From Simmer to Sensational Webinar Slide Deck

“From Simmer to Sensational:
Creating Exhibitor & Sponsor
Programs that Delight”
Speakers:
Michael Hatch, Fantail Consulting &
Technologies
Eric Hatch, P.O.P. Event Marketing

Program Brought to You By:

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Association/Nonprofit Practice:
@suzannecarawan
-Travel/Agency Practice:
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From Simmer to Sensational !
How to Create Sponsor &
Exhibitor Programs that Delight
Presented by:
Michael J. Hatch
Fantail Consulting & Technologies
and Eric Hatch
P.O.P. Event Marketing, Inc.

#Sim2Sen

Copyright © Michael J. Hatch, 2010

Win-Win

#Sim2Sen

Help You
 Increase renewals
 New booth sales
 Sponsorships


ROI not ROO

#Sim2Sen

Exhibitor Complaints/Objections
 Not enough floor traffic
 Not the right audience/enough buyers
 Not enough ROI – I can do better elsewhere
 Too expensive


Why Exhibitors
Keep Having the Same Complaints

+
%


ASAE

%

#Sim2Sen

only

%
TSEA & CEIR

#Sim2Sen

50-200%
 Increase booth traffic
 Qualified leads
 Sales Revenue


NAFCU
National Association of Federal Credit Unions

a case study


NAFCU
 13.6% increase in exhibitors
 16.6% increase in attendance
 Started with an integrated
exhibitor training program
 Exhibitors
 Attendees


How It Worked
1. Integrated Exhibitor Training
• 3 to 6 months in advance
• Current, Past & Prospective
• Used social media (pre-show, on-site, post-show)
#Sim2Sen
• Comprehensive Attendee List
• Loyalty Awards
• A New Twist (onsite)


Integrated Exhibitor Training Examples

 Five (5) Components
1. Strategic Planning
2. Pre-show Marketing & Promotion
3. Exhibit Design
4. Staff Training
5. Post-show Marketing & Follow-up


Strategic Planning Examples

 Three (3) Secrets in Setting Show Goals….
and achieving them!
1. Set them!
2. Assign individual staff goals
3. Other exhibitors


Pre-show Marketing &
Promotion Examples
 “15%” and “50-200%”
 The 2 most powerful words in marketing
 Social and New Media

#Sim2Sen


Know Your Customer Profile…
Before Setting your Facebook Profile.
Define online attributes of your prospects.

- How do they act online?
- Why would an exhibitor
choose your show?
- What does an attendee
buy from your exhibitors?
- Do they use Facebook?
Twitter? For Business?

#Sim2Sen Copyright © Michael J. Hatch, 2010

Join the discussion about your event.
 Don’t reinvent the wheel.
• Use Google Alerts! Listen and find news,
blogs,
• Recognize thought leaders in your event’s
market segment.
• Meaningful Responses to their posts.
• Your use will encourage them!
• Also, suggest SM to exhibitors and attendees.
• Use existing Hashtags: #engage365
 Serve customers AND communities.
 Your Event Industry Leaders
• Engage365.org
• Velvet Chainsaw: @VelChain (Dave Lutz),
@JeffHurt
• Me! @POPevent (NOT @erichatch)

#Sim2Sen Copyright © Michael J. Hatch, 2010

Consolidate and Communicate

 One stream coming in (Lots of vehicles)
 One voice speaking out, or…
 Many harmonic voices of you and your colleagues
 Don’t forget Exposocial , ChirpE, and other Social
media consolidators available for Show Organizers


Sales-effective Exhibit Design

 10 Cardinal Rules of Sales-effective
Exhibit and Graphics Design
1. The 3-5 second rule
2. What’s the most powerful word?
3. “Housewives Wanted”

 A New Twist!


The 3-5 second rule
 One primary image
 One primary message


What’s the most powerful word?

NEW


Address your audience
 “Skilled Nursing”

Copyright © Michael J. Hatch,
2010

10 Cardinal Rules for
Exhibit Design
eric@popeventmarketing.com

2010

A NEW Twist in Exhibit Design Awards

 “Integrated” Win-Win Design Award(s)
 Engages Attendees
 Increases Floor Traffic
 Increases Quality Booth Traffic
 Increases Exhibitor Memorability
 Increases Qualified Leads
 Increases ROI Sales Revenue

2010

Exhibit Design Awards

 “Integrated” Win-Win Design Award(s)
 Engages Attendees
Makes Exhibitors
 Increases Floor Traffic
 Increases Quality Booth Traffic
Very Happy!
 Increases Exhibitor Memorability
 Increases Qualified Leads
 Increases ROI Sales Revenue


a case study
The Challenge of the
Last Booth at the
Back of the Hall
eric@popeventmarketing.com

A


New – TSEA (Trade Show Exhibitors Association)
Bulk Membership
 Affordable strategic value-add for your exhibitors
 Primes them to use best practices
 Reinforces you are interested in their success
 Access to professional suppliers and vendors
 Discounts for all TSEA programs including TS2
 Offers peer networking opportunities
 Win-Win

www.tsea.org
David Brull
dbrull@tsea.org
(312) 842-8732


Booth Staff Training
 Nearly every aspects of a field sales call is….
1. Compact Selling Time
2. Qualified Prospects
3. Long Hours

 The most important skill of all


The most important skill of all….

How To Engage


Post-show Marketing & Follow-up
 The 80% Rule
• TSEA
• Sales & Marketing Magazine
 Prepare BEFORE the show
 And Exhibitor ROI is now….


…easily trackable
• Salesforce.com CRM
• Sugar CRM
• Goldmine CRM


So Much More….

#Sim2Sen

Resources: #Sim2Sen
 NAFCU
Jerome Bruce - jbruce@nafcu.org - (703) 522-4770
 TSEA
David Brull – dbrull@tsea.org - (312) 842-8732
 Suzanne Carawan
eTouches – scarawan@etouches.com – 703-431-2208
 Michael Hatch
Fantail Technologies – mike@fantailtech.com – 240-603-6044
 Eric Hatch
P.O.P. Event Marketing – eric@pop-inc.net – 240-565-1557
 Intelligent Office
Matt Whitaker – mwhitaker@intelligentoffice.com - 703-224-8800


Cardinal Rules
for Exhibit Design
1. Use one primary image supported by a single message/headline; what we call the billboard ap-
proach. Why? Because people are visual first and your exhibit has only 3 to 5 seconds to attract the
attention of your target audience at a show. Project something that’s important to them, makes them
want to come into your booth and ask for help and information.
2. In most instances your headline is more important than your name and/or logo. A good headline
should express your exclusive product benefit. The best and most effective headline you can produce is
one that makes a promise to the reader A promise usually relates to quality, service or price. For
reader.
example: “Nobody Cuts Computer Costs and Downtime, Like ABC Computers”.
3. Because people are visual first your primary image should visually express what your headline is
first,
saying. Your primary image and headline should always support and reinforce each other.
4. To stand out in the crowd of exhibitors and attract attention, your exhibit design needs to incorporate
something that makes you visually unique Silhouettes, 3-D, animation, revolving or backlit graphics,
unique.
unusual or larger-than-life display props, special lighting effects or classy finishes like faux marble,
brass or wood are excellent options.
5. Visibility is crucial at a trade show. Be sure to light your exhibit well. As the proverbial moth is drawn
to the flame, people are naturally drawn to light (ambient hall lighting alone equalizes everyone). One of
the best options involves backlit graphics which combine two proven marketing techniques: full-color
graphics/photographs and the added dimension of (back) lighting.
6. Whenever possible always use the words “New and “Free Why? Because people attend tradeshows
New”
New Free.”
Free
and exhibits to see and learn what’s new within the industry. Also, “New” and “Free” are the two most
powerful words in advertising.
7. Use bright colors The trade show floor is no place to be conservative. You are there to attract
colors.
attention and, based on industry research, visitors tend to stop or slow down at only one out of every
four exhibits. Bright colors are one of the techniques you should use to get their attention.
8. Address your prospects The word “engineers” boldly displayed in your headline or on the exhibit will
prospects.
attract more engineers to your booth. Use the phrase “Dealers Wanted” and you will attract more
dealers.
9. Diagonal lines attract attention and curves create a feeling of stability and comfort. Use the subtleties
of structure and graphic design principles to attract and influence your visitors.
10. Always design within a budget. Expensive and affordable exhibits alike should use several, and
sometimes all, of these cardinal rules. Establish a budget, share it with us and insist that the first four
budget
rules above are always incorporated into your exhibits...they work!!!
they

For Additional 240.565.1557
Information, popeventmarketing.com
please contact: POPeventmarketing@gmail.com

