product Marketer, Engineer, Executive
Second Step
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1. Define mission statement
2. Assemble an all-star team
3. Build and promote your presence
4. Engage with prospects
5. Qualify and follow up with prospects
Third Step
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1. Contextual content
2. Compelling tagline
3. SEO
4. Labels as headlines
5. Booth staffer images
6. Stand out from crowd
Sidebar: Tips for Building your Virtual Booth
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1. Define mission statement
2. Assemble an all-star team
3. Build and promote your presence
4. Engage with prospects
5. Qualify and follow up with prospects
For coordinated engagement, act like a team and designate a coach
Fourth Step
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1. Define mission statement
2. Assemble an all-star team
3. Build and promote your presence
4. Engage with prospects
5. Qualify and follow-up with prospects
Pre-determine your lead scoring “algorithm” – and be timely in your follow-up
Fifth Step
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1. Define mission statement
2. Assemble an all-star team
3. Build and promote your presence
4. Engage with prospects
5. Qualify and follow-up with prospects
In Summary
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White Paper
For a free copy, email me: [email protected]
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Time for some Q&A
Thank You.