skyline-webinar valuetradeshows 2012-03-14

7/31/2019 Skyline-Webinar ValueTradeShows 2012-03-14

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The Value of Trade Shows

Michael Thimmesch

Director of Lead

Generation andIndustry Relations

Nik Fradgley

Sales Management

Trainer and TradeShow Manager

White Paper research

report from: Skyline Exhibits EXPO magazine


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The Value of Trade Shows: Agenda

1) Why & How Exhibitors Value Trade Shows

2) Why & How Attendees Value Trade Shows3) How Exhibitors are Improving Performance


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Twitter: @SkylineExhibits

Please include us in your tweets about the webinar


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Relax! We will email you

links to: A .pdf of the presentation

slides A recording of this

webinar session

A Note About Note Taking


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1) Why & HowEXHIBITORSValue Trade Shows


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We Asked Exhibitors


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Will Trade Shows be a Critical Part of YourMarketing Over the Next 5 Years?

Source: Skyline Exhibits and EXPO magazine


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Could Not Exhibiting Negatively ImpactFuture Organizational Performance?



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How Valuable is Exhibiting to YourOrganization?

63% Extremely orVery Valuable!

ExtremelyValuable

VeryValuable

SomewhatValuable

Not TooValuable

Not at AllValuable

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%

20%

43%

32%

3%1%



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Why Do You Exhibit at Trade Shows?

Exhibitors gave the following reasons:



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Leads From New Buyers and Prospects


72%


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Photo credit: http://www.flickr.com/photos/tresbienshop

Industry Relationships or Partnerships


70%


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Photo credit: http://www.flickr.com/photos/terinea

See Current Clients


65%


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Photo credit: http://www.flickr.com/photos/georgiapeanuts

Network With Colleagues a/o Vendors


58%


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Because Our Competition is There


54%


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Photo credit: http://www.flickr.com/photos/tobvx

Support the Industry or Association


52%


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Photo credit: http://www.flickr.com/photos/isutka

See Many Buyers at One Time


52%


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Why Exhibitors Exhibit at Trade Shows


88% Raise awareness of company and brand

72% Leads from new buyers and prospects70% Industry relationships or partnerships65% See current clients

58% Network with colleagues a/o vendors54% Because our competition is there52% Support the industry or association

52% See many buyers at one time8 reasons that over 50% agree with!


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What value do you get exhibiting at tradeshows that you dont get anywhere else?

Type your answer in your question box.



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2) Why & HowATTENDEESValue Trade Shows


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We Asked Attendees


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Are Trade Shows Essential for ComparingProducts and Meeting Suppliers?



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When Do Attendees Purchase From at LeastOne Exhibitor They Visit?


Immediate Less than3 months

Less than6 months

Less than9 months

Less than12 months

More than12 months

DontKnow

45%

40%

35%

30%

25%20%

15%

10%

5%

0%

16%

41%

16%

5% 4%2%

17%

73% purchase inless than 6 months


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Will Trade Shows be Critical to ProductSourcing and Buying Over the Next 5 Years?



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How Valuable is Attending Trade Shows toYour Organization?


ExtremelyValuable

VeryValuable

SomewhatValuable

Not TooValuable

Not at AllValuable

60%

50%

40%

30%

20%

10%

0%

20%

53%

24%

3% 0%

73% Extremely orVery Valuable!


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Do You Expect the Number of Shows YouAttend to Change Over the Next 2 Years?



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Why Attendees Attend Trade Shows


92% See new products

78% Keep up to date on industry trends/issues75% See many companies at one time67% See existing suppliers

67% See specific company(s) or product(s)65% Network with colleagues and/or vendors60% Industry relationships or partnerships57% See product in person that were reviewed online52% Get technical information or specifications

9 reasons that over 50% agree with!


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Actions Taken by Attendees at Trade Shows


63% See a product demonstration

58% Talk to technical employees53% Talk to sales employees47% Talk to senior management

44% Ask for a price quote44% Attend an exhibitors special event37% Attend educational session(s)32% Participate in meetings28% Place an order25% Request a sales visit

Can they do this

in your exhibit?


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How Can Exhibitors Stand Out andCapture Attention?

Attendees recommend the following


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Quality Booths and Displays



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Informed Booth Staff that Make Eye Contact

Source: Skyline Exhibits and EXPO magazine Photo: ThinkGeoEnergy http://www.flickr.com/photos/thinkgeoenergy


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Educational Presentations

Source: Skyline Exhibits and EXPO magazine Photo credit: http://www.flickr.com/photos/jsutka


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Product Demonstrations

Source: Skyline Exhibits and EXPO magazine Photo credit: http://www.flickr.com/photos/jasonbain


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New Products

Source: Skyline Exhibits and EXPO magazine Photo from InterBike: http://www.flickr.com/photos/interbike


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Have Products In Exhibit

Source: Skyline Exhibits and EXPO magazine Photo credit: http://www.flickr.com/photos/toolstop


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Advance Invitations



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Schedule Meetings



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How is your organization improving yourexhibiting results at trade shows?


