1. June 6-10, 2009  Anaheim, CA How to Strategically Plan for Successful Trade Shows T Trade S Show B Bob

2. What will I learn here?  The basic forces at work in every trade show  What can we get out of our trade shows  How to plan for and control successful outcomes  The 3 Critical Success Factors  The main reason why trade shows fail

3. Some Perspective  Trade shows are THE oldest form of marketing in existence, dating back thousands of years.  Yet – it’s the most misunderstood and under- studied marketing discipline around.  As a result, trade shows have the reputation of a necessary evil.  However, when done properly, trade shows can be your most effective marketing tool.

4. Trade shows are the only place where …  The customer/prospect comes willingly to you face to face  With an open mind  On turf you control All three of these things occur:

5. Basic Show Drivers 1. Organizers 2. Exhibitors 3. Attendees There are 3 basic groups that participate in each trade show. Understanding each group and their needs is key to having successful trade show plans. Understanding each group and their needs is key to having successful trade show plans.

6. Basic Show Drivers Organizers AttendeesExhibitors$$$$$$ QualifiedAudienceOppty for ROI Face-to-FaceNetworkingSolutions Value

7. Why don’t my shows work?  Most exhibitors do not know how to plan for success at their trade shows  Virtually all exhibitors take their trade shows for granted  Business schools do not offer courses in Trade Show Marketing  Most trade shows (in general) display this lack of knowledge and attention

8. Exhibit with a Purpose  75% of all exhibitors have no idea why they’re there  If you’re investing $$$ - - shouldn’t you expect a return?  What do you want to buy with your investment?

9. Exhibit with a Purpose  Four basic kinds of outcomes are feasible through exhibiting at trade shows ….  Sales objectives  Marketing objectives  Research objectives  Recruiting/Partnering objectives

10. Exhibit with a Purpose  Typical sales objectives include ….  Generating leads  Closing sales  Finding new prospects  Discussing existing projects  Cross selling  Relationship building  Smoothing ruffled feathers  Introducing new players/structures

11. Exhibit with a Purpose  Typical marketing objectives include ….  Brand positioning  Broadcast messages  Press releases and announcements  Instructing existing users  Public relations  Media relations & coverage  Social events – large parties

12. Exhibit with a Purpose  Typical research objectives include ….  Competitive audits  Attending sessions & keynotes  Networking with industry leaders  Interviewing/surveying customers  Interviewing/surveying non-users  Using the audience to gather data

13. Exhibit with a Purpose  Typical recruiting/partnering objectives include ….  Recruiting help  Identifying acquisition candidates  Finding potential strategic partners  Finding potential suppliers  Networking

14. Exhibit with a Purpose  Which of these outcomes are feasible at your trade shows ….  Sales objectives  Marketing objectives  Research objectives  Recruiting/Partnering objectives

15. Focus on sales objectives  Sales potential at a given show is limited by the number of qualified buyers/users/influencers who attend  Not everyone who attends will be interested in your stuff  The key is to sort out the serious buyers from the trick-or-treaters

16. Potential Audience  Term to describe the number of your interested potential buyers attending  Potential Buyers = Total attendees – Exhibitors – Media/press – Students – Spouses/Friends – Pets & dead people

17. Potential Audience  Potential Audience = (Potential Buyers) MINUS (buyers w/ no common interest in what you sell).

18. Potential Audience 40% 10%

19. Now … decide  Are there enough of your buyers going?  What is your average sale to this group?  Can you find a way to attract them into a quality interaction with you?  If successful, might you achieve a payout that could exceed expenses? IF NOT … … … … DON’T GO

20. Focus on sales objectives  Now – decide what will be your key measure of success  Something you can count  Something that will give you a reasonable chance to predict future revenue  Set up your metrics Who’ll count and report Where will the count be kept

21. Your Potential Audience Gather Your Audience Filter Total Audience Basic strategy driver

22. Trade Show Success Factors  Focus on “The 3 Critical Success Factors” 1. Attract ENOUGH of the RIGHT people to your exhibit 2. Gain COMMITMENTS from these visitors for a desired next action step 3. Make FOLLOW-UP easy, and follow up for AS LONG AS IT TAKES to close the sale

