PACK EXPO Exhibitor University A Grand Slam of Know-How Welcome! Exhibitor Portals: Presenter: Merideth Newman, PMMI

Exhibitor Portals

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What makes up the percentage bar? Company Profile Products Press Releases Show Specials

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New for 2013 – Product Categories are tied to the COMPANY, rather than specific product. NO LIMIT!

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In-Booth Education in Show Specials Populate information about your Scheduled Educational Presentations In the Show Specials area of the Exhibitor Portals.

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PACK EXPO Exhibitor University A Grand Slam of Know-How In-Booth Education Presenter: Barry Siskind

Build your brand with in-booth education with Barry Siskind

Agenda Building customer loyalty The role of education marketing Using education effectively PACK EXPO

What do they have in common?

What else do they have in common? They educate their customers

Reasons for attending - Attendees – Look for new products/vendors – 91% See and talk to current vendors/suppliers – 75% Look for specific products/vendors – 60% Network with vendors and colleagues – 66% Attend conference programs/sessions – 54% Discuss problems with vendors – 38% Make a purchase – 9% Source – CEIR – The Role and Value of Face to Face – Report # F05.03

The 54% E.D.U.C.A.T.E. Enthusiastic – about the opportunities that the right education will provide to them Daunted – in their search for meaningful information Understand – the value in the information they receive Choosey – about those people/organizations and brands they will listen to Attentive – to the lessons being taught Teachable – and open to new ideas Earnest – supporters of those who provide valuable information

The result of attending educational seminars 63% of respondents reported that their purchases increased as a result of attending a seminar 69% are likely to make additional purchases over the next 12 months 38% are directly involved in vendor evaluations 32% recommend purchases Source: CEIR AC29 – The role of seminars as an element of trade shows

Why should I trust your brand? Trust is earned Educate don’t demonstrate

Characteristics of a successful educational seminar High value content Presented to an audience with common interests Presenters must have good knowledge and excellent presentation skills Allow for audience interaction Demonstrations and hand-on opportunities are well received Source: CEIR AC29 – The role of seminars as an element of trade shows

Sampling is one traditional method of education marketing at a trade show But: sampling is not a universal solution

Education marketing for all exhibitors From: knowledge about the product To: making knowledge useable

Topic ideas Managing relationships with vendors Sourcing crossover technologies Pitfalls to avoid when upgrading equipment Trends in packaging Understanding the end customer Other

How to configure a booth for education

The golden rules for preparing an in-booth educational seminar Timing – how long? – how often? Content – tie the learning points subtly into the product or service AV – planning and checking Audience involvement Seating Promotion Booth staff involvement Rewards

Measure success Attendee feedback Number of attendees at each session Post-show comments on social media Other Use feedback and results to improve future shows.

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Q&A

PACK EXPO Exhibitor University A Grand Slam of Know-How Thank you for participating! Join us for the next in the Exhibitor University FREE webinar series: Pre-Game Production Wednesday, July 24th - 2:00pm EDT Register now at Telephone: Attendee code: Pre-Game Production Wednesday, July 24th - 2:00pm EDT Register now at Telephone: Attendee code: