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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
The SEMA Show




 How to Get the Most Results from Your Trade Show Experience
                 ©2012 The Marx Group
                             2
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
                                                   3
• 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
                                           4
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
                                        5
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
                            6
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
                                       7
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
                                8
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
                                9
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
                                10
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
                                11
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
                            12
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
                                       13
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
                                                   14
KNOW
                     YOUR
                    TARGET
                   AUDIENCE
How to Get the Most Results from Your Trade Show Experience
                ©2012 The Marx Group
                            15
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
                                       16
THE DIFFERENCE
              BETWEEN
             PROSPECTS
                  &
               LEADS
How to Get the Most Results from Your Trade Show Experience
                ©2012 The Marx Group
                            17
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
                                           18
LEAD
a qualified prospect


               How to Get the Most Results from Your Trade Show Experience
                               ©2012 The Marx Group
                                           19
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
                                          20
Pre-Show
                       Plan
How to Get the Most Results from Your Trade Show Experience
                ©2012 The Marx Group
                            21
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
                                        22
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
                                           23
At-Show
                           Plan
How to Get the Most Results from Your Trade Show Experience
                ©2012 The Marx Group
                            24
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
                                          25
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
                                        26
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
                                        27
Post-Show
                  Follow-up

How to Get the Most Results from Your Trade Show Experience
                ©2012 The Marx Group
                            28
“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
                                       29
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
                                                    30
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
                                          31
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
                                            32
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
                                        33
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
                                         34
CONSIDER
              NEW TOOLS

How to Get the Most Results from Your Trade Show Experience
                ©2012 The Marx Group
                            35
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
                                            36
Surveys and e-blasts




 How to Get the Most Results from Your Trade Show Experience
                 ©2012 The Marx Group
                             37
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
                                               38
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
                                              39
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
                                            40
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
                                         41
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
                                          42
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
                                          43
TOM MARX
                     tmarx@themarxgrp.com
                          415.453.0844 x106


Subscribe to our monthly newsletter Catalyst for marketing insights.
                         www.themarxgrp.com

                      CREATIVE AND ACCOUNT TEAMS
                    Northern California | New York | Chicago
                    Los Angeles | Detroit | Nashville | Denver




             How to Get the Most Results from Your Trade Show Experience
                             ©2012 The Marx Group
                                         44

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The marxgroup tradeshow_leverage_pdf

  • 1. 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 2
  • 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 3
  • 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 4
  • 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 5
  • 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 6
  • 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 7
  • 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 8
  • 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 9
  • 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 10
  • 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 11
  • 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 12
  • 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 13
  • 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 14
  • 15. KNOW YOUR TARGET AUDIENCE How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 15
  • 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 16
  • 17. THE DIFFERENCE BETWEEN PROSPECTS & LEADS How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 17
  • 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 18
  • 19. LEAD a qualified prospect How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 19
  • 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 20
  • 21. Pre-Show Plan How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 21
  • 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 22
  • 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 23
  • 24. At-Show Plan How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 24
  • 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 25
  • 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 26
  • 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 27
  • 28. Post-Show Follow-up How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 28
  • 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 29
  • 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 30
  • 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 31
  • 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 32
  • 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 33
  • 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 34
  • 35. CONSIDER NEW TOOLS How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 35
  • 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 36
  • 37. Surveys and e-blasts How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 37
  • 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 38
  • 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 39
  • 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 40
  • 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 41
  • 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 42
  • 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 43
  • 44. TOM MARX tmarx@themarxgrp.com 415.453.0844 x106 Subscribe to our monthly newsletter Catalyst for marketing insights. www.themarxgrp.com CREATIVE AND ACCOUNT TEAMS Northern California | New York | Chicago Los Angeles | Detroit | Nashville | Denver How to Get the Most Results from Your Trade Show Experience ©2012 The Marx Group 44