ctsm candidate portfolio - exhibitor · a big missing link was that we did not have a formalized...

CTSM CANDIDATE PORTFOLIO

August 2012 Kathleen J. Kaun

Trade Show & Marketing Specialist Glanbia Nutritionals [email protected]

608.316.8522

mailto:[email protected]�

CTSM Candidate Portfolio

Kathleen J. Kaun 1

Table of Contents

VITAL STATISTICS ................................................................................................................ 2 A. Personal Profile ................................................................................................................................ 2 B. Company ........................................................................................................................................... 3

OVERVIEW ........................................................................................................................... 5

SHOW SCHEDULE/MEASURABLE SHOW OBJECTIVES ......................................................... 7

MANAGEMENT OF EXHIBIT DESIGN/PRODUCTION ......................................................... 11

MANAGEMENT OF INTEGRATED MARKETING COMMUNICATIONS ................................ 17

MANAGEMENT OF RESULTS REPORTING ......................................................................... 23

CONCLUSION .................................................................................................................... 26

REFERENCES ...................................................................................................................... 28

APPENDICES ...................................................................................................................... 29


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VITAL STATISTICS

A. Personal Profile My path to trade shows started back in college. I joined the Grand Valley State University’s Student Activity Council and discovered the world of event planning. I worked with bands, speakers, talent competitions and comedians. I even helped develop the university as a viable concert venue that created a money making stream for several years. I enjoyed all the planning, marketing, financial strategy, details and organization that went into hosting a successful event.

After graduating with a Bachelor of Business Administration in Marketing, I went on to pursue my Master of Arts in Education and Human Development, with a focus on Higher Education Administration. My goal was to work with students and events on a university campus. I accepted a Graduate Assistantship at the Campus Activities Office, The George Washington University (GWU), Washington, D.C. and worked with campus events- Siblings Weekend, College Radio Station, Orientation and advised student groups including Program Board and Graduate Student Activities.

After my graduation from GWU, I made a decision to stay in the D.C. area and found a job at a non-profit, Washington Metropolitan Chapter Community Associations Institute (WMCCAI), coordinating meetings, fundraisers and annual one day conference and exposition. For the one day conference and exposition, I was responsible for developing the educational seminars for 1,100 attendees and selling 115 exhibit spaces. During my first year organizing this event a light bulb went off and I knew that I needed to work with expositions as a career. I then moved on to the corporate world at MCI and worked in the Domestic Trade Show Division. From MCI, I went to CIENA Corporation, Syntel, Wausau Financial Systems and currently, Glanbia Nutritionals, all trade show focus positions.

At Glanbia Nutritionals, the majority of my responsibilities include managing over 27 shows a year, process trade mark requests and renewals, design collateral and communication pieces, coordinate internals sales/strategy meetings, special events and updating company listings in industry directories. My key team members include my manager, Director of Marketing for Glanbia Nutritionals Ingredient Technologies; he ensures that the branding and messaging is on target with corporate strategy at trade shows and the Market Analyst, who oversees the development of prototypes for trade show demonstrations, trends and is the “reference desk librarian” for anyone who needs information. In our sister organization, Glanbia Nutritionals Customized Solutions (GNCS), I work with their Marketing Coordinator and Marketing Manager to confirm strategy, focus, communications and logistics for all joint shows. My internal clients for our trade show presence includes Business Development, R&D and Sales.


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B. Company Glanbia plc is an international nutritional solutions and cheese group, headquartered in Ireland. Glanbia (Gaelic for “Pure Food”) is listed on the Irish and London Stock Exchanges (Symbol: GLB). The Group has four segments including US Cheese & Global Nutritionals, Dairy Ireland, Joint Ventures & Associates and Other Business. Glanbia has over 4,500 employees worldwide (1,858 in North America) with manufacturing and processing facilities in seven countries and sales/technical support locations in 14 countries. The company sells in over 130 countries.

The business unit that I work in is Glanbia Nutritionals Ingredient Technologies (GNIT). Our corporate office is located in Madison, WI with R&D is located in Twin Falls, ID and sales staff located across the country. GNIT was established in 2002 as a business to business nutritional ingredients solutions development and marketing business. Our sister organization, GNCS, focuses on micronutrient premixes.

GNIT specializes in crafting solutions to a company’s product development needs, from concept meetings through application support. Glanbia Nutritionals delivers industry-leading, science-based nutritional and functional solutions including a wide range of specialty whey proteins, whey peptides, flax, and functional ingredient systems for foods, beverages, nutrition bars and supplements. Industries served include functional foods, sports/performance nutrition, weight management, clinical nutrition, health/wellness, and animal nutrition.

Highlights of Glanbia Nutritionals in North America:

• Leading American-style cheddar cheese business • Leading US sports nutrition business • Global supplier of whey protein, whey peptides, micronutrient premixes and flaxseed

solutions Products:

• Whey Proteins • Whey Peptide & Hydrolysate Technologies • Milk Proteins • Functional Ingredient Systems • Flaxseed • Dairy Minerals & Lactose


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M I S S I O N Glanbia Nutritionals’ mission is to be the leading global nutritional solutions and cheese group. Our goals are to diversify earnings, improve operating margin and deliver earnings growth. On this journey we built strong organizational capability in world-class manufacturing, science-based innovation in product and solutions development and acquisitions delivery. We also established new scale businesses with leading market positions in high growth sectors. C O M P E T I T I O N We are one of the major players in our industry. Several key competitors have stopped exhibiting at our industries major shows or have greatly downsized their presence. The companies we note if they are exhibiting and what size exhibit they have are Hilmar Ingredients, Fortitech, DSM and Fonterra. Glanbia Nutritionals Ranks:

• #1 in Whey Protein Isolate, Lactoferrin, Specialty Flax • #3 in Lactose, Milk Calcium • #5 in Whey Protein Concentrate 80


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OVERVIEW I started at Glanbia Nutritionals over four years ago, I walked into a position that my manager was handling along with his own position for six months. My predecessor had a limited role in the overall outlook and focus of Glanbia’s trade shows. The previous specialist did a great job of making sure everything ran smoothly from a tactical perspective but did not have the expertise in trade shows to take the company’s program to the next level strategically. I was the first person hired specifically because of my trade show experience. Upon starting, I reviewed what shows Glanbia exhibited at and any data as to results and focus for attending. As I began reviewing the program as it currently stood, I saw great opportunity to develop a full 360 degree system of pre, during, and post snapshot of the shows and overall program.

Focus Area: • Justification or reason for exhibiting at shows • ROI review/evaluation of our presence per show and annual overview • Formalized lead process • Unified messaging/ updated look • Educating exhibit staff on why we are going to a show as well as how to sell on the show

floor • Creating a more efficient way of handling planning tasks

Glanbia Nutritionals had 28+ domestic shows on their calendar when I came on board with no formal wrap up/review to see if the shows were worthwhile. I found out the reason we attended many of the shows was “because we always did.” Glanbia did not have a quantitative way to review why we attended these 28+ shows, as in Session 108–Break Through the Measurement Mystic with this Six-Step Process ELC #3 (Show & Measurement Planning). If we don’t know why our company participated in an event, we can’t track it and its value for exhibiting. A big missing link was that we did not have a formalized lead system. We sent out trade show leads in a spreadsheet. The process to get an update on leads was to contact each sales person individually. Our exhibit messaging and look was dated and not uniform at shows. We sent out staff to work at a trade show exhibit without communicating what our purpose was for being at the show, how to engage attendees and what was proper exhibit etiquette. Lastly, there wasn’t an efficient way to track tasks and deadlines. I kept separate documents and spreadsheets for each show.

Glanbia Nutritionals has been fortunate to have continuous growth and not look for budget cuts. I wanted to be proactive and develop a proven ROO/ROI before upper management started questioning the expense of trade shows and cut based on gut


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instinct and lack of information. Session 110–Metrics Matter: Choosing Measurement Tools That Will Best Evaluate Your Program ELC #2 (Why is it important to measure and report metrics?) emphasized the need to be the expert of my program and have data to be able to provide feedback about our show schedule and if we should add or eliminate any shows. We were able remove shows that didn’t fit our focus and add new shows with the right focus to our schedule after we did a preliminary review of a cost/benefit analysis.

During the process over the past three years we have developed and implemented: • Evaluation system on what shows we attend • Post show and annual report • Formal lead tracking systems • Upgraded project management system • Professional exhibit staff training • Increased internal communication • Updated our exhibit with proper branding

The launch of our new look at the 2011 Institute of Food Technologists (IFT) Annual Meeting and Food Expo created the opportunity to find out how Glanbia was positioned compared to other exhibitors from a set of external eyes. We hired Derse to do a visual and competitive audit at the 2011 IFT Food Expo. This provided us a baseline to review next steps and reinforced what was working.

For my portfolio, I am going to demonstrate how we began implementing these pieces at our largest annual presence, IFT Food Expo, 2011 and 2012. This show pulls the two business units together – Protein/Flax ingredients (GNIT) and Micronutrient Premixes (GNCS). Approximately 13.5% of Whey Protein division overall Marketing Budget and 36% of the Whey protein/Flaxseed division trade show budget (our sister business unit, GNCS splits the cost 50/50 with us) are earmarked for the IFT Food Expo. The branding process of our company was completed and we were ready to roll out the new brand to the industry.


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SHOW SCHEDULE/MEASURABLE SHOW OBJECTIVES Glanbia Nutritionals overall goals and objectives for the 2012 trade show program:

• Promote Glanbia Nutritionals’ brand • Collect qualified leads • Hold meetings with customers and prospects • Competitive intelligence

This criterion was not documented prior to 2010, we are still developing a systematic review to compare all shows against each other and the same show from year to year. The other key initiative is to get all trade show leads and meetings entered into our CRM system and processed by sales team to be able to tie all leads back to marketing efforts and put a monetary value on our presence at shows.

G L A N B I A N U T R I T I O N A L S I N G R E D I E N T T E C H N O L O G I E S 2 0 1 2 T R A D E S H O W S C H E D U L E

Start Date

End Date Event

January 1/24/2012 1/26/2012 International Poultry Exposition

February 2/15/2012 2/15/2012 Florida IFT 2/27/2012 2/27/2012 Portland IFT Supplier Day 2/28/2012 2/28/2012 Puget IFT Supplier Day 2/29/2012 2/29/2012 British Columbia Canada Food

Ingredients Supplier Day March 3/4/2012 3/7/2012 BakingTech 3/4/2012 3/7/2012 Refrigerated Foods Association 3/7/2012 3/7/2012 SoCal IFT Suppliers Day 3/8/2012 3/11/2012 Engredea April 4/2/2012 4/4/2012 Pet Food Forum 4/10/2012 4/10/2012 Utah Food & Candy Show 4/18/2012 4/18/2012 Great Lakes IFT Supplier Day

4/29/2012 5/1/2012 Association of Dressing & Sauces


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June 6/4/2012 6/5/2012 NY Bevnet 6/22/2012 6/23/2012 International Society of Sports Nutrition 6/26/2012 6/28/2012 IFT (Ingredient Food Technology) September 9/3/2012 9/3/2012 Feed and Pet Food Joint Industries

Conference 9/10/2012 9/11/2012 Tortilla Show 9/13/2012 9/13/2012 Longhorn IFT 9/30/2012 10/3/2012 American Association of Cereal Chemist October 10/5/2012 10/5/2012 MN IFT November 11/7/2012 11/8/2012 SupplySide West 11/8/2012 11/9/2012 Pet Food Association Canada Fall

Conference 11/15/2012 11/15/2012 Chicago IFT Suppliers Day

I F T 2 0 1 2 A N N U A L M E E T I N G & F O O D E X P O A T T E N D E E S T A T I S T I C S Las Vegas Convention Center, Las Vegas Tuesday, June 26 – Thursday, June 28 Food Expo was open 3 days for a total of 18 hours (9.5 were non-competing) 18,000 Attendees (13,860 meet our targeted markets) Each year, professionals in R&D and other scientific/technical positions, as well as in corporate management, purchasing, consulting, academia, government/regulatory, and technical sales and marketing attend the IFT Annual Meeting & Food Expo. They come to exchange information, gain new insights, meet new people, and strengthen existing relationships at IFT Annual Meeting for advancing the science and business.


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G L A N B I A’ S G O A L S F O R E X H I B I T I N G A T I F T F O O D E X P O : Objectives Tactics Measureable Goals Assessment

Method Increase awareness of Glanbia Nutritionals

Pre-show email 752 recipients (13.75% of recipients receive email) and 10% increase of hits on website (compared to 2011 numbers)

Count bounce backs Hits on website

Press Interviews 12 press editor meetings to share our latest technology (Director of Marketing made it his goal for the show)

Press report of activity in relation to technology shown at IFT

Obtain new business prospects

Gather contact information at exhibit

125 qualified leads (95 in 2011)

Lead tally at end of show

Increase business with current and prospective customers by shortening the sales process

Hold customer meetings at exhibit with key personnel

70 meetings (54 in 2011) Call reports for meetings

Trend and Competitive Intelligence Gathering

Staff walk the floor and report back

Staff provide post show feedback (prior to show staff provided their personal goals)

16 people report back that they obtained information they were looking for

Meet budget Spend within budget

Do not exceed $180,000 budget

Track expenses

Estimate ROO Add value of our entire presence at IFT

$350,000 ROO (2011 ROO $302,794.40)

Track our entire value of exhibiting at IFT

I used Session 108 – Break Through the Measurement Mystic with this Six-Step Process ELC #4 (Setting Objectives), to set our objectives for IFT Food Expo. I asked the team to provide me with their top two goals to accomplish at IFT. I incorporated objectives from corporate, marketing and personnel perspective. Our objectives went hand in hand with Session 21307 – Beyond the Basics of Booth Selling, ELC #2 (You must think of objectives from two perspectives – what do you want to accomplish and by what your audience sees as their objectives. Thinking in terms of customer-


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centric objectives becomes a very different thought process. It moves the focus to the visitor.)

Top Three reasons professionals visit the IFT Food Expo: • Seek out new products • Meet with current suppliers • Find new suppliers

(See Appendix 1 pages 29-40 for the IFT 2012 prospectus.)

We aligned our exhibit goals to meet the needs of the attendee by setting up meetings, getting new contacts, reaching out via pre-show email, sponsorships, marketing and PR to educate about our new solutions.


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MANAGEMENT OF EXHIBIT DESIGN/PRODUCTION Glanbia Nutritionals rebranding process was completed in 2010. We developed our cohesive look for all our tradeshow graphics/displays in 2011. As stated in Session 31106 – How To Grow Your Brand: Incorporating Brand Marketing Into Your Exhibit Program ELC #2 (How to position exhibit marketing within the greater realm of organization-wide brand management.) tradeshows are an important part of broader brand management. They are a “touch point” to making the intended audience become aware of and experience our company. At IFT Food Expo 2011, we presented a completely new look to attendees that created that touch point and buzz on the show floor. We created an exhibit that would be self filtering by the psychological barrier of white carpet and a physical wall around the perimeter with three entryways. Attendees committed by stepping into our exhibit and walking to our prototypes located in the back central area.

With two diverse business units merged into one exhibit presence at our major trade show it was an additional challenge to incorporate the new brand along with all our solutions. Lastly, we needed to make attendees understand the complete scope that Glanbia Nutritionals encompasses. We needed to find an exhibit house that would partner with us, understand our brand and find the best solution to meet our requirements. For the RFP process, I selected three exhibit houses that I had a relationship with either currently or in the recent past. I developed the RFP from the points outlined in Session 41607–The Basics of Event Planning and Management ELC #5 (Developing an RFP and Selecting Vendors) that included information about our company and products, purpose/objectives, show location, expectations and budget (see Appendix 2 pages 41-42 for the RFP document).

I evaluated the RFP responses by how closely they followed: • Glanbia’s new branding • Cost requirements • Responsiveness to our needs and questions

Derse was selected to design the exhibit for our two larger annual trade shows. Once Derse was selected we sent out an update to our Executive Leadership Team explaining the points of why we selected Derse including how they best fit our needs in terms of responsiveness, creativity, floorplan and cost. One selling point to working with Derse is that we were able to save money by storing our rental property at their Las Vegas location.


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With a new exhibit we were able to add more buzz to the show floor and get attendees looking at Glanbia. This was an important step in getting Glanbia Nutritionals to a more strategic level in exhibitions. We carried the same look and messaging onto our tabletop displays. Another bonus to working with Derse is that I feel confident that all tactical areas of our exhibit will be managed. They are a partner for our larger shows which allows me to concentrate on more strategic elements of our presence.

New Exhibit


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Perimeter Graphics- Static

Upper Graphic- Tried projection screen for a focal point did not get bright enough to really have it pop

Perimeter Graphics- Minimal and clean. Solutions on plasma displays to create eye candy to have attendees stop

Upper Graphic- The center company logo graphic is situated at maximum height to see from a distance

Meeting Room Space- While inviting and friendly, not secluded enough, too social atmosphere, no privacy

Meeting Room Space- Semi-private, not in traffic area, able to reserve space and make it more intimate

Former Exhibit New Exhibit


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Prototype Area- Gray walls lacked warmth, modular looking

Prototype Area- More cohesive, modern look, welcoming

Entry area – Very random not a grand entrance to welcome attendees

Entry Area- Focus for attendees to interact with the Glanbia Nutritionals exhibit, mimics the circular element of our logo for a quick mnemonic device

Former Exhibit New Exhibit


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Floor Plan of New Exhibit

Highlights of Criteria for New Property: • Updated look and feel • Lightweight • Storage Space • Meeting Room Space • Flexible Layout • Represents Brand and Message


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H O W N E W E X H I B I T T I E S B A C K T O G O A L S Objectives Tactics Measureable

Goals Increase awareness of Glanbia Nutritionals

Create buzz on floor and provide new way to promote our solutions

Feedback received

Obtain new business prospects

Our fresh look will create interest in attendees

Leads and meetings


Have the capability to hold several meetings at exhibit and prototype area conducive to conversations

Call Reports for meetings

Session 20206–Basic Project Management and Reporting Skills ELC #2 (Four Areas for exhibit managers to consider) identifies the four key elements for having a successful exhibit program include show objectives (as listed above), communications management (Section 5), reporting (Section 6) and task management.

