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Trade Show Workbook

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Section One

Important Facts

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Important Facts

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92% of booth attendees at regional shows and 84% of attendees at national shows have not been contacted by the exhibiting company during the prior year. The average industrial sales call costs $229.70 and takes an average of 5.5 sales calls to close an order, bringing the cost to $1,263.35. Compare this to the average cost per contact of $106.70 at a trade show with 0.8 follow-up calls. Bringing the average cost per sale to $209.46. Promotional Products can significantly increase booth traffic. A 1991 study by Exhibit Survey s Inc. found that using Promotional Products provides a significant advantage over exhibitors not using these products in vying for buyer s attention. Example: To promote booth traffic at an upcoming trade show 4,900 invitations were sent to show registrants. The registrants were broken down into three test groups each receiving from zero, to three gifts before, at and /or after the show. Findings: Response to the invitations translated into significantly higher booth traffic for those groups who received invitations with either a gift included or a promise of a gift at the show. The response rate was highest for the group (11.6%) whose members received a gift set (a coaster prior to the show and a coordinating coffee mug at the show). 70% of the group remembered the invitations. This is 61% higher than the group receiving just the invitation. The gift set also increased the memorability of the invitation by 37%-40% 3


Section Two

Trade Show Tips

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Trade Show Tips

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Pre-show mailing To increase booth traffic always send an invitation in some form to key clients and prospects. An exciting, creative direct mail piece designed to peak the interest and encourage a visit to the booth is a proven method for increasing traffic. Be sure to highlight all of the must see attractions, new products and offerings to increase the allure.

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Create a theme Seeing isn t only believing its is also remembering. Eye catching signage, unusual props, presentations or interactive activities are all opportunities to promote the theme. Transport your booth into a tropical island, hire costumed entertainment, or implement interactive games such as gaming wheels or putting greens. These seemingly kitchy concepts do attract attention and draw people to your booth.

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Bring Broadway to your booth Set up a stage area and present some business theatre . Every half hour have a screening of your presentation. Provide comfortable chairs and perhaps even serve some popcorn and refreshments. Offering this pleasant respite provides a forum to highlight your products to a focused and attentive audience.

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Trade Show Tips

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Train booth personnel Properly trained personnel are essential to a successful trade show. Your booth personnel are direct links to the corporate office and must be capable representatives. Consider having lower level staff convey basic information about your products and your company, field preliminary questions and then as needed direct prospect to appropriate salespeople. In a sense they will serve as traffic cops to save valuable time of the sales force by weeding out unqualified prospects.

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Uniform Dress Consider outfitting booth staff with corporate logo attire. This would, at the same time, identify them as company personnel and promote a unified company endorsed look.

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Conduct a Drawing For maximum impact, prior to the show mail invitations to prospects and clients requesting their attendance at your booth. As part of the mailing request that they return the invitation along with a business card for a drawing to be conducted at the booth.

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Create a theme Direct Mail piece The central theme of your invitation would be tied to and promote the booth theme. Include a promotional item which, dramatically increases the response and peaks the interest of the recipient to seek out your booth. Ex. Send out a mystery promotion featuring clues on puzzle pieces that would be brought to the booth for an opportunity to solve the puzzle and win a prize. 6


Trade Show Tips

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Offer a Gift at the Booth The prospect of a unique or functional gift not only attracts people to your booth but also provides a lasting reminder of your company long after the show is concluded.

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Hospitality Suite As part of your pre-show mailing include tickets to a hospitality suite. Your suite may be a separate space in the booth area or completely off-site. The latter provides two opportunities to meet with the customer and convey your story; first a formal meeting at the booth followed by a more informal and relaxed setting at the suite.

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Implement Lead Generating Techniques AIA can help you design creative ways to draw prospects into your booth and develop a mailing list at the same time.

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Post Show Follow-Up Having spent much time, manpower, and money on the production and implementation of your trade show it is vital that you maximize your efforts by implementing a follow-up system. This portion of the trade show effort should be planned early on and implemented soon after the trade show ends.

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Post Show Analysis Set aside time to evaluate the results of your efforts. Have you achieved your goals in terms of booth traffic, orders generated, new customers etc? Clearly defined objectives will facilitate better results for subsequent shows.

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Section Three

Identify Goals and Objectives

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Trade show goals

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Clearly defined goals yield successful results

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Establish specific goals using incremental percentages

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Specific objective to consider  

Generate qualified leads

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Introduce new product or service

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Increase booth traffic of key accounts and prospects

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Enter a new market

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Build client relationships

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Generate orders

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Generate Qualified Leads

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Pre-show direct mail piece Everyone s a winner with. . . Mail invitations printed with a bar code to be scanned at the booth for winning codes. Copy could read come visit our booth and learn why everyone is a winner with…company. To increase effectiveness, a promotional product should also be included in the mailing, a magnet featuring a winning hand of cards along with your logo and phone number is a good low cost option. Recipients are instructed to bring the cards to the booth to be scanned for the potential winning numbers. Everyone returning the card receives a token gift, perhaps a deck of cards bearing your logo on the back and company product on the face cards. Several will be programmed to scan as winners. One will be awarded a grand prize.

