1. Skoda Minotti Speaker Series Presents:
Trade Show Marketing Strategies:
How to Find Qualified Leads in the Crowd
John F. Kallmeyer
Director, Visual Marketing
Skoda Minotti Speaker Series
#SMSS

2. BACKGROUND
Visual Marketing
 Environmental Branding
 Corporate Décor
 Retail Branding
 Themed Environments
 Trade Shows, Events
Skoda Minotti Speaker Series
3/14/2013
#SMSS 2

3. Trade Show
INTRODUCTION
Marketing
The Trade Show Marketing
Environment
 Crowded
 Hectic
 Fast-Paced
 Usually some place FUN!!
Skoda Minotti Speaker Series
3/14/2013
#SMSS 3

4. Trade Show
INTRODUCTION
Marketing
Benefits of Trade Show
Marketing
 Targeted Audience
 Captive Audience
 Buyers/Influencers
 Motivated Audience
92% Of Trade Show Attendees Go To
FIND NEW PRODUCTS/SUPPLIERS
- Skyline Displays and EXPO magazine
Skoda Minotti Speaker Series
3/14/2013
#SMSS 4

5. Trade Show
INTRODUCTION
Marketing
Importance of Planning
 Pre-Show Strategy
 At-Show Strategy
 Post-Show Strategy
20% Of Marketing Budgets Spent on
Trade Shows & Special Events
- Skyline Displays and EXPO magazine
Skoda Minotti Speaker Series
3/14/2013
#SMSS 5

6. Pre-
PLANNING
Show
Show Selection – Finding the Right Venue
 Trade Associations
 On-Line Resources
 Trade Show News Network – TSNN.com
 TradeShowFinder.net
 National vs. Regional Shows
 American Association of Museums – AAM
 Ohio Museum Association – OMA
 Midwest Museum Association – MMA
 Great Plains Museum Association - GMA
 The Exhibitor Prospectus
Skoda Minotti Speaker Series
#SMSS

7. Pre-
PLANNING
Show
The Exhibitor Prospectus
HIMSS – Healthcare Information Management
Systems Society
Skoda Minotti Speaker Series
#SMSS

8. Pre-
PLANNING
Show
Establish a Show
Budget
Source:
Center for Exhibition
Industry Research
Skoda Minotti Speaker Series
#SMSS

9. Pre-
PLANNING
Show
Establish a Show Budget
Booth & Show Services
Exhibit & Graphics
Marketing & PR
Project Management
Staffing & Travel
Skoda Minotti Speaker Series
#SMSS

10. Pre-
PLANNING
Show
Establish Show-Specific Goals & Objectives
 Increase Brand Awareness
 Generate New Business Leads
 Strengthen/Create Industry
Relationships
 Meetings with Current Clients
 Feeds Return on Investment
ROI
Skoda Minotti Speaker Series
#SMSS

11. Pre-
PLANNING
Show
Show-Specific Message
 Appeal Directly to Attendees
 Align with Show Goals &
Objectives
CORE
 Identify with the Hottest MSG
Industry Trends
 Say More with Less
Skoda Minotti Speaker Series
#SMSS

12. Pre-
PLANNING
Show
Show-Specific Communications
 Trade Publications
 Advertising
 Editorial Content
 Pre-Show Campaigns
 Direct Mail or Email
 Promotional Items SHOW
 Electronic Media GOALS
 E-mail, Website, Social Media
 Public Relations
 Press Releases
Skoda Minotti Speaker Series
#SMSS

13. Pre-
PLANNING
Show
Show-Specific Communications
 Trade Publications
 Advertising
 Editorial Content
 Pre- and Post-Show
GlobalShop
Pre-Show
Issue
Skoda Minotti Speaker Series
#SMSS

14. Pre-
PLANNING
Show
Promo
Show-Specific Communications
 Pre-Show Campaigns
 Direct Mail, Promotions
 Pre-Show Attendee List
Display
Mailer
Skoda Minotti Speaker Series
#SMSS

15. Pre-
PLANNING
Show
Show-Specific Communications
 Pre-Show Campaigns
 Direct Mail, Promotions
Skoda Minotti Speaker Series
#SMSS

16. Pre-
PLANNING
Show
Show-Specific Communications
 Electronic Media Promotion
 Custom email signatures
Skoda Minotti Speaker Series
#SMSS

17. Pre-
PLANNING
Show
Show-Specific Communications
 Electronic Media Promotion
 Update Website Banners
Skoda Minotti Speaker Series
#SMSS

18. Pre-
PLANNING
Show
Show-Specific Communications
 Electronic Media Promotion
 Social Media - LinkedIn
Skoda Minotti Speaker Series
#SMSS

19. Pre-
PLANNING
Show
Show-Specific Communications
 Electronic Media Promotion
 Social Media - Twitter
Skoda Minotti Speaker Series
#SMSS

20. Pre-
PLANNING
Show
Show-Specific Communications
 Public Relations
 Well-Timed Press Releases
Skoda Minotti Speaker Series
#SMSS