The task management element in Session 20206 became less stressful and more efficient when we purchased ShowGo™ for show management project. ShowGo allowed me to keep up to date on the budget, deadlines, housing and registration for all areas of our IFT Food Expo presence all in one location. I scanned my to do lists everyday and focused on what needed to get done instead of looking through various Excel spreadsheets and emails to make sure everything was under control. If I needed to add a task, I could add it instantly to the IFT Food Expo timeline. I eliminated the need to keep post-it notes with action items all over my monitor. (See Appendix 3 pages 43-45 for example of a task list.)


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MANAGEMENT OF INTEGRATED MARKETING COMMUNICATIONS

P R E - S H O W : We did a pre-show email campaign utilizing lists from our sales and business development groups along with contacts from 2011show. Email was chosen as an easy and economical way to promote our presence to customers and prospects. Sales used the IFT Food Expo pre-show email as a follow up piece after they spoke with a customer/prospect and as a prompt to set up a meeting at the show.

Note: Due to a transition to a new email marketing vendor, the only metrics available to track was the number of bounce-backs we received. The IFT preshow email was executed internally as we have no methods for tracking clicks/opens as we had in previous years.

Our new brand introduction to the IFT attendees began via our pre-show email in 2011. We kept the look and feel the same as our website and exhibit graphics, developing the consistency of our look and message. In Session 31106-How To Grow Your Brand: Incorporating Brand Marketing Into Your Exhibit Program ELC #2 (How to position exhibit marketing within the greater realm of organization-wide brand management.) Scott Leech emphasizes that consistency is and always has been critical to building a corporate identity. The more consistent something is, the easier


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it is to recognize it. That consistency that Leech mentioned has also been evident in all our trades show graphics from the table top displays and up.

I N T E R N A L C O M M U N I C A T I O N S A N D T R A I N I N G : Marketing has taken great strides and will continue to review and improve upon is the internal communications and training. We have taken several approaches to get the information out to the team:

• One big email • Several weekly newsletters • Three emails prior to the show

In 2011 and 2012 we implemented the three emails method and received the most positive feedback (see sample staff newsletter in Appendix 4 pages 46-50). New in 2012, I created a Zoomerang survey that attendees had to complete to reserve their hotel room, get staff shirts, list their two top goals for attending IFT Food Expo and sign up for the Fun Run. This worked out really well and I will continue to use this method for staff logistics in the future.

Our biggest challenge is getting the two business units of Glanbia Nutritionals on the same page for a trade show. They operate separately but share exhibit space at the shows under one brand name. In 2011, we brought in Trade Show Bob to do a preshow webinar and staff onsite training at IFT. He covered boothmanship, our presence and objectives as described in Session 20407 – Don’t Skip the Meetings- Pre, At and Post: Guideposts to Success ELC #8 (Pre-Event Meetings: We will explore the elements of successful pre-event meetings).

Additionally, we: • Held webinars on what each company does • Sent out the preshow communication • Created a Who’s Who of each staff attending, their contact info, title and photo

All this information helped the exhibit team learn what was expected and who would be in attendance. We continued the Who’s Who document in 2012 but chose to cut the staff training and the webinar on explaining what each company does.


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A T S H O W :

Sponsorships - We take full advantage of free promotional opportunities and one paid sponsorship.

The one paid sponsorship we make use of is a Platinum Sponsor of the Fun Run/Walk which is held every year. The sponsorship fit our goals because it supports new scientists to strengthen our science credentials and it aligns with a healthy lifestyle, which is what our products support. It is also a very economical sponsorship to build awareness. In 2011, when Derse conducted a visual audit of our exhibit presence, the sponsorship was identified as a great idea because it had limited sponsors and recognition wasn’t cluttered like other sponsorship promotions (see Appendix 5 pages 51-67 for the visual audit and competitive report). We continued the Fun Run/Walk sponsorship in 2012.

Free sponsorship opportunities abound and we make the most of them: • Complimentary Directory Listing – We have two entries for the two sides of our business

which means we get double exposure • Trend Tours - Based on hot topic items in the industry; we had three of our solutions

accepted into the tours. They were a self-guided tour so it is hard for us to measure the benefit but it did add additional exposure onsite, in social media and the tour itself. One of the ingredients on the Trend Tour was selected to be highlighted in a video that aired on IFT Live! during the show and is now viral and will be available for years.

• Innovation Award (one of four awarded) - Our newest ingredient solution, OptiSol® 2000, won this award and we received numerous mentions in various media outlets, floor stickers around our exhibit and another viral video.

• Taste the Expo - A sampling program where we listed our prototypes under the What’s New! & Taste of Expo listings as well as on the 2012 IFT Food Expo App.

• Speaking Session - Loren Ward, Director of R&D, presented on Fresh Dairy trends. This increased activity at our exhibit from attendees and a published article.

• Public relations – Our public relations firm also had record breaking number of media meetings – seventeen, my manager’s goal was 12 (see appendix 6 pages 68-69 for media coverage).

In Session 31507–Integrated Marketing Communications ECL #8 (On-Site Tactics – Reaching attendees in the show city, the show hall and in your booth), several on-site tactics were highlighted with the average percentage of how many exhibitors actually took advantage of the listed promotions. The items listed in the presentation and that we participated in were: Sponsorship (24%) with the Fun Run Sponsorship, Press Briefings/Opportunities (12%) correlated to our media press kits, press appointments, Innovation Award and speaking engagement and finally, the Show Directory (40%). According to the statistics associated with these activities we are in the minority of actually taking advantage of these opportunities which raised our visibility even more.


