1. marty@ethnometrics.org 269-209-3335 copyright2005 1 ethnoMETRICS sm Inc. ALA Exhibitor Training Overview Presented by: Martin P. Smith 269-208-5508

2. marty@ethnometrics.org 269-209-3335 copyright2005 2 1.Directs your work. 2.Improves decision making. 3.Allows for experimentation 4.Differentiation Why do measurement? What types? Traffic Timing Tracking Training

3. marty@ethnometrics.org 269-209-3335 copyright2005 3 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

4. marty@ethnometrics.org 269-209-3335 copyright2005 4 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: 612 78% product interest 29% attraction rate 3% interaction rate 10% in-booth Interaction Rate 40% interaction over the last 12 months Measure Performance

5. marty@ethnometrics.org 269-209-3335 copyright2005 5 1.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

6. marty@ethnometrics.org 269-209-3335 copyright2005 6 What are the characteristics of the Attendees?

7. marty@ethnometrics.org 269-209-3335 copyright2005 7 What are the Attendee buying plans?

8. marty@ethnometrics.org 269-209-3335 copyright2005 8 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

9. marty@ethnometrics.org 269-209-3335 copyright2005 9 1.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

10. marty@ethnometrics.org 269-209-3335 copyright2005 10 1.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

11. marty@ethnometrics.org 269-209-3335 copyright2005 11 1.Greet 2.Qualify 3.Trial Close 4.Demonstration 5.Close Sales Process

12. marty@ethnometrics.org 269-209-3335 copyright2005 12 1.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