21. Pre-
PLANNING
Show
Exhibit Design
• Selecting the Right Exhibit
• Booth size and budget
considerations
• Logistical considerations –
shipping, material
handling, installation, disma
ntling
• Adaptability for other
shows/markets served
Skoda Minotti Speaker Series
#SMSS

22. Pre-
PLANNING
Show
Exhibit Design
• Table Tops & Banner Stands
• Event Sponsorships
• Career/Recruiting Fairs
• Networking Events
• Small Regional Shows
Skoda Minotti Speaker Series
#SMSS

23. Pre-
PLANNING
Show
Exhibit Design
• Portable/Pop-Up Displays
• 10’ - 20’ In-Line Booths
• Quick/Easy Set-Up
• Budget Friendly
• Large Messaging
Skoda Minotti Speaker Series
#SMSS

24. Pre-
PLANNING
Show
Exhibit Design
10’
• Modular/Custom-Modular Systems
• Pre-fabricated Components
• Multiple Design Configurations
• Audio/Visual Integration
• Easily Adaptable Graphics
• Customizable
20’
Skoda Minotti Speaker Series
#SMSS

25. Pre-
PLANNING
Show
Exhibit Design
• Rental Furniture/Fixtures
• Less than making or purchasing
• Saves on shipping costs
• Adaptable for your brand/message
Skoda Minotti Speaker Series
#SMSS

26. Pre-
PLANNING
Show
Exhibit Design
• Hanging Signs
• Greater Visibility
• Consider Install Cost
• Island Displays Only
Skoda Minotti Speaker Series
#SMSS

27. Pre-
PLANNING
Show
Graphic Design
• Effective Graphic Design
• Clearly communicate targeted message
• Clearly communicate your brand
• Adaptability for other shows/markets served
Skoda Minotti Speaker Series
#SMSS

28. Pre-
PLANNING
Show
Graphic Design
• Flexible Graphic Design
• Clearly communicate targeted message
• Clearly communicate your brand
• Adaptability for other shows/markets served
harness the POWER of
better
the DATA platform
PATIENT OUTCOMES
BIG DATA for your
for HEALTHCARE
powered by our
TESTING &
ENTERPRISE
BIGEVALUATIONS
DATA PLATFORM
MANAGEMENT
Skoda Minotti Speaker Series
#SMSS

29. At-
STRATEGY
Show
Staff Selection & Training
• Staff based on attendees and
show goals
• Staff training consistent with
target message
• Established selling process
Hunters/Pre-Qualifiers
Informers/Qualifiers
Presenters/Closers
Skoda Minotti Speaker Series
#SMSS

30. At-
STRATEGY
Show
Lead Collection & Management Swap 2.5
• Badge Scanners/Lead Retrieval
• Lead Management
• Integrates with show registration database
• Captures leads-per-salesperson and in aggregate
• Sales staff can view their leads on smartphones
• Take notes within each lead
• Answer qualifying questions
• Export a list of leads in multiple formats
• Works in off-line mode: not dependent upon
continuous cellular connectivity
• Background syncing occurs automatically
Skoda Minotti Speaker Series
#SMSS

31. At-
STRATEGY
Show
At-Show Promotion
• Event Sponsorships
• Great for brand awareness, but costly
• Hard to measure value, ROI
• Speaking Engagements
• Typically one year in advance of show
• Establishes industry credibility
• In-Booth Events
• Presentations/Product Demos
• Cocktail Receptions
• Entertainment/Comic Relief
Skoda Minotti Speaker Series
#SMSS

32. At-
STRATEGY
Show
At-Show Promotion
• Hand-outs & Literature
• Keep it light and simple
• QR codes + mobile-optimized website
• Promotional Products
• Fun, useful, lasting
• Popular item raffles
Skoda Minotti Speaker Series
#SMSS

33. Post-Show
STRATEGY
Post-Show Communications
• Update website banner – Thank You!
• Feedback form
• Request info/appointment
• Post-show mailings Thank You for Visiting
• Post-show attendee list We had a GREAT SHOW this
year…thanks to all who made it.
• Consistent message If you missed us, please drop us a note
to schedule an ON-LINE DEMO.
• Post-show press release/
e-newsletter
• Re-emphasize product
launch
• Re-state special offers
Skoda Minotti Speaker Series
#SMSS

34. Post-Show
STRATEGY
Lead Follow-up
• Determine who will follow-up/how
• Set a follow up schedule
Post-Show Evaluation/ROI
• Quickly determine show value
• Review and classify leads
• Finalize budget
• Determine cost -per-lead
• Project potential revenue
• Commit to next event
Skoda Minotti Speaker Series
#SMSS

35. Q&A
Skoda Minotti Speaker Series
#SMSS

36. John F. Kallmeyer
Director, Visual Marketing
Skoda Minotti Strategic Marketing
Ph: 440-449-6800
Email: jkallmeyer@skodaminotti.com
www.skodaminottimarketing.com
Skoda Minotti Speaker Series
#SMSS