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E X H I B I T M E S S A G I N G : The exhibit graphics were developed to create a living version of our unified brand identity. We kept it clean and simple. The first main barrier to entering our space is the white carpet (like the white space on our website www.glanbianutritionals.com to represent our strong science and impeccable quality).

Anyone who stepped in had to overcome the psychological barrier of stepping onto a white floor. We positioned plasma screens at the three main entryways that showcased our solutions, capabilities and brand message, which allowed the attendee to get educated on Glanbia Nutritionals. When they stepped into our space they committed to speaking to a team member and learning more about how our solutions can help them. The food and beverage prototypes were used to highlight our technology and immerse the attendees into our brand by hearing and experiencing our story as explained in Session 614- The Experience is the Message – Story, Drama and Your Brand in Experiential Marketing ELC #2 (Brand Storytelling). These are all great ways in which we hit our target audience. We did not do giveaways or hand out “free food” on the aisle to entice the trick-or-treaters to enter our exhibit. Our tactics were designed to attract,

http://www.glanbianutritionals.com/�


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sort and allow for the meaningful interaction with those people truly interested in Glanbia Nutritionals.

P O S T S H O W : This is where we have most room for improvement. We currently have not created marketing campaigns to reach out to our contacts acquired at trade shows. This activity is on our list to tackle in the next couple of years. Right now the biggest focus in the post show communication is to distribute the leads out to the Sales Team. The Sales Team are expected to do all the follow up and further qualification after the show. A big step achieved in time for IFT Food Expo 2012 was to have the CRM Lead System in place that allowed leads to be distributed to appropriate team member and track the lead as it moves along the sales pipeline. In 2011, we were only able to add in the contacts into the CRM system and not have a way to track what happened afterwards. Now we can remind sales team on any outstanding leads to follow up. For the future we want to build a way for marketing to nurture cold and warm leads to free up the sales team from having to.

I N T E G R A T E D C O M M U N I C A T I O N S B U D G E T :

Pre-show Email Design 1,200

Internal Communication 0

Fun Run Sponsorship 6,000

Onsite Promotions 0

Exhibit Graphics (reused 2011 graphics)

0

Total $7,200


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G L A N B I A’ S 2 0 1 2 G O A L S F O R I N T E G R A T E D M A R K E T I N G C O M M U N I C A T I O N S : Overall Strategies Tactics Measureable Goals Assessment

Method Increase awareness of Glanbia Nutritionals

Pre-show email 752 recipients (13.75% of recipients receive email) and 10% increase of hits on website (compared to 2011 numbers)

Count bounce backs Hits on website

Press Interviews 12 press write ups (Director of Marketing made it his goal for the show)

Press report of activity in relation to IFT

Fun Run Platinum Sponsorship

600 registered runners Receive post show information of registered runners

Innovation Award for OptiSol® 2000

Increase lead count and prospect meetings held at exhibit by 10%

Tally up leads and meetings

Speaking Engagement

Media Attention- one article Press activity report


Innovation Award for OptiSol® 2000

Increase customer meetings held at exhibit by 10%


Trend and Competitive Intelligence

Trend Tours- allow our solutions to be listed with other similar solutions so attendees can compare

Increase lead count and meetings held at exhibit by 10%


ROO - Added value of our entire presence at IFT

All items are touch points that add value to our presence

$350,000 ROO (2011 ROO was $302,794.00)

Track our entire value of exhibiting at IFT

Lastly, our ROO objective to add value to our presence at IFT was greatly enhanced by all the items we participated in. Each promotion piece created multiple touch points and any that are part of IFT’s Social Media outreach will have many years of positive contact with potential customers as well as with current customers.


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MANAGEMENT OF RESULTS REPORTING Over the past couple of years I have developed a post show measurement report that is sent out to the Executive Team.

IFT Food Expo is measured by: • Financial outcome – did we meet budget? • Evaluation of how many leads • Estimate of sales from leads • ROO by placing a financial number to all promotion and branding

This year we are adding two new components:

1. Post show attendee interviews provided by Exhibit Surveys 2. Determine the financial value of leads captured (we are working with Derse on

this project)

The most comprehensive measure of exhibit performance and audience quality is the post-show attendee surveys as stated in Session 10507 – Using Surveys in the Trade Show and Event Decision Making Process ELC # 4 (Post-show Attendee Surveys). It will be a great opportunity for us to review what we are doing to convey our message to attendees and see if it is actually working.

G L A N B I A’ S I F T F O O D E X P O 2 0 1 1 A N D 2 0 1 2 R E S U L T S : Assessments Measures: Preshow email–Count how many emails did not bounce Hits on website–Increase of 10% of hits in three categories between 2011 and 2012,

receive activity report Press activity–Director of Marketing set goal of 12 write ups, receive Press relations activity

report Contacts/leads–Set goal of 125 for 2012, count leads/contacts turned in at exhibit Meetings held–Increase to 70 meetings held at exhibit, tally meetings taking place Trend and competitive intelligence–Staff members walk floor and report back based on team

members personal goals Meet budget–Track expenses Estimate ROO–Based on calculations, develop a financial benefit to exhibit marketing at IFT

Food Expo, 15% increase


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Measured Tactic

2011 Result 2012 Goal 2012 Actual Variance

Preshow Email 661 752 1,730 130% Website Unique Hits

Pre:522 During: 2959 Post: 2998

Pre:574 During: 3255 Post: 3298

Pre: 1018 During: 3887 Post: 3386

Pre: 77% During: 19% Post: 2.7%

Press Activity No Report 12 17 42% Leads/Contacts 95 125 144 15% Meetings at Exhibit

54 70 87 24%

Trends and Competitive Intelligence

No Report 16 25 56%

Spend within budget (see below)

Did Not Meet $180,000 $172,905.32 est.(waiting for final invoices)

4%

ROO $302,794.40 $350,000 $356,215.47 (GNIT side of show)

1.8%

B U D G E T

IFT Expenditures 2011

Actual 2012

Budget 2012

Actual Variance Actual to Budget

Space 35,940 37,140 37,140 0% Exhibit Related Costs 154,213.21 65,000 62,964.24 3%

At-Show Services 42,491.82 51,000 45,131.92 12% Off Site Meetings 2,366.28 3,000 924.73 69%

Staff Costs 5,505.24 9,000 2,861.06 68% Sponsorship 5000 6,000 6,000 0%

Measurement 6500 5,000 16,411* (228%) PreReg List 0 1,200 590.40 51%

Prototype needs 2818.42 3,000 881.97 71% Total 254,835 180,340 172,905.32* 4%

* Do not have final invoice.


