new is a tradeshow magnet - infocommshow.org · ceir research study ac41.15 finds 3 of the top 5...

InfoComm

NEW is a Tradeshow Magnet Webinar Workbook

Copyright 2018 Competitive Edge & InfoComm. All rights reserved.

No portion of this workbook may be reproduced without permission of Competitive Edge.

For questions or permission call 800-700-6174 or 704-814-7355.

NEW is a Tradeshow Magnet

How to Take Full Advantage of

Having a New Product or

Being a New Exhibitor

Custom

Present

Participant Learning Objectives

1. #1 reason buyers visit the exhibit hall

2. The power of “New”

3. How to analyze your new products and craft messages that speak clearly to your

target audience

4. How to write succinct and impactful

headlines to integrate in your exhibit and marketing

5. Overview of InfoComm opportunities for promoting

6. How to integrate new into your exhibit

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Why Buyers Visit the Exhibit Hall

CEIR Research Study AC41.15 finds 3 of the top 5 reasons attendees visit the exhibit hall are to

see and interact with new products

InfoComm Opportunities to Promote NEW

• WHAT’s NEW page

• NEW Exhibitors are marked on show website

through quick lists

• NEW exhibitors are listed in show directory

• Exhibitor dashboard: upload product info and

pics

• Attendee Search for NEW product

• New product mailers from InfoComm

• Innovation Showcase

In over 22,000 exhibit evaluations, very few exhibitors do a job of

spotlighting NEW products

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Analyze Your New Products and

Craft Messages That Speak to Your Target Audience

1. Who is your ________________ Customer?

Industries/Markets/Segments

Job-Functions/Titles

Location

Size

Other?

2. What are the Applications for your NEW product(s)?

How does the customer use the product?

What are or might they currently be doing or using to address the need for your

product?

3. What _____________________ would prompt them to think about your product?

What are problems, frustrations and issues they might be experiencing that would create

interest in your product?

4. What are the Salient Features & Benefits

What are the top 3 features and benefits?

What customer needs do each feature and benefit address?

What question could you ask to get the customer to voice a need for each feature and

benefit?

5. What are your _________________________ Features & Benefits

What are the key points of differentiation?

What customer needs do the points of differentiation address?

What questions could you ask to get customer to voice a need for the points of

differentiation?

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6. Develop HOOKS and CONTENT based on this analysis and integrate into:

Pre/at-show marketing

Exhibit graphics

Presentation demonstrations

Staff training

Put Into Action Example

1. Target Customer: Company Exhibiting at Tradeshows

2. Featured Solution: Exhibit Staff Training

3. Situations: Big spend, poor booth traffic, low lead count, poor lead quality, ineffective staff

behaviors, little or no ROI

4. Applications: Pre and at-show staff prep and exhibiting skills training

5. Salient F&B: Tradeshow skills training improves staff awareness and performance leading to

more traffic, higher quality interactions, higher quality leads and improved ROI

6. Differentiated F&B: Unlike other training that teaches basic “boothmanship”, we teach

advanced-level, solution-focused interaction skills tailored to the unique challenges of

effectively communicating in the tradeshow environment

7. Hooks/Content:

Ask a Pain Question: Tired of spending BIG money on shows with LITTLE results?

Use Engaging Questions:

What do you feel is REALLY limiting your tradeshow results?

If your boss asked you to prove your exhibiting ROI, could you?

What role does your booth staff play in your tradeshow success?

Test Their Knowledge: How many of these mistakes are your booth staff making?

Make a Strong Statement: People make judgments about your company, based on your

booth staff behaviors… are they really putting your best foot forward?

Share a Fact or Research:

Did you know a CEIR study found that the average exhibitor converts 20% of

tradeshow leads to sales? How are you doing?

An ASTD study found top performing companies in every market segment invest

3% of revenue in their people

Question a Behavior: You spend a lot of money on your space and exhibit; how much do

you invest to make sure your staff uses both wisely?

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How Exhibitors Promote New Products in Their Exhibit

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Step 6. Analyze & Select Marketing Media

General Marketing Media Options:

1. Print & Display Advertising

Show Specific and Industry Specific Print Media

2. Public Relations

Press Releases, Press Kits, News Posts

3. Electronic Media

Email, Internet, Websites, Social Media, Mobile Apps

4. Direct Mail

Letters, Invitations, Postcards

5. Personal Contact

Rep Visits, Phone Calls, Voice Broadcast

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Attract High-Value Visitors

Work the C/P/S Triangle

Implementing the C/P/S Marketing Program

1. Ask each member of your sales team to build a list of Customers, Prospects and Suspects.

2. Set a specific ____________ for each name on the list.

3. Contact them ________ times before the show using various media: email, phone, social

media, in person.