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Introduce a New Product/Service

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Pre-show direct mail piece Theme-A penny is worth a lot more than you think! Send invitations bearing the copy come visit our booth to learn just how much this penny is worth and how to turn it into Big Dollars in Savings. Attach a penny to the invitation and request that it be returned to the booth in exchange for an opportunity to participate in a contest. Those returning the invitation receive a gift of a bank and also have the opportunity to guess the number of pennies in a jar to win a grand prize. Use the penny saved is a penny earned theme to discuss advantages of your product in terms of money saved and profits earned. Offer show specials or discounts.

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Generate Booth Traffic

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Pre-show mailing: Create an inexpensive lapel pin in the shape of a product or character. Attach to a collateral card requesting that the pin be worn at the show to receive a free gift. Provide booth number and information on what to expect at the booth and perhaps an indication as to what the gift may be. Not only do you draw people to the booth in the anticipation of the gift but your logo is seen by other attendees as they proceed through the show.

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Enter a New Market

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Pre-show mailing: Introducing the main attraction! Mail sound cards which are cleverly designed greeting cards containing chips that are activated when the card is opened. This interactive card will play a tune of blazing trumpets providing the lead to copy introducing your entrĂŠe into the new market place. Suggest that the recipient bring the card to the show to qualify for a gift. Be sure to have extra cards on hand for attendees who have not received one, get their business card prior to distributing the musical card. The gift could be a tape or CD of easy listening songs preceded by an intro leader discussing the benefits of your company.

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Section Four

Workbook Planner

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AIA/Promote YourBrand Can Custom Design A Trade Show Program For You

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How many Trade Shows do you exhibit at in the course of a year? ____________________________ What type of Trade Show are they?_____________________________ _________________________________________________________ Where are the Trade Show(s) held? ____________________________ _________________________________________________________ What are the dates? ________________________________________ Describe the demographics of the attendees _____________________ _________________________________________________________ How many exhibitors attend the show? _________________________ How many people are expected to attend? ______________________ Estimate number of qualified prospects? ________________________ Do you have a theme? ______________________________________ _________________________________________________________ Is there an over all show theme? _______________________________ What is your company s objectives for the trade show? ____________            

Introduce products or services? Yes ___ No ____ Increase sales? Yes ___ No ____ Gather qualified leads Yes ___ No ____ Generate good will Yes ___ No ____ Test the market Yes ___ No ____ Generate booth traffic Yes ___ No ____ ______________________________________________________________ ______________________________________________________________ ______________________________________________________________

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AIA/Promote Your Brand Can Custom Design A Trade Show Program For You

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What was done in the past to achieve these objectives? ____________ _________________________________________________________ _________________________________________________________ _________________________________________________________ List successful efforts _______________________________________ _________________________________________________________ _________________________________________________________ List efforts that did not meet your expectations __________________ _________________________________________________________ _________________________________________________________ What is the average sale from the show? _______________________ What would a qualified lead be worth? _________________________ Do you have access to attendee mailing lists? Yes __ No __ Do you have a hospitality suite or other means of meeting with clients/ prospects? Yes __ No __ What is the overall budget for the trade show? ___________________ What portion of the budget is for promotional products? ___________ What promotional products have you used in the past? ____________ _________________________________________________________ Circle the response to these promotional items: 1. ____________ Positive response Negative Neutral 2. ____________ Positive response Negative Neutral 3. ____________ Positive response Negative Neutral

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AIA/Promote Your Brand Can Custom Design A Trade Show Program for You

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What is the average sale from a trade show? ______________________________ What would a qualified lead be worth? ___________________________________ Do you have access to attendee mailing lists? ______________________________ Do you have a hospitality suite or other means of meeting with prospects/clients? _____________ What is the overall budget for the trade show? ___________________________ What portion of the budget is for promotional products? ____________________ Does your company have a system to follow-up on trade show leads? _________ __________________________________________________________________ When would it be convenient to return with a custom designed program for your review? ___________________________________________________________

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The Next Step - Begin the Planning

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Overall Budget Travel Booth Advertising Promotion Objectives Sales Product Launch Booth Traffic Other Booth Display New, development theme Renovate Advertising and Promotion Promotional Products Direct Mail Trade Journals Mass Media

AIA

Company

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The Next Step Begin the Planning

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Staff Training    

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Internal Hire Consultant

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Identify Target Audience      

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Attendee lists Current customers Purchase prospect list

Lead Generation    

Develop custom form Swipe machines

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Business card gathering

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The Next Step Begin the Planning

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AIA Send literature Phone follow-up Direct mail

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Trade Show Workbook  

AIA PromoteYourBrand Trade Show Tips, How to, Workbook planner and more.

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