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H O W R E S U L T S A R E R E P O R T E D I send out a comprehensive report once all results are available for reporting. This Executive Summary is sent out to Executive Leadership and Marketing Team which consists of CEO, VP of Sales, VP of Business Development, VP of R&D and CFO. They appreciate receiving the feedback and comprehensive overview of our activities. They will be pleased with the results of our presence at 2012 Food Expo. Post IFT Report includes: Goals and objectives Highlights of marketing activities Review of exhibit layout and prototypes List of staff that attended Highlights of press/awards Consolidated report of team post survey feedback Collection of items to review for next IFT Food Expo

For 2012, I am adding in a section on Lead Valuation, Space Measurement Review and the IFT Attendee Survey results. At the end of the year I compile all the trade show summaries and create a matrix and overview of what we spent, leads and estimated ROO to get a snapshot view of our activities and potential value. As stated in Session 10806 – How To Measure the Value of Trade Show Participation ELC #2 (Measurement is important justification, continuous improvement and growth.) it is important to do a final review of what transpired at a particular show as well as the overall trade show program. The ability to take a deep breath, review what has happened and help gear up for the future year of shows is essential to improve upon overall show decisions, tactics at a particular show or changing the size of our presence.


Kathleen J. Kaun 26

CONCLUSION The biggest change in the program during the time of writing my portfolio would be our lead process of valuation, distributing and reporting. Lead valuation has led to better development of our measurement tools. The CRM system has taken a big step forward this year with providing a better lead data entry system and established process. The next step we will take is to be able to actually see where leads are on the sales pipeline. We also added Exhibit Surveys doing a post IFT Attendee survey and I am excited to get the results of that information as we are looking at options to increase our exhibit presence at future IFTs whether it be larger space, a more prominent sponsorship or customer event.

Our presence at IFT Food Expo is getting better every year; we have raised the bar over the past two years with the new brand and exhibit property. It was exciting that Glanbia Nutritionals received the Innovation Award and all the activity that it provided us at the exhibit. The team did a much improved job of reporting show end items and the leads were distributed in a timelier manner than they have in the past. In general, I am very pleased with what we have done and our results to date.

My recommendations and goals for future improvements: - Email marketing campaign with cold/warm leads - Lead system improved and automated - Exhibit staff education/communication/know their roles - Increase use of technology to achieve our goals

Over the next few years we are going to evaluate email newsletter systems to create a marketing campaign that we can use to create touch points to qualify and move leads along the sales cycle which would become an integral part of pre, during and especially post show communications.

As stated earlier, we are in the process of developing the complete lead package of entering leads, where we are working on adding a technological piece to elad reporting, have a better lead valuation system at the show for ROO reporting and watching as the leas are assigned and tracked along the pipeline.

In hindsight, we should have done the exhibit staff training in 2012. There has been turnover and additional staff hired so we were missing a few key components of boothmanship and understanding of each company. Training will be ramped up again in 2013. A main component of that is to continue to educate the team on what the different business units do as well as how we are promoting our ingredient solutions at the exhibit through our food and beverage prototypes. We need to continue exhibit training every year for the foreseeable future.


Kathleen J. Kaun 27

A component of communication I felt went over really well was having the staff fill out a Zoomerang survey for their hotel dates, show goals, shirt size, etc. We will continue to implement that activity.

Finally, marketing wants to add a component of technology into the exhibit: touch screen plasma for people to interact with our solutions, presentations on iPads for sales team to use in the exhibit when meeting with customers, and a more sophisticated lead documentation process.

I have learned so much from the CTSM program; it was an interesting journey reviewing all my handouts starting from 1999, when I attended my first Exhibitor Show and first time to Las Vegas. Staying at the Flamingo and walking over to the Sands Expo was such a thrilling experience back then. Now I have to admit, I have been to Las Vegas way too many times, but the one great thing I associate with Las Vegas is the wonderful training I have received at the Exhibitor Show through the CTSM classes.

I definitely have moved beyond a beginner in the industry- I know what drayage is, Union Rules, and how to fill out a bill of lading! The major point of what I have learned is that there is constant change. There are always areas to improve upon, no resting on your laurels.

There are always challenges available to make you a better exhibit manager. I look forward to seeing what develops in the future for my company and the exhibit industry. I am very fortunate to have a manager that gets excited about these challenges and opportunities in our trade show program. We often talk about the direction we want Glanbia Nutritionals to go and what we can do to develop those skills in my role. As I take on these future opportunities, I look forward to continuing my trade show education and working on the next levels of the CTSM program.


Kathleen J. Kaun 28

REFERENCES

Session 108 Break Through the Measurement Mystic with this Six-Step Process

5, 9

Session 110 Metrics Matter: Choosing Measurement Tools That Will Best Evaluate Your Program

6

Session 614 The Experience is the Message – Story, Drama and Your Brand in Experiential Marketing

20

Session 10507 Using Surveys in the Trade Show and Event Decision Making Process

23

Session 10806 How To Measure the Value of Trade Show Participation 25

Session 20206 Basic Project Management and Reporting Skills 16

Session 21307 Beyond the Basics of Booth Selling 9

Session 20407 Don’t Skip the Meetings- Pre, At and Post: Guideposts to Success

20

Session 31106 How To Grow Your Brand: Incorporating Brand Marketing Into Your Exhibit Program