4. Try to get a Confirmed Appointment or Verbal Commitment to meet during the show.

5. Consider creating a contest to reward the person getting the most of their list to the show.

FREE Exhibitor Marketing Opportunities

1. Company listing in official InfoComm website

2. Company listing and product/service description in the Show Guide.

3. Company listing on mobile app.

4. Use of official InfoComm logos to use in your marketing materials.

5. Leverage social media:

Facebook: https://www.facebook.com/InfoCommShow

Twitter: https://twitter.com/InfoComm

Profile Matches Open the Door

Prospects:

Advance to Next Step

Customers Relationship Management – Probe for Opportunity

Ears to the Ground for Change – Advocacy

For questions or help, please contact: Rob Pennylegion – [email protected] – 703.273.7200 x3820

https://www.facebook.com/InfoCommShow

https://twitter.com/InfoComm

InfoComm





PAID Show Advertising & Sponsorship Opportunities

Advertising:

Company Logo in Program Book

Show Guide Ad

Banner Ads: Pre-Show Email, Pre-Show Attendee Update Email, Mobile App, Shuttle

Bus Ribbons

Sponsorships:

1. Show Partners: Presenting, Strategic, Supporting

2. Digital/Online: Registration Website Banner, Registration Confirmation Email, Digital

Signage in LVCC Lobby

3. Items: Attendee Show Bags, Registration Pens, Press Bags, Lanyards, Literature

Distribution

4. Show Floor/Convention Center: Center Stage, The Park, UCC Solutions Summit and

Pavilion, Integrated Life Education Program and Pavilion, Banners, Column Wraps,

Floor and Window Graphics, Entrance Units, LVCC Outdoor/Lobby

Demonstration/Giveaway Area, Information Centers, Badge Holder Pick-Up

5. Events: Opening Reception VIP Area, Tech Manager Reception

6. Education and Tours: Elite Member Lounge, Pre-Show Education, Elite Member Tour,

CTS Program, AV Technology Tour, First-Time Attendee Orientation, Early Bird Tour

What were the three most important ideas you learned in this webinar?

1. _____________________________________________________________

2. _____________________________________________________________

3. _____________________________________________________________

What specifically will you do to better promote your new product and

participation in the show?

For questions or help, please contact: Rob Pennylegion – [email protected] – 703.273.7200 x3820

InfoComm





InfoComm Commitment to Exhibitor Education & Success

Online New Exhibitor Resources:

New exhibitor FAQs

5 timed strategic planning exercises

Exhibitor Guide

Other knowledge resources & tools

http://www.infocommshow.org/for-exhibitors/exhibitor-

services/new-exhibitor-resources

Online Tips and Resources:

New and re-playable webinars

“How to” exhibiting article series

Downloadable tools

http://www.infocommshow.org/for-exhibitors/exhibitor-services/tips-and-resources

About Your Expert Presenter Jefferson Davis, President, Competitive Edge

The Tradeshow Turnaround Expert

Jefferson is President of Competitive Edge, a highly-specialized consulting and training

firm on a mission to inspire, lead and direct businesses on how to more effectively use

exhibiting to visibly support core business objectives and generate measurable financial

value, far beyond cost.

Jefferson is a results-focused, process-based, passionate visionary and creator of game changing exposition

industry programs including: the acclaimed Tradeshow Turnaround Program, E3 Exhibiting Effectiveness

Evaluation program, Exhibitor Success & ROI Center program.

His Tradeshow Turnaround philosophy and practices are the exposition industry’s definitive guide to

quickly turning tradeshows from “expensive appearances” to “productive, profitable investments.”

Jefferson’s client list read like a “who’s, who” list in the exposition industry. Since 1991, he’s been selected as

the tradeshow expert of choice by over 270 Association and for-profit show organizers. He’s a faculty

member of EXHIBITOR Show. He’s delivered over 500 live seminars and workshops, over 700 webinars

reaching over 250,000 exhibitors, and his E3 team has evaluated over 18,500 exhibits in action.

Jefferson is available to personally help companies implement the Tradeshow Turnaround philosophy and practices.

Call 800-700-6174 in the US or 704-814-7355 and visit www.tradeshowturnaround.com

http://www.infocommshow.org/for-exhibitors/exhibitor-services/new-exhibitor-resources

http://www.infocommshow.org/for-exhibitors/exhibitor-services/new-exhibitor-resources

http://www.infocommshow.org/for-exhibitors/exhibitor-services/tips-and-resources

new is a tradeshow magnet - infocommshow.org · ceir research study ac41.15 finds 3 of the top 5...

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