strategies for maximizing your trade show investment
DESCRIPTION
Tactics and strategies for maximizing your international trade show participation. Presented at the World Trade Center of Central PA Annual International Trade Conference - June 22, 2011.TRANSCRIPT
“Strategies for Maximizing
Your Global Tradeshow
Investment”
Tin Cans Unlimited LLC
European Coatings Show
Nuremberg, Germany
• Pre-show planning
• Pre-show promotion
• At the show
• Post show follow up
• A few tips
Pre-Show Planning
• Start early
• Establish show goals
• Determine booth specifications
• Determine participants
• Consider language/culture
– Location of show
– Attendees
• How to promote
Pre-Show Promotion
• Take advantage of everything!
• Use your website
• Social media tools
• Email marketing
The Show Bible
• Created and distributed prior to leaving
for the show
• All contact information
• All travel details
• Booth duty schedule
• Meeting schedule
• PR schedule
The Toolbox
• We travel with:
– Adhesives
– Zip ties
– Sewing kit
– Spray cleaner
– Trash bags
– Extra batteries
– Shout wipes
– First aid kit
– Extra extension cords
Trick or Treat
Trick or Treat
• Offer something of value – not just
something with your name on it.
• Accept that 80% of gifts will be re-gifted.
• Offer something that is easy to carry.
• Offer something that serves an
immediate need or purpose.
At The Show
At The Show
Available in 22 languages with more than
20 country specific content options
After the Show
After The Show
• Compile email list and follow up with
leads
• Recap the event on website and blog
• Create galleries for Facebook and Twitter
• Survey booth workers
• Begin planning for next year
Measuring Success
- Set strategic goals at the outset
- What is the call to action on each page of each
outlet?
- Visit our website?
- Call us?
- Purely informational/educational?
- News provider?
- What will you measure?
- Site traffic?
- Friends/Fans?
- Conversion?
• Initially, set attainable goals
– 100 fans in first month
– Increased website traffic
• Then increase goals
– Conversions
– Bounce backs
A final thought…
Questions?
String Theory
• Visit our blog, “String Theory,” at
www.tincansunlimited.com for the latest
thoughts and concepts on marketing in the
digital age.
• Visit us on Facebook
• Follow us on Twitter: @tincansllc
• Connect with us on LinkedIn
