trade show marketing strategies: how to find qualified leads in the crowd

Skoda Minotti Speaker Series#SMSS

Skoda Minotti Speaker Series Presents:

Trade Show Marketing Strategies: How to Find Qualified Leads in the Crowd

John F. KallmeyerDirector, Visual Marketing


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BACKGROUND

Visual Marketing

Environmental Branding Corporate Décor Retail Branding Themed Environments Trade Shows, Events



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INTRODUCTION

The Trade Show Marketing Environment

Crowded Hectic Fast-Paced

Usually some place FUN!!

Trade Show Marketing



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Trade Show MarketingINTRODUCTION

Benefits of Trade Show Marketing

Targeted Audience Captive Audience Buyers/Influencers Motivated Audience

92% Of Trade Show Attendees Go ToFIND NEW PRODUCTS/SUPPLIERS

- Skyline Displays and EXPO magazine



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Trade Show MarketingINTRODUCTION

Importance of Planning

Pre-Show Strategy At-Show Strategy Post-Show Strategy

20% Of Marketing Budgets Spent onTrade Shows & Special Events

- Skyline Displays and EXPO magazine



PLANNING

Show Selection – Finding the Right Venue

Pre-Show

Trade Associations On-Line Resources

Trade Show News Network – TSNN.com TradeShowFinder.net

National vs. Regional Shows American Association of Museums – AAM Ohio Museum Association – OMA Midwest Museum Association – MMA Great Plains Museum Association - GMA

The Exhibitor Prospectus


PLANNING

The Exhibitor Prospectus

Pre-Show

HIMSS – Healthcare Information Management Systems Society


PLANNING

Establish a Show Budget

Pre-Show

Source:Center for ExhibitionIndustry Research


PLANNING

Establish a Show Budget

Pre-Show

Booth & Show Services

Exhibit & Graphics

Marketing & PR

Project Management

Staffing & Travel


PLANNING

Establish Show-Specific Goals & Objectives

Pre-Show

Increase Brand Awareness Generate New Business Leads Strengthen/Create Industry

Relationships Meetings with Current Clients Feeds Return on Investment

ROI


PLANNINGPre-Show

Appeal Directly to Attendees Align with Show Goals &

Objectives Identify with the Hottest

Industry Trends Say More with Less

COREMSG

Show-Specific Message


Trade Publications Advertising Editorial Content

Pre-Show Campaigns Direct Mail or Email Promotional Items

Electronic Media E-mail, Website, Social Media

Public Relations Press Releases

PLANNINGPre-Show

Show-Specific Communications

SHOWGOALS


Trade Publications Advertising Editorial Content Pre- and Post-Show

PLANNINGPre-Show


GlobalShopPre-Show

Issue


Pre-Show Campaigns Direct Mail, Promotions Pre-Show Attendee List

PLANNINGPre-Show


Display

Mailer

Promo


Pre-Show Campaigns Direct Mail, Promotions

PLANNINGPre-Show




Electronic Media Promotion Custom email signatures

PLANNINGPre-Show



PLANNINGPre-Show

Electronic Media Promotion Update Website Banners



Electronic Media Promotion Social Media - LinkedIn

PLANNINGPre-Show



Electronic Media Promotion Social Media - Twitter

PLANNINGPre-Show



Public Relations Well-Timed Press Releases

PLANNINGPre-Show


Exhibit Design

• Selecting the Right Exhibit• Booth size and budget

considerations• Logistical considerations –

shipping, material handling, installation, dismantling• Adaptability for other

shows/markets served

PLANNINGPre-Show


Exhibit Design

• Table Tops & Banner Stands• Event Sponsorships• Career/Recruiting Fairs• Networking Events• Small Regional Shows

PLANNINGPre-Show


Exhibit Design

• Portable/Pop-Up Displays• 10’ - 20’ In-Line Booths• Quick/Easy Set-Up• Budget Friendly• Large Messaging

PLANNINGPre-Show


Exhibit Design

• Modular/Custom-Modular Systems• Pre-fabricated Components• Multiple Design Configurations• Audio/Visual Integration• Easily Adaptable Graphics• Customizable

PLANNINGPre-Show

20’

10’


Exhibit Design

• Rental Furniture/Fixtures• Less than making or purchasing• Saves on shipping costs• Adaptable for your brand/message

PLANNINGPre-Show


Exhibit Design

• Hanging Signs• Greater Visibility• Consider Install Cost• Island Displays Only

PLANNINGPre-Show


Graphic Design• Effective Graphic Design

• Clearly communicate targeted message• Clearly communicate your brand• Adaptability for other shows/markets served

PLANNINGPre-Show


betterPATIENT OUTCOMES

powered by ourBIG DATA PLATFORM

harness the POWER ofBIG DATA for your

TESTING &EVALUATIONS

Graphic Design• Flexible Graphic Design

• Clearly communicate targeted message• Clearly communicate your brand• Adaptability for other shows/markets served

PLANNINGPre-Show

the DATA platform for HEALTHCARE

ENTERPRISE MANAGEMENT


STRATEGYStaff Selection & Training• Staff based on attendees and

show goals• Staff training consistent with

target message• Established selling process

At-Show

Hunters/Pre-Qualifiers

Informers/Qualifiers

Presenters/Closers


STRATEGYLead Collection & Management• Badge Scanners/Lead Retrieval• Lead Management

At-Show

• Integrates with show registration database• Captures leads-per-salesperson and in aggregate • Sales staff can view their leads on smartphones• Take notes within each lead• Answer qualifying questions• Export a list of leads in multiple formats• Works in off-line mode: not dependent upon

continuous cellular connectivity• Background syncing occurs automatically

Swap 2.5


STRATEGY

At-Show Promotion

• Event Sponsorships• Great for brand awareness, but costly• Hard to measure value, ROI

• Speaking Engagements• Typically one year in advance of show• Establishes industry credibility

• In-Booth Events• Presentations/Product Demos• Cocktail Receptions• Entertainment/Comic Relief

At-Show


STRATEGYAt-Show Promotion

• Hand-outs & Literature• Keep it light and simple• QR codes + mobile-optimized website

• Promotional Products• Fun, useful, lasting• Popular item raffles

At-Show


Post-Show Communications

• Update website banner – Thank You!• Feedback form• Request info/appointment

• Post-show mailings• Post-show attendee list• Consistent message

• Post-show press release/ e-newsletter

• Re-emphasize product launch• Re-state special offers

STRATEGYPost-Show

Thank You for Visiting

We had a GREAT SHOW this year…thanks to all who made it.

If you missed us, please drop us a note to schedule an ON-LINE DEMO.


Lead Follow-up• Determine who will follow-up/how• Set a follow up schedule

Post-Show Evaluation/ROI• Quickly determine show value

• Review and classify leads• Finalize budget• Determine cost -per-lead• Project potential revenue

• Commit to next event

STRATEGYPost-Show


Q&A


John F. KallmeyerDirector, Visual Marketing

Skoda Minotti Strategic Marketing

Ph: 440-449-6800Email: [email protected]

www.skodaminottimarketing.com

trade show marketing strategies: how to find qualified leads in the crowd

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