from simmer to sensational webinar slide deck

“From Simmer to Sensational:Creating Exhibitor & Sponsor

Programs that Delight”

Speakers: Michael Hatch, Fantail Consulting &

TechnologiesEric Hatch, P.O.P. Event Marketing

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From Simmer to Sensational !How to Create Sponsor &

Exhibitor Programs that Delight

Presented by:Michael J. Hatch

Fantail Consulting & Technologies and Eric Hatch

P.O.P. Event Marketing, Inc.

#Sim2Sen

Copyright © Michael J. Hatch, 2010

Win-Win

#Sim2SenCopyright © Michael J. Hatch, 2010

Increase renewals

New booth sales

Sponsorships

Help You


ROI not ROO


Not enough floor traffic

Not the right audience/enough buyers

Not enough ROI – I can do better elsewhere

Too expensive

Exhibitor Complaints/Objections


+

Why Exhibitors Keep Having the Same Complaints

%


ASAE

#Sim2Sen

%


only

#Sim2Sen

%

TSEA & CEIR


Increase booth traffic

Qualified leads

Sales Revenue

50-200%


NAFCUNational Association of Federal Credit Unions

a case study


13.6% increase in exhibitors

16.6% increase in attendance

Started with an integratedexhibitor training program

Exhibitors

Attendees

NAFCU


1. Integrated Exhibitor Training

• 3 to 6 months in advance

• Current, Past & Prospective

• Used social media (pre-show, on-site, post-show)

• Comprehensive Attendee List

• Loyalty Awards

• A New Twist (onsite)

How It Worked

#Sim2Sen


Five (5) Components

1. Strategic Planning

2. Pre-show Marketing & Promotion

3. Exhibit Design

4. Staff Training

5. Post-show Marketing & Follow-up

Integrated Exhibitor Training Examples


Three (3) Secrets in Setting Show Goals…. and achieving them!

1. Set them!

2. Assign individual staff goals

3. Other exhibitors

Strategic Planning Examples


“15%” and “50-200%”

The 2 most powerful words in marketing

Social and New Media

Pre-show Marketing & Promotion Examples

#Sim2Sen


- How do they act online?

- Why would an exhibitor choose your show?

- What does an attendee buy from your exhibitors?

- Do they use Facebook? Twitter? For Business?

Know Your Customer Profile…Before Setting your Facebook Profile.

Define online attributes of your prospects.


Don’t reinvent the wheel.• Use Google Alerts! Listen and find news,

blogs,• Recognize thought leaders in your event’s

market segment. • Meaningful Responses to their posts.• Your use will encourage them! • Also, suggest SM to exhibitors and attendees.• Use existing Hashtags: #engage365

Serve customers AND communities.Your Event Industry Leaders

• Engage365.org• Velvet Chainsaw: @VelChain (Dave Lutz),

@JeffHurt• Me! @POPevent (NOT @erichatch)

Join the discussion about your event.


One stream coming in (Lots of vehicles)

One voice speaking out, or…

Many harmonic voices of you and your colleagues

Don’t forget Exposocial , ChirpE, and other Social media consolidators available for Show Organizers

Consolidate and Communicate


10 Cardinal Rules of Sales-effective Exhibit and Graphics Design

1. The 3-5 second rule

2. What’s the most powerful word?

3. “Housewives Wanted”

A New Twist!

Sales-effective Exhibit Design


One primary image

One primary message

The 3-5 second rule


What’s the most powerful word?

NEW


“Skilled Nursing”

Address your audience


10 Cardinal Rules for Exhibit Design

[email protected]


“Integrated” Win-Win Design Award(s)

Engages Attendees

Increases Floor Traffic

Increases Quality Booth Traffic

Increases Exhibitor Memorability

Increases Qualified Leads

Increases ROI Sales Revenue

A NEW Twist in Exhibit Design Awards


“Integrated” Win-Win Design Award(s)

Engages Attendees

Increases Floor Traffic

Increases Quality Booth Traffic

Increases Exhibitor Memorability

Increases Qualified Leads

Increases ROI Sales Revenue

Exhibit Design Awards

Makes Exhibitors Very Happy!


Sample

A

a case study

The Challenge of the Last Booth at the Back of the Hall

[email protected]


Affordable strategic value-add for your exhibitors Primes them to use best practices Reinforces you are interested in their success Access to professional suppliers and vendors Discounts for all TSEA programs including TS2 Offers peer networking opportunities Win-Win

New – TSEA (Trade Show Exhibitors Association)

Bulk Membership

www.tsea.orgDavid Brull

[email protected](312) 842-8732


http://www.tsea.org/


Nearly every aspects of a field sales call is….

1. Compact Selling Time

2. Qualified Prospects

3. Long Hours

The most important skill of all

Booth Staff Training


The most important skill of all….

How To Engage


The 80% Rule

• TSEA

• Sales & Marketing Magazine

Prepare BEFORE the show

And Exhibitor ROI is now….

Post-show Marketing & Follow-up


•Salesforce.com CRM

• Sugar CRM

•Goldmine CRM

…easily trackable


So Much More….


