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American Academy of Orthopaedic Surgeons Exhibitor Webinar Workbook
Copyright 2012. Competitive Edge. All rights reserved. No portion of this workbook may be reproduced
without written permission from Competitive Edge. For information call 704-814-7355. 1
Tradeshow Optimization
Programtm
How to Take Full Advantage
of the AAOS Exhibiting Opportunity
Custom
Present
Participant Learning Objectives:
By the end of this webinar,
you will... 1. Discover perspectives and practices
that improve exhibiting performance
and results fast. 2. Learn four critical exhibiting success
factors that point the way to productivity & profitability.
3. Overview 10 major steps to making tradeshows more productive and profitable.
American Academy of Orthopaedic Surgeons Exhibitor Webinar Workbook
Copyright 2012. Competitive Edge. All rights reserved. No portion of this workbook may be reproduced
without written permission from Competitive Edge. For information call 704-814-7355. 2
Perspectives & Practices
When you ask the unsuccessful exhibitor “What are you buying?” “Why do you
exhibit?”, you will hear phrases like ….
Ask the successful exhibitor and you’ll hear…
1. Get Clear About What You Are Really Buying …
Face to Face Contact - Exhibiting results come from how well
you put your company identity, staff, products and services
face-to-face with the right people to exchange information
that leads to a commitment to action from visitors.
2. Recognize and Take Full Advantage of the Unique Dynamics
a. The customer_______________ to you, with a relatively ________________,
on your ______ in an environment hyper-conducive to talking and doing business.
3. Appreciate the Cost-Effectiveness Factor
Field Sales Call - $______________
Per Attraction/Interaction - $__________/$__________
4. Appreciate the Sales Efficiency Factor
Field Sales Call – ___________per day
Trade Show - _______________per day/per staffer
American Academy of Orthopaedic Surgeons Exhibitor Webinar Workbook
Copyright 2012. Competitive Edge. All rights reserved. No portion of this workbook may be reproduced
without written permission from Competitive Edge. For information call 704-814-7355. 3
5. Appreciate the Sales Compression Factor
Field Sales Call – _____________F2F calls to close
Trade Show – ___________ F2F calls to close
6. You have a Finite Amount of F2F Interaction Capacity
Exhibiting hours 23
Full time exhibit staff x______
Conservative # Interactions/hour/staffer x______
Exhibit Interaction Capacity _______
7. Approach Your Exhibit Program as an Investment
A marketing and sales and CRM investment
Expect and __________ for return on investment
Goal: $____ to $_____back for every $1 invested
o .in value and/or revenue
o in a ______________ manner
o over time
American Academy of Orthopaedic Surgeons Exhibitor Webinar Workbook
Copyright 2012. Competitive Edge. All rights reserved. No portion of this workbook may be reproduced
without written permission from Competitive Edge. For information call 704-814-7355. 4
8. Move From Logistics to Strategy
The average exhibitor spends…
___% of their pre-show planning and execution time on logistics.
Focusing solely on logistics only ensures one thing:
We need to spend more time on _____________ issues:
Show analysis
Audience analysis
Getting stakeholder buy in and support
Setting clear, compelling objectives and outcomes
Planning for execution and results
Pre/at-show marketing to drive qualified booth traffic
Effective communication with team
Measurement
9. Focus on Four Critical Exhibiting Success Factors:
1. OUTCOMES: Use Exhibiting by Objectives to support your company
marketing and sales objectives and take advantage of the many opportunities
shows present.
2. ATTRACTION: Develop pre and at-show marketing processes to attract
enough of the right people to your exhibit and functions.
3. EXPERIENCE: Deliver a high-quality visitor experience that secures a
commitment to a next action step with qualified visitors.
4. FOLLOW-THROUGH: Follow-up to convert visitor commitments to action,
ideally purchasing, and measure results.
American Academy of Orthopaedic Surgeons Exhibitor Webinar Workbook
Copyright 2012. Competitive Edge. All rights reserved. No portion of this workbook may be reproduced
without written permission from Competitive Edge. For information call 704-814-7355. 5
(EBO) Exhibiting By Objectives
to Plan for Results
1. Identify _____________ and ________________________ AND get them
thinking about what they can accomplish through the show.
2. Identify your top 3 __________ for exhibiting:
1._________________________
2._________________________
3._________________________
3. Convert reasons to SMART goals:
S______________
M______________
A______________
R______________
T______________
4. Create Written Action Plans: Elements of the written action plan:
Statement of the goal: What exactly is the desired outcome?
Strategy: In a broad brush strokes, how will we achieve this outcome?
Tactics: What specific actions will we need to take?
Budget: How many staff hours and dollars will be allocated?
Responsibility: Who will do what?
Timeline: What is the start and target completion date for each action?
5. Schedule, communicate, execute, monitor activity, and measure results
American Academy of Orthopaedic Surgeons Exhibitor Webinar Workbook
Copyright 2012. Competitive Edge. All rights reserved. No portion of this workbook may be reproduced
without written permission from Competitive Edge. For information call 704-814-7355. 6
Create a Worthy Destination
1. The Primary Question:
What do we want our ideal visitor to _______________, ________________,
and ______________ as a result of visiting our exhibit?
