Trade Show Tips & Tactics: Exhibiting for Today & Tomorrow

2. Trade Show Tips & Tactics: Exhibiting for Today & Tomorrow Trade Show Tips & Tactics: Exhibiting for Today & Tomorrow Presented by: Kevin Spencer VP – Sales ExpoPlus

3. Trade Show Tips & Tactics: Exhibiting for Today & Tomorrow Why Exhibit in Tradeshows? Advertising and PR are primarily one-way communication, from you to the customer, without much chance for information to flow the other way. In contrast, a trade show offers face time!!!!

4. Trade Show Tips & Tactics: Exhibiting for Today & Tomorrow Why is Face-to-Face Important? The CEIR reports, approximately two thirds 63% - 70% of visitors place a high level of importance on face-to-face interaction during the pre-purchasing stages of a customer’s buying process.

5. Trade Show Tips & Tactics: Exhibiting for Today & Tomorrow You should plan each event in three clear stages • Pre-Show Marketing • Post Show Follow up • Event Execution

6. Trade Show Tips & Tactics: Exhibiting for Today & Tomorrow Pre-Event Marketing Your marketing and sales department should work together to create a campaign that will drive attendance to your exhibition. Use the pre-show mailing list to communicate a show offer or give away that will grab a visitors attention. • New • Free

7. Trade Show Tips & Tactics: Exhibiting for Today & Tomorrow Use a balanced attack of direct mail, email, social networks, blogs, instant messaging and customer-written reviews. Remember you are communicating to four generations

8. Trade Show Tips & Tactics: Exhibiting for Today & Tomorrow Sales and Marketing Managers surveyed by CEIR • 63% say exhibitions assist in gaining/retaining market share • 67% say exhibitions increase corporate and/or brand recognition • 68% say fewer sales calls are needed close a sales – potential buyer • is able to meet with sales/technical staff and see the product

9. Trade Show Tips & Tactics: Exhibiting for Today & Tomorrow Event Execution - Who is Attending? The answer is simple the people who need to be there, 82% of these prospective customers have a buying influence and 55% will make a decision in the next 12 months.

10. Trade Show Tips & Tactics: Exhibiting for Today & Tomorrow You only have 3 to 5 seconds to attract a prospects attention! Display Design • Function is to catch their eye • Use less text • Large image supported with clever headline or positioning statement • Use bullets points if a central image is not available

11. Trade Show Tips & Tactics: Exhibiting for Today & Tomorrow Tell them what you do and who you are Your headline should reflect the heart of you offering Image should tie into your headline – reinforce each other

12. Trade Show Tips & Tactics: Exhibiting for Today & Tomorrow If you have a recognizable brand or logo…….use it!

13. Trade Show Tips & Tactics: Exhibiting for Today & Tomorrow According to CEIR the average product interest at surveyed exhibitions is 82% Do active demos. You want customer to touch, use, feel and most importantly to see your product in action. Have the right person selling your product

14. Trade Show Tips & Tactics: Exhibiting for Today & Tomorrow Who is selling your product?

15. Trade Show Tips & Tactics: Exhibiting for Today & Tomorrow Make eye contact Introduce yourself, with title Be assertive, not overbearing Qualify your lead Ask open ended questions

16. Trade Show Tips & Tactics: Exhibiting for Today & Tomorrow Sales people will usually stand in the exhibit with their arms folded looking like a palace guard or a sentry protecting the display. Try to stand at least 3 feet from the displays or equipment. Be an observer and not a guard. Allow prospects to approach the displays without your interference.

17. Trade Show Tips & Tactics: Exhibiting for Today & Tomorrow Avoid Using Tables as Barricades Leaving the center of the exhibit open will increase traffic by 25%. Place tables off to the side and always have an open entry.

18. Trade Show Tips & Tactics: Exhibiting for Today & Tomorrow What Not To Do……….

19. Trade Show Tips & Tactics: Exhibiting for Today & Tomorrow Post Show Follow Up • Send Auto Follow Up within 24 hours of the event • Assign lead to a sales person with a set follow up date • Follow up

20. Trade Show Tips & Tactics: Exhibiting for Today & Tomorrow FOLLOW UP!!!!! The CEIR reports that 88% of trade show attendees have not been called on by sales person within the past year following an event.

21. Trade Show Tips & Tactics: Exhibiting for Today & Tomorrow Key Take-Aways • Start planning well in advance of the trade show. Poor planning can result in unexpected costs and a poor showing. • Make a list of measureable goals. If you do not know what you're aiming for, you will never do well at a trade show. • Make sure your display offers attendees of the tradeshow with a unique way to view your products and services. You need to stand out in order to be memorable.

22. Trade Show Tips & Tactics: Exhibiting for Today & Tomorrow Key Take-Aways • Be sure your booth is adequately staffed with the right person.. • Take notes on potential leads. You need more than just a name and a phone number when it is time to follow up • Listen to your attendees, don't just bombard them with your sales pitch. • Follow up.

23. Trade Show Tips & Tactics: Exhibiting for Today & Tomorrow If you have questions specific to this presentation, please feel free to email: Kevin Spencer VP ExpoPlus Kevin.spencer@expoplus.com Thank you for your time and attention. Now, back to Mark Roth for the introduction of our next speaker and session.