1. Hearthstone Senior Fair

2. Marketing at Trade Shows Ginny Boss Rick Schildgen C L Graphics – A marketing and cross-media resource offering a variety of services including; graphic design, e-mail and print marketing, personalization, mobile marketing and mailing services. C L Graphics helps you to effectively communicate with clients and prospects.

3. Marketing at Trade Shows Marketing at the Senior Fair… is an educational process – not a one shot deal. #1 Goal is to get new customers #2 Goal is to gain new prospects Follow-up is critical to succeed at either goal

4. Marketing at Trade Shows Marketing at the Senior Fair… requires advance planning and strategies. Establish your Objectives Establishing company awareness Promoting a specific marketing message Introducing a new product or service Developing new sales Developing new leads

5. Marketing at Trade Shows Marketing at the Senior Fair… requires advance planning and strategies. Establish a Budget Will dictate the types and number of trade shows you can attend How much to invest on the display booth Staffing levels Promotional materials

6. Marketing at Trade Shows Marketing at the Senior Fair… requires advance planning and strategies. Develop and refine your Sales message – targeted to a specific audience Create a compelling sales message to use in all marketing materials Booth graphics Brochures Advertisements Direct mail Follow-up materials

7. Marketing at Trade Shows Marketing at the Senior Fair… requires advance planning and strategies. Pre-show marketing Helps drive overall attendance and awareness Differentiates you from other booths Give potential attendees a reason to visit your booth Special information Advertise incentive – free gift or prize drawing

8. Marketing at Trade Shows Marketing at the Senior Fair… requires advance planning and strategies. At-show marketing Create a “WOW” exhibit – professional design

9. Marketing at Trade Shows Marketing at the Senior Fair… requires advance planning and strategies. At-show marketing Promotional Materials Marketing Brochures, Hand-outs Promotional Products Contests – Prize Drawings Method to collect Lead Information Train and schedule staff to effectively convey your message

10. Marketing at Trade Shows Traditional Trade Show Print Materials include… Business Cards Brochures Flyers Postcard Handouts Scratch-off Cards Look to personally hand-out if possible rather than leave on table

11. Marketing at Trade Shows New Media Material Options… Video or Laptop presentation Digital Picture Frames Social Media – Facebook Text Messaging Personalized Website Pages for Seniors

12. Marketing at Trade Shows Popular Promotional Items for Seniors… attendees are 52% more likely to stop by your exhibit if you have appealing promotional items to give them * Calendars Magnet Displays Bag Clips Rubber Jar Openers Eye Glass Cleaners *According to Incomm Center for Trade Show Research

13. Marketing at Trade Shows Popular Promotional Items for Seniors… Hand Sanitizer Photo Displays Water Bottles with Handles and Straws And more… Plan your distribution so as to maximize effect

14. Marketing at Trade Shows Traditional Trade Show Displays include… Display Tips Limit the number of words you use Keep your text large enough for easy reading – especially for Seniors! Keep design simple – no clashing colors, don’t overload with images Top 2 feet of booth space is best place for text copy

15. Marketing at Trade Shows Marketing at the Senior Fair… requires advance planning and strategies. Post-show marketing Follow-up materials ready in advance! Segmented by interest level (qualified leads versus general) On-going marketing materials to cultivate into customers Develop database of attendees

16. Marketing at Trade Shows What marketing efforts will your follow-up include? Qualified Leads – Those you talked with and showed an interest Phone Call Letters Thank You Notes Seminars or Open Houses Your purpose is to close a potential sale

17. Marketing at Trade Shows What marketing efforts will your follow-up include? General Leads – Those who at least filled in a card for drawing Letters or Thank You Notes E-Mail Newsletters - Monthly Newsletters – Quarterly or twice per year Direct Mail – For special sales/promotions Seminars or Open Houses Your purpose is to cultivate these leads for future interest/sales

18. Marketing at Trade Shows Conclusions… Insure your investment. Plan your strategy – takes more than just showing up! You will get out of any trade show in direct relationship to what you put in. Success typically includes more investment than just the booth itself – pre-show ads, booth display, promotions, drawings. Follow-up or shut-up!

19. Marketing at Trade Shows Thank You, and Good Luck… Hand-outs available include: Marketing Calendars Promotional Products Catalog Blog Brochures White Papers on Differentiation, Branding, Direct marketing, Cross-Media