1708 Usher Place
Crofton, MD 21114-2316

The Challenge of the Last Booth in the Back A Case Study
The Situation
Fantail is a start-up technology and consulting firm, At P.O.P. Event Marketing, Inc. we know trade
seeking high quality leads and the opportunity to show success requires pre-show planning and
build brand awareness and educate prospective promotion, highly active and focused booth
clients on the power, flexibility, and cost-savings personnel on-site, and post-show fulfillment of
benefits of its new cloud computing solutions. leads. However, recent surveys by the Trade Show
Fantail turned to P.O.P.* Event Marketing, Inc. for Exhibitors Association (TSEA) show these
help in preparing for their first trade show exhibit methods are underused. TSEA says that 80% of
as a means to jump-start their business exhibitors do not set show goals, and 85% do no
development efforts. pre-show or post-show promotion, because their
staff does not have the expertise, time, or
The Challenge motivation to do it effectively . Yet, those
Fantail sought to introduce cloud computing – a exhibitors who execute effective pre-show and post
technology without limitations – to the association -show marketing campaigns generate 50-200%
industry. While Fantail possesses extraordinary more booth traffic, leads and sales.
credentials in the realm of integrating
technology for associations, most of Because of a less Pre-Show Marketing
their target market had little knowledge than desirable booth P.O.P. helped Fantail’s management to
of cloud computing. As a start-up, space, we realized create an integrated plan and
Fantail had established no market share, that our client would implemented these time-tested
and the industry’s awareness of our strategies. We obtained the pre-show
need extra help in
client was limited to the contacts of the attendee listing and trimmed it down to
principals. Making all this even more order to attract only the best qualified prospects for
challenging, Fantail purchased the very attendees before Fantail’s services. P.O.P. also
last available booth in the far back the event. counseled our client on their exhibit
corner of the expo hall. display and created talking points,
complete with purpose-driven questions, for use
The Process during a pre-show telephone outreach.
Fantail chose to introduce their technology at Additionally, P.O.P. embarked on a program of pre
IAEE’s Expo Expo, one of the premier events -show promotions using Twitter and other social
attracting exposition managers in the Association marketing outposts to build the pre-show and at-
and Events Industries. Because of the less than show buzz about Fantail’s new cloud computing
desirable booth location, Fantail realized that it solutions.
would need a strong and effective marketing and
promotion plan, plus excellent execution to attract Then, we “hit the phones”. Using P.O.P.’s talking
attendees to their distant booth. Otherwise, the points, Fantail and our staff members directly
number of visitors to their booth would be very engaged qualified prospects. On the calls, we
low, or worse. quickly described the new products and services
and the helpful solutions to be found at the Fantail
Like many of our clients, financial resources were exhibit booth. When we could not reach the
limited. As a start-up, they needed to use the most prospect, a brief voice mail message was left.
effective and inexpensive promotional techniques. When we made contact, we assessed a prospect’s
Our counsel – create an integrated event marketing needs and generated solid interest by matching
plan, using all available low-cost and no-cost their needs or interest with one or more of Fantail’s
marketing techniques including news releases and solutions.
social media. Next, utilize the strengths of P.O.P.’s
experienced staff to launch, execute and follow- Our pre-show promotion also included a series of
through with the plan in the most efficient and cost- pre-show news releases featuring Fantail’s four
effective way possible. new solutions and partnerships. We also created a

The Challenge of the Last Booth in the Back A Case Study
comprehensive Media List, guided Fantail at each The Results
step through the distribution of the news releases, Fantail truly benefited from their trade show
and prepared on-site Media Kits, for use during the experience and the results P.O.P. generated. The
trade show event. effectiveness of P.O.P.’s pre-show promotions
delighted Fantail – both in quality and the quantity
On-site Lead Generation of the people they engaged. P.O.P. helped Fantail
The support offered by P.O.P. Event Marketing, exceed management’s lead generation goals by
Inc. extended right onto the show floor. Side-by- 88%, and overall event contact goals by 159%.
side with Fantail, P.O.P.’s staff initiated More importantly, Fantail established their
meaningful conversations with attendees passing presence and professionalism with this important
the booth, then quickly qualified each visitor with user audience and began building awareness of
substantive Q & A, explained our client's products their brand, their products, and services with many
and services, and introduced interested and qualified prospects who will likely become clients.
qualified attendees to Fantail’s executive team for P.O.P’s on-site booth support also prompted many
in-depth conversations and key decision makers to have longer and
demonstrations. more meaningful conversations and
It sounds ludicrous demos with Fantail’s management and
Post-show Marketing & Follow-up but according to staff.
It sounds ludicrous but according to
TSEA, 80% of all
TSEA, 80% of all exhibitors never Pat Pathade, CEO of Fantail said,
follow-up on the leads they get from exhibitors never “Between the challenge of location on
trade shows…. but this is where the follow-up on the the show floor and being a start-up with
rubber meets the road. Even though leads they get from no name recognition, we were asking
Fantail is a technology provider and the trade shows. P.O.P. to pull off a major marketing
inclination was to start follow-up with a achievement to get qualified prospects
Thank You email - P.O.P. suggested a to our booth. Their pre-show
more traditional, warm-and-fuzzy campaign that marketing, booth staffing and visitor qualifying,
would distinguish it from all the other exhibitors and post-show follow-up generated exceptional
(and competitors) that simply follow-up with booth traffic and after-show appointments for our
emails. P.O.P. suggested a handwritten TY note sales team. We were hoping for gold nuggets, and
with specific references to each visitor’s specific P.O.P. delivered a mother lode for us.”
needs be mailed promptly to each and every booth
visitor. This was carried out within days after the If you’d like to achieve similar success at your next
show, and followed a week or so later with exhibition or marketing event and realize a better
personal phone calls to each one re-qualifying their return on your marketing investment, please
needs and interests, and scheduling demos or future contact P.O.P. Event Marketing for a free
follow-up for the Fantail’s executives and sales consultation at (240) 565-1557.
team.

For Additional 240.565.1557
Information, popeventmarketing.com
please contact: POPeventmarketing@gmail.com

1708 Usher Place
Crofton, MD 21114-2316

Additional Helpful Information
-Cardinal Rules
-Last Booth Case Study

Social Media Survey Template for Use Prior to Event:
For Attendees: https://www.etouches.com/esurvey/10711

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