trade show tips & tactics: exhibiting for today & tomorrow

2012 IASA Advanced Boot Camp:Mastering the Art of Marketing & Selling to Insurance Companies!

Thursday, March 15th &

Friday, March 16th

Omni Amelia Island Plantation ResortAmelia Island, Florida

Progress Though Sharing Knowledge

Trade Show Tips & Tactics: Exhibiting for Today & Tomorrow

Trade Show Tips & Tactics:Exhibiting for Today & Tomorrow

Presented by:Kevin Spencer

VP – SalesExpoPlus



Why Exhibit in Tradeshows?

Advertising and PR are primarily one-way communication, from you to the customer, without much chance for information to flow the other way.

In contrast, a trade show offers face time!!!!



Why is Face-to-Face Important?

The CEIR reports, approximately two thirds 63% - 70% of visitors place a high level of importance on face-to-face interaction during the pre-purchasing stagesof a customer’s buying process.



You should plan each event in three clear stages

•Event Execution

•Post Show Follow up

•Pre-Show Marketing



Your marketing and sales department should work together to create a campaign that will drive attendance to your exhibition.

Use the pre-show mailing list to communicate a showoffer or give away that will grab a visitors attention.

Pre-Event Marketing

•New

•Free



Use a balanced attack of direct mail, email, social networks,blogs, instant messaging and customer-written reviews.

Remember you are communicating to four generations



Sales and Marketing Managers surveyed by CEIR

•63% say exhibitions assist in gaining/retaining market share

•67% say exhibitions increase corporate and/or brand recognition

•68% say fewer sales calls are needed close a sales – potential buyeris able to meet with sales/technical staff and see the product



Event Execution Who is Attending?

The answer is simple the people who need to be there, 82%of these prospective customers have a buying influenceand 55% will make a decision in the next 12 months.

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Display Design

•Function is to catch their eye

•Large image supported with clever headline or positioning statement

•Use less text

•Use bullets points if a central image is not available

You only have 3 to 5 seconds to attract a prospects attention!


Tell them what you do and who you are

Your headline should reflect the heart of you offering

Image should tie into your headline – reinforce each other




If you have a recognizable brand or logo…….use it!



According to CEIR the average product interest at surveyed exhibitions is 82%

Do active demos. You want customer to touch, use,feel and most importantly to see your product in action.

Have the right person selling your product



WHO IS SELLING YOUR PRODUCT?



Make eye contact

Introduce yourself, with title

Be assertive, not overbearing

Qualify your lead

Ask open ended questions



Try to stand at least 3 feet from the displays or equipment. Be an observer and not a guard. Allow prospects to approach the displays without your interference.

Sales people will usually stand in the exhibit with their arms folded looking like a palace guard or a sentry protecting the display.



Avoid Using Tables as Barricades

Leaving the center of the exhibit open will increase traffic by 25%. Place tables off to the side and

always have an open entry.



What Not To Do……….



Post Show Follow Up

•Follow up

•Send Auto Follow Up within 24 hours of the event

•Assign lead to a sales person with a set follow up date



The CEIR reports that 88% of trade show attendees have not been called on by sales person within the past year following an event.

FOLLOW UP!!!!!



•Start planning well in advance of the trade show. Poor planning can result in unexpected costs and a poor showing.•Make a list of measureable goals. If you do not know what you're aiming for, you will never do well at a trade show.•Make sure your display offers attendees of the tradeshow with a unique way to view your products and services. You need to stand out in order to be memorable.

Key Take-Aways



•Be sure your booth is adequately staffed with the right person..•Take notes on potential leads. You need more than just a name and a phone number when it is time to follow up

•Listen to your attendees, don't just bombard them with your sales pitch.

Key Take-Aways

•Follow up.


If you have questions specific to this presentation, please feel free to email:

Kevin [email protected]

Thank you for your time and attention.

Now, back to Mark Roth for the introduction of our next speaker and session.


trade show tips & tactics: exhibiting for today & tomorrow

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