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Trade Show Sales - How Do You Stack Up? Test Yourself
- 1. A live webinar by TRADE SHOW SALES: TEST YOURSELFTRADE SHOW SALES: TEST YOURSELFTRADE SHOW SALES: TEST YOURSELFTRADE SHOW SALES: TEST YOURSELF
- 2. bit.ly/showsecrets About Udi LedergorAbout Udi LedergorAbout Udi LedergorAbout Udi Ledergor Four-time VP Marketing Planned and managed hundreds of trade shows around the globe Author of the #1 Amazon Best Seller, The 50 Secrets of Trade Show Success
- 4. PrePrePrePre----Show MarketingShow MarketingShow MarketingShow Marketing
- 5. Best Practice #Best Practice #Best Practice #Best Practice #1111: Email Campaign: Email Campaign: Email Campaign: Email Campaign
- 6. • Turn prospects into customers: send interesting information about your products • Keep in touch with past customers! • Invite all to meet you at the show @ @ @ @ @ @ @ @ Best Practice #1 : Email Campaign (cont.)Best Practice #1 : Email Campaign (cont.)Best Practice #1 : Email Campaign (cont.)Best Practice #1 : Email Campaign (cont.)
- 7. Best Practice #1: Email Campaign (cont.)Best Practice #1: Email Campaign (cont.)Best Practice #1: Email Campaign (cont.)Best Practice #1: Email Campaign (cont.)
- 8. EEEE----mail campaigns: rate yourselfmail campaigns: rate yourselfmail campaigns: rate yourselfmail campaigns: rate yourself A B C D We do not email our customers before a show We maintain a segmented database of customers, prospects, suspects, and past customers Marketing automation Specific campaigns per segment We send promotional emails to some of our customers/ prospects No automation We have a database of our existing customers eMarketing
- 9. Best Practice #2: Social MarketingBest Practice #2: Social MarketingBest Practice #2: Social MarketingBest Practice #2: Social Marketing MAINTAINSHOWCASE • Your presence at the show • New products • Campaigns PROMOTE • Your products • Your customers’ achievements • Your booth
- 10. Social marketing: rate yourselfSocial marketing: rate yourselfSocial marketing: rate yourselfSocial marketing: rate yourself A B C D We are not active on social media We do it all: Facebook, Instagram, Pinterest, Twitter, YouTube… …with special emphasis on upcoming shows: promotions, new products… We will mention the show on Facebook We have a some social accounts, and we will probably mention the show on them
- 11. Best Practice #Best Practice #Best Practice #Best Practice #3333: Crafting Sales Campaigns: Crafting Sales Campaigns: Crafting Sales Campaigns: Crafting Sales Campaigns Figure out your main goals Sales volume New product introduction Target specific retailers Craft your campaigns Discounts Up-sell and cross-sell Bundling Promote campaigns before and during show Email Social Website Booth collateral Booth staff
- 12. Sales Campaigns: Rate YourselfSales Campaigns: Rate YourselfSales Campaigns: Rate YourselfSales Campaigns: Rate Yourself A B C D We don’t plan any special campaigns We do it all! Plan, promote, and execute trade show-specific campaigns We offer the similar campaigns every year, our customers know We offer volume-based discounts, and let our customers know about it
- 13. Booth ExperienceBooth ExperienceBooth ExperienceBooth Experience
- 14. Best Practice #4: InBest Practice #4: InBest Practice #4: InBest Practice #4: In----Booth ExperienceBooth ExperienceBooth ExperienceBooth Experience • Make them feel welcomed • Greeter/host • Fast onboarding of new customers • Be memorable: offer an experience • Shoe shine • Massage for sore feet • Attract from afar • Nothing like the smell of cinnamon/coffee/popcorn… • Pre-show promotion comes alive
- 15. Best Practice #Best Practice #Best Practice #Best Practice #5555: Booth Staffing: Booth Staffing: Booth Staffing: Booth Staffing Hunters Farmers Look for prospects outside the booth Take care of customers inside the booth
- 16. Booth experience: rate yourselfBooth experience: rate yourselfBooth experience: rate yourselfBooth experience: rate yourself A B C D No special booth experience. We give away candy or pens with our logo “Hunters” vs. “Farmers”, prospects vs. customers, unique & memorable booth experience that everyone talks about Nice booth, but doesn’t stand out. Great giveaways! Excellent booth experience, though we use the same staff to handle customers and prospects
- 18. Best Practice #6: New Customer AcquisitionBest Practice #6: New Customer AcquisitionBest Practice #6: New Customer AcquisitionBest Practice #6: New Customer Acquisition Engage Customers outside booth Ask & listen to customer needs & preferences Quickly zero in on relevant products Offer new customer introductory pricing
- 19. New customer acquisition: rate yourselfNew customer acquisition: rate yourselfNew customer acquisition: rate yourselfNew customer acquisition: rate yourself A B C D Customers and prospects are handled similarly New customer acquisition goals Introductory pricing Electronic, interactive catalogs Capture new customers directly into sales system at the show New customer acquisition goals Introductory pricing Electronic, interactive catalogs No goals for new customer business, OR new customers don’t get special pricing PDF catalogs