23. Attract Enough of the Right People  Know who the right people are  Figure out how to identify them in the show environment  Define your niche where you can compete for their attention  Get on their dance card – become a “must see” destination  Design your messages - KISS

24. Getting on their dance card  With the recent economic climate ….. things have changed  People attend shows differently  You need to get their attention before they arrive  You need to be on their agenda  You need to reach your potential audience prior to the show

25. Getting on their dance card  How do I reach my potential audience? Know how big it is (talk to organizers) Find out who they are (get lists) Send the most effective communication you can (direct mail, email, phone calls, etc.) Make them notice you (lumpy mail) Spend as much as is appropriate for you to afford

26. Use the tools IFT provides  FREE Virtual Tradeshow  FREE Trend Tours  FREE News Postings  FREE Press Conferences  FREE Pro “Matchmaking” System Access  DISCOUNTED Post-Show Attendee Lists  Sponsorship Opportunities  Advertising Opportunities

27. Design your message  The KISS principle  Understand your environment Time compressed Visually cluttered Your competition is right next to you You need to maximize your staff’s time on qualified buyers

28. Design your message

29. Design Your Message

31. What will you do with them once you got them? The 2nd Critical Success Factor: Gain COMMITMENTS from your visitors for a desired next action step What’s a commitment?

32. Commitments  Commitments are the result of interactions with qualified visitors  Commitments must represent some type of significant progress made toward the sale  Commitments require action on your part  Commitments require action on your visitors part

33. Examples of Commitments  “I’ll contact you by e-mail in 3 days with the answers to your questions. Then we can discuss things further.”  “I’ll send you a sample in the mail. You try it and I’ll call you in 2 weeks to discuss your thoughts”  “We’ll deliver your order in 6 days to Springfield”  “I’ll set up a plant tour for you and your boss next month”  Commitments can always be ended with the phrase …. “OK?”

34. Commitments are Objectives  As such, they must be SMART objectives SPECIFIC MEASURABLE ACTIONABLE REALISTIC TIME BOUND

35. How do you get your visitors to give you commitments  Teach your staff what commitments look like – don’t settle for names/addresses  Actively sift through the attendees to find your qualified buyers  You need to dismiss un-qualified buyers quickly and respectfully

36. Why shows fail? 1. The staff doesn’t know what to do 2. The exhibitor failed to identify measurable objectives 3. No follow up was done with the leads taken

37. Active Qualifying 1. “Work” the show This isn’t a vacation Business isn’t likely to drop in your lap Be on your best game 2. Engage visitors in conversation Don’t attack them Smile – be polite – use good manners Move quickly

38. Active Qualifying 3. Ask open ended questions What brings you to the show today? Why did you stop at our booth? 4. Move quickly through the “qualifying gates” 5. Gain a commitment or disengage quickly and move on – allowing them to do the same

39. The 3 Qualifying Gates 1. “What does the ACME Company do?” 2. “What’s your role at ACME?” 3. “What are you working on now?”

40. Once through the gates  Probe for their needs  Only after you understand their needs … deliver your message  Agree to next action steps  Write down the agreement

41. Critical Success Factor #3 Make FOLLOW-UP easy, and follow up for AS LONG AS IT TAKES to close the sale What makes follow up easy for sales people? How long should you follow up?

42. Following a lead “A lead is only a lead if it leads to something”  Which lead would you follow first? 80% of all trade show leads are never followed up Detailed information makes follow up easier Your visitors will be impressed Don’t make them cover the same ground again

43. The 3 Critical Success Factors 1. Attract ENOUGH of the RIGHT people to your exhibit 2. Gain COMMITMENTS from your visitors for a desired next action step 3. Make FOLLOW-UP easy, and follow up for AS LONG AS IT TAKES to close the sale

44. Summary: what we covered  The basic forces at work in every trade show  What can we get out of our trade shows  How to plan for and control successful outcomes  The 3 Critical Success Factors  The main reason why trade shows fail

45. Paradigm Shift  Different skills are needed – even by Sales  You can predict success – and expect it  You can plan success – and measure it  Use all the tools provided by IFT

46. Thanks for Participating! Questions ?? Contact: tradeshowbob@ift.org