1. For Leaders Only SM
presents
TRADESHOW 105:
Social Marketing Secret Sauce
Michael Loschke, Principal
Presented September 14, 2011
to the
Business Leadership Summit Exhibitors
Copyright 2011 IMC Consulting Modesto, CA
2. Building The Skills That Build Business SM
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C. 2010 IMC Consulting Modesto, CA
3. We will learn ABOUT…
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“KEYS” to avoiding costly mistakes
Why success starts 30 days in advance
Staff and Attire do’s and don’ts
Pre, during and post-show activities
How to DOUBLE foot traffic and leads
Where to find “hot” promotional items
Exhibitor contest rules and prizes
C. 2010 IMC Consulting Modesto, CA
5. New for BLS 2011
Technology Theme – innovation; improve
production and efficiency
Tech-flavored “break-out sessions”
Door Prize = :30 “LIVE” announcement
($50 minimum)
20 FREE Exhibit ONLY passes per exhibitor
NOTE: 20 X 40 = 800 buyers!
C. 2010 IMC Consulting Modesto, CA
6. So, what is MARKETING?
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Marketing is EVERYTHING you do to
promote your business
Frequent, consistent and cost effective
Educates your buyers and positions your
business
C. 2010 IMC Consulting Modesto, CA
9. S.M.A.R.T. goals = success
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S ____________
M ___________
A ____________
R ____________
T ____________
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10. BEFORE the show (like now!)
1. Engage
2. Strategize
3. Budget
4. Target
5. Launch
6. Manage
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11. Facts we should know
• 2B
• 750M
• 200M
• 90M
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12. Social Marketing Plan
E-newsletter/flyer/press release*
Event Invitation*
Email Survey*
TWITTER
YouTube video
LinkedIn – Tell your network “what’s new” this year
FaceBook your Business
BLOG – Short discussion on tech topics and WIFM
Website
* FREE 60-day Constant Contact trial from IMC
60-
C. 2011 IMC Consulting Modesto, CA
14. Pre-show promotion to max traffic
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Contact staff, clients, suppliers, media
Build your press kit (product launches)
Send postcards, letters, E-vite w/ booth #
Make telephone calls
Weekly email blasts - FREE tickets
Put BLS logo on front page of website
Use Linked-in, Twitter, smoke signals…
C. 2010 IMC Consulting Modesto, CA
15. Things to BRING
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Competitive Spirit
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16. Make a Spreadsheet
Products, displays and signage
Elevation, covers and material displays
B-cards, brochures, price lists, portfolio
Interactive games, prizes, tchatchkes
Lead forms, pencils/pens, fish bowl, clipB’s
Furniture, carpet, duct tape, cord covers
Candy, water, popcorn, food (prospects)
Camera, ext. cord, power strip, laptop, etc
C. 2010 IMC Consulting Modesto, CA
18. DURING the show objectives
1. Maximize neatness and visibility
2. Build impression of demand
3. Interactive displays, games, demos
4. Price sheets and shipping info
5. Press kit with bio ready
6. Be certain of adequate staffing
7. Be/look friendly, open, excited, FUN!
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19. Some specific staff DO’s
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- SMILE -
Greet
visitors w/
hand shake
& introduce
yourself
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20. Some DON’TS
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21. 10 ways to KILL your investment
1. Eating or chewing gum in your booth
2. Sitting in your booth (visitors only!)
3. Abandoning your booth
4. Texting, tweeting, i-poding, phone calls
5. Laying materials flat on tables
6. No engaging activity
7. Ignore walk-by or walk-in traffic
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22. 10 Ways to KILL your investment
Set-up late or Break-down early
Block entrance to the booth w/table
Not have enough materials, giveaways
NOTE:
No real employees
were used for making
of these slides.
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30. Be a “SUPER” exhibitor
Walk the show
Network
Take pix
Gather competitor info
Hold a post-show celebration
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31. Post-show activities
copy
Segment
Store
Distribute
Follow-up promptly
Track for at least 6-12 months
FACT: 76% of trade show marketers do no follow-up
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34. Leo Tolstoy said …
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“Life is a place of service.”
It’s been a pleasure to serve you and the 2011 Business Leadership Summit.
C. 2010 IMC Consulting Modesto, CA
35. Building The Skills That Build Business SM
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E-Marketing
starting at only $15 month!
Ask us how?
C. 2010 IMC Consulting Modesto, CA
