optimising your trade show spend
TRANSCRIPT
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Optimising marketing & promotion spend at trade shows
and events
Duncan S McGaw MCIM
salterley associates marketing support
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“That business purpose and business mission are so rarely given adequate
thought, is perhaps the most important cause of business frustration and
failure”
Peter F Drucker American management guru
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the problem...
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the problem...
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wasting the investment
• Bored & forlorn stand staff a common sight• Lack of preparation• Lack of engagement• Lost opportunities = lost ROI• Exhibiting is a necessary evil, “We have to be there”
but...
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…raised game = raised success
=raised returns
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Ask yourselves the following questions...
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• How does the event fit your business strategy?• Why are you exhibiting?• What role do you perceive shows to fill?• Are your expectations realistic?• Are you maximising your spend?
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then ask yourselves...
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• Are you satisfied with your participation standards? • What are your expectations?• What guidance do you provide to your exhibit team?
• Does the bar need raising?• Do your standards impact on the success and reputation of the overall event?
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do the answers worry you? we can help...
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our approach...
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To assist businesses to optimise the return on investment from their marketing support and promotional budgets, we can:
1 evaluate marketing objectives and tactics
2 advise on the most appropriate marketing promotion ‘tools’ to meet objectives within available budgets
3 work with businesses to prepare and execute plans
4 helping develop methods to assess success of their achievements for continuous improvement in future cycles
our approach
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pre-planning phase
• Focus clients on why they are exhibiting
• Review event against overall business marketing objectives and game-plan to ensure alignment with strategy
• Aid creation of focused Marketing Communications & Support Plan
• Establish event objectives
• Establish event key deliverables
• Assess proposed preparations and planned activities and correlate with objectives
• Refine and focus event preparations and plans as appropriate
Note: Total event management through all phases if required
our approach
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plan and prep phase
• To guide the client in all aspects of ‘prep and planning” to maximise on show objectives
– Customer/contact invitations and management– Targeted messages, themes– Branding – Stand design, graphics and exhibits– Marketing collateral (digital and print)– Multi-media– Peripheral events, presentations– Hospitality– Media and public relations– Regional customs & cultural issues– Website, social media– Logistics (transportation, etc)– Show management, administration and staff preparation– Budget management
our approach
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execution phase
• Network of specialists in related services (design, production, print, photography, advertising, multi-media, media relations, web, catering) to support delivery of the event package as required
• Critique on draft deliverables
• On-site monitoring and guidance at set-up
• Support during show
• Assessment of show activity
our approach
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post-show phase
• Guidance on post-show actions – follow-up on contacts, leads and meetings – obtaining focused feedback
• Evaluation of total show participation – assessing ROI
• Recommendations for future events
our approach
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conclusion...
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this service can…
• bring experience and skills to enhance the value gained by exhibitors
• help raise standards of exhibits, effectiveness and customer satisfaction at a show
• develop exhibitors’ awareness and abilities forfuture event cycles
• increase event’s client loyalty, reputation and profile by enhanced success of exhibitors
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our experience...
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• 40 years in sales and marketing support at world renowned international organisations
• Over 20 years managing corporate marketing support programmes
• Hands-on experience and success leading major events
• Understanding of the full marketing support ‘toolbox’
• Roles at corporate and operational level afforded breadth of visibility and appreciation of market needs and approaches
• Knowledge and skills developed within full scope of marketing discipline
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proven performance...
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• A ‘make it happen’ approach• Strong associate network of specific skills• Cost-efficient service• Total event management skills• Brand management expertise• Creative copy-writing skills• Language skills• Applied and totally relevant experience• Detailed knowledge of show environments• ‘Lean’ and continuous improvement philosophy
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To find out more about how we can help you to optimise
marketing & promotion spend at trade shows and events
Call Duncan McGaw on: +44 (0) 1242 232760 mobile: +44 (0) 7802 456100or email: [email protected]
salterley associates marketing support