Weitere ähnliche Inhalte Ähnlich wie The marxgroup tradeshow_leverage_pdf Ähnlich wie The marxgroup tradeshow_leverage_pdf (20) Mehr von The Marx Group (20) The marxgroup tradeshow_leverage_pdf1. How to Get the Most Results
from Your Trade Show
Experience
Tom Marx
President & CEO
The Marx Group
Thursday Oct. 11, 2012
How to Get the Most Results from Your
1
Trade Show Experience
2. The SEMA Show
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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3. Unique Blend of Audience
1. Distributors – Large and Small
2. Shops
3. Competitors
4. Foreign Delegates
5. Service Providers:
Consultants, Ad/PR Agencies,
Insurance Carriers
6. Media
7. Trade Associations
8. Enthusiasts
9. Consumers/End Users
10. Others
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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4. • 7 out of 10 attendees plan to buy one or more
products during a trade show
• 72% of show visitors say the show influenced their
buying decision
• It costs22% less to contact a potential buyer at a
show than it does through traditional field sales calls
Center for Exhibition Industry Research (CEIR)
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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5. The BIG Questions is…
How do you convert the traffic into
a lead AT and AFTER the show
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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6. THE SUCCESS
OF YOUR
TRADE SHOW
RESTS HEAVILY
ON THE QUALITY
OF YOUR LEADS
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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7. The most important trade show tip…
QUALIFY AT THE BOOTH!
You will achieve greater results
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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8. Qualifying Criteria List
• Current client
• Prospects that you already
have an appointment to meet
• Walk-in that has a need and
you see as the right fit
(size matters!)
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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9. Qualifying Criteria List
Walk-in who might have a need –
but is ‘shopping’ – not sure if you
are the right fit
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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10. Qualifying Criteria List
Visitor with no need to purchase
product/service but can benefit
your company/brand – media,
writer, endorsers or ???
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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11. Qualifying Criteria List
• Passerby who visits booth with no
need or interest of product or
service - possibly there for free
promotional items
• No interaction with visitor –
entered name into ‘fish bowl’ or
registered for a prize – not sure
why they stopped by the booth
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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12. Define YOUR goals
Why are you at SEMA?
– Service current customers?
– Seek new customers?
– Launch new products?
– Meet with the media?
Do you know your ROI goal?
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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13. Important Goals
• Build community
• Create buzz
• Increase reach with awareness
• Get media, bloggers and forums engaged
• Excite suppliers
• Build partnerships
• Convert prospects into leads into customers
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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14. Calculating ROI
• Total tradeshow costs vs. revenue
• Old school but still important
Scenario 1 Scenario 2 Scenario 3 Scenario 4
Tradeshow Cost $ 20,000 $ 20,000 $ 20,000 $ 20,000
Desired ROI 200% 400% 800% 1200%
Projected Sales from
Event $ 40,000 $ 80,000 $ 160,000 $ 240,000
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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15. KNOW
YOUR
TARGET
AUDIENCE
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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16. Who do you want to attract?
Media, Current New Others?
Writers Customers Prospects
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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17. THE DIFFERENCE
BETWEEN
PROSPECTS
&
LEADS
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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18. PROSPECT
A visitor that has the potential to be a customer
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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20. THE VALUE OF PRE-QUALIFYING
• Sets follow-up priorities
• Determines generic vs. personalized follow-up
• Creates efficiencies after the event
WHAT DOES QUALIFIED MEAN?
• Prospect meets your established criteria
• Interested in your products/services
• You know what they want, how much they can
buy and supplier attributes that are important
to the them
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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21. Pre-Show
Plan
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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22. Pre-Show Plan
• Develop pre-qualifying questions – what
you need to know to qualify visitors
• Create your Qualifying Criteria List form/app
• Team meeting – make sure your team
understands the qualifying criteria
• Design a way for you to capture necessary
lead information – lead retrieval machines,
forms, iPad app with photo or video, etc.
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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23. Pre-Show Marketing Initiatives
• MAKE APPOINTMENTS – NOW!
• Promotion
• News Release
• E-blast
• Mailers
• Social Media
– Invitation to visit booth to see something specific
– Pre-show updates create excitement
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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24. At-Show
Plan
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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25. At-Show Marketing Ideas
• Promotion – What are you trying to accomplish?
• Handouts/Flyers – Are they necessary?
• Social Media
– Post promotions, make announcements when celebrity is
present, offer specials – give them a reason to come to
your booth
– Post booth updates, booth pictures, product images,
testimonials, endorsements – at least once per day, more
frequently if there is value!
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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26. At-Show Tips
• Be organized – separate folders/envelopes
for each criteria – sort while at the show
• ‘Fish Bowl’ – determine your goal and strategy
– how will you filter qualified leads from
booth wanderers?