- 20. Best Practice #7: Order TakingBest Practice #7: Order TakingBest Practice #7: Order TakingBest Practice #7: Order Taking Save Time • e-Catalog curated for the show • Promotions set in advance • Barcode scanning for fast product ordering • Be prepared for limited WiFi Eliminate Errors • Eliminate paper work • Immediate order confirmation processing Impress • In-stock indicators • Supportive information • Immediate order confirmation by email & hard copy
- 21. Configure your catalogs, promotions, pricing, workflows Interactive, sales-driven e-catalog
- 22. Complete view of your customers Simple ordering, with B2C-like shopping cart, even when offline
- 23. ©2016 Pepperi Ltd. All rights reserved. Strictly Confidential Order taking: rate yourselfOrder taking: rate yourselfOrder taking: rate yourselfOrder taking: rate yourself A B C D Mobile app for order taking Barcode scanner integration Operable in offline mode Integration to ERP/Accounting Immediate order confirmation to customer Paper catalogs Order forms Back office staff enters sales orders into ERP/Accounting system Order taking application (mobile/web) Integration to ERP/Accounting No offline mode/ no immediate order confirmation to customer/ no barcode scanner Order taking app (mobile/web) No integration to ERP/Accounting
- 24. Post ShowPost ShowPost ShowPost Show FollowFollowFollowFollow----upupupup
- 25. Best Practice #Best Practice #Best Practice #Best Practice #8888:::: Continuously EngageContinuously EngageContinuously EngageContinuously Engage Your CustomersYour CustomersYour CustomersYour Customers and Prospectsand Prospectsand Prospectsand Prospects Post-show follow-up • Remind customers about the gift you gave them • Give customers another gift – a coupon or limited-time offer
- 26. Best Practice #Best Practice #Best Practice #Best Practice #8888: Continuously: Continuously: Continuously: Continuously EEEEnnnnggggaaaaggggeeee YYYYoooouuuurrrr Customers and Prospects (cont.)Customers and Prospects (cont.)Customers and Prospects (cont.)Customers and Prospects (cont.) On an on-going basis: Add your new leads Collect qualifying information which will help you segment Use social promotions to find new customers Keep in touch with timely, relevant offers
- 27. Best Practice #Best Practice #Best Practice #Best Practice #9999: Missed Meetings: Missed Meetings: Missed Meetings: Missed Meetings Missed meetings do not have to mean lost business! Send link to online catalog on B2B e-Commerce site For existing customers, send limited-time quote based on past orders and show promotions
- 28. AnalyzeAnalyzeAnalyzeAnalyze show resultsshow resultsshow resultsshow results New Vs. Existing Customers Total Sales by Customer Total Sales by Rep Average Order Size Sales Campaign Effectiveness Sales success Marketing success Sales rep evaluation Total Sales by Product
- 29. Don’t forget: Your Trade Show ROIDon’t forget: Your Trade Show ROIDon’t forget: Your Trade Show ROIDon’t forget: Your Trade Show ROI At-Show sales + Future sales originated at show - Investment in show = Trade show ROI
- 30. PostPostPostPost----show activities : rate yourselfshow activities : rate yourselfshow activities : rate yourselfshow activities : rate yourself A B C D Follow-up on missed meetings Send quotes to existing customers Enrich/enlarge leads database Measure and track ROI e-Marketing Use social media to engage Prepare for the next show Enrich/enlarge leads database Measure and track ROI e-Marketing Social media engagement Follow-up missed meetings Follow-up and develop new prospects e-Marketing
- 31. Sum it up: how are you doing?Sum it up: how are you doing?Sum it up: how are you doing?Sum it up: how are you doing? At least 6 As Rock Star!Rock Star!Rock Star!Rock Star! (Top 5%) Best-in-class trade show execution, employing best practices & advanced technologies At least 5 As / Bs ProProProPro (Top 20%) You employ many of the best practices, some room for improvement At least 5 As/Bs / Cs CompetentCompetentCompetentCompetent You employ basic practices, and have lots of opportunity to boost your trade show performance 3 Ds or more NoviceNoviceNoviceNovice If trade shows are a strategic sales channel, allocate more attention (and budget…) to trade show excellence
- 32. • Complete: mobile order taking, CRM, merchandising, and B2B e-Commerce • Configurable • Choice: all devices • 1000+ customers
- 33. ©2015 Pepperi Ltd. All rights reserved. Strictly Confidential Need to improve your trade show performance? Increase your overall B2B sales? Want to see how you can easily implement, manage, measure and control sales campaigns? 33 https://www.pepperi.com/request-a-demo/
- 34. ©2016 Pepperi Ltd. All rights reserved. Strictly Confidential Thank You!www.pepperi.com info@pepperi.com