trade show guide - how to make the most out of your trade show dollars

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Trade Show Guide Get the Most Out of Your Trade Show Dollar

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Trade Show Guide - How to make the most out of your trade show dollars. How to create a selection criteria, how to measure results, plus all the dos and don'ts.

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Page 1: Trade Show Guide - How to make the most out of your trade show dollars

Trade Show Guide

Get the Most Out of Your Trade Show Dollar

Page 2: Trade Show Guide - How to make the most out of your trade show dollars

Start with the end in mind

Why is your company attending the event? Get Specific!

• To build awareness of our brand

• To generate qualified leads

• To recruit new employees

• To take advantage of a speaking opportunity

Objectives

Page 3: Trade Show Guide - How to make the most out of your trade show dollars

Industry

• Event must be in your industry or in one of the industries you serve.

Region

• Are your services restricted to a particular geographical area? Perhaps multiple areas?

Industry Recognition

• Is it a marquee event in the industry? Does not participating in the event detract from your brand’s recognition in the market?

Quality of Attendees

• If the event is small, it is particularly important to consider the QUALITY of the attendees

• Are there clients and decision makers with buying power attending?

Selection Criteria

Page 4: Trade Show Guide - How to make the most out of your trade show dollars

As an Attendee

• To scope out events that seem to be within your selection criteria

• Networking opportunities

• Educational opportunities

As an Exhibitor

• Brand recognition• Lead generation• Networking

opportunities• Educational

opportunities• Employee

recruitment

As a Sponsor

• Additional brand recognition

• Lead generation• Networking

opportunities• Educational

opportunities• Employee

recruitment• Speaking

opportunities• Press & media

exposure

How to Participate?

Page 5: Trade Show Guide - How to make the most out of your trade show dollars

BRAND METRICS

Impressions Number of people that saw the brand (%)

Visitors Number of people that visited the booth

LEAD GENERATION METRICS

Qualified Leads Number of qualified prospects met

Sales Appointments Number of sales appointments made

MARKETING METRICS

Marketing Materials Number of materials distributed

Promotional Items Number of items distributed

Contest / Giveaways Was one carried out? Results?

Competitors What was their presence at the event?

Metrics

Page 6: Trade Show Guide - How to make the most out of your trade show dollars

Cost $12,500

Number of Attendees 10,000

Impressions 3,000 (30%)

Engagement 200

Qualified Leads 2

Sales Appointments 1

Marketing Materials 50

Promotional Items 50

Cost per Lead $6,250

Cost per Impression $4.17

Sales Metric

Brand Metric

Sample Metrics

Page 7: Trade Show Guide - How to make the most out of your trade show dollars

Cost per Lead (Sales)

• A low cost per lead is the desired goal - more leads for less money. However, experience tell us that the better QUALITY the lead, the more expensive.

• What will truly determine if the investment was worth it, is how many leads turn into sales.

Cost per Impression (Marketing)

• A low cost per lead is the desired goal

• More brand exposure for less

Costs

Page 8: Trade Show Guide - How to make the most out of your trade show dollars

• Purchase an event attendee list if available

• Send a pre-event email to all prospects and event attendees

Personal invitation to pass by the booth

VIP Prospects can get a special “swag” bag

• Materials and promotional items should be provided in accordance to the size of the show and the quality of the attendance.

Pre-Show Preparations

Page 9: Trade Show Guide - How to make the most out of your trade show dollars

Contests & Surveys

• Contests are great, but everyone does them. Try to make your stand out by making them fun and interactive. Ask people to try and make a hole in one on a miniature golf set (for example).

Models vs. Food

• Food, particularly, spirits win every time. People will be more drawn to your booth is you are serving cocktails or coffee, than if you have a great looking model at your booth.

Showtime!

Page 10: Trade Show Guide - How to make the most out of your trade show dollars

Speaking Opportunities

• Whenever you have the opportunity to showcase your expertise, by participating in a panel discussion, giving a lecture, etc. DO IT!

• If you can try to work that into your sponsorship agreements at every event.

Track your Leads & Schedule Sales Appointments

• Invest in a badge scanner if your event has them available.

• Keep all business cards and scan them (as soon as possible into your database. A business card scanner or app is an essential and every cost effective tool.

• Set appointments right then and there to meet with your prospects. Get a time and date (not sometime next week).

Showtime!

Page 11: Trade Show Guide - How to make the most out of your trade show dollars

Post-Show Emailer

• Immediately after the event (at the latest within a week’s time) send your new leads and prospects a well thought out email, that will begin the process of leading them down the sales cycle.

Metrics

• Time to work the numbers and see if this event should be considered for next year.

• If you like the results and the numbers add up, book the event immediately. You get early bird rates and more negotiating room if you book early.

It’s a Wrap!