NAFCU

Jerome Bruce - [email protected] - (703) 522-4770

TSEA David Brull – [email protected] - (312) 842-8732

Suzanne CarawaneTouches – [email protected] – 703-431-2208

Michael Hatch

Fantail Technologies – [email protected] – 240-603-6044 Eric Hatch

P.O.P. Event Marketing – [email protected] – 240-565-1557

Intelligent Office

Matt Whitaker – [email protected] - 703-224-8800

Resources: #Sim2Sen










1. Use one primary image one primary image one primary image one primary image supported by a single message/headline; what we call the billboard ap-

proach. Why? Because people are visual first and your exhibit has only 3 to 5 seconds to attract the

attention of your target audience at a show. Project something that’s important to them, makes them

want to come into your booth and ask for help and information.

2. In most instances your headline headline headline headline is more important than your name and/or logo. A good headline should express your exclusive product benefit. The best and most effective headline you can produce is one that makes a promise to the readermakes a promise to the readermakes a promise to the readermakes a promise to the reader. A promise usually relates to quality, service or price. For

example: “Nobody Cuts Computer Costs and Downtime, Like ABC Computers”.

3. Because people are visual firstvisual firstvisual firstvisual first, your primary image should visually express what your headline is

saying. Your primary image and headline should always support and reinforce each other.

4. To stand out in the crowd of exhibitors and attract attention, your exhibit design needs to incorporate something that makes you visually uniqueuniqueuniqueunique. Silhouettes, 3-D, animation, revolving or backlit graphics, unusual or larger-than-life display props, special lighting effects or classy finishes like faux marble,

brass or wood are excellent options.

5. Visibility is crucial at a trade show. Be sure to light light light light your exhibit well. As the proverbial moth is drawn to the flame, people are naturally drawn to light (ambient hall lighting alone equalizes everyone). One of the best options involves backlit graphics which combine two proven marketing techniques: full-color

graphics/photographs and the added dimension of (back) lighting.

6. Whenever possible always use the words “NewNewNewNew” and “FreeFreeFreeFree.” Why? Because people attend tradeshows and exhibits to see and learn what’s new within the industry. Also, “New” and “Free” are the two most

powerful words in advertising.

7. Use bright colorsbright colorsbright colorsbright colors. The trade show floor is no place to be conservative. You are there to attract attention and, based on industry research, visitors tend to stop or slow down at only one out of every

four exhibits. Bright colors are one of the techniques you should use to get their attention.

8. Address your prospectsAddress your prospectsAddress your prospectsAddress your prospects. The word “engineers” boldly displayed in your headline or on the exhibit will attract more engineers to your booth. Use the phrase “Dealers Wanted” and you will attract more

dealers.

9. Diagonal lines Diagonal lines Diagonal lines Diagonal lines attract attention and curves curves curves curves create a feeling of stability and comfort. Use the subtleties

of structure and graphic design principles to attract and influence your visitors.

10. Always design within a budget. Expensive and affordable exhibits alike should use several, and sometimes all, of these cardinal rules. Establish a budgetbudgetbudgetbudget, share it with us and insist that the first four

rules above are always incorporated into your exhibits...they work!!!they work!!!they work!!!they work!!!

240.565.1557 popeventmarketing.com

[email protected]

P.O.P. Event Marketing, Inc. 1708 Usher Place

Crofton, MD 21114-2316

Cardinal Rules

for Exhibit Design

For Additional Information, please contact:

The Situation

Fantail is a start-up technology and consulting firm,

seeking high quality leads and the opportunity to

build brand awareness and educate prospective

clients on the power, flexibility, and cost-savings

benefits of its new cloud computing solutions.

Fantail turned to P.O.P.* Event Marketing, Inc. for

help in preparing for their first trade show exhibit

as a means to jump-start their business

development efforts.

The Challenge

Fantail sought to introduce cloud computing – a

technology without limitations – to the association

industry. While Fantail possesses extraordinary

credentials in the realm of integrating

technology for associations, most of

their target market had little knowledge

of cloud computing. As a start-up,

Fantail had established no market share,

and the industry’s awareness of our

client was limited to the contacts of the

principals. Making all this even more

challenging, Fantail purchased the very

last available booth in the far back

corner of the expo hall.

The Process

Fantail chose to introduce their technology at

IAEE’s Expo Expo, one of the premier events

attracting exposition managers in the Association

and Events Industries. Because of the less than

desirable booth location, Fantail realized that it

would need a strong and effective marketing and

promotion plan, plus excellent execution to attract

attendees to their distant booth. Otherwise, the

number of visitors to their booth would be very

low, or worse.

Like many of our clients, financial resources were

limited. As a start-up, they needed to use the most

effective and inexpensive promotional techniques.

Our counsel – create an integrated event marketing

plan, using all available low-cost and no-cost

marketing techniques including news releases and

social media. Next, utilize the strengths of P.O.P.’s

experienced staff to launch, execute and follow-

through with the plan in the most efficient and cost-

effective way possible.

