Transcript Many Happy Returns: Getting the Highest Return on Your
Now is not the Time to Hide from your Customers
Rizwan iqbal Managing Partner First Trade Show Go Green Displays
Kellogg
’
s wins During Depression
What are the Challenges?
We are in a recession Marketing spending is tight You need to justify every dollar of spend Management does not understand the return from events Non-Critical travel is limited Tradeshow attendance is down
Why you must be out there
Your competition probably is Customers/Prospects who can buy still need to meet you If you go dark, your customers assume the worst – Your competition will make sure they know it And the best reason…2010
What you need to do now
Select the best shows for your organization Determine your event objectives for today ’ s environment Work Smarter to reduce costs Measure the return on your events Sell to the decision maker
Selecting the Right Shows
“
Just keep doing what we have been doing
”
Determine shows you should be at 1.
Match shows to marketing objectives 2.
Talk to your customers 3.
4.
Review the universe of shows Evaluate opportunities 5.
Make decisions Annual evaluation/Online tools
Dive Deep with Show Management
Past year total and net attendance Past and upcoming show exhibitors Who is attending?
– Titles – Companies Educational program Cost per sq ft
What are my objectives?
Take into account the current economic environment Layout the quantifiable objectives Gain agreement on qualitative objectives with team Plan in advance and ensure your systems are up to the task
Setting Goals
A goal
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I want to generate a lot of new customers from the show A SMART Goal
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I want to generate 100 new leads at the show and convert 10 of them into new customers by the end of the year
S pecific
M easurable
A greed upon
R ealistic
T ime bound
Measurable Objectives
Total Leads – Qualified Leads – Cost per Lead Sales at different intervals – At show – 1 month – 3 month – 6 month – 1 year Have basis of comparison – Benchmark to industry – – Benchmark to other sales tools Historical
What else?
Establish/reinforce brand positioning Publicize new promotional message New Product Intro Learn about competitors Current customer relations/sales Networking within the industry Collect feedback from current customers Advance existing pipeline PR opportunities
How do you work smarter?
What is the total cost of show participation What are your key cost drivers?
Can you change your work habits?
How much space do you really need for your booth?
Understand your Costs
Key Cost Components to Manage
Booth Materials Shipping I&D Drayage Travel & Hospitality Staffing
Break Bad Work Habits
Last minute=Higher Cost
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Rush charges from suppliers Shipping charges Overtime I&D/Drayage Lower weight=lower cost
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Shipping decreases Drayage decreases Question everything…
Matching your Booth to Your Objectives
Right-Size your booth to your needs
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Meetings Demonstrations Product Showcase What are you communicating?
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Message Market Strength Positioning
Does Renting Make Sense
?
Need a new booth, but don
’
t have budget?
How many shows?
Want to try before you buy?
Do you have custom needs?
Going Green Doesn
’
t Have to Cost a Lot of Green Green is not a fad Focus on practical green
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Cost effective green that doesn
’
t compromise
Increasing Trade Show Return
It
’
s Easy!
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Reduce costs of attending trade shows Increase revenue attributed to trade shows Reality is much more complicated
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How do you give a value to soft benefits?
How do you track it all?
Are all leads worth the same to the organization?
How do you reduce costs with out affecting performance?
What was the show ROI?
What was the show ROO?
Define specific objective for attending a show Weight the objectives in terms of importance Attach a metric to each objective Rank metrics based on importance Score each show on common scale
Develop a Scorecard
Was the show a success?
•
Perform a post show evaluation
Did it meet or exceed your goals?
Did the ROI make sense?
How strong other benefits?
Brand Awareness
Competitor Insight
Customer Retention
Networking
Feedback
How to sell it to management?
Clearly define ROO vs. ROI
Measure it
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Web traffic landing page
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Pre/post show surveys
Focus on the facts
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Quantifiable Results
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Measurement against Objectives
Not just a budget line…
Invite managers to show
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Set up meetings with top influencers Arrange speaking engagements
Send updates from the floor
Post show write up
Do a face-to-face annual review
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Before budget time
What Does It All Mean?
Now, get out there…
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Thank You!
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Gary Survis [email protected]
732-602-7799 www.FirstTradeShow.com
www.GoGreenDisplays.com
Thanks…
– Follow us on –Search for “ Gogreendisplays ” – www.GoGreenDisplays.com
– 732-723-7799 – [email protected]
om – Friend us on –Search for “ Go Green Displays ”