11, 17

Session 31507 Integrated Marketing Communications 18

Session 41607 The Basics of Event Planning and Management 11


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APPENDIX 1


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APPENDIX 2

RFP REQUEST Company: Glanbia Nutritionals www.glanbiaunutritionals.com

Show: IFT Food Expo June 11-14 New Orleans Morial Convention Center New Orleans Exhibit# 7739 (40x30) http://www.am-fe.ift.org/cms/

Floor plan: http://s36.a2zinc.net/clients/ift/networknow2011/public/e_ShowBooths.aspx?Table=Booth&MapID=100013&IMID=&AEID=&EventID=10&MyPlan=&FloorplanViewType=VIEW3

Goals:

1. Provide a clear understanding of what we do and how we add value for customers

a. Products and what they do b. Applications and how we build them c. Personal, hands-on attention d. Culture/Can-Do Spirit e. Propel our customers business forward

2. Provide a means to obtain contacts/leads 3. Provide an experience that leaves a favorable impression of Glanbia

a. “That’s the kind of company I want to work with.” b. “They stand apart from other suppliers of their types of ingredients.” c. “That was something I’ll always remember – it stood out from the pack.”

4. Create a buzz on the floor 5. Focus of show:

a. Beverages b. OptiSol c. Flax d. Functional & Nutritional

1. New leads from prepared food companies Notes: Some of the goals will be toward graphics and some of the goals can be implemented/supplemented by our 65” Touch Screen. Digital Design Services is working on that portion. To see the Touch Screen you can see it here: http://www.u-touch.co.uk/. The Touch Screen rolls out in its own stand. If you have further questions about it, I can get you in touch with Joe Rugowski, Digital Design Services. Shine will also be our graphic designers for the exhibit. If you have specific questions regarding the design side, I can again, get you in touch with the appropriate person.

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http://s36.a2zinc.net/clients/ift/networknow2011/public/e_ShowBooths.aspx?Table=Booth&MapID=100013&IMID=&AEID=&EventID=10&MyPlan=&FloorplanViewType=VIEW3�

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http://www.u-touch.co.uk/�


Kathleen J. Kaun 42

I am interested in seeing 3 layout options (Note: We are on the Main Aisle and that will be our focus to position the exhibit):

Layout #1

• Open/flexible meeting space • A Main Structure for invite only prototype sampling (not sure of exact

requirements for fridge, etc yet)- big enough for two counters at least 6 feet long each and a back counter for each 6’ counter that includes lots of storage/room for dorm fridges. One of the back counters need to have a sink. There will be signage above each back counter (we have typically done a menu board style)

• A hostess counter on the main aisle in front of the private prototype room • Space for our Touch Screen on the main aisle to draw attention • Private meeting space to seat 4-6 • Hanging Sign

Layout #2

• A Main Structure for invite only prototype sampling (not sure of requirements for fridge, etc yet)- big enough to two counters at least 6 feet long each and a back counter for each counter that includes lots of storage/room for dorm fridges. One of the back counters need to have a sink. There will be signage above each back counter (we have typically done a menu board style)

• A hostess counter on the main aisle • Space for our Touch Screen on the main aisle to draw attention • Create “cubbies” for more private general meeting/seating areas- at least 4 • Hanging Sign

Layout #3

• Open/flexible meeting space • A Main Structure for invite only prototype sampling (not sure of requirements for

fridge, etc yet)- big enough to two counters at least 6 feet long each and a back counter for each counter that includes lots of storage/room for dorm fridges. One of the back counters need to have a sink. There will be signage above each back counter (we have typically done a menu board style)

• A hostess counter on the main aisle • Space for our Touch Screen on the main aisle to draw attention • Double Decker above the prototype space for private meeting space 4-6 people. • Sides of Double Decker to create high level signage

Budget for Property Rental: $75,000 (graphics are not included in this number). I would like a rendering(s) and budget by Tuesday, March 1.


Kathleen J. Kaun 43

APPENDIX 3

Task Type Status Task Owner Start Date Due Date Completed Date

IFT (2012) - Las Vegas , NV

Send in Application Pre-Show Completed Kathleen Kaun 6/3/2011 6/12/2011 6/16/2011

Send in Deposit Pre-Show Completed Kathleen Kaun 6/3/2011 6/12/2011 6/16/2011

reserve exhibit Pre-Show Completed Kathleen Kaun 6/3/2011 6/12/2011 6/16/2011

Housing Opens Pre-Show Completed Kathleen Kaun 12/22/2011 1/20/2012 1/20/2012

Receive service kit Pre-Show Completed Kathleen Kaun 6/3/2011 2/3/2012 2/3/2012

Send in Final Payment

Pre-Show Completed Kathleen Kaun 6/3/2011 2/7/2012 12/22/2011

Begin Planning Pre-Show Completed Kathleen Kaun 6/3/2011 2/8/2012 2/9/2012

binder Pre-Show Completed Kathleen Kaun 6/3/2011 2/9/2012 2/9/2012

Book Hotel Reservation


Receive Housing Information


GNCS directory listing


Receive Housing Assignment


determine what our needs are in the exhibit layout


Fun Run Sponsorship Form Due


book preshow meeting room


company description Pre-Show Completed Kathleen Kaun 6/3/2011 4/2/2012 5/24/2012

Highlights of Task List


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order furniture Pre-Show Completed Kathleen Kaun 6/3/2011 4/2/2012 5/24/2012

exhibit layout Pre-Show Completed Kathleen Kaun 6/3/2011 4/13/2012 5/24/2012

EAC form Pre-Show Completed Kathleen Kaun 6/3/2011 4/27/2012 5/24/2012

Who is going Pre-Show Completed Kathleen Kaun 3/21/2011 4/27/2012 5/24/2012

Cert of Insurance Pre-Show Completed Kathleen Kaun 6/3/2011 5/12/2012 5/24/2012

Order Lead Retrieval Unit


EAC and Insurance Forms Due


Island Exhibit Layout Submission


Last day of housing changes


Order Carpet Padding


Order Drayage Pre-Show Completed Kathleen Kaun 6/3/2011 5/27/2012 5/24/2012

Order Riggers Pre-Show Completed Kathleen Kaun 6/3/2011 5/27/2012 5/24/2012

Order Signage Pre-Show Completed Kathleen Kaun 6/3/2011 5/27/2012 5/24/2012

Send Electrical Plan Pre-Show Completed Kathleen Kaun 6/3/2011 5/27/2012 5/24/2012

