Updated August 2013 Booth & Engagement Planning

Updated August 2013 Before You Start Planning: Educate Yourself Before planning begins, familiarize yourself with basic conference information such as location, hours, target audience, special sessions or 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 the / by…. Preliminary Program (online) Exhibitor Prospectus (online) Conference Website Competitor networking – ask other exhibitors or industry contacts about their experiences & knowledge of the event

Updated August 2013 GOAL: Research the attendees and understand their demographics RESULTS: TAILORED OFFERINGS TO CUSTOMER PROFILES Students Academics Professionals Career Enhancement (Certification, Career support, talent management, 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 Focus on the Customer Experience… not your own!

Updated August 2013 Review and Redefine Objectives & Goals Speak with colleagues in marketing, editorial, and sales to determine each group’s objectives and create a list Ask yourself “Why” are we going? “What” do we want our customers to know? “Who” are we targeting? Communicate and re-emphasize these goals to everyone involved in the planning process, especially those who will be onsite. Take it one step further and 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

Updated June 2013 Work with your Exhibits Manager and community colleagues to determine booth layout. Come to planning meetings prepared with engagement ideas and armed with the research you have already conducted. Consider the following: Customer Experience – Map your booth to the customer’s experience and background - making sure that 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! Booth Layout / Engagement Strategy

Updated June 2013 Think about your LRS system – tablet 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 what you have in the system? Microsites: If you are building a separate site, speak with your EM about how to import those 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 Lead Generation Campaigns

Updated June 2013 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 your main message or variations of it 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. Always 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

Updated June 2013 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 Did you think about?

Updated June 2013 Are you offering incentives? This could be for capturing leads, filling out a survey, attending demos, or for simply visiting the booth and conversing with a Wiley colleague. Remember—this doesn’t always need to be expensive. Sometimes the best thing we can give away is our content! Consider your promotional needs: Posters Postcards or invitatations Pre-show or mail campaigns? Work with sales to pre-schedule appointments and demos Ads? Inserts? Sponsorships? Promotions