exhibiting dos and don’ts
DESCRIPTION
Whether you are a seasoned exhibitor, or a newby, it is a huge investment in your marketing strategy. Snappy signage and cool matching shirts may not be enough. So what should you do amidst this competition to be a successful exhibitor? You need to go above and beyond the norm without being gimmicky, which requires a combination of strategy, tactics and interpersonal skills. Not to mention preparation. Hundreds of other vendors will be vying for the attention of the attendees at your next event - learn how to stand out in the crowd.TRANSCRIPT
Exhibiting Dos and Don’ts
Meet the Presenters
Craig FisherPartnerAjax Social Media
Katrina BusselleVice PresidentHRmarketer
Jen IliffFounder3X Marketing
Today’s Line-Up
• Should I stay or should I go?• Before the Show• During the Show• After the Show• Q&A
Stats and Facts
B2B marketing budgets spent on exhibitions1
Exhibitors that rarely or never provide training to booth staff 2
Top four most important sources of information attendees use when determining which exhibitions to attend:1. Email from a colleague2. Word of mouth3. Exhibition website
4. Personal invite from an exhibitor
HRmarketer.com tracks nearly 1,000 human resources related events in its Global Conferences and Expos database.
1 CEIR Report, The Spend Decision: Analyzing How Exhibits Fit into the Overall Marketing Budget – 20112 http://www.statista.com/topics/1413/exhibitions-convention-und-meetings/
Should I Stay or Should I Go?Deciding If/Whereto Exhibit
Should I Stayor Should I go
• What are your goals?What do you want to accomplish?
• What is your budget?• Consider target
audience and approach.
Before the ShowWhat to think about and do before the event to maximize chances for success.
Before the Show
• What action do you want people to take?• Think of creative ways to get visibility. • Know your “elevator pitch.” • Create list of prospects, analysts, media and
influencers you want to meet at show. Pre-schedule time with them if possible.
• Prep the team attending the event.
During the ShowThere is a lot more to do at an event than just trying to corral passersby for a conversation.
During the Show
• Don’t just bring sales reps. Don’t launch into a sales pitch.• Make one critical point with the fewest words possible. • Attend the conference! (Often, the most meaningful
conversations occur with people you sit next to during the sessions.)
• Make giveaways creative and accessible.
After the Show
Your work doesn’t end when the expo floor closes and the booth is packed up.
After the Show
• Send follow-up emails to leads within 72 hours. • Connect on LinkedIn with the people you met. (Do it
during the show if possible.)• Put prospects into your lead nurturing process. • Measure show experience (e.g. survey) and measure
results.
Contact
Craig [email protected]
@Fishdogslinkedin.com/in/wcraigfisher
Katrina [email protected]
@3XMarketinglinkedin.com/in/jeniliff/