copyright ethnoMETRICS sm Inc. ALA Exhibitor Training Overview Presented by: Martin P. Smith
copyright Directs your work. 2.Improves decision making. 3.Allows for experimentation 4.Differentiation Why do measurement? What types? Traffic Timing Tracking Training
copyright Definitions Pass-by traffic—Attendees that passed by the area and therefore have an awareness of it Stop-by traffic—Attendees that are attracted enough to the area to enter and consider it –Engagement traffic—Attendees that display enough of a preference to engage with; displays, presentations, demos,…etc. –Interaction traffic—Attendees that display enough of a preference to engage with the booth staff Conversion traffic—Attendees buy into and/or purchase the entire experience usually by means of a lead, appointment, order or purchase
copyright Exhibitor A Booth’s busiest time: from 11:00 to 12:00 (776 attendees) Booth’s least busiest time: from 3:00 to 4:00 (403 attendees) Average number of attendees in the booth per hour: % product interest 29% attraction rate 3% interaction rate 10% in-booth Interaction Rate 40% interaction over the last 12 months Measure Performance
copyright Goals and objectives 2.Target Audience Values 3.Target Audience Objections 4.Tactical Execution/Experimentation A.Invitation-set the table B.Interaction-88% of sales closed C.Property-Overcome objections D.Space Position-allow access E.Look and Feel-the soul of the company 5.Measurement and Analysis Change the focus
copyright What are the characteristics of the Attendees?
copyright What are the Attendee buying plans?
copyright Extrinsic Values 1.Sensory 1.Feel 2.Smell 3.Touch 4.Taste 5.smell 2.Touch points 1.Gifts-IPOD Touch 2.Acts of service-cross introductions 3.Words of affirmation 4.Physical touch 5.Quality time Value Streams Intrinsic Values Education Information Consultation Application Training Aesthetics Entertainment Escape
copyright Know what your top objections are that prevent sales 2.Use the space to overcome objections 1.Messaging 2.Elevator speeches 3.Property 4.Competitors 5.Collaborators Objections
copyright Invite prospects 2.Memorize 3 different greetings 3.Have an “elevator speech” 4.Express the benefits 5.Utilize your “passing sales” 6.Prepare to play the WHOLE game 7.Practice Sales Preparation
copyright Greet 2.Qualify 3.Trial Close 4.Demonstration 5.Close Sales Process
copyright Have an executable plan 2.Know your target Attendee 3.Design with interaction in mind 1.Remove barriers/walls/slipstreams…etc. 4.Develop an interaction sales process 1.3-Greetings 2.Elevator speech of company/products/services 3.Statement of the benefits 4.Target the objections 5.Close-ask for the order 5.Invite Attendees 6.If possible do one to many presentations 1.Watch the audience for queues 2.Don’t end it-move them to a demo 7.Use a variety of touch-point mechanisms 8.Provide intrinsic value 9.Perform every day without reference affect and avoid negative behaviors 10.Measure results against your plan Top Ten List