Performance Indicator 5.04 Explain how businesses can use trade-show/exposition participation to communicate with targeted audiences
Types of exhibits found at trade shows • Custom – built from scratch, can have one of a kind, eye catching exhibit. Perfect for announcing breakthrough product or displaying a company’s dominance • Custom modular – dramatic without the high cost of custom, highly flexible components • http://dick-wheeler.wrytestuff.com/swa266371.htm
Types continued • Pre-owned - saves your company when facing a time or budget crunch. Cut your exhibit design time and construction costs by more than half • Portable – easy to install and dismantle, lightweight and portable. Especially suitable option for the first-time exhibitor and for appearances at smaller, regional shows. Accessories such as bridges and alcoves can enhance the booth • Rental - can be the perfect solution for an occasional island trade show exhibit; when you need to supplement your regular exhibit; when you have a trade show booth scheduling conflict; or when a simultaneous trade show appearance requires you to exhibit at more than one location at the same time.
Factors that contribute to an exhibit’s visual appeal • Color - The color and tones you choose for your display can help you stand out, as well as convey your message. • Lighting – spotlight a new product or create a warm inviting atmosphere • Motion – DVD on a large screen, product demos, or moving objects can be effective • Sound – nice music as appropriate or live entertainment can be helpful • Smell - Many exhibitors use popcorn as an enticement. Or smell of cookies or cinnamon buns
Techniques to increase booth traffic • Demonstrations • Contests • Giveaways • See following slides for more
Types of displays used in exhibits • Pop-up Displays: Feature a light-weight folding frame covered with magnetic-backed fabric, vinyl, or plastic panels. Pop-up displays create curved or angled walls for your exhibit area. • Truss Displays: Made of lightweight aluminum and steel tubing for a modern, high-tech look and flexible utilization. Truss can be configured in a variety of shapes and sizes - and can be used to construct entire booths, special exhibit features, display walls, islands, entrance ways, and more. • Panel Displays: Consist of fabric-covered rectangular sections that are connected to make a wall. They can be readily adapted to different booth sizes and configurations. • Table-Top Displays: Offer a less-expensive exhibiting option for smaller events and feature a lightweight display that sits on top of a table. These displays usually have three panels with velcro-attached graphics and headlines that can be easily changed and updated. • Pull-up Stands: Provides a lightweight, easy method to accent your booth. These banner stands function like a window shade in reverse and can be placed together or in different booth locations based on your design needs.
Giveaways Types Purpose • Canvas totes • Bottled water, with company info on the label • Pens/pencils • Candy • Help to attract traffic – proven tactic, news travels fast about great giveaways • Create recall after the show • Provide contact information • The more useful your giveaway, the longer they’ll advertise your product
Pre-show marketing activities to attract traffic • 1 – organize a contest – see next slide • 2 – leverage your customers - Create a way for them to speak with attendees on your behalf. With a little creativity, you can partner with one or more of your customers to design a presentation that describes how your product helped their business. When visitors hear one of your customers extolling the virtues of your company and product, they'll often be more receptive to the message. • 3 – use social proof - Most people feel more comfortable making a decision when they know others have benefited from making the same choice • 4 – offer useful giveaways – previous slide • 5 – train booth staff - If your employees know how to approach and interact with convention attendees, they'll be far more effective in qualifying leads • http://www.tradeshowmarketing.com/5-ways-to-create-an-irresistible-trade-show-booth.shtml
Activities that can be used during a trade show • Live entertainment • Hands-on activities • Games • Prize wheel • Photo booths • Scratch offs • http://www.trade-show-attractions.com/ • Drawings • AV programs • Food • Cash cube money machine • Treasure chest
Post-show marketing activities • Follow-up immediately - Call the most serious prospects first. Follow-up with all your leads within 48 hours by email or phone. With qualified prospects arrange a time to meet • Categorize trade show leads – you should have notes about HOT prospects • Evaluate – ask yourself these questions: • What worked?, what didn’t?, was the booth functional?, in the right location?, did I meet the right people?, what did I learn from my competition?
Performance Indicator 5.04 Explain considerations used to evaluate whether to participate in trade shows/expositions
Reasons for exhibiting at trade shows Sales Marketing communications • 1. Generate sales leads2. Close sales3. Build relationships with prospects4. Advance the sales cycle5. Cross-sell existing clients6. Meet spread-out buying teams at one time7. Recruit new sales people8. Recruit new distribution9. Train new sales people • 10. Build your brand11. Re-position your brand12. Increase awareness13. Survey market awareness14. Interview clients15. Generate publicity
Reasons continued Product marketing Executive management • 16. Launch new products17. Survey attendees about new product ideas18. Research competitor’s products and messaging • 19. Keep up on industry trends20. Meet with key clients21. Meet with key business partners22. Profitably build the business • http://www.skylinetradeshowtips.com/22-reasons-to-exhibit-at-trade-shows/
Factors to consider in selecting a trade show • Target audience • How long the trade show has been held • Number of attendees • Geography • Timing • Cost • Sponsor’s reputation
Sources useful in identifying relevant trade shows • Industry associations • Look in magazines that you/your company advertises in • Web • Directories – some examples include • BizTradeShows.com • TradeShowWeek.com • EventsEye.com • Tradeshowbiz.com