2. Five Keys to a More Effective Exhibit:
1. Location:
2. Size:
3. Identity and Branding:
4. Visual Communication: Quickly answer the 3 questions in the mind of the
attendee:
1. ______________________________
2. ______________________________
3. ______________________________
5. Creative Interactivity: Ask: _________________________________
American Academy of Orthopaedic Surgeons Exhibitor Webinar Workbook
Copyright 2012. Competitive Edge. All rights reserved. No portion of this workbook may be reproduced
without written permission from Competitive Edge. For information call 704-814-7355. 7
Use Targeted Pre/At Show Marketing to
Attract Enough of the Right People
1. The attendee’s behaviors have changed …
spending fewer days at the show
76% preplan their visit
stops at __________ exhibits on average
_____ of these stops are preplanned
2. Less than ____% of exhibitors do targeted pre-show marketing
3. The 5 step Pre-show Marketing Planning Process
1. Calculate and Set an Exhibit Interaction ________
2. Assign a budget: at least _____%
3. Create __________________ profile
4. Build target visitor ___________________
5. Create a General Awareness and High-Profile Campaign that delivers
at least ___ direct hits to your ideal visitors.
American Academy of Orthopaedic Surgeons Exhibitor Webinar Workbook
Copyright 2012. Competitive Edge. All rights reserved. No portion of this workbook may be reproduced
without written permission from Competitive Edge. For information call 704-814-7355. 8
Staff for Success
1. The difference between a tradeshow as an investment or an expense
is the _____________________ staffing the booth.
2. Eight Attributes of an Effective Staffer:
1. __________________________________________
2. __________________________________________
3. __________________________________________
4. __________________________________________
5. __________________________________________
6. __________________________________________
7. __________________________________________
8. __________________________________________
Success Tip: If your staff is deficient in 3 or more areas, provide exhibit staff training.
3. Seven keys to Staffing for Success:
1. Put the right ______________ of people in the booth.
2. Have a good ______________ of staff.
3. Prepare a booth _______________________.
4. Always conduct a _____________________________.
5. Set _____________, _____________ and _____________ goals.
6. Recognize and reward ___________________________.
7. Elicit ___________________ from your staff.
American Academy of Orthopaedic Surgeons Exhibitor Webinar Workbook
Copyright 2012. Competitive Edge. All rights reserved. No portion of this workbook may be reproduced
without written permission from Competitive Edge. For information call 704-814-7355. 9
Train Your Staff to Use an In-Booth
Interaction Process
1. ____________, _________________, and _____________________________
is the enemy!
2. Your staff can get ____________ done if they have some structure and process.
3. The difference is training on ____________________.
4. Tradeshow Interaction Process:
1. Make _____________________________contact.
2. Gain quick _______________________________.
3. Briefly present to ___________________ needs and interests.
4.Capture information and secure a ___________________________ to the
next action step.
American Academy of Orthopaedic Surgeons Exhibitor Webinar Workbook
Copyright 2012. Competitive Edge. All rights reserved. No portion of this workbook may be reproduced
without written permission from Competitive Edge. For information call 704-814-7355. 10
Develop a “Closed Loop” Lead
Management Process
Seven Keys to Developing a Closed Loop Lead Management System:
1. Define what is and ___________ a tradeshow lead.
2. Set ___________________________lead goals.
3. Make your staff__________________.
4. Identify what ________________ you need to capture to qualify a lead.
5. Develop an effective lead ___________ process.
6. Assign a lead _______________.
7. Efficiently route leads and make it easy to report on progress and conversion..
American Academy of Orthopaedic Surgeons Exhibitor Webinar Workbook
Copyright 2012. Competitive Edge. All rights reserved. No portion of this workbook may be reproduced
without written permission from Competitive Edge. For information call 704-814-7355. 11
Measuring & Reporting
Exhibiting ROO & ROI
Why Measure?
- Raise your value to your company
- Justification
- Gather information to improve results
1. Return on Objectives (ROO): Evidence you made _____________
toward relevant objectives.
2. Return on Investment (ROI): Evidence you made _________________.
3. Hard Dollar: _______________ received that can be credited toward
the show, typically in the form of at-show and post-show sales.
4. Soft Dollar: ________________ received that can be expressed in numeric
terms, typically in the form of money saved. Examples:
- Cost per lead savings (compared to other lead generating media).
- Cost per interaction (compared to cost of a field sales call).
- Column inch of publicity (compared to advertising costs).
- Number of exhibit impressions (compared to advertising costs).
- Comparable costs of market, customer or competitor research.
- Comparable cost of recruiting.
- Goodwill generated with existing customers
- Research costs saved.
Cost Per Lead (CPL)\
Total Show Investment $25,000
(Divide) by # Leads 150
Cost Per Lead (CPL) $167
Comparative (Print Ad) $500
Less Cost Per Lead - $167
Savings $333
Times # of leads x 150
Soft Dollar (SD/ROI) $49,950/200%
American Academy of Orthopaedic Surgeons Exhibitor Webinar Workbook
Copyright 2012. Competitive Edge. All rights reserved. No portion of this workbook may be reproduced
without written permission from Competitive Edge. For information call 704-814-7355. 12
5. Return on Investment Formula
Revenue Credited to Show $___________
Less Cost of Sales (Gross Margin) $___________
Gross Exhibit Profit (Loss) $___________
Less Exhibiting Investment $___________
Net Exhibit Profit (Loss) $___________
Net Exhibit Profit (Loss) $___________
Divided by Exhibiting Investment $___________
Multiplied by 100 x 100
Return on Investment ___________%
6. The BIG question: Did you generate a 300 to 500% ROI?
Here are the 13 sections of the Exhibit Effectiveness Report:
1. Objectives:
2. Leads:
3. Exhibit Traffic:
4. Cost Per Interaction:
5. Pre and At-show Marketing:
6. Public Relations and Press Exposure:
7. Exhibit Design:
8. Exhibit Demonstrations/Presentations
9. Hospitality & Sponsored Events:
10. Key Customers and VIPs met:
11. Competitive Summary:
12. Show Budget/Actual with ROI:
13. Lessons Learned and Recommendations for the Next Show: