BOOTH & ENGAGEMENT PLANNING

2 Before You Plan: Educate Yourself Before planning, familiarize yourself with basic conference information such as location, hours, target audience, special sessions/events, conference theme, etc. Review keynotes, educational tracks, roundtables, and topic based networking events to look for platform synergies or customer trends you can build an engagement strategy around You can find this information in/on Exhibitor Prospectus (online) Preliminary Program (online) Conference Website Competitor networking – ask other contacts about their experiences & knowledge of the event

3 Focus on the Customer Experience, Not Your Own GOAL: Research attendees and understand demographics RESULTS: Tailored Offerings to Customer Profiles Students Academics Professionals Career Enhancement (Certification, Career Support, Talent Mgmt, Self-Improvement) Researchers Legacy Building REACH WITHIN YOUR COMMUNITIES TO… Build a strategy of engagement around the profiles Provide product & platform information Sell and market to any customer desire– even if it falls outside of your business area

4 Review & Redefine Objectives/Goals Speak with colleagues in marketing, editorial, and sales to determine each group’s objectives Ask yourself “Why” are we going? “What” do we want our customers to know? “Who” are we targeting? Communicate these goals to everyone involved in the planning process, especially those who will be onsite. Create actionable goals for onsite representatives, such as: Get 5 qualified leads by the end of the day Have a conversation with at least 10 people today Set a sales target of $500 dollars more than last year Collect 25 survey responses

5 Booth Layout & Engagement Strategy Work with your EM & community colleagues to determine booth layout. Come to planning meetings prepared with ideas and with the research you have already conducted. Consider the following: Customer Experience: Map your booth to the customer’s experience/background - make sure you are providing materials for every point along their track Consider your product & platform demo / display requirements and space necessary Define your Lead-Gen and Social Strategy - can you loop them together? Technology: do you need monitors, internet, computers, e-readers, LRS systems? The “feel”: is this booth cohesive or does it look disjointed? Think about the traffic flow from entry point to exit Messaging/Graphics: do customers understand what it is we are promoting and who we are/what we do? Make sure all your graphics tie back to your central message!

6 Lead Generation Campaigns Think about your LRS system – yoga vs. iPad (full badge scanning with cost vs. free app), or Content Interactive If you are not familiar with the tech – ask your EM for a demo or review! If you’re collecting leads another way, how will you consolidate them with the system? Microsites: For separate sites, speak with your EM about importing leads into the LRS system Is there an incentive for signing up for lists? (raffles, free trials, books, or other content giveaway) Is there set a number of leads you would like to collect? Consider access requests and how to integrate them

7 Messaging is critical to a successful booth Work with colleagues to create the main message for your booth AOM used: “From EDU to CEO” ASTD used: “The Best in Workplace Learning” ACS used: “Do More Chemistry” Ensure main messages & variations are consistent throughout the booth Determine a color scheme that will also be consistent in the space Graphics should be placed in clear view for attendees to see Top-level messaging should always tell who we are—WILEY. Ensure no brand, product, or platform is at equal height to the Wiley logo in the booth Product graphics should always communicate what the product is/does and how it will help the customer Messaging & Graphics

8 Did You Think About? Activities – Trivia or guessing games, contests, Social games, socials, receptions, booth events or focus groups? Speakers or Signings – author or invited speaker activities Digital Strategies – using apps, e-readers, and/or tablets to show content digitally, monitors to display websites, or demonstrations Mobile Strategies – using apps and/or QR campaigns (and ensuring scans link to mobile-optimized sites) Social Media Strategies – support what you are doing on-site by tweeting and posting pre-show, at-show, and post-show. Work with the Social Media group in the MRC

9 Promotions Are you offering incentives? Good for capturing leads, completing surveys, demos, or for visiting with a Wiley colleague. This doesn’t need to be expensive. Sometimes the best thing we can give away is our content! Consider your promotional needs: Posters Postcards or invitations Pre-show or mail campaigns? Work with sales to pre-schedule appointments and demos Ads? Inserts? Sponsorships?

10 Booth & Engagement Strategy Checklist Review the program, exhibit prospectus, and website to profile and map your target audience Research educational tracks, speaker sessions, and events prioritizing the customer experience Speak with marketing, editorial, and sales colleagues to communicate objectives for this conference Review equipment and technology needs for the booth with the exhibit manager Think about your digital strategy- including apps, e-readers, iPads, demos, websites & product on monitors Think about your mobile strategy -Will you use apps, QR codes, etc? Think about your social media strategy and how it can support your on-site and engagement activities Think about your lead-gen campaign- Will you use the LRS system, import leads, offer an incentive? Consider product/platform demos- how you will execute them? Determine your message- What should customers know about Wiley & the product we’re showing them? Determine if you will host any receptions Decide if you’ll participate in additional promotional activities such as ads, inserts, or sponsorships Set goals for the conference such as obtaining a certain number of leads