• At-show etiquette
• Take advantage of media at event
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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27. At-Show Tips
• Take photos of your booth, products,
products on show vehicles – anything that can
be used as follow-up
• Video testimonials and give thank you gift
• Use your SEMA lead retrieval devices
• Promise follow-up by when
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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28. Post-Show
Follow-up
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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29. “Almost 80% of leads
generated are never
followed up with”
Center For Exhibition Industry Research (CEIR)
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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30. Not Following Up? Big Loss!
Scenario 1 Scenario 2 Scenario 3 Scenario 4
Qualified Leads 40 40 40 40
Average Customer
Spends $5,000 $10,000 $20,000 $40,000
Potential Sales $200,000 $400,000 $800,000 $1,600,000
Closing Rate 25% 25% 25% 25%
Sales Goal $50,000 $100,000 $200,000 $400,000
Only Follow-Up with
20%? 8 8 8 8
Revised Sales $ 10,000 $ 20,000 $ 40,000 $ 80,000
Lost Opportunity $ (40,000) $ (80,000) $ (160,000) $ (320,000)
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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31. Follow-Up Tips
• Qualify at event (sorry to be repetitive!)
• Follow your plan
• Meet with team — the day after the event
• Execute your follow-up plan
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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32. Follow-Up Ideas
• Email or snail mail thank you
• E-blast – product and company information, promotion
winners, testimonials, new product showcase awards,
industry acknowledgement, etc.
• Website – custom url to track visits and downloads
• Mailers – send samples of product, catalog, promotions,
etc. Better mailed than lost in the goody bag!
• Calls within a week
• Social Media
– Connect with your qualified leads
– Build friends, networks
• Media – get them engaged
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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33. Follow-Up Plan for Your
Criteria Categories
Description Follow-up
• Current client • Phone call NOW
• Prospects that you already have an appointment to meet • Email brochure/product sheets
• Walk-in that has a need and you see as the right fit • Send promotion information
(size matters!) • Post-show E-blast
• Connect via social media
• Walk-in who might have a need – but is ‘shopping’ – not • Email brochure/product sheets
sure if you are the right fit • Send promotion information
• Post-show E-blast
• Connect via social media
• Call ONLY if qualified
• Visitor with no need to purchase product/service but can • Post-show E-blast
benefit your company/brand – media, writer, endorsers or • Add to database
???
• Passerby who visits booth with no need or interest in • Add to database - if appropriate
product or service - possibly there for free promotional
items
• No interaction with visitor – entered name into ‘fish bowl’
or registered for a prize – not sure why they stopped by
the booth
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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34. Sample Follow-Up Schedule
Add to CRM system or
Week1 Thank you email
or snail mail
Follow-up meeting
with team
database; add to
regular marketing
schedule
Connect on social
media sites
Follow-up email – Upload images to
Week 2 1st phone call send appropriate
marketing materials
Social Media sites –
share with your new
connections
Week 3 E-blast on product
information
Send samples –
after qualifying
Week 4 Follow-up Call Survey
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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35. CONSIDER
NEW TOOLS
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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36. Place Prospects in CRM System
or Database
Customer Relationship Management (CRM) Software
• Salesforce.com
• Microsoft Dynamics
• SAP
• ZOHO CRM
• Sage CRM
• SUGAR CRM
• ACT!
http://crm-software-review.toptenreviews.com/index.html
http://www.zdnet.com/the-best-crm-suite-1339324237/
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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37. Surveys and e-blasts
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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38. iPad Options
iPad App – capture the data you
need and want from your visitors
during the show
www.icapture.com
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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39. iPad Options
iPad App – Capture leads and
view company literature
www.mktpoint.com/tradeshow
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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40. Business Card Readers
Business Card Reader
SHAPE GmbH
http://itunes.apple.com/us/app/business-card-
reader/id328175747?mt=8
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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41. Business Card Readers
WorldCard Mobile - Business card
reader and scanner
Penpower Technology Ltd.
http://itunes.apple.com/us/app/worldcard-mobile-
business/id333211045?mt=8
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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42. Recap
1. Think Qualification and Quality
2. Develop Criteria
3. Set your Goals
4. Know your Target Audience
5. Understand Prospects vs. Leads
6. Execute your Pre-show plan
7. Outline an At-show plan
8. Have a Follow-up plan
9. JUST DO IT!
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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43. Download ROI calculator and Criteria Sheet
Visit www.themarxgrp.com/SEMAShowPlanning2012.html
THANK YOU!
How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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44. TOM MARX
tmarx@themarxgrp.com
415.453.0844 x106
Subscribe to our monthly newsletter Catalyst for marketing insights.
www.themarxgrp.com
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How to Get the Most Results from Your Trade Show Experience
©2012 The Marx Group
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