Type your answer in your question box.


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Most Commonly Mentioned Themes

Source: Skyline Exhibits and EXPO magazine Photo credit: http://www.flickr.com/photos/toolstop

Improved focus on lead management and follow up

New or improved exhibit Booth staff training and selection Better pre-event planning Increased or improved pre-show marketing Better marketing


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Improved Lead Management and Follow Up


Before the Show

Establish a process; learnfrom competitors Rent lead scanners when

offered Set up a CRM or

marketing database Require the sales team to

staff the booth


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At the Show

Train staffers to pre-qualify leads on the spot Electronic data retrieval of

visitors Capture more lead data at

show


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After the Show

FOLLOW UP!


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Immediate follow up Following up quickerFollow up email blastProcess for follow-up Better lead follow-up Organizing follow-up Faster follow up on leadsBetter lead follow-through closureMore follow-up by the sales forcePost-show follow-up Improving lead follow-up process internallyBetter sales follow-up Following up after the showWe follow-up on leads much fasterFollowing up consistently using a processCloser follow-ups Emphasizing following up on leads immediatelyBetter lead follow-up techniquesFollow up with client after the eventImmediate follow-up after the close of each show




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After the Show

Personal contact toqualified leads and clients Assign leads to sales reps

and monitor progress Train how to close more

sales Better recording and

reporting of leads More creative follow-up


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New and Improved Exhibit


New Exhibit Properties

Better looking, upgraded,more professional display Updated graphics, visuals,

image and artwork Better booth materials and

A/V equipment (LCDs) Green materials

More portable and flexibleoptions


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New and Improved Exhibit


Better Design

Better branding, betterdesigns Greater presence and

heightened visibility Simplified, more focused

brand and exhibit Combining different

product lines


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Booth Staff Training and Selection


Booth Staff Training Train staff to make sales,

not sit behind a table More qualifying, taking

better leads Training to do demos Train staff to talk just

enough, not too much

Lead/appointment targets Show more work examples More personal approach


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Booth Staff Training and Selection


Booth Staff Selection Using sales personnel

rather than office personnel Sending more experienced

people Knowledgeable staff Larger staff Bilingual staff


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Better Pre-Event Planning


Pick, train, or hire someonededicated to trade shows

Better organizing activitiesboth pre-show and follow up

Written procedures Sales and Marketing set

trade show goals together Thinking through the details

beforehand Created show kits for sales

force for regional shows


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Increased or Improved Pre-Show Marketing


Pre-show email, direct mail,and prospecting

Better pre-show invite list Different giveaways and

traffic builders More show specials Arrange more meetings

prior to the show

Spending on sponsorships Speaking at show, articles in

industry magazines


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Better Marketing


Providing more of whatthe customer is interestedin & new in the industry

Focus on brand andmessage

Integrated marketingplans trade shows aspart, not the whole

Take advantage of asmany networkingopportunities as possible,not just in the booth


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Better Marketing


Focusing on exact targetmarket attendees

Exhibiting new productlines or popular products

Updated marketing

materials, expandingevent collateral

Doing something with theshow educationally

Creativity


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Lets Review


Why & How EXHIBITORS Value Trade Shows 91% of exhibitors agree trade shows will be a critical

part of their marketing over the next 5 years 63% agree trade shows are extremely or very valuable

to their organization Trade shows raise awareness, generate leads, create

and strengthen partnerships and allow exhibitors to seeclients, buyers, colleagues and vendors


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Lets Review


How & Why ATTENDEES Value Trade Shows 91% of attendees agree trade shows are essential for

comparing products and meeting suppliers 73% of attendees organizations make purchases within

6 months after visiting at least one exhibitor In one place, attendees can see new products, industry

trends, companies, suppliers and colleagues


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Lets Review


How Exhibitors are Improving Performance Better lead management and lead follow up New and better designed exhibits Better staffing, planning and pre-show marketing


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Provider of free trade show education

Live seminars BlogE-Newsletter White Papers

Your Presenter


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Whats Working In Exhibiting

32-Page research report

Best practices in trade showmarketing

How exhibitors are: Increasing results Stretching budgets


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Q&A


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An Exclusive Industry Analysis by

More information:

Web: skyline.comBlog : skylinetradeshowtips.comTwitter: @skylineexhibits

Thanks for Attending!

2011, Skyline Exhibits and EXPO/Red 7 Media, LLC

skyline-webinar valuetradeshows 2012-03-14

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