Submit Badge Request


register team Pre-Show Completed Kathleen Kaun 6/3/2011 5/27/2012 5/24/2012

Send out Staff Email Communication


Meeting schedule Pre-Show Completed Kathleen Kaun 6/3/2011 6/14/2012 6/22/2012

prep onsite book Pre-Show Completed Kathleen Kaun 6/3/2011 6/14/2012 6/22/2012

Write up survey for approval


preshow conf call Pre-Show Completed Kathleen Kaun 6/3/2011 6/15/2012 6/20/2012


Kathleen J. Kaun 45

get confirmation numbers from hotel


Lead Sheets Pre-Show Completed Kathleen Kaun 6/3/2011 6/15/2012 6/22/2012

Samples Pre-Show Completed Kathleen Kaun 6/3/2011 6/15/2012 6/22/2012

sample labels/container

Post-Show Completed Kathleen Kaun 6/3/2011 6/15/2012 6/22/2012

preshow email Pre-Show Completed Kathleen Kaun 6/3/2011 6/16/2012 6/20/2012

Pack Pre-Show Completed Kathleen Kaun 6/3/2011 6/16/2012 6/22/2012

Preshow Mailing concepts


preshow email Pre-Show Completed Kathleen Kaun 6/3/2011 6/19/2012 6/20/2012

status of shipment Pre-Show Completed Kathleen Kaun 6/3/2011 6/23/2012 6/22/2012

photos Show Completed Kathleen Kaun 6/3/2011 6/26/2012 6/22/2012

Enter Leads into CRM

Post-Show Completed Kathleen Kaun 6/3/2011 6/26/2012 6/22/2012

Pick up Badges Show Completed Kathleen Kaun 6/3/2011 6/26/2012 6/22/2012

pick up lead retrieval Show Completed Kathleen Kaun 6/3/2011 6/26/2012 7/2/2012

in exhibit orientation Show Completed Kathleen Kaun 6/3/2011 6/26/2012 6/22/2012

confirm outbound shipment

Show Completed Kathleen Kaun 6/3/2011 6/26/2012 7/2/2012

Send out post show evaluation link

Show Completed Kathleen Kaun 6/3/2011 6/27/2012 7/2/2012

Evaluate Budget vs Expense Rpt.

Post-Show Not Started Kathleen Kaun 6/3/2011 7/26/2012

post show summary Post-Show Not Started Kathleen Kaun 6/3/2011 7/26/2012

review leads 3 mos after show

Post-Show Not Started Kathleen Kaun 6/3/2011 9/24/2012

6 mos show review Post-Show Not Started Kathleen Kaun 6/3/2011 12/28/2012


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APPENDIX 4 IFT 2012 Food Expo Staff Newsletter


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APPENDIX 5


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APPENDIX 6

Public Relations Wrap Up Report IFT 2012 (as of 7/31/12)

Press Releases Issued

Press Pack for sharing with industry trade editors at IFT included three releases: “Glanbia Nutritionals Showcases Innovative Nutritional and Functional Ingredients at IFT 2012”; “Glanbia Nutritionals Corporate Background”; “Glanbia Nutritionals Wins Innovation Award at IFT 2012.”

IFT Editors Meetings

Nicola Aldren from BDB, our public relations firm, met with 17 trade media editors at IFT, educating them about Glanbia Nutritionals and the new technologies we demonstrated at the show. The goal is to generate post-show coverage in trade publications and to build deeper ties with editors so that Glanbia is considered first to comment on future articles related to our business.

IFT Innovation Award

News item: “Glanbia, Advantix, Ampac, Ecolab Among IFT 2012 Innovation Award Winners” in June 29 issue of FoodIngredientsFirst enewsletter and web site. http://www.foodingredientsfirst.com/news/Glanbia-Advantix-Ampac-Ecolab-Among-IFT-2012-Innovation-Award-Winners.html

News item: “Glanbia’s Milk Protein Wins IFT Innovation Award” in June 28 Engredea Daily and NewHope360.com. http://newhope360.com/news/glanbias-milk-protein-wins-ift-innovation-award

News item: “Innovations Solve Real World Problems” in IFT Live on June 26. http://live.ift.org/2012/06/26/innovations-solve-real-world-problems/

News item: “Glanbia Nutritionals Among IFT 2012 Innovation Award Winners” on NutritionalOutlook.com http://www.nutritionaloutlook.com/news/glanbia-nutritionals-among-ift-2012-innovation-award-winners

News item: “IFT Announces IFT 2012 Innovation Award Winners” on FoodProductDesign.com http://www.foodproductdesign.com/news/2012/06/ift-names-2012-innovation-award-winners.aspx

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Kathleen J. Kaun 69

News item: “IFT Unveils Innovation Award Winners” on FoodBusiness News.com http://www.foodbusinessnews.net/News/News%20Home/Business%20News/2012/6/IFT%20unveils%20innovation%20award%20winners.aspx

IFT Coverage

News item: “Glanbia Gets Behind Greek Yogurt and Woopie Pies” in June 27 issue of Engredea Daily and NewHope360.com. http://newhope360.com/news/glanbia-showcases-new-ingredient-innovations-ift

Photo: “The Latest from Glanbia Nutritionals” featuring Jamie Duensing of GNNA

News item: “Prototypes Address Formulation Challenges” in May issue of Food Technology magazine.

News item: “Whipping Protein Enhances Texture in Bars” in May 12 issue of Milling & Baking News and BakingBusiness.com http://www.bakingbusiness.com/News/News%20Home/New%20Products/2012/5/New%20whipping%20protein%20enhances%20texture%20of%20bars.aspx

http://www.foodbusinessnews.net/News/News%20Home/Business%20News/2012/6/IFT%20unveils%20innovation%20award%20winners.aspx�

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ctsm candidate portfolio - exhibitor · a big missing link was that we did not have a formalized...

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