At P.O.P. Event Marketing, Inc. we know trade

show success requires pre-show planning and

promotion, highly active and focused booth

personnel on-site, and post-show fulfillment of

leads. However, recent surveys by the Trade Show

Exhibitors Association (TSEA) show these

methods are underused. TSEA says that 80% of

exhibitors do not set show goals, and 85% do no

pre-show or post-show promotion, because their

staff does not have the expertise, time, or

motivation to do it effectively . Yet, those

exhibitors who execute effective pre-show and post

-show marketing campaigns generate 50-200%

more booth traffic, leads and sales.

Pre-Show Marketing

P.O.P. helped Fantail’s management to

create an integrated plan and

implemented these time-tested

strategies. We obtained the pre-show

attendee listing and trimmed it down to

only the best qualified prospects for

Fantail’s services. P.O.P. also

counseled our client on their exhibit

display and created talking points,

complete with purpose-driven questions, for use

during a pre-show telephone outreach.

Additionally, P.O.P. embarked on a program of pre

-show promotions using Twitter and other social

marketing outposts to build the pre-show and at-

show buzz about Fantail’s new cloud computing

solutions.

Then, we “hit the phones”. Using P.O.P.’s talking

points, Fantail and our staff members directly

engaged qualified prospects. On the calls, we

quickly described the new products and services

and the helpful solutions to be found at the Fantail

exhibit booth. When we could not reach the

prospect, a brief voice mail message was left.

When we made contact, we assessed a prospect’s

needs and generated solid interest by matching

their needs or interest with one or more of Fantail’s

solutions.

Our pre-show promotion also included a series of

pre-show news releases featuring Fantail’s four

new solutions and partnerships. We also created a

The Challenge of the Last Booth in the Back A Case Study

Because of a less

than desirable booth

space, we realized

that our client would

need extra help in

order to attract

attendees before

the event.

The Challenge of the Last Booth in the Back A Case Study

comprehensive Media List, guided Fantail at each

step through the distribution of the news releases,

and prepared on-site Media Kits, for use during the

trade show event.

On-site Lead Generation

The support offered by P.O.P. Event Marketing,

Inc. extended right onto the show floor. Side-by-

side with Fantail, P.O.P.’s staff initiated

meaningful conversations with attendees passing

the booth, then quickly qualified each visitor with

substantive Q & A, explained our client's products

and services, and introduced interested and

qualified attendees to Fantail’s executive team for

in-depth conversations and

demonstrations.

Post-show Marketing & Follow-up

It sounds ludicrous but according to

TSEA, 80% of all exhibitors never

follow-up on the leads they get from

trade shows…. but this is where the

rubber meets the road. Even though

Fantail is a technology provider and the

inclination was to start follow-up with a

Thank You email - P.O.P. suggested a

more traditional, warm-and-fuzzy campaign that

would distinguish it from all the other exhibitors

(and competitors) that simply follow-up with

emails. P.O.P. suggested a handwritten TY note

with specific references to each visitor’s specific

needs be mailed promptly to each and every booth

visitor. This was carried out within days after the

show, and followed a week or so later with

personal phone calls to each one re-qualifying their

needs and interests, and scheduling demos or future

follow-up for the Fantail’s executives and sales

team.

The Results

Fantail truly benefited from their trade show

experience and the results P.O.P. generated. The

effectiveness of P.O.P.’s pre-show promotions

delighted Fantail – both in quality and the quantity

of the people they engaged. P.O.P. helped Fantail

exceed management’s lead generation goals by

88%, and overall event contact goals by 159%.

More importantly, Fantail established their

presence and professionalism with this important

user audience and began building awareness of

their brand, their products, and services with many

qualified prospects who will likely become clients.

P.O.P’s on-site booth support also prompted many

key decision makers to have longer and

more meaningful conversations and

demos with Fantail’s management and

staff.

Pat Pathade, CEO of Fantail said,

“Between the challenge of location on

the show floor and being a start-up with

no name recognition, we were asking

P.O.P. to pull off a major marketing

achievement to get qualified prospects

to our booth. Their pre-show

marketing, booth staffing and visitor qualifying,

and post-show follow-up generated exceptional

booth traffic and after-show appointments for our

sales team. We were hoping for gold nuggets, and

P.O.P. delivered a mother lode for us.”

If you’d like to achieve similar success at your next

exhibition or marketing event and realize a better

return on your marketing investment, please

contact P.O.P. Event Marketing for a free

consultation at (240) 565-1557.

It sounds ludicrous

but according to

TSEA, 80% of all

exhibitors never

follow-up on the

leads they get from

trade shows.

240.565.1557 popeventmarketing.com

[email protected]

P.O.P. Event Marketing, Inc. 1708 Usher Place

Crofton, MD 21114-2316

For Additional Information, please contact:

Additional Helpful Information

-Cardinal Rules-Last Booth Case Study

Social Media Survey Template for Use Prior to Event:For Attendees: https://www.etouches.com/esurvey/10711

https://www.etouches.com/esurvey/10711

from simmer to sensational webinar slide deck

Business

online event

cloud computing

win design

fantail consulting

exhibit design

show marketing

suzanne carawan

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